B2B Conversion Strategies After Clicks

Over the past 10 weeks, I’ve personally helped over 100 founders, marketers, and salespeople implement RB2B. Here are the top 6 plays I’ve seen turn site visitors into B2B demos: 1. Samantha McKenna’s “Thought Leadership Ad” Play - Promote a thought leadership ad to ungated content - 1,600 click throughs to their site - RB2B pushes site visitors >>> Slack - Slack >>> Warm Outreach = Booked demo on first campaign 2. Andy Mewborn’s “VA Does Everything” Newsletter Play - Sends newsletter to 180k subs promoting Distribute - Subs click through to site - RB2B pushes site visitors >>> Slack  - Slack >>> email/LinkedIn connection and follow up from VA = Books at least 1 demo every send 3. Vitaliy Verbitskiy's “Cold Call” Play - Healthcare services co, low traffic, 10 visitors per day - LI & phone sales motion - RB2B pushes site visitors >>> Slack  - Connect on LinkedIn (near 100% acceptance rate)  - Cold call immediately = 3 booked demos out of the first 10 calls 4. Michel Lieben 🧠 and Taylor Haren's "Clay" Play - RB2B pushes site visitors to Clay - Clay sorts by ICP, enriches with firmographic/technographic data - Clay writes ChatGPT email based on pageviews and who the visitor sells to - Clay >>> smartlead = Michel booked 1 demo in first 15 emails = Taylor is responsible for 20% of RB2B signups (we have 11% conversion rate on this strategy) 5. David Cimaglia’s “Retention.com” Play - Dave combs through the leads in our Slack channel every day - When he sees an ICP visitor, he shoots them an email about what we do - He then connects with them on LinkedIn (near 100% acceptance rate) - He shoots them a LinkedIn message and follow-up email then next day = We’re CONSTANTLY booking demos using RB2B 6. The George Munguia 🥥 “Coconut VA Cold Call” Play - Someone hits Coconut VA’s site - RB2B pushes to Slack - A VA in the Philippines calls IMMEDIATELY = George booked 5 demos DAY 1 with this strategy TAKEAWAY: Cold calling ISN’T dead. ESPECIALLY if you are using RB2B to identify your website visitors. People always ask me how they should reach out to visitors to their website. My answer is always the same… The EXACT same way you reach out to a lead who WASN’T on your site: - Do it ASAP - Do it on several channels  - Do NOT mention that you saw them on your site If you are booking demos already, I GUARANTEE that you will book even more demos with RB2B. Why wouldn’t you at least try? It’s 100% free. (not kidding) P.S. If you're using RB2B, what plays are working for you? Share below. Let's build together.

Clicks ≠ Pipeline. ABM Content Only Works When It Matches the Buyer Journey. I've made this mistake earlier. ABM content that doesn't match the buying stage. -Marketers push thought leadership when an account is ready for a business case. -Sales teams send case studies when the account still needs category education. The result? Static Pipeline with no Convertions. ABM content should be a 1:1 conversation, not a generic marketing campaign. Here’s how we fix it in ABM programs 👇 ABM Content Needs to Follow the Buying Journey. 1. Vendor-unaware accounts. Thought leadership that educates and creates urgency. 2. Vendor-aware, engaged accounts (unknown product need). Content that helps sales validate pain points and build trust. 3. Vendor-aware accounts (validated product need). Hyper-personalized content that removes objections and accelerates deals. Content without deep account research is just another generic marketing asset. ✔️Sales teams should get conversations, not just clicks. ✔️Marketing should scale the pipeline, not just impressions. Example from an ABM playbook we ran for an enterprise SaaS client: 1. We ran a LinkedIn + email drip with industry trend reports for cold accounts to establish credibility. 2. For engaged accounts, we used role-specific insights to help SDRs book meetings. 3. We created a custom value calculator for late-stage deals that showed their potential cost savings. If your content isn’t aligned with buyer readiness, it’s just noise. We can do a lot to personalize ABM content in HubSpot. -Smart Lists: Grouping accounts based on engagement + ICP fit. -Smart Rules: Dynamic email content that adapts to the buying stage. -Multi-touch workflows: Dynamic, personalized Email content that nurtures accounts based on their pain points. I've written a step-by-step post on my newsletter for this. You can read it here. https://lnkd.in/gRStyPRq

