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.

    • 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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