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B2B Lead Generation

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B2B Lead Generation

  1. 1. B2B Lead Generation
  2. 2. The process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service 3 B2B LEAD GENERATION What is B2B Lead Generation?
  3. 3. Generating high-quality leads is a complex challenge that all businesses face, especially businesses in a B2B environment. 4 B2B LEAD GENERATION Why B2B Lead Generation Is The Key?
  4. 4. Connecting with potential businesses for prospecting, partnerships, collaboration, etc. can be a daunting task that many marketing teams struggle with. 5 B2B LEAD GENERATION Why B2B Lead Generation Is The Key?
  5. 5. Connecting with potential businesses for prospecting, partnerships, collaboration, etc. can be a daunting task that many marketing teams struggle with. 6 B2B LEAD GENERATION Why B2B Lead Generation Is The Key?
  6. 6. Your potential clients are out there researching similar products to yours and that is precisely when the opportunity to grab their attention arises. 7 B2B LEAD GENERATION Why B2B Lead Generation Is The Key?
  7. 7. Although the tactics vary, a successful B2B lead generation strategy is derived from trial and error. However, according to HubSpot, the best three lead sources for B2B companies are SEO (14%), email marketing, (13%), and social media (12%). 8 B2B LEAD GENERATION Why B2B Lead Generation Is The Key?
  8. 8. You may feel that this is an overused, traditional, age-old digital marketing tactic. You're right. However, email marketing is still one of the most effective channels for generating leads. 9 B2B LEAD GENERATION Email Marketing Is A Major B2B Lead Generation Tactic
  9. 9. In fact, according to Salesforce, email marketing has the highest ROI of 3800% among various other digital marketing channels. 10 B2B LEAD GENERATION Email Marketing Is A Major B2B Lead Generation Tactic
  10. 10. Additionally, Wordstream stated that emails are the third most influential source of information for the B2B audience. That being said, your call to action in your email should be prominent and easily visible. 11 B2B LEAD GENERATION Email Marketing Is A Major B2B Lead Generation Tactic
  11. 11. Additionally, Wordstream stated that emails are the third most influential source of information for the B2B audience. That being said, your call to action in your email should be prominent and easily visible. 12 B2B LEAD GENERATION Email Marketing Is A Major B2B Lead Generation Tactic
  12. 12. When it comes to delivering content and securing audience engagement, LinkedIn is the most effective social media platform. (LinkedIn, 2017) 13 B2B LEAD GENERATION Direct Messaging on LinkedIn is a Gold Mine
  13. 13. Once you decide whom you want to reach out to, based on their company profile and other criteria important to your business, you could send them a request to connect and/or message them directly. 14 B2B LEAD GENERATION Direct Messaging on LinkedIn is a Gold Mine
  14. 14. LinkedIn now encourages one to one messaging by displaying when the user is active on the platform using a colored dot. 15 B2B LEAD GENERATION Direct Messaging on LinkedIn is a Gold Mine
  15. 15. This facilitates real 1-to-1 conversations with your prospects before investing in a phone conversation or face-to- face meeting. 16 B2B LEAD GENERATION Direct Messaging on LinkedIn is a Gold Mine
  16. 16. Search Engine Marketing allows you to target users when they are searching for solutions to their business problems. Targeting the right set of keywords is key to generating a large quantity of high-quality leads. 17 B2B LEAD GENERATIONSearch Engine Marketing via Google Ads
  17. 17. The average conversion rate in Google Ads across all industries is 2.7% on the search network and 0.89% on the display network. (Wordstream, 2016) 18 B2B LEAD GENERATIONSearch Engine Marketing via Google Ads
  18. 18. Developing an optimized combination of highly relevant long tail and relevant yet more generic short tail keywords for your AdGroups is one effective method to generating high- quality leads. 19 B2B LEAD GENERATIONSearch Engine Marketing via Google Ads
  19. 19. However, you should simultaneously be eliminating negative keywords to determine exactly which keywords drive relevant traffic to your website and/or landing pages. 20 B2B LEAD GENERATIONSearch Engine Marketing via Google Ads
  20. 20. It is also of utmost importance that you create unique content for your landing pages, as Google Ads disapproves ads with a low quality score and low relevancy. 21 B2B LEAD GENERATIONSearch Engine Marketing via Google Ads
  21. 21. A lookalike audience on Facebook or a matched audience on LinkedIn is an innovative way to reach new potential customers who are more likely than not interested in your business because they are similar to your existing customers. 22 B2B LEAD GENERATIONTap Into Social Media Lookalike Audiences
  22. 22. You can generate a lookalike or matched audience by uploading your existing customer list on the corresponding social media channel, and begin targeting them in just a few clicks. 23 B2B LEAD GENERATIONTap Into Social Media Lookalike Audiences
  23. 23. The quality and accuracy of your lookalike audience depends on the size of audience you choose. Smaller the size, higher the quality or similarity of the lookalike audience and vice versa. 24 B2B LEAD GENERATIONTap Into Social Media Lookalike Audiences
  24. 24. Assuming all of these ads have a good quality score, the ads shown to these matched audiences are bound to generate high-quality leads. 25 B2B LEAD GENERATIONTap Into Social Media Lookalike Audiences