3 simple ways to increase demo requests for early/growth stage companies: 1/ Add a calendar booking option It doesn’t have to be fancy — just a simple calendar booking integration that lets prospects automatically book a demo on your sales teams’ calendar is great! If your objection for not doing this is your sales team might get unqualified leads or they would end up wasting time, I’d say take a bet. Run a pilot program. Do it for 30 days and analyze the time/resources it took your time to implement it. When I work with growth stage startups and get pushback on this idea, I immediately do the math & communicate how it’s significantly more profitable to let sales team waste a couple hours/week than not running any demo requests at all. 2/ Add social proof on your product demo page 90% of the B2B SaaS websites I see aren’t doing this. There’s an old rusty blank page of a product demo booking where the prospect is asked to fill multiple fields in an unnecessarily long form. There’s a stock library image at the left/right hand side of the form and maybe text-based testimonials at the bottom or something along the lines of “We have worked with 3647+ brands and helped them drive $80M in pipeline”. The reason why having social proof on your product demo page works is because your champion buyers are more or less uncertain about your product. They have objections around tech stack integrations, use-cases, results, wins, losses, onboarding and implementation. Instead of letting this uncertainity continue till the demo process (and probably lose their interest/trust), use your product demo request page as an opportunity to educate your champion buyer on your product’s differentiator and value. Highlight real customer stories, share specific numbers, show (don’t tell), and most importantly, share real, raw feedback. 3/ Add a “what to do next before our call” page You’ve got the calendar integration. You’ve got the social proof. Great! Now, think about the post-demo request experience. It’s like the post-gate experience of when someone downloads your ebook/whitepaper. Most marketers send MQLs to sales without educating their prospects on what’s next — sales “looks” pushy when they reach out to the customer, their interests are not aligned, there’s a BIG gap of knowledge around your product which puts extra pressure on sales to deliver. But, let’s stick to the post-demo request experience for this post. Instead of a simple “Thank you for requesting a demo”, do this: ✅ Give them option to explore your content library ✅ Add a What’s next section that walks them through your pre- & post-demo process ✅ Give exclusive access to your community, newsletter, or podcast ---- What more do you want to add? Share it in the comments! Want to hear more from me? Subscribe to my newsletter (link in comments).

If the CTA is to "get a demo" and it isn't working: Try these. 1. Set expectations The "get a demo" process signals to the buyer that they're in for a long, wild ride. You're asking for their time so tell them what they can expect if they do. 2. Call it something else Variations of "consultation" "meeting" "chat" - softer signals than a demo can open the door. 3. Offer it elsewhere in the journey If you offer free trials, focus on offering just that. Then offer a demo after they get stuck or as part of your onboarding. 4. Evaluate the "real" performance Sure, the volume of demos dropped but: - Were there more quality sign ups? - Did they convert to customers at a higher rate? 5. Evaluate if this is the right place for the ask If this is the user's first interaction with the brand, they're not ready for a conversation yet. You need to match the user intent with the CTA. 6. Ask if you're looking in the right place Hockeystack says there's 31 website touchpoints on average before a user becomes an MQL. And that's for a low ACV B2B product. Success should be measured on both how much users are consuming the information on a specific page and overall conversions: - Return visits to the website - Likely show as direct/organic  - Overall increase in handraisers across the site 

NOT every person is ready for a sales follow-up. 👉 It's about matching the intent level with the right type of follow-up. We all know the pain of: - gated content download > - send to sales > - cold call > - email > - demo > Here's something different you could consider. 1.) Promote a gated asset (template, webinar, tool, whatever) to a target account list of accounts that align 1:1 with the same accounts sales is going after 2.) Convert them 3.) Invite some of the people that converted and met your ICP to be a guest on your webinar/AMA/podcast 4.) Take the raw mp4, clip up the four best highlights 5.) Repromote on Linkedin to drive more people to the assets above. 6.) Then select the most engaged accounts from Linkedin to prioritize outreach 7.) Send an email to those accounts offering up an idea/plan/strategy/etc. and see if they'd be interested in chatting; go further than just asking for a demo. Number 3 is the MOST important part of this whole play. Why? 1.) You build a relationship with someone in your ICP vs. cold calling them to death 2.) You get to build your brand by riding off of their existing brand reputation 3.) They'll know who you are and what you do 4.) You'll create more content that can then attract others P.S. You can also do this with ungated content by using LI engagement data, it's just a little more challenging to identify the exact person engaging. #demandgeration #b2bmarketing #saas

