Don’t settle for a 1% conversion just because it’s the industry average.

Ask any B2B marketer about their funnel, and they will tell you their typical prospect conversion ratio is less than 1%. In other words, marketing fails to engage 99% of names. In what other industry would 99% failure be a standard practice? When we draw a funnel as our metaphor for lead generation, the very shape of it illustrates our acceptance of the statistical reality — we accept that most names will never turn into leads. Can’t we do better?

Tools like marketing automation systems allows you to stay in touch until a prospect is ready to buy. But simply staying-in-touch does not motivate action. To bring about a moment of decision, you have to focus on your prospect’s current interests. True nurturing takes the time to build credibility around a topic of common interest.

When you define personas by interest and target that interest at the right time with the right content, the lift in your marketing performance can be impressive.

Download Mintigo’s latest ebook on “Creating Personas For B2B Marketing” to get a step-by-step guide on how to target quality leads with interest-based personas.

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“The steps in this book will shape how we find and nurture leads!”

- Praveena Khatri, Director of Demand Generation at FinancialForce.com

“This ebook will be a key topic at my next marketing team meeting.”

- Brian Vass, VP of Marketing at Qvidian