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1) Know thy audience.

• Know their language. It's not as much about you want to be found as it is about how your prospect is searching. You may think you're selling "leading workforce management solutions" but your prospect is looking for "how to schedule employees."
• Know their buying cycle. Use keywords and offers that speak to and target the appropriate stage of the buying cycle. Are they researching the category of servers at the Education stage or comparing speeds, feeds, and costs of two respective products at Evaluation stage?
• Know their issues. People typically begin their search around keywords that reflect the issue they are trying to solve, not necessarily for keywords that describe your solutions. They're looking for "bruised knee" on Web MD, not "compresses and antiseptics."

2) Covet thy audience.

• Score 'em. Once leads enter the pipeline, identify which leads are "Hot to Trot" with lead scoring and qualifying. That'll be 10% of your leads if you're typical.
• Bring them along. Nurture the heck out of the lukewarm 90%. That means no hard sell, lots of active engagement, and love and education. Build upon the relationship. Let them know what it will be like for them to be your customer. It typically takes five to eight touches to move them to "Hot to Trot" from tepid.

3) Get out of the way.

• Make it easy for your prospects to take action. Have you noticed how gosh darn hard it is sometimes to make contact with a company once you're on a site? Especially B2B sites? To download something? To communicate with someone real? Simple forms work best. Use the thank you/confirmation page to make additional offers and strengthen the relationship by encouraging the prospect to engage with you via your other channels such as Click to Chat, blog, newsletter, Twitter, Facebook, etc.