3 Ways to Fill Your Sales Funnel in December
B2B Website Conversion Strategies
December should be one of the most enjoyable months of the year. The Thanksgiving weekend has jump started the holiday cheer. Now, the holiday season is in full swing.
But, if December is the end of a quarter in your business, or the end of your fiscal year, it can be a very stressful month. If your inbound marketing job is to produce sales leads and your sales team is breathing down your neck, you may not be in much of a holiday cheer mood.
Consider these three lead generation strategies to fill your sales funnel in December.
Webinar with Star Power
Every industry has high profile people. Maybe your company has one or more of them. Hold a webinar with a guest presenter whose name will draw people to attend. Realistically, the webinar event should’ve been planned months ago. If you had the foresight to schedule it, a star powered webinar is a good way to get people to fill out a coveted registration form. During the webinar, do some polling of the audience on relevant topics that will help determine the level of need and interest in your company’s products or services.
Give Away Value Not Margin
Buyers of specialty products and services often wait until the end of a quarter to make a buying decision. They’ve been trained to expect quarter end “deals.” Vendors under pressure to “make their number” would rather discount their prices than miss the sale at the end of a quarter. But, in B2B marketing you can’t run ads like a retailer promoting a 25% off sale. But, you can run a promotion offering more value for the same product. For example, if you sell a device that requires training, you can run Google Adwords ads to offer a free training class. If set up and implementation usually takes three months, offer to double up on the resources for a 30-day implementation. Whatever the realistic offer is in your situation, offer value as the incentive over price as a way to get the sales lead into your funnel.
Offer Self Service Budgetary Pricing
Contrary to B2B marketer’s intuition, the information of most interest to a website visitor on a B2B website is pricing. Yet, most B2B companies don’t publish pricing. And, in most cases it’s wise not to publish pricing. However, another way to satisfy this need is to offer self-service budgetary pricing. By allowing a website visitor to request budgetary pricing, you capture contact information to start a sales conversation. You provide basic pricing information with well written caveats that it’s not a firm quote. Your copy should explain that the only way to provide a firm quote is to talk to a trained staff person at your company to assess the person’s situation and configure a firm price quote. Wouldn’t you rather have that conversation than not? It’s quite possible your competitors would.
These three methods of filling your sales funnel can be part of your marketing arsenal all year long. Sometimes the month of December is hectic with year end decisions. Why not make the most of the demand for your products and services through these B2B sales lead generation strategies?