How can cancelled fairs convert into a sales opportunity for B2B marketers 

SUMMARY:

In the given situation, most trade fairs are cancelled or delayed. Therefore, many traditional B2B companies are losing their most important source of leads, thereby, creating a hollow space. On the other hand, some medium-sized companies are already managing to generate sustainable leads independent of trade fairs. This is possible via LinkedIn & retargeting approaches although the target group is very specific and traditional. Therefore, this is the right time for marketers to use the present situation to execute a social media pilot project. This forms a base for a functioning digital lead mechanism. Not only it helps your company in the short run, but also helps your company to grow sustainably.

About Leadvolution

We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

Would you like to learn more about case studies and best practices? Together with the Hannover Messe, we organize the B2B Marketing Executive Dinner Series and dive deep dive into everything regarding lead generation.

Register now for free
About Leadvolution

We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

Would you like to learn more about case studies and best practices? Together with the Hannover Messe, we organize the B2B Marketing Executive Dinner Series and dive deep  into everything regarding lead generation.

Register now for free
About Leadvolution

We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

More about the author: Hannes Fehr

About Leadvolution

We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

More about the author: Hannes Fehr

Internal misconceptions often prevent social media pilot projects for lead generation

Phrases such as “our target group is not on social media”, “our product is much too complex for social media,” etc. are often heard from many executives in traditional B2B companies. However, this is a matter of fact that many B2B companies hardly achieve tangible results in social media projects.

Why does this happen: this can be explained by technical errors. To achieve the right results, you need to follow the right approach at every step of the chain: right from targeting, addressing and conversion to follow-up. If you follow the right steps, you eventually derive positive results.

The article below discusses the points you need to keep in mind so that you can achieve tangible results through social media.

Current trade fair scenario creates pressure – this is the right time to push through a test project

For 2020, trade fairs are still a major source of lead generation for many traditional B2B companies. It is more difficult for the sales team of a company to hit their annual targets this year. How can you overcome such a challenging situation? A quick and clearly defined social media pilot project lets you compensate for the loss of trade fairs. Not only this, but it also surely lays the foundation for a digital lead machine.

A pilot can generate over 100 relevant leads in 6 weeks - and is already the technical basis for your digital lead machine

When it comes to traditional industries like mechanical engineering, many people are of the opinion that social media plays a subsidiary role in such areas. But this is not the reality. Christian Gamperl, Head of Marketing at Körber Medipak Systems AG, has a contrasting experience. He believes, “Leadvolution has developed the LinkedIn-Advertising channel into the most important digital channel for us as a B2B company with a very acute target group. Also, by using the ReThink180™ communication approach, we could generate over 1,500 leads in the past 6 months.”

Speaking about mechanical engineering customers, with some mechanical engineering customers, we even generate over 500 leads per month with over 60% acceptance rate. This is certainly a highly- attractive opportunity to address prospective buyers worldwide independent of trade fairs.

However, for a sufficiently large target group, such pilot campaigns are not required to be paused after the test period. Many of our campaigns have been running for more than six months and continue to deliver steady leads. In this process, the good news is that the effort for follow-up campaigns is significantly reduced because we can duplicate the automation easily.

Which pilot approach should you choose?

Earlier, many companies have frequently approached us with requests like “we want to generate social media leads for the show with digital campaigns.” This approach is often chosen spontaneously. This is usually not target-oriented because customers see social media only as a supporting channel for the trade fair. Such an approach does not work convincingly because the message “visit us at our booth in hall 3” on social media does not attracts the recipient that well.

On the other hand, it is also observed that it is better being short and crisp while explaining an urgent customer query with your own products. With such an approach, your customer will realize the real added value in the ad for himself and will directly enquire. This, therefore, means that social media lets you directly talk to your customers. You don’t have to depend on trade fairs anymore to help you generate sales.

To know more about generating sales, you can read our article on ReThink180™.

We can now rightly state that to execute a social pilot project, it is important to convince internally. For this, you need to maximize your probability of success by selecting the most suitable product by following the criteria as given below:

  • Solution of a large, urgent customer problem
  • Clear USP compared to the competition (no “me-too” product)
  • High price
  • Large target group

Depending on the objective, different ad formats and addresses are useful. We would be happy to discuss this with you in a short call.

Retargeting (not only on Google) is essential if you want to engage your target group digitally outside of trade fairs on a permanent basis

Retargeting is a practice that is widely used by most shops in the e-commerce industry. It allows you to reach website visitors again with content on other advertising channels once they have left the website. You can use a variety of channels to attract a website visitor who visited your website three months ago to your new video. For example, the visitor can see the video on YouTube as opening credits, on Facebook or LinkedIn as a video post or on other websites as Google ads that always includes a link to your website.

