Calls to Action - How to Harness the Power of the Click for B2B Lead Generation

Posted by Wendy Marx


In your online lifetime, you've likely clicked on hundreds of CTAs, or calls to action. What made you pull the trigger on clicking the button? What made you decide that providing your personal information and adding one more newsletter or advertisement to your inbox was worth it? Without your even knowing it, a CTA likely influenced your decision. 

Let's check out how to create some of that CTA magic to boost your B2B lead generation. 

5 Steps to Creating CTAs that Boost B2B Lead Generation

1. Imitate the Best

Take a look at CTAs that you are drawn to and have clicked on. What pulled your eye towards that design? Of course, you don't want to create an exact copy of someone else's CTA, but you can pull in visual elements that you like and incorporate them in your own design. 

“Art begins in imitation and ends in innovation.” -- Ann HandleyCLICK_TO_TWEET.png

Look to big names in your industry for inspiration. Spend a little time getting to know their pages, and you'll see common elements to their CTAs, such as colors, contrasted lettering, and shapes. 

2. Pick a Color

There is much debate over which colors have the best click through rates. Some insist that colors such as red and orange convert, and that colors such as purple and green are big duds.

However, it's hard to argue the success of such B2B giants as Salesforce, who used a basic navy blue for their CTA button. 


Or, take a look at shipping giant, Maersk's use of plain ol' charcoal. 


Perhaps what matters more than color is the contrast. The shape of the words need to be clearly defined.

Imagine a jarring orange lettering on either one of the above button examples. Kind of a turn off, right?

So, there's no shame in sticking to basic colors, or even using your brand colors. Just make sure your words stand out on the button. 

3. Choose Your Words

This is perhaps the trickiest of all steps in crafting a great CTA that will help your B2B lead generation. And you may not hit it right the first time, but that's okay. 

Personalizing your CTA is important. Instead of "download," try "download my FREE guide." Or better yet, show how clicking on your CTA will benefit someone, such as "fix my shipping problems now." 

As Joanna Wiebe of says,

“Don’t amplify the act of proceeding, amplify the value of it. Not ‘Start free trial’ but ‘End scheduling hassles."CLICK_TO_TWEET.png

4. Use the Right Graphics

Over here at Marx Communications, we often utilize Canva to create our CTAs.  Using a graphics program is a great way to create eye-catching CTAs, such as this one, which claims one of our highest click rates:

How to Rock Content Creation

Notice we even used the big no-no color: green. However, the contrast in colors is enough to draw the eye in, with the clicking finger following close behind. 

5. Use A/B Testing

Once you have designed your CTA, test out a couple of different styles and wording on your audience. You may be surprised at which CTA is better for B2B lead generation. 

How to Get More Leads

Calls to action are one of the primary tools everyone uses for B2B lead generation. However, it shouldn't stop there. That's why we are now offering the most bang for your buck with our 10 for 10 Content Marketing Program. 

Here's how it works: 

You give us 10 minutes of your time via a phone call, and we'll create 10 original pieces of content, including a video, podcast, blog post, graphic, Slideshare, tweet, LinkedIn post, G+ post, Facebook post and Pinterest pin. We’ll also help you promote the content!

Check it out by clicking on the (awesome) CTA below:

New Call-to-action

Dec 4, 2015

Wendy Marx

Wendy Marx is the founder and president of Marx Communications, a boutique inbound marketing and public relations agency. An award-winning B2B public relations pro, she has helped many small- & medium-sized firms (SMBs) become well-known industry brands and transform their businesses, going from Anonymity to Industry Icon™.

Her business articles have appeared in The New York Times, InformationWeek, Inc., Advertising Age, & Fast Company, among other outlets. 

View all posts by Wendy Marx