Requesting materials and downloading white papers are effective for improving CVR. It is necessary to collaborate with sales to move to the next purchasing stage (WACUL survey)

WACUL Technology & Marketing Lab, an in-house research institute of WACUL Co., Ltd., conducted a survey targeting 47 B2B companies and investigated the following points.

The results of this survey revealed the importance of continuing to steadily approach potential customers who have requested information or downloaded white papers online.

Reference source:

Announcement of survey results. Which one leads to the most sales in B2B services, requesting service information or white paper? How can we turn them into sales?

Service materials vs. white papers. Which one leads to sales? Best practice research on CV points on B2B sites

Reference:

https://www..co.jp/mk/column/6727

“Request materials” and “download white papers” that contribute to sales

More and more B2B companies are setting up CV points on their websites, such as not only “Contact us” but also “Request materials” and “Download white papers (materials that summarize know-how, implementation examples, etc.).”

“Requesting materials” and “downloading white papers” are CV points with lower hurdles than “inquiries,” and if you make good use of them, you can expect to improve your CVR. But what is the reality?

It was against this background that the current survey was conducted.

Regarding the survey results, we will first look at the “request for materials.” Approximately 70% of companies had CV points for requesting materials.

Reference source:
Service documentation vs white paper. Which one leads to sales? Best practice research on CV points on B2B sites

Furthermore, 75.7% of companies that have a route for requesting materials answered that it “led to orders” (average 20%, maximum 70%).

Reference source:
Service documentation vs white paper. Which one leads to sales? Best practice research on CV points on B2B sites

When looking at companies with an order rate of over 30% and companies with an order rate of less than 30%, there was no significant difference in the number of requests for materials. However, there was a significant difference in the percentage of telephone calls made after requesting materials, with companies that made sales calls after requesting materials achieving a higher order rate.

Reference source:
Service documentation vs white paper. Which one leads to sales? Best practice research on CV points on B2B sites

Next, let’s take a look at “Downloading the White Paper.” It was found that less than half of companies have a link for downloading white papers, and the implementation rate is lower than that for requesting information.

Reference source:
Service documentation vs white paper. Which one leads to sales? Best practice research on CV points on B2B sites

Regarding results, 60% of companies answered that “about 10% of their efforts lead to orders.” Although this has led to results, the order rate is low.

Reference source:
Service documentation vs white paper. Which one leads to sales? Best practice research on CV points on B2B sites

Regarding white paper downloads, it was found that overall only about 44% of sales were conducted over the phone.

Reference source:
Service documentation vs white paper. Which one leads to sales? Best practice research on CV points on B2B sites

Subsequent sales are important in order to bring about results from “requesting materials” and “downloading white papers”

We found that both requesting materials and downloading white papers were helpful in improving CVR. However, the order rate for white paper downloads is lower than for requests for materials.

This may be because the hurdles are lower for downloads, but it has also become clear that many companies do not conduct sales over the telephone in the case of downloads.

A characteristic of companies that are able to turn requests for materials into results is that they immediately conduct sales over the phone.

Responses to requests for materials and downloads of white papers may tend to be delayed compared to inquiries. However, WACUL Co., Ltd. recommends that in order to convert these into orders, it is necessary to approach potential customers early and make efforts to take potential customers to the next purchasing stage.

Reference source:

Announcement of survey results. Which leads to the most sales in B2B services, requesting service materials or white papers? How can we turn them into sales?

Service materials vs. white papers. Which one leads to sales? Best practice research on CV points on B2B sites