This plays a key role in marketing initiatives since website visitors are the most attractive digital target group in your content marketing plan. Your click rates are much higher here as compared to other target groups. Thus, retargeting is the perfect approach to give your content the reach it deserves. With a multiple of the reach of your newsletter and very good response rates.

IMPORTANT: Reaching target group is only possible after you apply retargeting. All previous visitors are irretrievably lost.

Important for sustainable project success: lead qualification and pre-sales

Earlier, in our first projects, we often saw an impressive number of good quality leads generated. However, these were not converted into sales or were only processed with a considerable delay. As a result, the initial enthusiasm for higher leads was followed by disappointing sales. You can read our blog article here.

To avoid such a scenario, you should always include a “pre-sales unit” in the medium term. This lets the incoming leads further qualify through inquiries and only allow forwarding the real-time “hot leads” to the sales department. At the same time, because of limited resource, it gets difficult to execute such processes internally within the pilot framework. In such a scenario, we would be happy to support you with our pre-sales services.

Do you find the approach exciting and want to learn more about it?

Simply ask for a free expert discussion and we will work with you to evaluate individual potential for your company.

    Hannes Fehr: Leading Expertise in B2B.

    • 20+ years experience in digital business. Leading positions in media companies (e.g. Tomorrow Focus, Gruner+Jahr etc.) and serial entrepreneur.
    • One of the most experienced German marketers for B2B lead generation.
    • Over 70 B2B Marketing setups for fast growing B2B startups as well as for large B2B enterprises > 2bn € turnover.
    • Official B2B Marketing Guide, B2B Dinner host & speaker @Online Marketing Rockstars, Host & Speaker @Hannover Messe B2B Marketing Executive Dinner series, Official “XING Insider” for B2B Marketing.
    • Marketing & BizDev Mentor at several high-class startup-accelerators (e.g. Google, Microsoft, Axel Springer, Telekom etc.).
    Connect on LinkedIn & request a FREE expert call

    TUTORIALS & CASE STUDIES


    Cross Selling and Up selling Case Study: How a leading mechanical engineering company generated over 4 million sales service potential with 1 LinkedIn campaign

    SUMMARY: Services and add-on modules are attractive channels for additional revenue for many industrial and engineering companies. Traditionally, these sales are made through personal visits and mailings. In this article, we show you a case study of how you can use LinkedIn Audience tools to immediately and significantly increase your service revenue.  

    About Leadvolution

    We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

    Would you like to learn more about case studies and best practices? Together with the Hannover Messe, we organize the B2B Marketing Executive Dinner Series and dive deep dive into everything regarding lead generation.

    Register now for free
    About Leadvolution

    We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

    Would you like to learn more about case studies and best practices? Together with the Hannover Messe, we organize the B2B Marketing Executive Dinner Series and dive deep  into everything regarding lead generation.

    Register now for free
    About Leadvolution

    We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

    More about the author: Hannes Fehr

    About Leadvolution

    We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

    More about the author: Hannes Fehr

    Problem/Situation

    Generating service revenues via classic channels has limited scalability.

    Industrial and mechanical engineering companies usually inform their customers about additional services and products during personal visits, at trade fairs, or by postal newsletter. However, despite how valuable and established these channels are, they have proven to have limitations in comparison to digital channels.

    Customers are only given information about services with long intervals in between.

    A personal visit to the customer on site is expensive, time-consuming, and therefore rather rare. Fairs that allow for a personal conversation with customers also have long communication intervals in between for the similar reasons.  Most corporates try to bridge the communication gaps by sending out mailings during the intervals. However, customers often ignore the newsletters and only a few read them. If mailing is overdone and the frequency is too high, they might end up annoy the customers, alienating them away from the companies. As a result, customers generally only learn about new offerings that are relevant for them very late through traditional channels.

    The sales dialogue is not conducted with the entire Buying Center 

    Even if the companies have a well-maintained CRM–which is often not the case, they usually know only a fraction about the persons involved with the customers personally through contact data. Companies are therefore unable to communicate with customers properly, equally important, with the unknown people who are involved in the process on the customer sides.

    Digital channels such as LinkedIn and Facebook can help solve this problem and increase service revenue by regularly engaging with all relevant people involved on the customer side.

