Turn Your B2B Website Into a Pipeline Marketing Machine


“Start with what you already have control over. Start with what you can affect easily.”
Nolin LeChasseur

Every B2B marketing leader working in a growth-oriented company is focused on impacting revenue as materially as possible. Executives want to know how much of their company’s revenue pipeline is being sourced and influenced by marketing.

During this webinar, Nolin LeChasseur, Brainrider’s founding partner and CMO, talks about three core concepts that high-performing B2B marketing teams should use to ensure that a website contributing to the development of a healthy sales and marketing pipeline.

A successful B2B website needs to be working hard to deliver quality lead generation with ongoing nurturing and sales-qualification. And your website is no exception!

Next Steps:

Want to know how your site measures up? Request a free website assessment.

Interested in improving your B2B website to generate leads and get better results? Brainrider can help. Start now and request a proposal!

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Presentation Transcript

Slide 1: How does your website fit into the big picture?

If you look at this website, most of the content that is there and the way it is organized, it is really all about you and your company. It’s not about your customer, your buyer and the information they're looking for going through their buyer journey.

3 Core Concepts:

Set Pipeline Objectives and Metrics: If you’re not setting and agreeing on objectives as a group and figuring out how you’re going to measure against them, you will have a hard time making decisions when you get into web executions and program execution, making the right decisions to impact your pipeline.

Optimize for Conversion: Once you have a clear picture of how you expect your website to impact your pipeline, it’s time to make sure the things you are executing on your website are optimized to convert. Usually, content on websites is built more to communicate and share information than to convert.

Insights Trigger Actions: With Pardot, you have a lot of tracking ability on website engagement and website activity of all your prospects and visitors. This is an opportunity to draw insights from that tracking, the data you are collecting, and to make sure the insights you garner are trigger actions.


Slide 2: Align Site Metrics with Pipeline Metrics [Diagram]
You really want to have this on the wall when evaluating what you’re doing on your website. Depending on your goals and your pipeline, your website design may change.


Slide 3: [Quick Poll]


You want to make sure that the primary objective of your website is aligned with your primary marketing objective across the board. So that your campaigns and website are working in concert together. You also want to make sure your primary marketing objectives align with your overall business objectives.


Slide 4: [Quick Poll]


Slide 5: Align Site Metrics with Pipeline Metrics [Diagram]

If you want your website to be a pipeline marketing machine, you need to be measuring and reporting on how your website is delivering against pipeline conversion rates. It starts with visitors on your website and ends withs sales opportunities.

Understanding what these key pipeline metrics are, and which ones you’re focussing your website on and performing against are essential to making the changes we are talking about.


Slide 6: Pipeline-driven Web Tactics [Diagram]

Which pipeline objective is most important over the next period of time? We need to do all of them, and we need to allocate resources proportionately. You need to pick your point of emphasis in the pipeline. There is a whole set of tactics that come from choosing your point of emphasis.

Attract & Acquire: (Website optimization)

  • Customer focused navigation
  • Content marketing
  • Blogging
  • Search engine optimization
  • Gated content
  • Calls to action
  • Landing pages/forms

Nurture and Qualify: (Website optimization)

  • Customer focused navigation
  • Content marketing
  • Progressive forms
  • Activity tracking
  • Landing pages/forms
  • Dynamic content personalization

Engage with Sales: (Website Optimization)

  • Sales readiness offers and calls to action
  • Buy signal activities
  • Activity tracking with Salesforce notifications
  • Dynamic content
  • Personalization


Slide 7: Optimize for Conversion

CTAs for Each Pipeline Stage: We want to make sure we have calls-to-action for each prioritized pipeline stage.

Eliminate Conversion Friction: At the point of conversion, what are the things that are getting in my way as a visitor? What is preventing or slowing down my conversion or reducing the likelihood I’m going to convert? How do we eliminate or minimize those things?

Build Buyer Pathways: We want to eliminate dead ends. I should never get to the end of a page on your website and not have somewhere to go next.


Slide 8: Website CTAs by Pipeline Stage

Based on where you are focusing your priority, you should have more visible CTA’s for that stage. If stage 3 is our top priority pipeline stage, we have calls-to-action somewhere along that top navigation and header strip of our website that has a sales-ready, call-to-action in a highly visible place.

Stage 3: Identify sales-ready leads

  • Pricing
  • Request a call
  • Request a proposal/quote
  • Consultation
  • Schedule a meeting
  • Sign up
  • Download
  • Custom demo


Stage 2: Segment and Qualify

  • Set/update preferences
  • Need or pain point
  • Ask a question
  • Search
  • Register
  • Download
  • Record demo
  • Live chat

Stage 1: Attract and Acquire

  • Subscribe
  • Download
  • Sign up

These are examples of CTAs that are really only interesting to someone who is sales-ready. We are trying to create these actions or activities that will tell us, by someone clicking on it or engaging with it, what stage they are most likely to be in.

