Top Tips for B2B Marketing Solutions - #1 Drop the Barriers

B2B marketing agencies have been trying to encourage clients to do this for years, yet the process seems so counter-intuitive that there is still resistance.

As part of your B2B marketing process, rather than have your prospects fill out forms to gain access to parts of your site where, for example, white papers or podcasts are available, selectively drop those barriers. Those barrier style forms, though they link directly to a lead generation database, turn off potential leads.

In fact, studies show that of those who fill out the forms 30% of them lie when they fill them out. All the lead generation metrics and internet marketing automation in the world goes to waste when a prospective lead is lying just to get over a hurdle you set up for them. By giving a customer all the information they need to make an informed decision, you move them along the buying cycle faster.

Instead of forcing the lead to fill out forms, custom lead generation can be based on a webpage’s design – such as a prominent “Contact Sales” link on every page instead of behind the barrier.