The purpose of any outreach activity, be it calls, email or Linkedin mailings, is to show any active actions on the part of the client so that at the end of the sales funnel, he makes a purchase.
But in order to force the client to take such actions, triggers are needed that encourage the transition to new stages of the funnel.
In Cold Email for B2B clients, the main trigger is a written personalized letter to the target audience, which arouses interest in the company’s offered product or service, in which there should be a call to express your interest.
Call to Action (CTA) are marketing appeals aimed at getting visitors to your website, recipients of letters in Email Outreach or Linkedin companies to take a certain action that will send them down the sales funnel.
The most desirable action is to book a call with a manager to receive a commercial proposal.
Call to Action directs the lead what to do next
The CTA tells the lead the next step to engage with the company.
Without it, this letter will most likely be simply read, the website pages will simply be viewed and, with a high probability, the user will simply go to look at similar offers from competitors unknowingly without taking the necessary actions.
The most common CTAs that can be used on sites are:
Buttons “Order a call”, “Get a quote”, “Get a free consultation” (“Order a call”, “Get a quote”, “Get a Free Consultation”) and others that may be suitable for SQL leads to quickly interact with the company the seller
One of the important points for further work in the B2B segment is receiving e-mail for the purpose of further interaction and voluntary consent to this.
For this purpose, the following STAs can be used:
“Subscribe to the newsletter” (Subscribe): Allows visitors to subscribe to the newsletter or receive notifications about new products, promotions and events.
Download Free Content: Offers visitors to download free resources such as eBooks, white papers, or templates.
We recommend setting CTA data for the pages of any B2B company.
For him, it is necessary to install lead magnets as useful information or download really valuable content within the framework of the selected target audience.
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“Take a Survey”: Invites visitors to take part in a survey, which can be useful for collecting feedback.
“Share with Friends”: Invites users to share information about your product or service through social networks such as Linkedin or Twitter.
In addition, such a CTA format adds expertise to your company and serves as an excellent referral program for future leads.
“Get a Discount”: Provides visitors with a discount or special offer in exchange for taking a specific action.
“Join the Community”: Encourages visitors to join your community, forum or blog.
With such a STA, it is great to attract leads both for subscription and for working with such resources as a YouTube channel, podcasts, specialized platforms such as Upwork, and others.
Trial subscription is a very important STA for Saas platforms
“Sign up for a trial period” (Start a Free Trial): Offers a free trial period of using a product or service.
And, of course, various invitations to training programs and webinars, which are then necessarily converted into sales.
Choosing a specific CTA depends on the nature of your business, your target audience, and the goals you want to achieve for your potential customers.
They can be more aggressive – for example, “reserve a call”, or unobtrusive – “Subscribe to the newsletter” and “get a useful report on the qualifications of customers in your company’s niche”.
In any case, it is a great chance to have the opportunity to additionally warm up the prospect in MQL and then in SQL with his voluntary consent and a significant decrease in the probability that he will send your Newsletter to Spam.
This is especially important for products/services with a long sales cycle, where it is very difficult to get the customer to call immediately and, in addition to subscription and trial, it will be necessary to interact with him using many omnichannel marketing tools.
A call to action will definitely increase conversions, increase sales and make it easier to move leads down the funnel.
An important requirement for the placement of the CTA button should be its visibility on the page so that people immediately pay attention to it.
Also, a useful option on the STA website can be in the form of Pop-up messages, when using which it is possible to very quickly change directions to create a journey map for the client.