Take a page out of Figma’s Product-Led Sales Playbook! Kyle Poyar provides an amazing deep dive into Figma’s go-to-market motion. Here are my three takeaways on how B2B SaaS companies can use product usage data to signal a sales handoff. 1. Use product-qualified accounts (PQAs) to flag which prospects to reach out to, and when 2. Target the team leads and the power users to build momentum in the sales process 3. Equip your sales team with the right data points and messaging to increase their conversion rate --- To dig into the details, here's a summary of the takeaways: 1. Use product-qualified accounts (PQAs) to flag which prospects to reach out to, and when. In a PLG motion, the last thing you want your sales team to do is waste time chasing non-opportunities. Or worse, reach out to a user with strong messaging and scare them off. To avoid a false start, SaaS companies can use a product-qualified accounts (PQA) approach to prioritize which prospects to go after. This method uses a combination of account data and product usage data to force rank the best prospects. For example, Figma splits accounts into a two-by-two matrix: • High & low fit based on firmographic data (e.g., industry, size, capital raised) • High & low product signal or intent (e.g., # of logins) 2. Target the team leads and the power users to build momentum in the sales process Once the sales team has a list of accounts to target, the next step is to identify who to reach out to within those accounts and with what messaging. Typically, there are two main user personas to target: • The influencer or decision maker (users with specific titles or roles) • The champion (the top users based on product usage) For Figma, the sales process starts with the champion. A rep will show the champion the potential value in higher tiers and get other personas to engage in the buying journey. At the same time, marketing will engage the influencer/ decision makers with content and events (e.g., webinars), and funnel them to the sales team at the right time. 3. Equip your sales team with the right data points and messaging to increase their conversion rate Instead of your sales team taking a "spray-and-pray" approach, you can equip them with precise targets that increase their success rate. This is what Figma did. The company had its data product team, sales ops, and sales leaders collaborate together and create a model to predict when an account is more likely to upgrade. But the company didn’t stop there. Figma's product marketing team created a messaging framework to help sales reps personalize their outreach. Here's the link to the full article 👇 https://lnkd.in/dk6d7pr6 #b2b #saas #productledgrowth

If I had to optimize a B2B website for conversions tomorrow, I'd do these 3 things first: 1. Refine the homepage Most homepages = no idea what the business does Upgrade yours so it's 'PSD'-focused: - Solve a P-roblem - Offer an specific, irresistible S-olution - D-ifferentiate it (from ALL the alternatives) How: - Run customer interviews - Talk to Sales/CS, analyze transcripts/recordings - Embed the most common fears/objections in copy - Triple highlight the top benefits/outcomes -- 2. Seriously upgrade the demo page 80% of the demo pages I see miss critical pieces:   - Copy doesn't explain what the demo is about - Copy doesn't address questions/barriers - Time-wasted w/ back-and-forth to schedule a meeting How to fix: - Tell the prospect exactly what they'll get by signing up  - Address their concerns (once again, ask Sales/CS) - Add a meeting scheduler tool (Chili Piper, Calendly) -- 3. Set up exit intent feedback polls Collect qualitative insights from users about to exit: - Users land on a high value page (e.g. demo/product) - They spend more time than the avg. on that page - They're about to hit the 'x' and leave Depending on what you're selling or the information you want to collect, create a feedback poll and ask questions like: - What type of [ICP] are you? - What brings you to [website] today? - What's your biggest question related to [product]? - Is there anything holding you back from buying? After some time, you'll get a GOLDMINE of insights from skeptic buyers. And be able to incorporate their hopes, fears, and dreams right back into your copy. What actions would YOU take to optimize a website? 

You can’t sell to an empty room. But you also can’t sell in a crowded room of people who have zero need for your offering. This is the case with so many deployed marketing budgets. Excited about the impressions and traffic volumes, but fail to properly evaluate results downstream. We were spending $20k/mo on Google Ads. It was generating insane campaign results — solid impressions, healthy CVR (site visits), boosted MAUs. Looked great in theory and user charts were on the rise MoM. (Really easy to tell the story that I was doing a great job as CMO.) But demo requests should’ve also been on rise. They weren’t. So I began evaluating downstream metrics, site visits: - Bounce rate climbing. - Site engagement falling. - CVR (demo requests) plateauing. (Really easy to blame the product team for poor UX.) I was obsessed to understand. Kept digging. Evaluated those same metrics by source. - Paid Google: 99% bounce rate - Paid Google: 0.5% site engagement - Paid Google: 0% CVR (demo requests) Then by referral site. - Paid Google Referrer: recipesrus. com - Paid Google Referrer: mymomsblog. co - Paid Google Referrer: bestplacesinitaly. net My Google campaigns were 100% at fault. Impressive metrics on Campaign Manager. Terrible metrics once users hit our site. And is it any wonder? Referral traffic coming from recipe travel and personal blog sites??? I was selling vertical B2B software. 1. Take accountability for your job as a marketer to deliver high quality demos. 2. Know what is happening upstream, but get obsessed with how they move downstream. 3. Pay attention to diminishing returns. Slow changes over time likely mean something valuable to adjusting strategy. For us? We learned that paid Google campaigns were just not the right play anymore. No matter how tight and sophisticated our segmentation, our ad placement was still ending up in large rooms of completely irrelevant buyers. We added $20K/mo back to our budget to use in a smarter way. Our user counts dipped, but our CAC improved alongside other important user engagement metrics. Don’t be afraid to make a change that sacrifices quantity/volume for quality/return. Get obsessed with each phase of your funnel and how it converts. Know your CVR from: - Campaign/Channel > TOFU - From TOFU > MOFU. - And MOFU > BOFU. - BOFU > Customer. Dig deep. Your future CAC (and BOD) will thank you.