    Success Case: With less than 1,000 Euro media budget to more than 4 million Euro sales potential 

    At Leadvolution, we partnered with a mechanical engineering company, a global market leader in its segment, and created a LinkedIn campaign to increase the company service revenues.  The target group were the people who belong to companies of existing companies and involved in the service or maintenance decisions. With this kind of detailed targeting, we did not only reach the people who are already aware of the company, but also those of a much larger target group: the entire buying center. Here is the brief overview of the campaign and results: 

    Campaign information

    Campaign: Cross-selling campaign for a machine module which costs around 60,000 euros

    Campaign period: 3 weeks 

    Media budget: 850 euros 

    Reach: 24,000 people in more than 40 countries 

    Click-through rate: 2.2% (global LinkedIn benchmark: 0.35%) 

    Conversion rate: 15.3% (average B2B website: 0.5 to 1.5%) 

    Generated Leads: 83 

    Cost per lead: about 11 euros 

    Sales potential: 4.98 million euros (83 leads x 60,000 euros) 

    Why was this campaign so successful?

    Success factor 1: Correct composition of the target group 

    The precision of the target group is the key. This campaign specifically reached out to people who not only work for companies that were already the existing customers, but they are also involved in the service or maintenance decisions. Through LinkedIn, we were able to reach this important and extended audience easily, quickly, and at a relatively low cost. In addition, retargeting via social media channels such as YouTube, Facebook, Google Display, Twitter, and Instagram also allow the companies to contact their target customers much more effectively than commonly believed.  If you would like to know how large your individual target audience reach is on LinkedIn and Facebook, contact us for a free expert audit. 

    Success factor 2: Addressing the target group correctly 

    The advertising messages of most B2B companies are usually framed around answering questions like “What services are available” and “What do they contain?” Using this kind of communication is exactly where most campaigns fail, because it requires too much mental effort from the customers to find out why the offered product is really for him. Taking into account the average attention span of social media users of 1-5 seconds, classic B2B communications often bring a very low or often zero result.   

    With the Rethink180™ methodology developed by Leadvolution, you can create effective advertising texts and visuals within a very short time. The framework has helped many of our clients to achieve 50-300% increase in click-through rate without using obtrusive, empty advertising messages, or click baiting. Through delivering relevant information, you can generate sustained interests among your customers.

    Success factor 3: Short and convenient registration processes 

    While companies continue to spend a lot of money on elaborate landing pages, they are often not the most suitable destination to send people to. By redirecting the customers away from the platform that they are currently on (and comfortable with), companies are forcing them to re-orient themselves to a new interface and navigation flow—adding unnecessary pain points to the conversion funnel. Since most customers have short attention span and surrounded by distracting environment, many people ended up losing interest and abandon the process. Therefore, companies continue to struggle low conversion rate and unable to move it above 0.5%.  

    LinkedIn and Facebook recently launched the solutions to solve this issue.  With features like Lead Ads, Canvas Ads, Chatbots Ads, etc., companies can now directly request information from customers in just one click using pre-filled forms. By incorporating these tools in lead generation strategy for our clients, we were able to reach the conversion rates of 5-20%, without having the create or modify a landing page.

    These lead capturing tools present an exciting opportunity for running a pilot project, as internal “coordination loops” are not necessary.  Real results can be generated in a short period of time without touching the existing structure which is huge advantage worth highlighting during internal discussions. Feel free to contact me on LinkedIn for a free expert talk on how such a pilot could look for your product. 

    Personal contact, email and social media as the perfect complement 

    Campaigns that are delivered simultaneously via several online and offline channels usually achieve a better result per channel than if only a single channel is used. 

    Multi-channels strategy that allows campaigns to be delivered simultaneously via both online and offline platforms often bring much better result per channel than running a single channel. A person who has been correctly and positively reached out with a LinkedIn campaign beforehand is much more likely to respond with interest at a personal meeting, especially in cross- and up-selling. E-mail campaigns also get higher opening rates if the customers can connect them with the interesting offers, they have previously seen on LinkedIn. Similar positive reinforcement also works the other way around. Social media campaigns typically perform better if your customers have already seen an interesting e-mail on the topic before, even if they might have forgotten about it. Companies can significantly shorten the sales funnel if they make sure that customers are aware them on all channels.

    Conclusion: Companies can quickly generate additional sales, especially of maintenance and service, from existing customers via LinkedIn.

    Do you find the approach exciting and would you like to know more?

    Just let us know and we will evaluate the growth potential together with you.

      Hannes Fehr: Leading Expertise in B2B.

      • 20+ years experience in digital business. Leading positions in media companies (e.g. Tomorrow Focus, Gruner+Jahr etc.) and serial entrepreneur.
      • One of the most experienced German marketers for B2B lead generation.
      • Over 70 B2B Marketing setups for fast growing B2B startups as well as for large B2B enterprises > 2bn € turnover.
      • Official B2B Marketing Guide, B2B Dinner host & speaker @Online Marketing Rockstars, Host & Speaker @Hannover Messe B2B Marketing Executive Dinner series, Official “XING Insider” for B2B Marketing.
      • Marketing & BizDev Mentor at several high-class startup-accelerators (e.g. Google, Microsoft, Axel Springer, Telekom etc.).
      Connect on LinkedIn & request a FREE expert call

      TUTORIALS & CASE STUDIES


      New Customer Acquisition Case Study: How a Classic B2B Company Generated Over 400 Real Leads via LinkedIn

      SUMMARY: Companies in engineering industry typically generate leads through traditional channels, fairs, or sales representatives. In this article, you will learn how leading mid-sized market companies have managed to generate hundreds of relevant enquiries via social media with a scalable approach in just a few weeks.

