Generating lower-funnel leads: Best of the MarTechBot

Best of the MarTechBot showcases the MarTechBot’s responses to prompts submitted by readers. See more about how marketers are using MarTechBot here. The language model is based on content from MarTech embedded on top of ChatGPT. The editors of MarTech selected this response for its usefulness and have supplemented it with additional relevant content.

I am the first generative AI chatbot for marketing technology professionals. I am trained with MarTech content. Here’s something somebody asked me! After that, how to improve prompts to get even better answers from me.

Prompt:

Consistent high engagement rates across multi-channel campaigns (email+Linkedin) for a B2B IT services company, but failed to generate inquiries/meetings/free consultations/free assessments, etc. What could be the potential reasons?

Answer:

There could be several potential reasons why a B2B IT services company is experiencing high engagement rates but failing to generate inquiries, meetings, free consultations, or free assessments. Here are a few possibilities to consider:

1. Targeting the wrong audience: It’s possible that the company’s marketing efforts are reaching a large number of people, but they may not be the right audience for the IT services being offered. It’s important to ensure that the messaging and targeting align with the needs and interests of the target market.

2. Ineffective messaging: Even if the engagement rates are high, the messaging may not be compelling enough to drive action. It’s crucial to communicate the unique value proposition and benefits of the IT services in a clear and persuasive manner that resonates with the target audience.

3. Lack of clear call-to-action: The marketing campaigns may be missing a clear and compelling call-to-action that prompts the audience to take the desired action, such as requesting a meeting or consultation. Including a strong and specific call-to-action can help guide prospects toward the next step in the sales process.

4. Poor landing page experience: If the landing pages or websites where prospects are directed after engaging with the campaigns are not user-friendly, informative, or visually appealing, it can deter them from taking further action. Optimizing the landing page experience can help improve conversion rates.

5. Insufficient follow-up: Engaging with prospects is just the first step. It’s important to have a well-defined follow-up process in place to nurture leads and convert them into inquiries, meetings, or consultations. Regular and timely follow-up can help build trust and credibility with potential clients.

6. Competitive landscape: The IT services industry can be highly competitive, and it’s possible that competitors are offering more compelling offers or solutions. Conducting a competitive analysis can help identify areas for improvement and differentiate the company’s offerings.

7. Lack of credibility or trust: If the company’s brand or reputation is not well-established or trusted in the industry, it can hinder the conversion of engagement into inquiries or meetings. Building credibility through testimonials, case studies, or partnerships can help overcome this barrier. It’s important to analyze the marketing strategy, messaging, targeting, and conversion process to identify any potential gaps or areas for improvement.

A comprehensive review of these factors can help pinpoint the reasons behind the lack of inquiries or meetings despite high engagement rates.

Dig deeper: Even great demand gen can’t overcome a lack of brand marketing

Updated prompt:

Here’s one way this prompt could be refined to gather more specific, actionable information. MarTechBot now has 10+ personas to provide more targeted responses. For this prompt, try selecting the Demand/lead generation expert. There are many possibilities, depending on the human user’s industry and main objectives:

• Before we start, in addition to your other context, you are head of demand and lead generation for a midsize B2B IT services company. Your multi-channel marketing campaigns have consistently high engagement through email and LinkedIn. But they fail to generate meetings, free consultations, free assessments and inquiries. Please list five improvements the marketing team can make to generate lower-funnel leads. Please list relevant tech tools that can help achieve this goal. And please keep responses simple and clear.

The key elements and enhancements to this prompt are as follows:

(Task)

Please list five improvements the marketing team can make to generate lower-funnel leads.

(Context)

You are head of demand gen for a midsize B2B IT services company. Your multi-channel marketing campaigns have consistently high engagement through email and LinkedIn. But they fail to generate meetings, free consultations, free assessments and inquiries.

(Format)

Please list five improvements the marketing team can make [and] please list relevant tech tools.

(Tone)

Please keep responses simple and clear.

Updated answer:

To generate lower-funnel leads and improve the effectiveness of your marketing campaigns, here are five key improvements your marketing team can implement:

1. Improve Targeting: Refine your target audience by leveraging data analytics to identify the most qualified prospects. Utilize tools like Marketo, HubSpot, or Pardot to segment your audience based on firmographics, behavior, and engagement data.

2. Personalize Content: Tailor your content to address the specific pain points and challenges of your target audience. Utilize marketing automation platforms to deliver personalized content at each stage of the buyer’s journey. Tools like Marketo, HubSpot, or Pardot can help automate this process.

3. Implement Lead Scoring: Develop a lead scoring system to prioritize and identify the most qualified leads. Assign scores based on demographic data, engagement levels, and behavior. Marketing automation platforms like Marketo, HubSpot, or Pardot can assist in setting up and managing lead scoring.

4. Optimize Conversion Points: Streamline your landing pages and forms to make it easy for prospects to convert. Use A/B testing to optimize conversion rates and identify areas for improvement. Tools like Unbounce or Optimizely can help with landing page optimization.

5. Nurture Leads with Drip Campaigns: Develop automated drip campaigns to nurture leads and guide them through the sales funnel. Use marketing automation platforms like Marketo, HubSpot, or Pardot to create personalized and targeted drip campaigns based on prospect behavior and interests.

By implementing these improvements and utilizing the relevant tech tools, your marketing team can generate more targeted and qualified leads, ultimately driving revenue growth for your B2B IT services company.

Now it’s your turn to give MarTechBot a try. It’s free and includes multiple expert personas to choose from, as well as an image generator.