Call to Actions for B2B Marketing
By being a part of marketing automation collateral, C2As are an integral part of the Lead generation and Lead nurturing process as well. Today C2As are not just tabs that ask a visitor to act, but are key to providing an insight into the frame of mind of a prospect on the site. If used appropriately, C2As can become the perfect lead generation tools that help in engaging and converting a visitor.
Websites today have all kinds of C2As depending on the content and the assets available on the site. These can be broadly divided into three categories, depending on their usage and effectiveness in helping with the lead generation and lead nurturing process.
There are C2A tabs that are extremely efficient in engaging the visitor. These are not just simple tabs that transport to another page with more information, but are in a way assets which help a company assess the interests and intent of a visitor. For example C2A tabs can be used to encourage visitors to buy online guides, offer free eBook, conduct contests, etc.
C2A tabs can also be used as lead baits that allows website visitors to input information about the website or product and provides them wit audit/assessment/recommendations. C2A also plays a very significant role in the company’s lead generation process because they are interactive and offer an answer to the query, a visitor is most likely to have at that point of time, during their stay on the page. By doing so, they keep the visitors longer on the site, while analyzing their requirements through the options they choose on the site. The engagement is real and meaningful and hence gets a better response from the visitors.
C2A tabs can be customized to the visitor an action they can take after clicking on the C2A button. For example the watch demo option – There could be multiple actions that the clicking of this button can trigger. As in the conventional case, upon clicking this button, the visitor could be directed to a pre-loaded, or a simulated demo video which explains the value proposition of the product.
The alternative could also be to lead the visitor to a page where there is option for a live chat with a sales executive, who could organize this demo for the visitor. A third option could be to provide a visitor a sandbox environment, so he can experience for himself how the product fares in the live environment. So although the C2A is “watch demo”, there could be multiple actions that could be triggered by clicking this button and enhancing the user experience.
Clearly C2A is here to stay and will be a revenue enhancer if appropriately fine tuned keeping in mind the website visitor’s needs.
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