SUMMARY:
Automatically collect all social touchpoints (likes, followers, etc.) from your campaigns and convert them into additional sales appointments.
Many B2B companies underestimate the potential of likes, shares, and other social touchpoints. Every like signals interest, but as a rule, this valuable contact remains untapped, both in organic posts and paid advertising. The reason? Limited sales resources and a lack of systematic processes. With our innovative solution—developed in collaboration with Teamfluence—we capture, qualify, and automate the processing of social touchpoints right through to the actual sales appointment. This allows you to transfer leads directly to your CRM and track them systematically. The result: typically 50 to 100% more leads from your LinkedIn campaigns. Ready to activate untapped potential? Then read the article below or contact us directly.
About Leadvolution
About LeadvolutionWith 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.
B2B companies have treated likes as “bycatch” up to now – yet they contain up to 50%-100% more valuable leads.
Most companies appreciate positive feedback on posts or LinkedIn ads in the form of likes, followers, and comments. However, very few utilize this systematically. Many potentially interesting prospects may like a post and be open to further communication, but at the moment they consume the content, they may not have the initiative to request more information. Since no one contacts them afterward, this interest usually fades.
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. If this contact is followed up consistently, LinkedIn campaigns typically generate 50-100% more leads than those generated directly. The reason why most companies still do not take advantage of this huge potential is usually due to limited sales resources and a lack of processes.
Not only are likes not being used, but many other valuable social touchpoints that can also serve as opportunities to make contact and arrange appointments are being overlooked:
- Shares of posts
- Contact requests and visits to your employees’ LinkedIn profiles
- New followers
- Event participants
- Mentions of your company or your employees
- Etc.
Even small companies can quickly accumulate hundreds of touchpoints per month. How can you harness the potential of these inherently valuable signals without tying up massive sales resources?
Here’s how to turn social touchpoints into real leads in three steps:
Step 1: Centralized and automated recording of all social touchpoints
Together with our partner Teamfluence, we have developed an innovative solution that brings together all LinkedIn touchpoints from posts, advertising campaigns, company pages, and optionally all profiles of your sales team in one place (if you are interested, please contact us for a 30% discount code):
Illustration: Lead harvesting in Teamfluence
Step 2: Qualify contacts and push them into CRM
We have already implemented a solution for this with Teamfluence. The collected contacts are provided in a list and can be qualified centrally according to your individual criteria. This can be done either manually, with AI support, or fully automatically. Once a lead has been marked as positive, it must be pushed to your CRM. We have also developed a standardized process with an interface and automation templates for different CRMs, which makes it very easy to transfer them to the CRM and create the corresponding contacts, companies, deals, and tasks.
Step 3: Systematic follow-up with the highest possible degree of automation
In principle, there are a variety of approaches, but they can be roughly clustered as follows:
- Follow up via LinkedIn contact request and message with an individual reference to the respective touchpoint: In contrast to sending ‘cold’ LinkedIn requests, which usually achieve less than a 1% appointment rate, 5-10% sales appointments are quite realistic here. In addition, the potential damage to your reputation from ‘cold’ letters is largely avoided.
- Use of identified company names for account-based advertising in LinkedIn Matched Audiences: For this purpose, the company names are automatically pushed to the LinkedIn Campaign Manager, which in turn works with campaign templates that are played out to the entire buying center of the identified company via newsfeed ads, case studies, testimonials, webinars, white papers, etc. For more information, see our article “Account-based advertising.”
- Follow up by email and, if necessary, by phone: Telephone numbers and emails of contacts can be researched using appropriate databases. Compared to cold emailing or calling, response rates are 4-8 times higher here – however, like any cold outreach measure, this is critical in terms of data protection.
Your sales team doesn't have the resources to follow up? Then simply let a third party arrange the appointments for you.
The majority of our customers find social lead qualification very exciting – but the sales team cannot or does not want to take on the follow-up. The most pragmatic solution is therefore to have the qualification carried out by a pre-sales/inside sales team. This team takes over the qualification according to criteria specified by the sales department and contacts the leads individually (“I saw that you liked my colleague’s post on topic XY – what was it that interested you about it? Would you be interested in a quick chat with him about it?”). Direct calendar access allows an appointment to be made directly with the responsible sales representative and documented in the CRM, including the relevant background information.
If you do not have internal resources for follow-up, we can offer to take over the entire process of contacting and scheduling appointments completely externally.
Interested in a customized solution? We can usually implement the import interface for a one-time fee of EUR 990. Outsourcing lead qualification and appointment scheduling is also available starting at EUR 1,990 per month. Use our contact form to find out how “Social Lead Qualification” can work for your team.
Would you like to use your social touchpoints automatically? Then please feel free to contact us.
+ One of Europe’s most experienced marketers for social media B2B lead generation
+ Over 100 marketing setups for fast-growing B2B startups and over 20 global B2B market leaders
+ Founder and CEO of Leadvolution
+ Co-author of the OMR / Online Marketing Rockstars Report “LinkedIn”
+ Official B2B marketing guide and speaker @Online Marketing Rockstars
+ Marketing & growth mentor at numerous high-profile startup accelerators (e.g., Google, Microsoft, Axel Springer, Telekom, etc.)
+ Serial entrepreneur with over 20 years of experience in the digital sector and leadership positions in media companies (e.g., Tomorrow Focus, Gruner+Jahr, etc.)