Having attracted a prospect to your website/blog, you need to understand who they are and what they're looking for. The easiest way to do this is to use a lead magnet - something that you exchange with them for their contact details. This could be a white paper, an eBook, a request for a demo, etc. What's appropriate for your business? We can help you create the lead magnets and set up all of the lead capture mechanisms. Our blog post B2B Digital Marketing has some good examples of lead magnets.
Content needs to be developed for the appropriate stage of the funnel. At this early, top of funnel stage, where the prospect is new to your product/solution, they just want to find out more and maybe verify that your solution can address their problem. Further down the funnel they'll want to know who else has done this, i.e. they'll be looking for case studies. Top of funnel content is not limited to lead magnets, there are the landing pages that support your paid ad campaigns, and more. We can either re-purpose what you have or develop new content for you.
There will be some visitors who do not take advantage of the lead magnets you have and leave without sharing their information. That doesn't mean they're not interested. They may have been disturbed (given a task from their boss, got a call etc.), made a mental note to come back, even bookmarked your site. We can set up retargeting campaigns that will enable you to stay in front of them when they're on other properties such as LinkedIn, Facebook or even the broader internet.
You've gone to all this trouble to create demand and generate leads. You have to be able to figure out which of the activities are producing the best return. Tracking leads and being able to attribute them back to the original source enables you to do that. Whether we do that using the full capabilities of Google Adwords and Analytics or using a spreadsheet doesn't matter, it just needs to be done.