      About Leadvolution

      We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

      Would you like to learn more about case studies and best practices? Together with the Hannover Messe, we organize the B2B Marketing Executive Dinner Series and dive deep dive into everything regarding lead generation.

      Register now for free
      About Leadvolution

      We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

      Would you like to learn more about case studies and best practices? Together with the Hannover Messe, we organize the B2B Marketing Executive Dinner Series and dive deep  into everything regarding lead generation.

      Register now for free
      About Leadvolution

      We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

      More about the author: Hannes Fehr

      About Leadvolution

      We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

      More about the author: Hannes Fehr

      Problem/Situation 

      An Untapped Opportunity: Industry Companies Can Generate Significant Leads and Scale via LinkedIn

      Today, most of the industrial and mechanical engineering companies do not actively use social media for lead generation, or if they attempted to, the first few activities are often discontinued. Especially when the goals and methods are unclear, social media either bring in incalculable results (most commonly via Facebook) or generate very high cost per enquiry (in this case, LinkedIn). Consequently, social media is limited to the topic of HR or branding for many companies. However, with the right approaches and strategies, social media platforms can do so much more for a company. They can providtangible leads and generate significant increases in revenue

      Case Study: How a leading mechanical engineering company has built a scalable lead generation machine across over 20 countries in 6 weeks 

      Earlier this year, Leadvolution partnered with a mid-sized engineering company– one of the global market leaders of its industry, to create a sustainable lead generation project via LinkedIn. Within just six weeks after the first workshop, the campaign was launched and have been successfully running for the past ten months (with occasional pauses in between to avoid lead overdelivering). Below is the brief overview of the project and results:

      Campaign Information

      Campaign duration: 10 months with occasional pauses  

      Geographical distribution: more than 20 countries 

      Media budget: 8,900 euros 

      Impressions: 190,000 

      Clicks: 2,700 

      CTR: 1.41% (Global LinkedIn Benchmark: 0.35%) 

      Generated Leads: more than 400 

      Conversion rate: 15% (average B2B websites: 0.5-1.00%) 

      Cost per lead: about 21 euros 

      Lead quality: The sales acceptance rate was approximately 50%. Among other desired qualities, the leads contained contacts from different countries including eight of the world’s largest companies, matching the target group criteria defined by the client.  

      Noted that the data above is from only one campaign, and all the currently active campaigns are generating approximately 10 leads per day. If you are interested in a similar pilot project, please contact us 

      This case study represents an average result we typically generate for our clients. It is important to point out, however, in order to achieve this kind of outcome, the project must be done correctly from the entire setup to target group selection to appropriate conversion framework.  If one mistake is made in the chain, it can negatively affect the result of a campaign—and sometimes there will be no result at all. To avoid such mishap, here are some of the factors you should be paying attention to.

      The right choice of target group & channels 

      There is a common belief across the B2B mechanical industry that the target groups are not digitally active or reachable. However, recent concrete campaign figures show the opposite is true—even older target groups on Facebook and LinkedIn provide high and attractive reach.  For small and highly niche target group (e.g., pharmaceutical packaging machinery, paper machinery, or CNC software) the data also confirms the same reality: today, social media is a great place for companies to reach out to hundreds of thousands of people in the relevant positions across the world.

      Unlike the more traditional digital marketing channels such as Google Ads—in which companies could only be contacted by customers who are already aware of the brands’ reputation and actively seek out for its products or services—social media ads allow companies to target a large number of prospects who may have not yet known about the business.  Therefore, it is particularly useful for selling a newly launched product. Through Facebook and LinkedIn, companies can communicate and engage directly to the customers regardless of their prior awareness of the brand in a scalable structure.

      Would you like to know how big your individual audience reach is on LinkedIn and Facebook? Feel free to contact us for a free expert audit. 

      Ensure attention and increase clickthrough rates by up to 300% 

      Many traditional companies also believe that using social media channels to reach out to potential customers sends out superficial signal, making the recipients perceive the company as untrustworthy. This is simply untrue and here is a quick reality check.  Let’s say you find a good and legitimate solution to your business problem via LinkedIn or Facebook, would you not want to find out more about it just because you came across the information on social media? Probably not. Nevertheless, for a company to successfully use social media to gain new customers, both the ads messages and formats must be well thought-through. Avoid appearing as ‘funny’ is one recommendation.  Instead, addressing the customers’ problems and opportunities you are bringing as clearly and concretely as possible has proven to be successful.  

