Kathy Mrozek – B2B Website Strategy for Lead Generation

Learn how to produce quality B2B website leads, in an 8-week on-demand virtual course.

The Problem: Your website isn’t generating quality leads for sales, but as a small, time-strapped marketing team, you don’t have the time to develop robust improvement strategies.

Getting the right message to the right person at the right time isn’t always as simple as it sounds. A website that doesn’t produce quality leads makes marketing departments feel like a cost center instead of an investment in future growth.

Our on-demand virtual course, “B2B Website Strategy for Lead Generation” will help you become a confident B2B web strategist that produces quality leads for your sales team.

B2B Website Strategy for Lead Generation is an 8-week on-demand virtual course for B2B marketers in industrial companies.

This course is full of actionable, practical guidance that will help you plan and prioritize your efforts to attract higher quality website leads.

You’ll be taught how to plan a website that generates quality leads, through either redesign or agile improvements. You’ll receive templates for creating personas and features that work for converting MQLs and SQLs. The course includes ways to generate consensus, prevent scope creep, jump-start content development, and crafting a high-converting user experience and content strategy.

Unlike generalized marketing advice that’s geared toward B2C one-size-fits-all approaches, this course is focused on the unique needs of B2B industrial marketers in small teams. You’ll learn how to prioritize your own efforts, doing more with less while attracting the right people and providing them with the right experience.

The main focus will be on improving your website, either through complete redesign or existing site improvements that increase lead quality and quantity.

What You’ll Learn In B2B Website Strategy for Lead Generation

Module 1: Define The Need and The Goals

• Identify what’s working and not working
• Benchmark the competition
• Understand your current performance/analytics
• Clearly define objectives and goals for your website

Module 2: Know Your Audience

• Identify your highest value customer groups and define your ICP
• Learn the key persona patterns for B2B technical companies
• Interview customers to get more detail on what they’re looking for
• Create high level personas

Module 3: Articulate Who You Are

• Learn how to clearly outline what you do, who it’s for, and why people should care
• Identify critical services, products, and revenue drivers
• Write a draft positioning statement
• Clarify your elevator pitch
• Identify primary SEO keywords

Module 4: Guide Visitors to Critical Actions

• Learn recommended B2B SQL and MQL strategies
• Define your SQLs (primary CTAs)
• Define your MQLs (soft conversions)
• Define user flows toward MQLs and SQLs
• Define how your website fits into your digital marketing and sales strategy so that the site is planned around marketing ROI

Module 5: Prioritize Features

• Perform competitive research
• Get input from internal stakeholders
• Prioritize and justify your plan according to revenue and business objectives

Module 6: Plan Critical Content

• Learn the key pieces of website content strategy
• Create a prioritized list of needed content types
• Create a plan to jump start content development
• Include SEO keywords in your content and pages

Module 7: Organize the Homepage

• Learn critical best practices for B2B technical website organization
• Define your main navigation and site structure
• Create a wireframe of your homepage

Module 8: Write the Strategic Plan

• Create a plan that allows you to drive a website redesign toward success
• Prioritize a plan for agile rollout to an existing website
• Plan how marketing channels interact with your website

Sale Page: Kathy Mrozek – B2B Website Strategy for Lead Generation

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