KEO Marketing

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Choosing the Right Call to Action Improves Digital Marketing Results

Choosing the Right Call to ActionFor many B2B marketers, “contact us” is a go-to call to action. After all, most leads that contact you are already aware of your solution and understand how your organization addresses specific challenges. They’re the kinds of leads you want to attract.

However, “contact us” isn’t the right call to action for every situation. Neither is “request a demo,” “schedule a consultation,” or “get a quote.” These calls to action might work for potential buyers who are approaching the purchase stage, but they certainly aren’t the best choices all of the time.

To improve digital marketing results and engage all of your leads, you should ensure that every call to action:

  • Is relevant to the context in which is appears
  • Corresponds to the appropriate stage of the buyer’s journey

For example, consider a potential enterprise software buyer who is starting to investigate different vendors. This person isn’t ready to contact solution providers just yet. She’s only trying to identify products that can help her colleagues streamline cumbersome business processes.

After performing a Google search, she comes across a blog article on a vendor’s website. She likes how it provides an overview of a problem that’s similar to hers and shows her different ways to solve it. However, at the end of the article, she’s prompted to “request a demo.” The call to action strikes her as pushy and premature, so she decides to search for information elsewhere.

This buyer isn’t ready for a demo yet – she’s still gathering information to share with her team! A better approach would be to direct her to a resource, like a white paper, where she can learn more about the company and its software products. In this case, “Download our free guide” or “Grab our latest white paper” would be more effective calls to action because they fit the buyer’s context and acknowledge that she’s still in an early stage of the buying process.

Building a marketing strategy that targets every stage of the buyer’s journey isn’t easy, but it’s essential to B2B digital marketing success. That’s why as a leading inbound marketing agency, KEO Marketing maps every inbound marketing campaign to the steps buyers take on their way to making a purchase. As a result, you can reach all of your buyers whether they’re ready to make contact or just need to understand why you’re different.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.