How to Create Great CTAs That Convert B2B Prospects | MarTech

Forget capturing your value proposition, creating eloquent email copy, and avoiding spam filters. Your entire outreach will fail if your call to action (CTA) is weak.

While regular cold emails send you a average response rate from 5% to 10%, personalized CTAs perform 202% better. Yet a really good CTA isn’t just about personalization.

This data-driven guide dissects the science behind powerful B2B calls to action, along with insider tips and winning examples.

While I can’t guarantee you overnight success, I promise you’ll leave inspired and armed with powerful tactics to take your B2B reach to the next level.

What makes a powerful CTA and why you need one

Imagine a call to action as the spark that ignites the desired action in your audience. It’s the final step that takes them from simply reading your message to accepting your offer. In addition to increasing engagement, check out some other reasons why they matter:

• They bridge the gap between interest and action. By explicitly telling readers what you want them to do, you eliminate confusion and guide them on their journey.
• They meet expectations based on previous user experiences. Just as we click “Accept” on cookie pop-ups, our brains anticipate CTAs in certain contexts. Meeting this expectation creates trust and familiarity.

But creating a truly effective CTA requires more than just a generic “Go call me.” Here are five basic characteristics of a strong call to action:

• Brightness. It should answer the question, “What now?”
• Intriguing. It should pique interest and entice the reader to find out what happens next.
• Relevance. It should be tailored to the needs of your recipients and resonate with them.
• Brevity. Keep it short, sweet and to the point.
• Link. Make sure it flows naturally from the overall message of your email.

And perhaps another extra that deserves special attention: visibility. For maximum impact, place your CTA:

• Above the fold, so that the recipients see it immediately.
• In the subject line to tease the action and grab attention.
• In the opening sentence to immediately captivate your readers.
• At the end of the email to encourage potential customers to take action before closing your message.

Dig Deeper: Beyond ‘Click Here’: 4 Rules for Better Email CTAs

Examples of compelling B2B calls to action

But before we dive into the examples, remember: there is no magic silver bullet CTA. What resonates with one audience may fall flat for another. So try different approaches and tailor each call to action to your specific audience.

Arouse interest

These are interest-based CTAs that invite conversation without taking up any time:

While it may seem less aggressive than asking for an appointment directly, don’t underestimate its power. From a strategic point of view, it is intended to attract and convince people without being pushy. The ultimate goal (meeting, demo, purchase) remains the same, but you add a softer step up front.

Why interest-based CTAs are good:

• Open self-learning opportunities. Many prefer to do independent research before meetings, especially if you are not dealing with just one decision maker six to ten people from the purchasing committee.
• Texting is winning for the modern audience. Generation Z and millennials often prefer text to calling.
• Fits even the tightest schedule. Such calls to action provide a quick overview for busy decision makers.
• Sounds less pushy. Shows value without feeling like it’s a sales pitch.

Use this type of call to action:

• For simple products with self-service options.
• When the prospect can easily research and learn for themselves.

Caution: C-level executives of fast-growing companies can expect a direct approach. So test interest-based CTAs carefully.

Dig Deeper: The Art of Natural Funneling: How to Lead Your Readers Without Forced CTAs

Making it easy

An opposite way is to get straight to the point and invite prospects directly to a specific meeting or action.

Notice how these CTAs:

• Suggest specific dates and times, which takes the guesswork out and makes it easy for the prospect to plan.
• Provide clear action verbs: “show (demo),” “schedule a meeting,” and leave no room for ambiguity.
• Phrase the request as a question to elicit involvement and avoid feeling pushy.

Why Simple CTAs Are Crushing It:

• Show respect. Offering specific times shows that you appreciate the prospect’s schedule.
• Reduce friction. One-click responses, such as ‘yes’ or ‘no’, minimize effort and encourage action.
• Are direct. Such calls to action clearly state what you want and how to respond to it.

Use hard CTAs:

• For complex products, when meetings are crucial to explain features and value.
• When approaching C-level executives, they often value directness and quick action.

Create a sense of urgency

Sometimes a gentle push can make a big difference in the B2B reach. But be careful not to sound too salesy or spammy.

Why CTAs like this can make the cut:

• Urgency provokes action. Limited-time offers tap into our fear of missing out (FOMO) and motivate faster action.