      The communication of most B2B companies, however, looks different from this and are unfit for social media. They typically revolve around answering questions like “who are we?”, what kind of product are we offering?”, “what can they do?”, and so on. Employing this kind of communication framework is the reason why many lead generation campaigns failed, as it requires too much mental effort from the customers to find out why the product or service being advertised is really for them. Because the average attention span of a social media user is merely between one to five seconds, they rarely step out of their comfort zone and always scroll pass any post that is seen as ‘too complicated’.  As a result, the click-through rate of most B2B companies stay within 0.5% and even lower, and they continued to struggle with lead acquisition 

      Leadvolution has created Rethink180 ™ to solve this particular problem. With this method, you can quickly create ad text and visuals that are proven to achieve 50-300% higher click-through rates. By applying Rethink180 ™ on top of the information that is relevant to the customers, you can generate sustainable interests without using intrusive tricks like click baiting that is damaging your online reputation.

      Higher Conversion Rates of 5-20%

      While companies continue to spend a lot of money on elaborate landing pages, they are often not the most suitable destination to send people to. By redirecting the customers away from the platform that they are currently on (and comfortable with), companies are forcing them to re-orient themselves to a new interface and navigation flow—adding unnecessary pain points to the conversion funnel. Since most customers have a very short attention span, they ended up losing interest and abandon the process when the whole process started to feel inconvenient to them.  Therefore, companies continue to struggle low conversion rate and unable to move it above 0.5%.  

      LinkedIn and Facebook recently launched the solutions to solve this issue.  With features like Lead Ads, Canvas Ads, Chatbots Ads, etc., companies can now directly request information from customers in just one click. By incorporating these tools in lead generation strategy for our clients, we were able to reach the conversion rates of 5-20%, without having the create or modify a landing page.

      These lead capturing tools present an exciting opportunity for running a pilot project.  Real results can be generated within a few weeks without having to alter the current setup. It requires companies very little to no effort to coordinate between teams and departments to get the project up and running—another huge advantage worth highlighting during internal discussions.  Feel free to contact me on LinkedIn for a free expert talk on how such a pilot could look for your product. 

      Attention: A lead is not yet a sale 

      In the daily business of our customers, a typical sale situation is usually the following: well-paid sales staff work on a very few and specific requests—mostly aiming at creating an individual offer. When you inject too many leads into this setup, most of the time, the sales team do not have a way to deal with the influx and become overtaxed by the list. As a consequent, the potential successful results from lead generation campaigns then evaporate and vanish away.

      Due to this reason, we recommend companies to setup a so-called “pre-sales unit”, where the incoming leads are once again filtered based on their intents through series of questions. After the process, the team then only forward the real or “hot leads” to the sales department.

      If you have any issue with setting up an efficient pre-sales process, we are happy to support you. Our trail and tested structure will help transform your leads into actual sales.

      Do you find the approach exciting and would you like to know more?

      Just let us know and we will evaluate the growth potential together with you.

        Hannes Fehr: Leading Expertise in B2B.

        • 20+ years experience in digital business. Leading positions in media companies (e.g. Tomorrow Focus, Gruner+Jahr etc.) and serial entrepreneur.
        • One of the most experienced German marketers for B2B lead generation.
        • Over 70 B2B Marketing setups for fast growing B2B startups as well as for large B2B enterprises > 2bn € turnover.
        • Official B2B Marketing Guide, B2B Dinner host & speaker @Online Marketing Rockstars, Host & Speaker @Hannover Messe B2B Marketing Executive Dinner series, Official “XING Insider” for B2B Marketing.
        • Marketing & BizDev Mentor at several high-class startup-accelerators (e.g. Google, Microsoft, Axel Springer, Telekom etc.).
        Connect on LinkedIn & request a FREE expert call

        TUTORIALS & CASE STUDIES


        ReThink180 ™: Increase click and conversion rates in B2B social media campaigns by 50-300%

        SUMMARYMany B2B companies fail to get good results from social media campaigns. Typically, social media campaigns only bring them very few and expensive leads. In this article, we will show you how to fix this issue and how you can achieve not only the maximum number of click-though, but also the conversion rate of 5-20% from social media campaigns. Additionally, we will also share with you how to scale the solution in the way that will help you generate many more relevant B2B leads across the world.  

        About Leadvolution

        We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

        Would you like to learn more about case studies and best practices? Together with the Hannover Messe, we organize the B2B Marketing Executive Dinner Series and dive deep dive into everything regarding lead generation.

