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.

    • 15+ 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 20 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

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