Best for:

• Time-sensitive offers or exclusive discounts.
• Addressing critical challenges or immediate pain points.
• High-quality solutions to emphasize the scarcity or unique benefits of your offering.

Finally, a few tips on how to use the sense of urgency without extreme pressure.

• Focus on value instead of time. You can do this by emphasizing the benefits of direct trading.
• Suggest options and choices, such as flexible meeting times or alternative ways to participate.
• Before adding urgency triggers, make sure your offering is an ultimate solution to your prospect’s needs.

Caution: Don’t overuse it or your messages won’t get through the email spam filters.

Dig Deeper: Email Outreach for Marketers: Measuring and Optimizing Performance

Focus on value

I would call it a classic ‘Show, don’t tell’ approach. It’s about your potential customers, not you. In other words, this type of CTA emphasizes the specific value your leads can get from your offer.

Why you should choose them:

• Value speaks volumes. By understanding and focusing on the prospect’s needs, you create a compelling reason to take action. Especially if you add some data or numbers to back up your words and show that you can achieve tangible results.
• Telling features, selling benefits, they say, and I completely agree. Try to build an emotional connection with the prospect’s wishes. In our experience, adding such a personal touch simplifies the decision-making process.

When to use:

• When possible. I literally can’t imagine the situation value not working.

Get creative with a triplet formula

If you’re brave enough to spice things up with spicier CTAs, go for triplets. It combines two expected benefits and one unexpected or even strange point. Something like this:

Why you might want to try a creative call to action:

• Cut through the noise. Something out of place always attracts attention. An unexpected twist will make your message stand out from the generic.
• Create a memorable impact. Even if you don’t get a response, you won’t go unnoticed. Consider it part of your brand awareness strategy.
• Show that you think differently. If your lead wants a new solution to his problem, your twist will convince him that you are the one.

But this approach can be risky, so only use it if:

• You are 100% sure that your prospects are open to creative thinking and unconventional solutions.
• The unexpected thing on the list somehow matches your offer.

Caution: Before you try it out, make sure you’re not targeting a super conservative company. Keep in mind that you need to speak your prospect’s language rather than shock them.

Things to avoid with your CTAs

Creating compelling CTAs is crucial, but avoiding missteps is just as important. Here are three common pitfalls to avoid:

Don’t use links in the first cold email

Skip the link in your first cold email. And this is not because links are bad, but because spam filters do not tolerate them. So start slowly, ask your leads if they want to know more and only send a link if they agree.

Do not add a link to your Calendly

While convenient, connecting your Calendly can feel intrusive. Don’t force your prospects to open their door. Start by asking if they would like to meet. This shows respect for their time and preferences.

Additionally, Calendly links can be clunky on mobile devices, frustrating recipients and potentially hindering engagement. Choose a simpler “yes/no” option to schedule a conversation first.

Don’t use multiple CTAs

Different CTAs can be confusing and distract potential customers from your core message.

Compare these:

• “Would you like a personalized product demo? Let’s call tomorrow at 3pm EST or check out more detailed information about product features in the attached deck.“
• “Let’s dive into the details! Free for a meeting on Thursday at 11am EST?“

While the first one is off to a good start, it offers two possible actions for a user. Most likely they won’t do anything. Or they may jump to the deck and forget about your call offer. And the second call to action is good because it leads to a clear next step.

So stick to one concise CTA per email. This draws the recipient’s attention and increases the likelihood that they will take action.

Bottom line: Find your sweet spot with CTAs

While each approach mentioned above has its conversion potential, A/B testing is the key to discovering what works best for you. So, here’s your action plan:

• Craft variations. Experiment with different CTA types, wording, placements, and urgency levels.
• Set deadlines. Allow at least two weeks for each test so that you can collect meaningful data to inform your decisions.
• Track and analyze. Monitor response rates, click-through rates, and conversions to determine what resonates best.
• Ask the right questions. Which CTA gets more responses? Does this lead to more meaningful interactions? Ensures higher conversions?

By taking this approach, you’ll discover the B2B CTA that unlocks your email marketing potential, just like my team did.

Also remember that even the strongest CTA won’t work if your emails don’t reach the inbox. So consider services like Folderly to ensure your emails get to the right place. And of course, experiment, learn and refine your approach for maximum impact.

Dig Deeper: 7 Common Problems That Derail A/B/Nemail Testing Success