        Register now for free
        About Leadvolution

        We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

        Would you like to learn more about case studies and best practices? Together with the Hannover Messe, we organize the B2B Marketing Executive Dinner Series and dive deep  into everything regarding lead generation.

        Register now for free
        About Leadvolution

        We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

        More about the author: Hannes Fehr

        About Leadvolution

        We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

        More about the author: Hannes Fehr

        Problem: Many B2B companies are struggling with low click-through rates and disappointing number of leads from social media campaigns.  

        The number one key reason behind this issue has to do with the way most B2B businesses communicate with their audience. Their messages are typically framed around answering questions like “Who are we?”, “what are our products/services”, or “what is so great about our product’s key feature?”Unfortunately, this kind of narrative is not the ‘language’ of social media and not what people are expecting to see on all social media channels.  

        To win on Facebook, LinkedIn and so on, companies must understand the audience psychology and behavior pattern influenced by the architecture of a platform. Normally, social media newsfeeds are very noisy, and with so many voices, every message you are posting must compete for the audience’s attention with all the messages out there. Since the average attention span of a social media user is only between one to five seconds while scrolling, your post must stand out immediately otherwise your voice will get lost in the crowd. 

        With this information, it is therefore not surprising why the typical B2B narrative does not work. Since the communication is usually all about the company and does not address to the audience directly, the customers have to find out themselves why and how the offered products are really for them. Clearly, this is not how people’s brain work on social media, and by giving the customers too many mental hurdles, naturally, they quickly lose interest and scroll pass your posts.  As a result, most B2B businesses ended up losing a lot of money on social media and were able to generated very little or irrelevant leads.

        No matter how complex the product is, you can win on social media with the right communication. 

        Instead of rethinking about the communication strategy and fixing the messages head on, many B2B and agencies believe that “it requires a lot of initial contacts at the top of the funnels in order to generate a lead” or “complex B2B products are difficult to generate leads directly through social media campaigns”. With this line of reasoning, unmeasurable metrics such as awareness, reach, and duration of visits became the main focuses in social media campaigns instead of conversion.  

        The truth is, however, simple. If a customer become aware that your product and solution can solve an important problem for them, they are going to contact you.  They are going to request for more information immediately, and not going wait around for follow-up contact. The disappearing conversion number from social media campaign is therefore has to do with the fact that product’s solutions and values are not explained and delivered to the customers in a clear and succinct fashion. 

        ReThink180 ™is the shortest and most effective path that makes customers ask for more information 

        Businesses must consider important contextual elements of social media in order to run a successful campaign. Users behaviours is one of it.  Again, on social media, people’s attentions are usually superficial and short. They are easily distracted and not interested in a wall of long text. It is not a suitable place for lengthy or complex explanations. Therefore, the goal of the ads should largely be about generating (and grabbing) the audience’s interest, not educating them.  

        At Leadvolution, we have built Rethink180 ™, the customer-centred communication framework which has helped many B2B businesses generate a great volume of leads on social media and scale successfully. With this trusted method, businesses can quickly create texts and visuals that not only attract high-intent customers, but also make them more likely to request for more information.  Rethink180™ is an effective framework that has proven to generate 50-300% increases in both click-through and conversion rates. By using this framework, B2B businesses can get their messages across to the right target group and generate high-quality leads sustainably without using cheap tricks that can damage your brand reputation like intrusive clickbaitings. 

        A ReThink180 ™ displayed text increases buying interests and generates more successful initial sales contacts 

        Sending ad massages that are clear and straight to the point has another advantage: it increases the quality of the leads.  By making sure that the customers can instantly understand the product’s value and what it can really do for them, you can generate genuine buying interests, and be able to segment real prospects from those who are only looking. Therefore, prospects coming through this channel are more valuable than those were only interested in downloading a white paper.Using customers problems as the main focus and creating your communications based on this frame of narrative can be applied across digital channels.

        Nevertheless, to achieve maximum results with this strategy, ReThink180 ™ should be optimized using large sets of data on social media. While A/B testing on the company’s website is generally a good practice, the scope of the data on one alone is usually too small to provide meaningful results. On social media platform such as LinkedIn, on the other hand, you can test multiple ads with different messages with a significantly greater number of impressions.  From there, you can pick the winners and then use them on your websites or other channels. Feel free to contact us to learn more about ReThink180™. 

        Using Facebook, LinkedIn and Xing for short and efficient registration processes 

        It is a common practice that a large chunk of a campaign budget is dedicated to building an elaborate landing page. Nevertheless, businesses continue to suffer with high abandon rate, and are unable to get their customers to complete a simple request formThe reason behind this has to do with redirecting. By forcing users to leave a social media platform they are already on (and comfortable with), businesses are essentially asking them to exert too much mental effort to adjust and learn the new interface before they can get to the form. Because of too many pain points, customers’ attention then slipped away to other more distracting things either on the Internet or in the surroundings. Consequently, the average conversion rates of most B2B companies stay below 0.5%. 

