Budgetary Pricing Generate More Quality B2B Sales Leads

Your content strategy will build trust, credibility, thought leadership and other brand-centric attributes that are very important. But, ultimately your CEO wants quality sales leads. The absence of producing quality sales leads risks the merit of your investment in digital marketing.

By allowing visitors to your website to request budgetary pricing, you can become aware of evaluations often before your competitors find out about them. A joint Enquiro and MarketingSherpa study confirmed how the #1 piece of information serious B2B buyers want to know is pricing. Download our ebook and learn more about budgetary pricing study.

Common Inbound Marketing Calls-to-Actions

B2B digital marketing is ultimately measured by leads. Not just any leads, but quality leads. Relevant calls-to-action are necessary to produce inbound sales leads. In B2B inbound marketing, some of the most common calls-to-action are white papers, ebooks and webinars. For some B2B marketers, offering a self-service budgetary pricing call-to-action is a viable way to generate leads. Admittedly, this call-to-action doesn’t work for all B2B marketers. It works best for high-ticket products such as capital equipment, technology devices and some high-end professional services.

Sales Ready B2B Leads

The most valuable service the marketing department can provide to a B2B sales force is to deliver sales-ready leads. Let’s be honest, many of the leads produced by white paper downloads are not sales ready. Hopefully, you do a good job of nurturing those leads to eventually convert a high percentage of them into sales-ready leads. When a B2B professional requests budgetary pricing, they are often in a legitimate evaluation of products such as yours.

Budgetary Pricing Gives B2B Buyers What They Want

By allowing visitors to your website to request budgetary pricing you can become aware of evaluations often before your competitors find out about them. A MarketingSherpa study illustrates how the #1 piece of information serious B2B buyers want to know is pricing. This does NOT imply that you should sell on price versus value! Wouldn’t you want to know about serious B2B buyers considering your product or service?

As the Seller You Are in Control

Here’s how it works…You offer a button or inline call-to-action for self-service pricing.

Sample call to action

When someone clicks on the CTA they will be directed to a landing page where they are informed of the process through a paragraph or two scripted by you, and asked to enter their email address.

Budgetary Pricing

The visitor enters their email address. But, if their email address doesn’t pass your filter, the visitor cannot proceed to step two. You control the filter. For example, you can choose to filter out non-corporate emails such as hotmail.com, yahoo.com, gmail.com, aol.com, etc. Additionally, your can filter out your competitor’s email domains. You are in total control. Once a visitor enters a legitimate email address, they can enter your product portal to select from your product matrix. You can display as many or as few products as you choose. The visitor selects the products of interest. The final step before submitting the price request is to fill out a form with their name, their company and their phone number.

Human Review Ensures Only Legitimate Requests Get Approved

Once a visitor submits their price request, it is emailed to you or someone on your team. The email is sent immediately. It’s advisable you review the price request within minutes. If the contact details sent by the requestor don’t appear legitimate you should deny the quote request. If the contact details appear legitimate, you can approve the quote request and pre-configured automation kicks in. A pre-written email along with a PDF of the pricing details you set up in your product portal will be emailed to the requestor immediately.

Sales Follow Up

Once a quote request has been emailed, the best practice is to call the person to ensure the email was received. As you know, some corporate firewalls block incoming attachments so a follow up call is advisable as a courtesy. Often, the follow up call results in a conversation about the prospect’s needs, timeline and budget. Those conversations often become viable sales opportunities.

Remember, this call-to-action is not assumed to fit all B2B businesses. Long evaluations of high-ticket items are often the best fits. Some B2B marketers using this approach find a budgetary pricing call-to-action to be their #1 source of qualified sales leads.

If your B2B product offering could benefit from a budgetary pricing, lead generation strategy, get in touch with us to explore your options and set up a free trial.