Digitalisering
19. februar 2025
5 tools to help you generate more leads from your B2B website
A B2B website is almost always a central part of a lead generation effort. The website must support long customer journeys with complex products and solutions. So it is not enough to simply write “contact us” and then have leads come rolling in.
To get the most out of your B2B website, you should integrate it with certain marketing and sales tools.
In this post, I have selected 5 tools that all B2B companies that are serious about lead generation should use. If an average customer is worth more than DKK 50,000 (let’s face it—they are worth far more), then you should read on.
1. Leadinfo – Know your visitors
Imagine being able to see exactly which companies visit your website—without them filling out a form. Yes, that is exactly what Leadinfo does.
The software shows you which companies have visited, so you can reach out while they are still warm.
It works by matching the visitor’s IP address against 118.dk and other CVR registers. That way, it can show you which companies visited you. It can also show you:
- Which content they visited
- How long they stayed on the site
- Which marketing channels they came from
- How many times they returned
- Etc.
You can set up rules that qualify the traffic based on how they behaved. And when they score (lead scoring) high enough, a message is sent to selected email addresses—such as sales—indicating that they should probably reach out to this company.
You can also export the list of companies that have visited your website from Leadinfo and send the list to, for example, LinkedIn to target ads at these companies.
Price and link
- Price: from DKK 515 per month
- Visit Leadinfo
2. HubSpot – The complete marketing machine
HubSpot is a bit like a Swiss Army knife for your marketing and sales efforts. Here you get:
- CRM
- Marketing automation
- Lead scoring
- and much more, all in one place.
This means you can easily track, enrich, and engage your leads without losing the overview. And yes, it saves you a lot of manual processes. What’s not to like?
HubSpot has a similar feature to Leadinfo—where you can see which company visited the website and their entire user journey. However, you can only see this once the user has converted in some way—for example, by requesting a demo or signing up for the newsletter.
HubSpot also has a well-functioning out-of-the-box integration with WordPress, so you can get started easily.
Price and link
- Price: from DKK 5,900 per month
- Visit HubSpot
3. Zapier – The uncrowned king of automation
If you have tried entering the same data into multiple systems, you know how annoying it is. Zapier comes along like an angel sent from heaven.
With Zapier, you can easily and very affordably get your tools to talk to each other, automate all the boring tasks, and reduce your “marketing debt”.
Zapier can, for example:
- Get different Excel spreadsheets to talk to each other
- Pull data from the website into CRM
- Integrate ChatGPT directly into your WordPress solution
- Integrate your newsletter with the website
- Integrate project management tools with the website, and possibly CRM
- And MUCH, MUCH more!
Price and link
- Price: from DKK 150 per month
- Visit Zapier
4. Trailhub
Trailhub is software for “call tracking”. Call tracking is a setup that allows you to track when visitors manually enter the number from your website on their mobile and call (i.e., when they do not simply click a phone link).
On B2B websites, calls account for approximately 30% of all customer enquiries, and we see that leads that come in via phone are up to twice as qualified as, for example, those who “just” click an email link.
So you should not miss out on this data!
The way it works is that Trailhub provides some forwarding phone numbers, which it automatically replaces your own phone numbers on the website with. If there are multiple visitors on the website at the same time, they see different numbers.
When someone calls a forwarding number, it immediately forwards the call to your real number.
In this way, Trailhub can not only track that a call was made, but it can also link the call to a specific user journey, since no one sees the same phone number at the same time.
Price and link
- Price: from DKK 400 per month
- Visit Trailhub
5. Contact forms – Get the conversation started
Last, but certainly not least, there are the contact forms. At Morningtrain, we know that the right contact form can be the difference between a lost lead and a new relationship.
Whether you need a simple form, a multi-step form, or one that integrates directly with your CRM, we have the solution. Just take a look at the many options we offer at Morningtrain.dk.
Put simply, we recommend offering your visitors several different types of contact forms, such as:
- “Request a call back”
- “Book a meeting”
- “Book a demo”
- “Contact us”
It can even be the same form, but made available with different wording. I would always test whether a “request a call back” generates more conversions than “book a demo”.
The rule is: the fewer fields you have to fill in, the more people will do it. We have looked into it, and with the fourth field in a form, the conversion rate drops by 32%.
Read more about conversion rates on B2B websites here.
Or about how you can improve performance on B2B websites.