        Big social media players recognized this issue and have now made it possible for businesses to request for customer information within just one click.  By utilizing seamlessly optimized features like Lead Ads, Canvas Ads and Chatbot Ads on LinkedIn Facebook, we have increased the conversion rates of B2B businesses to 5-20% without having to create (or touch) a landing page. The ability to capture leads on social media directly makes running a pilot project particularly exciting. This is because it does not involve strenuous internal collaboration or any alteration of the existing website. The entire process is simpleand the results can be generated within just a few weeks–a great advantage worth highlighting during a discussion. Please feel free to contact me on LinkedIn for a free expert call. I am happy to walk you through how this pilot project will look like for your business.  

        Conclusion: It is crucial for B2B companies to develop the communication strategy by placing the customers at the centre. Leadvolution has perfected ReThink180 ™, the method that can quickly help you develop effective content that can generate a great volume of high interest through all digital channels. In addition, hand-picked tools and features should be incorporated strategically in order to ensure significant improvement of the registration rates.  

        Would you like to know more how this strategy will work for your business?

        Just let us know and we will evaluate the growth potential together with you.

          Hannes Fehr: Leading Expertise in B2B.

          • 20+ years experience in digital business. Leading positions in media companies (e.g. Tomorrow Focus, Gruner+Jahr etc.) and serial entrepreneur.
          • One of the most experienced German marketers for B2B lead generation.
          • Over 70 B2B Marketing setups for fast growing B2B startups as well as for large B2B enterprises > 2bn € turnover.
          • Official B2B Marketing Guide, B2B Dinner host & speaker @Online Marketing Rockstars, Host & Speaker @Hannover Messe B2B Marketing Executive Dinner series, Official “XING Insider” for B2B Marketing.
          • Marketing & BizDev Mentor at several high-class startup-accelerators (e.g. Google, Microsoft, Axel Springer, Telekom etc.).
          Connect on LinkedIn & request a FREE expert call

          TUTORIALS & CASE STUDIES


          B2B Marketing Strategy 2020? 5 Proven Approaches for Fast Success

          SUMMARY:  The fourth quarter is here, and it is time for B2B marketers to once again come up with next year’s strategy and allocate the budget accordingly.  In this article, we present you with five proven marketing approaches that will help you generate more leads through digital channels and fast-track your success in the coming year.  

           

          About Leadvolution

          We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

          Would you like to learn more about case studies and best practices? Together with the Hannover Messe, we organize the B2B Marketing Executive Dinner Series and dive deep dive into everything regarding lead generation.

          Register now for free
          About Leadvolution

          We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

          Would you like to learn more about case studies and best practices? Together with the Hannover Messe, we organize the B2B Marketing Executive Dinner Series and dive deep  into everything regarding lead generation.

          Register now for free
          About Leadvolution

          We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

          More about the author: Hannes Fehr

          About Leadvolution

          We are a team of leading B2B Lead Generation experts. Within a few weeks, we can help you grow your businesses by implementing the state-of-the-art and scalable social media marketing infrastructure that works for B2B businesses–including those with very specific target groups such as mechanical engineering, SaaS, and so on. With a proven track record of over 20 successful projects, from growing B2B start-ups to working with 6 medium-sized global market leaders, we offer in-depth expertise and tailored solutions for all B2B lead generation through digital channels. Read More

          More about the author: Hannes Fehr

          Approach 1: Achieving fast and measurable success with social media with Lead Ads 

          When it comes to running social media campaigns, most B2B companies struggle with the problem of high click-through rates and low conversions. One of the main reasons why this issue has become so common has to do with the rising number of mobile users globally. Since it has never been easier than before for us to do a quick search or inquire for information, high click-through rates no longer always translate to high conversions. This also makes it harder for marketers determine solutions from A/B testing that can meaningfully improve the conversion number in practice.  

          To solve this problem, we conduct pilot campaigns by using lead ads to separate real intents from general interests. Unlike other ad formats in which the users are redirected to a landing page, lead ads allow users to stay on the platform they are currently using and submit their information directly via a simple form. By using this method, we are able to achieve the conversion rates of 5-20% — a significant improvement considering that the average conversion rates for B2B businesses mostly fall between 0.3-1%. Here is an example of how we did it in details:New Customer Acquisition Case Study: How a Classic B2B Company Generated Over 400 Real Leads via LinkedIn.”

