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CRO is a critical role that’s growing in demand. They are tasked with a clear mission to identify new market opportunities, bridge siloed marketing and sales departments, and focus on one of the most crucial elements of any company’s success: revenue.
In the B2B world, they’re increase sales with CRO new marketing technologies like artificial intelligence (AI), predictive analytics, and automation; using account-based digital marketing to target specific high-value accounts; and improving customer engagement with content like video testimonials and chatbots.
Unlike the traditional marketing strategies that focus on acquiring more website traffic, CRO marketers use data to analyze visitor behavior and improve user experience on existing websites. This might involve A/B testing, leveraging heat mapping, or creating more user-friendly landing pages. CRO marketers also make sure that all calls to action (CTAs) are clearly visible, and replace those that are ignored.
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To increase sales with CRO, marketers must first understand current conversion rates. This can be done by analyzing web traffic data and using tools like Google Analytics to see where visitors are coming from. By understanding how many website visitors are turning into leads or customers, and what the average revenue per sale is, marketers can create and execute a go-to-market plan to reach their target objectives.
CROs are also responsible for cascading targets down the sales funnel to help teams stay on track to meet them. This may include understanding how many sales-qualified leads or opportunities are needed to achieve each targeted conversion rate, and adjusting these metrics as learnings are generated.