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What Does an Excellent B2B CRO Strategy Look Like?

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Guest post by Eleanor Hecks.

Conversion rate optimization (CRO) is just important for B2B companies as B2C businesses.

B2B CRO strategy - make it easy

Image credit: Amjith S on Unsplash

B2B marketers spend a great deal of time, effort, and money on top-of-funnel activities to drive website traffic. Converting those visitors into potential customers and putting them on the path to a sale is essential in order to see a return on that investment.

Convincing them to take the next step (and ultimately, to buy from you) can be challenging, however. CRO requires the right strategy. Here are six ways to make sure your B2B CRO strategy is on the right track.
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Six Lead Generation Trends to Watch in 2021

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Guest post by Dhruv Mehta. Significantly edited from the original.

In a recent survey, B2B marketers and sales leaders were asked to name their most important metric for business success. Unsurprisingly, the metric that clinched the first position was “quality of leads.”

Lead generation trends 2021 - lead quality

Image credit: Outfunnel

Throughout the pandemic, B2B marketers have had to rapidly and repeatedly react to changes in the work structure and priorities of B2B buyers, based on incomplete and imperfect data.

This crisis response led them to identify several short- and long-term trends. However, one of the most important discoveries, part of the “next normal,” is the increased preference for and predisposition of customers towards online self-service.

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