In business-to-business (B2B) sales, some deals take a lot more time and effort than others. With lengthy sales cycles, large budgets, and several stakeholders involved, standard conversion tactics often fall short.
Here's the catch: Only about a quarter of all sales are successful, which is quite frustrating. In fact, the average win rate is 21%, and the close rate is 29%, which means roughly 75% of sales efforts don't result in a deal.
Source: Hubspot
Quick fixes, such as button tests or form tweaks, might help with smaller, faster sales. However, complex B2B deals need a slower, more thoughtful game plan. It's not about instant results; it's about building trust and guiding the right people over time.
In this blog, we'll share some advanced lead-nurturing strategies for complex B2B sales. Read on to learn how to nurture hard-to-move leads and kick your conversions up a notch!
Proven Ways To Nurture Hard-to-move Leads and Close Bigger Deals
Some B2B leads take time, and a little extra care, to move forward.
However, here's the problem: Approximately 80% of new leads don't convert into sales due to a lack of effective lead nurturing tactics. What are you supposed to do then?
Source: Zendesk.com
You need to go beyond implementing lead generation techniques for B2B sales success. You actually need to nurture those prospects already in your sales funnel. With the right strategy, proper timing, and trust-building, you can ultimately turn these stuck leads into big wins!
That said, here’s how to keep them engaged and convince them to say the much-coveted "yes."
1. Understand the complex B2B buyer journey
The B2B buyer journey isn't a straight line; It's far more layered than the basic awareness-to-decision flow we see in business-to-customer (B2C) models.
To improve conversions, you need to understand the key stages unique to enterprise sales:
Image generated by ChatGPT
- Awareness: The buyer recognizes a problem and begins seeking solutions.
- Consideration: They dig into possible solutions and vendors.
- Evaluation: Teams compare options against specific needs.
- Consensus-building: Different stakeholders align in a direction.
- Decision: This leads to final approval and procurement steps.
- Implementation: The solution is rolled out and put to work.
At every stage, friction can slow down the process. One big blocker? Risk aversion. Many decision-makers would rather choose a "safe" option than take a chance. And with multiple people involved (IT, finance, operations, and end-users), getting a "yes" takes time.
The series of processes usually require legal scrutiny and security review. That could hold your momentum back, thus curbing your boost in conversion rates. That’s why complex B2B journeys often see less than a 1% increase in conversions, while B2C funnels could convert between 2 and 5% of the traffic. See the difference?
2. Know the key players and decision-makers
Securing complex B2B deals requires a clear grasp of both the decision-makers and, yes, what drives them. Enterprise purchases often involve a mix of champions, end users, technical evaluators, budget holders, and executive sign-offs, each bringing unique goals and concerns to the table.
Start by using your customer relationship management (CRM) and account-based marketing (ABM) tools to map out key players in each account. How do you go about doing so?
For instance, LinkedIn Sales Navigator can help you see the team structures and spot decision-makers. In 2022, Sales Navigator users connected with these key players 3.6 times more often than those who didn't use the tool.
Source: Linkedin
Don’t take our words for it; let this mapping shape your content strategy:
- Tech teams require specifications, security information, and integration documents.
- End users look for ease of use and real-world walkthroughs.
- Finance leads need ROI numbers and pricing comparisons.
- Execs want to see strategic value and market advantage.
Ultimately, you're not selling to a business. You're guiding a group of people with different goals toward a shared decision!
3. Use advanced lead nurturing tactics for B2B
In complex B2B sales, basic drip emails aren't enough. You need highly strategic lead-nurturing emails to win your prospective clients' hearts! Generally, you need smarter nurturing strategies that adjust based on how leads behave and what they care about.
Start with refined lead scoring that blends firmographics (think industry and company size) with behavioural cues (consider content downloads, site activity, and webinar sign-ups). This helps you zero in on warmer leads and tailor follow-ups with more precision.
Boost your reach through content syndication on trusted niche platforms. Then, guide prospects through curated nurture paths based on the topics they naturally gravitate toward.
A strong B2B nurturing strategy spans multiple touchpoints:
- Email sequences that educate over time
- Targeted ads that reinforce your message
- LinkedIn outreach to connect with decision-makers
- Webinars that speak to specific industries
- Personalized videos to re-engage at key points
Of course, emails remain the most utilized channel for lead nurturing campaigns. Take it from Invesp's list of most effective online channels:
Source: Invespcro
4. Build trust and reduce perceived risks
In high-stakes B2B sales, trust is everything. To move deals forward, you need to demonstrate credibility and alleviate concerns about risk.