It takes 67 touches to convert a B2B prospect today. Not 10. Not 20. Sixty-seven. Yet way too often CEOs expect marketing magic in 30 days. Here's what sustainable growth actually looks like: DISCOVERY CALL CEO had burned through agencies for months. Quick win promises, no results. They wanted "200 leads in 2 months." Pain points: wasted ad spend, SDRs with nothing to chase, board breathing down their neck. MONTH 1-2: REALITY CHECK 45 minutes of uncomfortable truth. No magic formulas. Marketing ROI compounds like the S&P 500 - patient investors retire wealthy while day traders go broke. Started building what matters: brand awareness, content addressing emotional pain, focused messaging. MONTH 3: PANIC Zero form fills. CEO schedules emergency meeting: "We're considering pulling the plug." I show engagement metrics - time on site up 400%, return visitors growing. "But where are the leads?" THE TURNING POINT Explained how buyers make 80% of their decision before talking to sales. "You're three months into a 2-year investment. Warren Buffett didn't get rich in 90 days." Got another month. MONTH 4-5: BEHAVIORAL SHIFT Prospects mentioning us unprompted in competitor calls. Web visitors spending 8+ minutes on case studies. First SQLs trickle in - all inbound, highly qualified. Average deal size 2.8X higher than outbound. MONTH 6: THE START OF THE PAYOFF - 4X increase in qualified leads - 3X pipeline growth - 2X revenue from marketing-attributed deals CEO calls: "Why didn't we do this sooner?" KEY LESSONS: 1. The 67-touch reality is an opportunity. Consistent presence wins. 2. Emotional messaging beats feature lists. AI can't capture human pain. 3. Track behavior, not just conversions. 8-minute sessions beat 1,000 30-second form fills. 4. Brand investment pays multiples. One client's close rate jumped from 12% to 31%. 5. The 6-month rule: Can't commit? Don't start. Month 4 quitters pay for foundation but skip the harvest. Most companies quit before the compound curve kicks in. They're chasing 2019 playbooks in 2025 - lead quantity, gated content, SDR armies. Meanwhile, long-game players dominate. Because sustainable growth isn't about marketing hacks. It's about having discipline to invest when others panic. Let your competition keep day trading while you build wealth.

If only I could get a nickel for everytime I have told someone that SaaS growth is not just about spray & pray! This whole document which I have dropped below consists of 100+ hours of consultation calls I have taken with B2B brand owners. 1. Hypersonalisation And it all starts with triggers & relevancy. You gonna cold pitch? Sorry fam, but you gotta tell why. You can't write articles about what you do. It's all about service <<< results. Personalize with first liner as the trigger + mid liner as why the pitch is relevant for the reciever. 2. Mapping Map your customer journey. Learn about customer experience. • Why they chose your service? • Their span of activity • What made them choose you over your competitor? 3. Multi-channel outreach system IG gurus tell you to focus on one channel. And hey, I am not saying no to that. But the approach to multi-channel is to test & find where your ICP resides. Fan out slowly & steadily. Your never know where your next lead is coming from. 4. Sales cycle Many of the SaaS owners I have worked with did not track their sales cycle. This is one of the most important pointer where you can increase the conversion rate + LTV of a user. 5. Automation >> Manual Will save you a lot of time. Plus, elevate the power of AI & increase your conversions + retention. 6. Systems & processes As I said, DO NOT go for the spray & pray method. Have a strategic move. A system in place will help you track if you are at the right track. Also, with A/B tests combined, I know exactly which strategy can work in 90 days or less. 7. Research Research your ICP. Have their pointers in place. Know the triggers & outcome. With the right research, you will have the foot in the door (or be on the better side of the door) before your competitor! Damn! I did not know I will write this much. But, a lot has still not been poured over here. Let me know if I can help you in any way.🫶🏻