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Five Mistakes That Are Costing You Precious B2B Leads

by Rohan Ayyar  |  
November 1, 2017

Generating qualified B2B leads is a challenge, to say the least. It can be much more difficult than capturing B2C leads, as some niches are notoriously tough to penetrate, some prospects are tough taskmasters, and some buying cycles are painfully long.

And it takes significantly more than just running ads to reel in and validate your B2B leads. The process is rigorous and involves carefully thought-out components working in unison. B2B leads also typically require more nurturing in the middle of the sales funnel.

However, getting the process started requires strong tactics to qualify the most valuable prospects. This is much easier said than done, and it's easy to make mistakes along the way. Here are five inexcusable ones that you can, and should, avoid.

1. Not Keeping Tabs on Website Visitors

One of the most efficient ways to generate leads is collecting information on the people who visit your website. The ability to see what both known and unknown visitors are doing on your platform gives you a huge upper hand in learning what they are interested in and how to target them effectively.

Visitor tracking usually has a narrow focus on individuals' behavior while they browse your website. But with the help of Web analytics tools, you can see where they come from, what elements of your site they're engaging with, and how frequently or recently they've interacted with you.

Some 98% of your website visitors will never contact you. But that does not mean they are not interested in your products. By using features such as Behavior Flow and Funnel Visualization in Google Analytics, you can get an in-depth look at how your Web content is faring with visitors. You can determine which leads would be the most beneficial to chase, as well as gain insights on optimizing your sales process.

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Rohan Ayyar is a project manager at E2M solutions, a digital marketing firm.

LinkedIn: Rohan Ayyar

Twitter: @searchrook

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