I’ve ordered the stages from 3 to 1 instead of 1 to 3 because we always want a triage for sales-ready leads first. I want to get everybody thinking about having at least one highly-visible, low-friction, sales-ready, call-to-action on your website. If somebody comes to your website and is sales-ready and there isn't an obvious way for them to let you know you are missing out on sales-ready leads on your website. Then, make sure you have built mechanisms on the back end to act on that, whether it is notifying a rep or creating a Salesforce task. You don't just want to identify them in Pardot but you want to make sure your sales team is following up immediately.


Slide 9: Low-friction data Capture

Only Collect Data You Need: Things that cause friction at the point of conversion are things like, asking for too much information, asking for information you don't need or asking for information that is not your top priority. When we are building forms in Pardot, we will build a list of all the form fields of data we know we need to collect from a prospect then we will rank order them in terms of importance. We will break that ranked list into groups that seem fairly logical if you were to see them in a form, of no more than 5, preferably 3-4 field clusters.

Capture Data Progressively: Then we will build a master form in Pardot that asks for those questions in that progression. So if someone only fills out one form on the website we are capturing the 3 to 5 most important fields. If they only fill out two forms that are using progressive logic, we will get the most important field and the second most important field. Whatever you do, don't ask for everything in the first form. Only ask for the information you need to be able to respond to the request.

Set Clear Expectations: We want to make sure that when they focus on the form, there is a lot of clarity around expectations of what they need to do and what they're going to get. Make it clear what is going to happen when I push that button. Set the context for them with a short line of copy, only ask what you need, and do that progressively. We have also included a link at the bottom to our privacy policy to assure them their information will be handled in a trustworthy way.

Make It Easy to Click: Make it easy to click on wherever they are supposed to click, make it look nice, using design and colour logic, and it doesn't just say “Submit” it actually says what will happen when they press that button, “Play Recording”.


Slide 10: Build Buyer Pathways

Amazon was one of the pioneers of building buyer pathways. When you are on a particular page, with a particular piece of content they are always showing you related content. Amazon now does it 3 to 4 different ways with, frequently bought together, customers also bought, and even sponsored or promoted content that is related. Amazon offers you other pathways, so even if you aren't planning on buying this item, there are several other related items to click on while on this page.

The important thing is that it is not random content, but it is related content to what you have been looking at. You have to figure out a way to show related pathway options and then let people choose their own adventure. The beauty of having all this content on your website is that we are tracking the activity in the background. The more they look at, the more you know what they are interested in, what they are trying to solve for and it gives you a lot more information to segment and then market it back to them.


Slide 11: Case Study: Axonify [33:50 - 38:15]


Slide 12: Insights Trigger Actions

Highlight Buy-signal Actions and Pageviews: What sort of actions and pageviews would be buy-signals or sales-ready signals for your buyers. Figure out how to incorporate those in highly-visible places on your website and make sure you’re setting up the right actions on the back-end.

Opportunities to Segment or Customize: The ability to see via pain point, what content a prospect is engaging with and then dropping them into a segment list in Pardot that gives you an opportunity to reach out to that list with a related campaign. It also allows you to drive dynamic content blocks off of the segment that they are in. If you set your content up that way, you track your engagement that way, you build segments that way, then it becomes a closed loop process where you can start to customize and personalize based on the pain points they are engaging with.

Forward or Backward Movement in the Buying Journey: You will be able to see what decision stage they are in by looking at the content they are interacting with. If they are clicking on stage 1 and stage 2 CTAs they are probably not sales-ready. So, when I start sending outbound campaigns, I am always going to include a sales-ready CTA, but it’s not going to be the highest priority CTA. I’m going to include stage 2 CTAs and a stage 1 CTA, and then “contact us”/”request a meeting” as a secondary CTA.

Other Stakeholders in the Buying Decision: Make sure that when content is being shared, that there is a way to capture those visitors as prospects as well, and start to group those prospects together against accounts so when it does become a sales-ready opportunity, your salespeople will have better account coverage. Part of that is making sure you are getting those contacts to convert, so you have their information and permission to market back to them. If it is a priority for you, do you have CTAs and conversion mechanisms positioned strategically on your website to make sure that as additional stakeholders in a buying decision land on your website, that they are going to be converting?


Slide 13: Q & A [43:00 - 56:37]