How to Stop Losing 95% of Your Website Traffic

Welcome to Marketing in the Age of Machines. Each week, we bring you the following:

👉 An innovative marketing strategy that has worked for others.

👉 The 3 most relevant contents in marketing, AI, and business that will help you understand the ever-changing landscape.

👉 3 tools for the Marketer of the Future.

👉 The quote of the week. A simple take on everyday marketing concepts.

🤓 How to Stop Losing 95% of Your Website Traffic

Problem:
Many businesses are unknowingly wasting over 95% of their website traffic, missing out on valuable opportunities to engage with potential customers. Despite investing significant amounts of money in ads, these companies fail to capture contact information, especially emails, which are crucial for nurturing leads and driving revenue. Without a strategy to collect emails, the majority of website visitors leave without a trace, representing a lost chance to convert them into paying customers.

Solution:
To maximize the potential of website traffic, businesses should focus on collecting more emails by offering incentives that resonate with visitors. This can be achieved through strategies such as hosting webinars, providing discounts, offering free trials, and delivering free valuable content. Each of these tactics not only encourages visitors to share their email addresses but also positions the business as a valuable resource, increasing the likelihood of follow-up engagement and conversions.

Lesson:
The key takeaway is that simply driving traffic to a website is not enough; businesses must have a robust email collection strategy to capitalize on that traffic. By offering value upfront in exchange for email addresses, companies can build a list of engaged prospects, creating ongoing opportunities for follow-up and revenue generation. Ignoring this step means leaving significant potential earnings on the table.

Are you making the most of your website traffic, or are you letting valuable leads slip away?

1/. Your guide to going account-based
The post explores the limitations of the traditional marketing qualified lead (MQL) approach and advocates for an account-based strategy as a more effective alternative. Shari Johnston, a leader in account-based practices, emphasizes the need for a unified go-to-market (GTM) strategy that aligns the entire team around key accounts rather than relying solely on marketing efforts. Her insights cover the essentials of transitioning to an account-based model, including target account lists, team alignment, orchestration of plays, technology requirements, and measurement of success.

Insights for B2B Marketing Directors

• Ensure that account-based marketing is integrated across the entire GTM team, not just a marketing initiative. Effective account-based strategies require buy-in from sales, marketing, and other relevant departments to align efforts and optimize results.

• Customize your outreach based on deal size and account characteristics. For larger deals, focus on high-touch, personalized engagements such as executive briefings, while for smaller deals, consider scalable tactics like targeted content or webinars.

Read the full post here:

2/. 7 Essential Takeaways from LinkedIn’s 2024 B2B Marketing Benchmark
The 2024 LinkedIn B2B Marketing Benchmark report offers valuable insights into current and future trends in B2B marketing. It highlights how marketers are adapting to changing conditions and leveraging new strategies, from digital channels to generative AI. Key findings include the increasing importance of strategic thinking, the growing role of AI, and the need for better alignment between sales and marketing teams

Read the full post here:

3/. Shifting Positioning - Why B2B Tech is Different
The post explores how B2B product positioning frequently evolves, unlike the relatively static positioning of consumer products. While consumer products like Juicy Fruit gum maintain consistent positioning and introduce new products for different markets, B2B products often shift their positioning as they mature and expand. The author highlights the need for B2B companies to distinguish between their current positioning and long-term vision, manage different positioning strategies for customers and investors, and implement structured processes for regular positioning reviews and adjustments.

Read the full post here:

👉 Tools in the Age of Machines:

Reclaim: AI-powered calendar assistant that helps users optimize their schedules. It can be used to automatically schedule meetings, find the best time to meet across attendees' schedules, and defend focus time.

11x: AI-powered sales development representative (SDR) that automates the lead generation and outreach process.

Humblytics: isAI website tool that provides cookie-free website analytics and A/B testing.