How OEM-independent machine service providers can successfully scale with digital marketing structures

With over 160 advertising setups for fast-growing startups, exciting medium-sized companies, and over 35 global market leaders, Leadvolution is one of the most experienced social media B2B marketing consultancies in Europe. Within 4-8 weeks, we build a globally scalable social media lead generation system for very specific and complex B2B target groups, generating up to 500 leads per month. Our typical pilot projects range between €20,000 and €40,000 – which often is a high entry bareer for smaller companies. Taking this into account we are now offering a success-based model for OEM-independent machine service providers, that creates a win-win situation for all parties. It is an extremely attractive model for achieving rapid growth without high capital requirements:

• Implementation by top experts with outstanding experience (including those selected by OMR as leading LinkedIn experts)
• We are your highly professional marketing team: Completely independent takeover of the LinkedIn channel (optionally also Google Ads) including lead qualification, appointment scheduling and CRM optimization for your sales team
• Up to 70% discount in return for a a sales commission, comparable to what you would pay a sales representative
• Possible with minimal budgets
• Full focus of your sales team on closing deals
• High probability of success (if we don’t believe in a project, we have to turn it down, as we work 100% on a performance basis)
• No reputation risk from uncontrolled cold calling or annoying LinkedIn contact requests
• Extremely high visibility for your company among top decision-makers in your target group
• Filled pipeline with no effort for your team
• Fast growth
• Flexibly applicable for customer, partner, or investor acquisition

“Leadvolution has generated meetings with top global customers we had been unable to access for years.” (Jakob Buschmann, Head of Sales, JCL)

“With Leadvolution, we were able to successfully establish global lead and appointment generation for our innovations in energy security.” (Oliver Reetz, Head of Marketing, Maschinenfabrik Reinhausen)

How does such a project work?

To generate leads on LinkedIn, you need to take your potential customers from “I’m sitting on the bus and bored” to “Oh, that’s an exciting product! I’ll give them my full contact details because I’d like to talk to them” in 30 seconds. To do this successfully, your content needs to answer the following questions:

• • Which of my problems does the product solve for me?
  • What results can I expect?
  • Why should I trust the product?
  • In addition, common customer concerns should be proactively addressed.

In order to implement this efficiently, systematically, and completely in successful messaging, even for very complex, technical products, we have developed the ReThink180™ methodology, which we have now successfully used with over 150 B2B customers. Our customers regularly rate this as one of the modules with the greatest long-term added value after projects. You can find out more in this article.

“Thanks to the ReThink-180™ methodology, everything clicked into place across all areas of the company. And so, in the end, everyone pulled together.” (Andreas Müller, Kampmann GmbH & Co. KG)

The text modules developed in messaging must now be used to produce finished content. We have defined eight different standard content formats for this purpose, which are quick, efficient, and, above all, highly likely to achieve the above-mentioned goals, e.g.

• Testimonials: Testimonials represent the statement of a satisfied customer (as an image or video) on an advertisement. This format builds trust and (when it comes to testimonials from the recipient’s direct competitors) also creates a certain FOMO (“fear of missing out”) effect. You can find more information here https://leadvolution.com/testimonials/.

• Expert Articles: Expert Articles address a specific customer problem in detail and present the solution provided by your product, including the likely results. You can find more information here: https://leadvolution.com/b2b-expert-articles/
• Case Studies: Here, we can optionally also use your existing material and simply optimize the messaging.

If you have a larger sales team, you can build even greater trust with a customized setup for each employee. To do this

1. the content is branded to the respective employee, i.e., they are named as the author and, if applicable, even named with their name and face on the ad visuals
2. The ads are not designed as company posts, but as posts by the respective employee, who is then advertised to their individual target group (industry, region, target accounts, etc.).

In this way, you ensure that not only your product but also your employee is known and enjoys a certain level of trust BEFORE the sales process has even begun. You can find more details and examples in our article “Social Selling as a Service for Sales Teams.”

Would you like to try out our content approach? We would be happy to implement the content for you in a pilot project.

In this step, we set up the desired target groups as templates in LinkedIn Campaign Manager, either with simple LinkedIn criteria or with corresponding lists for account-based targeting. In the second step, the ads are created. This structure is reusable and enables very efficient work in future campaigns.

In addition to generating leads, LinkedIn advertising campaigns also generate very high visibility in the market, often with over 100,000 contact points per campaign, not only with potential customers, but also with partners and investors, for example. Many of our pilot customers are thus achieving truly broad visibility among the top decision-makers in their target group for the first time in their company’s history.

“The campaigns have really boosted us and our sales team and ensured that we have gained attention in the market for the first time.” (Georg Klappert, Head of Operations & Marketing, Hailo digital_hub)

Our customers often have a very low level of automation in their lead processing, and their systems, processes, and resources are not yet designed for high lead volumes. An explicit lead qualification process and a dedicated team for this are usually not yet in place. If leads are simply “handed over to the sales team,” the majority of them tend to fall through without any appointments being made. Appointment rates are therefore typically 10-20%. We set up a best practice process in projects and often even provide the agents for making appointments. This enables us to achieve appointment rates of 40-60% and thus 3-6 times more appointments. Details of our approach can be found in our article on the topic of “Lead Qualification.”

LinkedIn ad campaigns also generate a lot of positive feedback in the form of likes, followers, and comments. Every like signals interest, but as a rule, this valuable contact remains untapped, both in organic posts and in paid advertising. Many potentially exciting prospects like your content and would potentially be open to an exchange, but at the moment they consumed the content, they didn’t have enough initiative to actually request more information. Since no one contacts them afterwards, this interest usually fizzles out.

By definition, however, every like is actually a lead – the person has proactively expressed interest (thus establishing a basis for further communication) and can be contacted directly via their LinkedIn profile. In our projects, we use a systematic process known as “social lead qualification,” which typically results in an additional 30% of sales appointments. You can find more information in our article “Social Lead Qualification.”

Typical results in pilot projects are

• 6-digit number of advertising contacts within your target group per month
• 50-150 appointments per quarter

Depending on the size of the target group and expansion to other regions, any scaling is possible within days.