  25. 25. Google receives over 68,000 searches per second. 47% of B2B buyers rely on content for research and making purchasing decisions. 26 B2B LEAD GENERATION Don’t Underestimate SEO’s Role in B2B Lead Generation
  26. 26. Many marketers know that SEO is the key to driving relevant traffic to their website but very few treat it as a lead generation strategy. 27 B2B LEAD GENERATION Don’t Underestimate SEO’s Role in B2B Lead Generation
  27. 27. However, the truth is that, with adequate planning and execution, B2B Search Engine Optimization is a long-term strategy that can prove to be a relevant source for high-quality leads. 28 B2B LEAD GENERATION Don’t Underestimate SEO’s Role in B2B Lead Generation
  28. 28. In fact, SEO is the foundation of any successful digital marketing strategy. The focus of your SEO strategy should be towards identifying the right set of long tail keywords for your website and working towards ranking #1 for this set. 29 B2B LEAD GENERATION Don’t Underestimate SEO’s Role in B2B Lead Generation
  29. 29. Securing even a single #1 ranking for a keyword that receives high search volumes per month could result in a huge inflow of leads for your business. 30 B2B LEAD GENERATION Don’t Underestimate SEO’s Role in B2B Lead Generation
  30. 30. Content is king’ was a phrase coined by Bill Gates way back in 1996. Its 2018, and content continues to dominate the marketing industry. 31 B2B LEAD GENERATION Create Compelling Content More Frequently
  31. 31. Only the nature and types of content that are being created and consumed, has changed over time. Content frames your solution as compelling, intriguing potential customers to learn more. 32 B2B LEAD GENERATION Create Compelling Content More Frequently
  32. 32. Content establishes leadership and authority, and allows your potential customers to relate to your brand when they are looking for a solution. This process typically, results in generating high quality leads for your sales team. 33 B2B LEAD GENERATION Create Compelling Content More Frequently
  33. 33. Potential clients or your target B2B companies would be leaving traces online while they are researching solutions for various business problems they are facing. 34 B2B LEAD GENERATION Intent Signal Monitoring Paves The Way
  34. 34. When they are searching, it’s more likely that they click on review sites and publishers like Forbes, Gartner, Reuters, etc. These companies track visitors using cookies and then sell visitor online behavioral data to B2B intent data providers. 35 B2B LEAD GENERATION Intent Signal Monitoring Paves The Way
  35. 35. Intent Signal Monitoring, if utilized carefully could empower your sales team and catapult you miles ahead of your competition. 36 B2B LEAD GENERATION Intent Signal Monitoring Paves The Way
  36. 36. However, instead of creating a universal retargeting audiences for your website and implementing generic retargeting, it would be beneficial to spruce up your re-marketing efforts by segmenting your audience based on the pages they have visited or the buying stage they are in. 37 B2B LEAD GENERATION Spruce Up Your Re- marketing Efforts
  37. 37. For example, if your website visitor read information about your product but at a high level, they are in the mid of the buying cycle and you would have to retarget driving them to whitepapers, case studies, and webinars about your product. 38 B2B LEAD GENERATION Spruce Up Your Re- marketing Efforts
  38. 38. On the other hand, if they are researching about pricing they are in the final stages and it would make more sense to drive them to request a demo. 39 B2B LEAD GENERATION Spruce Up Your Re- marketing Efforts
  39. 39. Potential B2B clients start with a generic online search where they look for top vendors. Hence having your business listed in these review platforms becomes essential for them to consider your products and solutions. 40 B2B LEAD GENERATION B2B Review Websites or Platforms
  40. 40. You should meet and build relationships with these review providers/advisory companies to make their team aware of your offering and the work your business does. 41 B2B LEAD GENERATION B2B Review Websites or Platforms
  41. 41. Such meetings would improve your chances of getting listed in their reports and in turn help you in generating leads. Getting your business listed as a leading analytics player in Gartner’s Magic Quadrant would drive potential customers to consider your product offerings. 42 B2B LEAD GENERATION B2B Review Websites or Platforms
  42. 42. In a B2B scenario, lead generation is more about quality than quantity. This is because even few conversions may result in million-dollar deals. Hence, you may generate a few leads but they have to be of high quality. 43 B2B LEAD GENERATIONFinal Thoughts
  43. 43. Fine tune your lead generation efforts for improving the quality of your leads. At the same time, you can’t afford to generate extremely less number of leads because if those don’t convert then you are at a loss. 44 B2B LEAD GENERATIONFinal Thoughts
  44. 44. Striking the optimal balance between quality and quantity of leads for your business is the key to B2B lead generation. 45 B2B LEAD GENERATIONFinal Thoughts
  45. 45. B2B Lead Generation What is B2B Lead Generation? The process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service
  46. 46. B2B Lead Generation B2B Lead Generation 9 Out-of-the Box Tactics That Actually Work B2B Lead Generation

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