As a B2B software marketer, generating leads is essential to your business. But if you’re delivering lower-than-expected engagement or conversion rates on your campaigns, you could be adding calls to action (CTAs) that are not relevant to your buyers’ needs.
Not all CTAs are equal. For a CTA to be effective, it should be relevant to where a target buyer is in the buying journey, offer something of value in return, and inspire action. “Schedule a demo” and “contact us” CTAs, for example, are highly popular CTAs among marketers but simply don’t have the pull with unaware buyers who are in the early stage of buying. They are most effective for already-interested visitors looking to evaluate your product.
In fact, according to Gartner’s 2022 Technology Marketing Benchmarks Survey, CTAs offering content assets, such as videos or case studies, perform better than those requesting meetings, such as “Contact Us.”[1]
A CTA is a promise of offering something valuable (say, a white paper or eBook) in return for buyers’ action. Here are some tips for creating CTAs that get results and when to use them, along with some examples.