How to “Spark” a B2B Conversion

How to "Spark" a B2B ConversionThat first touch. That first look. That first sound. That spark! We often remember first impressions when something significant happens. It’s no different for business-to-business sales. In this case, though, we’re not talking about attributes like a snazzy website or a funny TV ad, we’re talking about timing, response, and good old-fashioned value. That first impression can come from how quickly you respond to a sales lead and what you deliver when they inquire about your brand.

We’ve created the spark that can transform the curious to the converted and can help you spark a b2b conversion.

A Spark is a real-time event trigger in the Lead Management Automation™ (LMA) application. What events can be triggered, you ask? Anything from adding the lead to a contact list to creating a CRM task in Salesforce.com. The value in automating these events is in the rapid response you can provide each sales lead.

What constitutes a Spark? A Spark happens when a visitor to your website uses a specific search term to reach you, has visited multiple pages on your site, or other activities. The Spark can be the start of a long-term relationship with that lead through a nurturing process. By quickly responding to an “inquiry” (a user-defined request), you provide value that can lead to a conversion from prospect to customer.

Here are some examples that are used as sparks:

  • A prospect submits a web form, which triggers an email sent to the prospect with more information and distributes the lead to your sales team
  • A link within an email is clicked, which triggers and alert to the lead owner and creates a task in your CRM for that lead owner
  • A hot prospect (measured by lead score) visits your pricing page, which triggers an email to the lead owner.
  • A lead is converted in your CRM from Lead to Contact, which updates the fields and status in your CRM

A Spark can trigger multiple activities, reducing redundant processes and increasing your spectrum of response. Research has shown that prompt response and value delivery rank high among reasons buyers purchase from a vendor. Using Sparks to trigger events in response to inbound activity shows your leads that your brand acknowledges their interest and wants to provide value in their customer experience.

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