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One of the most common demand generation issues I hear from clients is, “We get leads, but they rarely convert into opportunities.” If you could use some conversion rate improvement, the following marketing tools are excellent assets to use on your website for prospect engagement.

Fundamentally, you will need to build a journey for your website visitors. Think of this journey like hiking trails in a park. The prospect wants to choose which trail they go on and how long they take in their journey. Your job is to keep the path clear and to insert value along the way so they always know how to continue forward and have the motivation to do so. If they aren’t motivated to continue on their journey, they are going to pack up and leave.

A huge transformation that B2B companies are undergoing is the switch to Account Based Marketing and Selling (ABM). This is a big change for enterprise companies whose systems and processes revolve around “warm leads” versus “warm accounts”. And with new technology enabling ABM to be successful, big operations decisions and purchases are being made.

But if you’re a startup or a small business looking to grow with marketing, what you’re wondering is “Will ABM even work for a small budget like mine?”

The answer is an emphatic yes! (And you’ll get results faster than the enterprises!)

It’s likely a truth for every B2B marketer, at some point in our careers, we’ve touted features. It’s the ultimate marketing sin, yet it’s sooo easy to do. It’s much harder to step inside the shoes of your customers and figure out what they want to know. The reality is that when a prospect visits your website they want to know two things:

1. Is this product for me?
2. Will it solve my immediate pain?

And guess what, you have less than 30 seconds to answers those questions for them or they will bounce. If your homepage is focused on what type of product you have and the fancy features that make it special, you’ve lost the sale.