Third-party validation goes a long way. Think Gartner reports, certifications, security docs, and strong customer testimonials. Case studies should go beyond buzzwords and demonstrate tangible results, including how the implementation was effective and what specific changes were made.
Case in point: Techwyse's case study on AmegoEV, Canada's leading electric bike retailer.
In 2018, they partnered with TechWyse to roll out a high-impact e-commerce site and elevate their digital presence. With their sights set on becoming North America’s go-to direct-to-consumer e-bike brand, they saw a 27% dip in bounce rate, a twofold surge in page views, and solid traction from both paid and organic search.
See how they presented their case study with actual results as a way to build trust:
Source: TechWyse
Likewise, create content that addresses common concerns before prospects even have a chance to ask.
Consider topics like "Migration Made Simple" or "Integrating with Existing Systems" to demonstrate your understanding of their challenges. Additionally, consider utilizing tools such as ROI calculators, cost comparisons, and detailed timelines to help buyers visualize the value using their own numbers.
When it's time to demo, make it as personal as possible. Tailor the experience to the specific use case, not a generic product walkthrough. That's what it takes to turn trust into action!
5. Employ high CRO tactics for the B2B conversion funnel
Improving B2B conversions starts with finding and fixing weak spots in your funnel. Fret not, as you can use tools such as Google Analytics, your CRM, and heatmaps (like Hotjar). These tools let you track conversion rates between stages and see where leads tend to drop off.
For landing pages, go beyond basic A/B testing. Let’s cut to the chase. Here are a few examples:
- Use CTAs that match where the buyer is in their journey
- Add industry-specific explainer videos
- Offer smaller actions, such as downloading just part of a white paper.
Take Freedom Debt Relief, for instance:
They've been experimenting with their call-to-action (CTA) highlighted on their homepage. The most recent one is pretty straightforward in offering its debt relief program. However, this is backed with 4.6/5 star ratings and linked to excellent reviews. Plus, a client testimonial is prominent alongside the CTA. Take a glimpse below:
Source: Freedomdebtrelief.com
Forms are key in B2B. Use smart forms that adjust based on the visitor's history and collect information gradually through progressive profiling. On high-intent pages, add live chat that responds to visitor behaviour and company details.
6. Nurture deals stuck in the pipeline
Every B2B team deals with stalled opportunities. Getting them moving again takes more than just another follow-up email. You must do what it takes to guide customers through your sales funnel.
Here's the problem: About 65% of B2B marketers don't set lead nurturing campaigns in place. What they fail to realize is that the average CTR for nurtured leads is 8% higher than for non-nurtured ones.
Source: Salesgenie
For big deals, try a top-down approach. How? Have your execs reach out directly to their counterparts with valuable insights or special offers. This can reopen conversations that hit a wall further down the org chart.
Next, create custom content for each stalled account based on past conversations and known concerns. Think competitive comparisons, customized ROI breakdowns, or implementation roadmaps using their real data (of course, with permission).
Lastly, use intent data from tools like Bombora, G2, or TechTarget to spot when accounts are back in research mode. This time, re-engage with perfect timing! You can even build microsites for top accounts, giving them a personalized content hub that speaks directly to their needs.
7. Measure with key metrics and feedback loops
Basic conversion rates don't tell the whole story in complex B2B sales. Instead, track metrics that show real progress through the funnel:
- Sales velocity (average deal size ÷ average sales cycle length × win rate × number of opportunities)
- Touchpoint effectiveness analysis (which content assets, events, or interactions most frequently precede advancement)
- Opportunity stage conversion rates and time-in-stage metrics
- Multi-touch attribution showing influence across the entire decision journey
- Pipeline acceleration metrics (reduction in the average sales cycle by stage)
Create a feedback loop across marketing, sales, and customer success. Chat with new clients about what tipped the scales, and dissect lost deals to spot missed cues. Use those takeaways to sharpen your strategy. Remember: Boosting B2B conversions is a long game, not a one-and-done.
Wrapping Up
Turning slow-moving B2B leads into closed deals takes more than just one good tactic. It actually requires a perfect combination of strategy, teamwork, and a whole lot of patience. The best results come when marketing, sales, and customer success all work together for good!
Heed our advice: Get clear on who's involved in the decision, stay consistent with lead nurturing, build trust, and re-engage stuck deals the right way. With these in mind, you can keep your pipeline moving, even in the most complex sales environments.
Conversion optimization for B2B isn't just about tweaking pages; it's about guiding real people through big decisions. Want help doing that? Reach out to TechWyse for a personalized look at your funnel and ideas to help you close deals faster. Call 866-208-3095 or contact us here.
