Martin Walker

7 B2B lead generation calls-to-action you should be using

A call-to-action is one of the most critical inbound marketing tactics to help keep website visitors engaged with your content, and lead them down a conversion path. They can also be a highly effective way to generate leads for your business by making sure they part with information in return for your valuable content.

This article explores seven calls-to-action you can use to encourage prospects to interact with your content, whilst at the same time, providing you with information you need for future prospecting.

1. Download now

It takes considerable time to research, write and design an eBook – so don’t give it away without getting anything back in return. A prospect who wants to download your eBook is obviously keen to learn more about that particular subject, so make sure you collect basic information such as their name, company and email before they can access your content.

2. Join us

Webinars are a fantastic way to position your company as a thought leader, and can provide you with an ideal platform from which to interact with your audience. Prospects who are willing to engage with you via a webinar are likely to be at an advanced stage of the sales cycle – so ensure that when they sign up, you ask relevant questions that will help you to understand more about whether they are a valuable lead for your business.

3. Share this 

Encouraging your website visitors to share your content with their network, will broaden your reach and get more people talking about your brand. Ensure the appropriate social icons are present so that your content can be shared. When your existing visitors become brand advocates, you know you are doing a great job!

4. Enter to win

Competitions and prize draws offer a great way to raise awareness of a product or service. They are also an opportunity to collect data and build a new prospect database by collecting the participant’s data before they can enter.

5. Discover now

Online interactive tools can help to educate a website visitor and lead them closer to the buying stage. This interactive tool we built for Autodesk 360 recommends which product is best suits an individual based on their selected criteria. As the prospect interacts with the online tool, they are parting with valuable information that can be then be used as a basis for future targeting.

6. Watch this now

We all love video. It’s engaging, memorable, and presents information in an easy accessible format. Videos can now be used as a way to capture audience data before they watch it. This information needn’t be too detailed, an email address will be enough to let you know which website visitors are interacting with which content.

7. Sign up

A free trial is a great way to allay your prospect’s fears and allow them to test your product before they buy. Signing up for a free trial is an ideal opportunity to request detailed information that can then be used to follow up with those whose trial has elapsed – further reinforcing the features and benefits, and convincing them to purchase.

Website visitors need to be enticed and led down a conversion path with appropriate calls to action. If these elements are missing you’re allowing your hard-earned traffic to navigate away without any end result or reason to return. Perhaps more importantly, you want to know which visitors are engaging with which content, so that you can use this information for future prospecting.

To find out how you can implement some of these calls to action within your online strategy, contact Torpedo for more inspiration.

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