          What is also great about the lead ads: you do not have to make any changes to your existing website and can immediately start a pilot project. With this pilot project, you can expect to reach an actionable result within six to eight weeks without having to coordinate between departments— making it easier for relevant internal stakeholders to get on board and pushing it forward.  

          The success of the lead ads relies heavily on the customer-centric framework. For a campaign to work, it must be strategically tailored for social media landscape and to how your target prospects use a platform. Most of the traditional B2B companies have failed in this area and therefore failed to get more conversions through the digital channels.  To learn more about how customer-centric approach works, read our case study ReThink180 ™: Increase click and conversion rates in B2B social media campaigns by 50-300%.”

          Approach 2: Increasing revenue from existing LinkedIn campaigns 

          While existing customers are highly attractive, they are often a forgotten target group. By running campaigns using LinkedIn Matched Audiences and taking full advantage of the tool’s capabilities, you can effectively run cross- and up-selling campaigns that deliver fast and measurable increases in revenue.  

           Similar to the previous approach, LinkedIn campaign can also be executed in a few weeks in the following steps: 

          1.  Identifying possible cross- or up-selling topics 
          2. Creating tailored social media content with ReThink180™
          3. Compiling lists of target customers (company names) 
          4. Configurating and building LinkedIn Matched Audiences based on the lists of target customers 
          5. Setting up the campaigns 

          By following this process, we have successfully generated great results for our clients. Read our Cross Selling and Up selling Case Study: How a leading mechanical engineering company generated over 4 million sales service potential with 1 LinkedIn campaign for more detail.

          Approach 3: Building valuable reach with retargeting

          Retargeting or remarketing (although the latter is mostly used in the context of Google Ads) has long been a successful marketing practice in B2C. It allows companies to re-engage with people who have previously interact with the brands online and increase conversions.  Because past website visitors provide the highest click-through rates in comparison to other types of audience by far, they are considered the best audience asset for most companies.

          Past website visitors are also the perfect target group for building highly relevant reach through high-end content. Across the B2B landscape, most companies have not yet fully taken advantage of retargeting in other channels beyond the classic AdWords. When retargeting is only limited to one channel, the content is not reaching the customer effectively, and companies ended up losing valuable prospects more than gaining.  In addition to display ads and YouTube, advanced retargeting tactics across all social media channels (e.g., Facebook, LinkedIn, Instagram, Twitter, etc.) must be included in your 2020 action plan. Feel free to contact us for free materials for your strategy presentation.

          Approach 4: Engage prospects with social media blog marketing 

          Blogs have so much potential and most companies already have one. However, often, businesses find it hard to use it to gain relevant reach and measurable conversions. Nevertheless, with the right approach, blog articles can be a powerful way to generate specific enquiries and bring 2-4% conversion rate through the following simple implementations:

          • Topics preparation and editing with ReThink180 (™) 
          • Conversion optimized content and website 
          • Strategic article distributions (e.g., social media campaigns, retargeting, publications on company’s social media pages, internal channels and networks, XING and LinkedIn groups, etc.) 

          A typical B2B website is usually not optimized for running an effective blog marketing pilot. However, with a simple WordPress setup on the company’s subdomain, you can start the process within a few days without touching the existing infrastructure.  

          Approach 5: Using sales automation with social selling via LinkedIn 

          By now, most sales professionals are probably familiar with the LinkedIn Sales Navigator and have been using it with some success. However, in most cases, the outcomes are hard to measure or scale especially when the tool is used manually without proper systematization. To make the most out of LinkedIn’s social selling machine, we recommend using additional tools like DuxSoup, Zapier, LinkedIn Helper, etc. to streamline activities and make LinkedIn marketing scalable.  With the growing popularity of LinkedIn as a marketing channel, the number and type of these solutions also become more available We suggest checking them out and see which one helps improve your social selling efforts.

          Which of these approaches would you like to know more?

          Just let us know and we will evaluate the growth potential together with you.

            Hannes Fehr: Leading Expertise in B2B.

            • 20+ years experience in digital business. Leading positions in media companies (e.g. Tomorrow Focus, Gruner+Jahr etc.) and serial entrepreneur.
            • One of the most experienced German marketers for B2B lead generation.
            • Over 70 B2B Marketing setups for fast growing B2B startups as well as for large B2B enterprises > 2bn € turnover.
            • Official B2B Marketing Guide, B2B Dinner host & speaker @Online Marketing Rockstars, Host & Speaker @Hannover Messe B2B Marketing Executive Dinner series, Official “XING Insider” for B2B Marketing.
            • Marketing & BizDev Mentor at several high-class startup-accelerators (e.g. Google, Microsoft, Axel Springer, Telekom etc.).
            Connect on LinkedIn & request a FREE expert call

            TUTORIALS & CASE STUDIES