Top Banner
B2B LEAD GENERATION OneBusinessAvenue.Com Identifying leads Nurturing leads Qualifying leads Success Based Lead Generation
22

B2B lead generation process 09112013

Jan 12, 2015

Download

Technology

We specialize in identifying, nurturing and qualifying B2B leads for high-tech companies wishing to expand into international markets and rapidly increase overseas sales.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Page 1: B2B lead generation process 09112013

B2B LEAD GENERATION

OneBusinessAvenue.Com

Identifying leads Nurturing leads Qualifying leads

Success BasedLead Generation

Page 2: B2B lead generation process 09112013

GROWING YOUR BUSINESSIS OUR BUSINESS

OneBusinessAvenue.Com

Our mission is simple. Enable B2B vendors to expand their businesses into international markets.

We specialize in identifying, nurturing and qualifying B2B leads for high-tech companies wishing to rapidly increase overseas sales.

We know how to do it and do it well, because we’ve been opening the door to global markets for over 20 years.

SUCCESS BASED BUSINESS MODEL:

PAY PER QUALIFIED LEAD

Page 3: B2B lead generation process 09112013

WHAT IS B2B MARKETING?

OneBusinessAvenue.Com

Company promotion of products or services to other companies, organizations, or government agencies, rather than directly to consumers.

Most organizations budget B2B marketing around lead provision to the sales team.

Marketing Leads Sales

Page 4: B2B lead generation process 09112013

B2B & B2C – WHAT IS THE DIFFERENCE?

OneBusinessAvenue.Com

B2B products and services may require a more significant investment.

B2B products and services are often complex, requiring a steep learning curve.

The B2B evaluation process can be extensive, perhaps including a Request for Proposals (RFP) or an on-site evaluation (PILOT).

The purchasing decision often involves multiple individuals from different departments and levels in the organization.

When targeting businesses, your campaign need to focus on logic. When your audience is individual consumers, the decision to purchase is more emotionally based.

Page 5: B2B lead generation process 09112013

MAIN OBSTACLES IN B2B MARKETING

OneBusinessAvenue.Com

Conventional B2B campaigns such as trade shows and seminars are becoming more expensive and less effective. Cost per lead becomes questionable when ROI is considered.

Internet B2B marketing using standard campaigns such as organic search (SEO) or paid search (PPC) are long term, highly expensive investments.

Social media is a great tool for brand building and content delivery to existing customer base, but will not necessarily generate new business.

Page 6: B2B lead generation process 09112013

WHAT IS THE MAIN B2B CHALLENGE?

OneBusinessAvenue.Com

In most cases, the right contact person in your target organization will not find you, you must invest in locating him.

Page 7: B2B lead generation process 09112013

AVERAGE ALLOCATION OF B2B MARKETING BUDGETS

OneBusinessAvenue.Com

7%

7%

8%

9%

9%

9%

10%

12%

13%

13%

16%

21%

0% 5% 10% 15% 20% 25%

Marketing automation

Virtual events / webinars

Telemarketing

Social media

SEO

Public relations

Direct mail

Print advertising

Email marketing

Paid search PPC

Website design

Trade shows

MarketingSherpa 2012 B2B Marketing Benchmark Report

Page 8: B2B lead generation process 09112013

PRIORITY #1:LEAD GENERATION

OneBusinessAvenue.Com

18%

36%

44%

45%

57%

60%

0% 10% 20% 30% 40% 50% 60% 70%

Lead hand-off and management

Lead qualification andscoring

Lead nurturing

Branding, reputationand awareness

Converting qualifiedleads into paying

customers

Lead generation

MarketingSherpa 2012 B2B Marketing Benchmark Report

Page 9: B2B lead generation process 09112013

WHAT IS AQUALIFIED LEAD?

OneBusinessAvenue.Com

People who have displayed the intent and ability to make a purchase decision within a reasonable timeframe.

IDENTIFYING LEADS

NURTURING LEADS

QUALIFIED LEADS

OPPORTUNITIES

CUSTOMERS

IDENTIFYING LEADS

NURTURING LEADS

QUALIFIED LEADS

OPPORTUNITIES

CUSTOMERS

Page 10: B2B lead generation process 09112013

THE STEPS WE TAKE TO GENERATE LEADS

Identifying leads Nurturing leads Qualifying leads

OneBusinessAvenue.Com

Page 11: B2B lead generation process 09112013

In order to build the campaign database, we use automated search applications using sophisticated algorithms to gather relevant information that openly exists on the web.

AUTOMATED DATA SCARPING

OneBusinessAvenue.Com

The Web Automated

searchapplications

CompetitorsPartnersProductsCatalogsPricing

Creating leads

database

Identifying leads

We target multiple websites to capture information on the target customers, channels, personnel, products, catalogs, contact information and more.

Page 12: B2B lead generation process 09112013

Since we’ve been doing business internationally for a long time, we’ve built up an extensive list of agents and channels that will gladly assist in developing promising opportunities.

Our network operates in dozens of countries, and enables approaching both channels and organizations in the local language and culture.

GLOBAL NETWORK OF LOCALS AGENTS

OneBusinessAvenue.Com

Identifying leads

Page 13: B2B lead generation process 09112013

ADDITIONALTRAFFIC GENERATORS

OneBusinessAvenue.Com

Identifying leads

Content Is KingSocial MediaPresentations

VideosBlogs

Page 14: B2B lead generation process 09112013

When identifying leads, our goal is to channel them to the landing page.

The landing page provides the option of filling out a contact form or joining the remarketing list.

LANDING PAGE Explainer Video

Company, Product Info

DownloadPresentationsWhitepapersCase Studies

Contact Us

OneBusinessAvenue.Com

Identifying leads

Page 15: B2B lead generation process 09112013

Once a potential lead visits the landing page he is targeted Potentials lead’s details are kept for 1.5 years When the lead later visits his regular news sites, YouTube or any other website in the

Google network, he will see your ad! Ads should be changed periodically for new promotions, products, whitepapers, etc.,

calling for action.

RE-MARKETING CAMPAIGNS

OneBusinessAvenue.Com

Potential lead

Visit the landing

page

Exposed to campaign

ads

Revisit landing

page

Fill form becomes a

lead

Nurturing leads

Page 16: B2B lead generation process 09112013

NURTURING THE LEAD

OneBusinessAvenue.Com

B2B lead nurturing focuses on educating qualified sales leads who are not yet ready to buy. The key to successful lead nurturing is to deliver content that’s valuable enough to keep your audience engaged.

VIDEOSWHITE PAPERS

PROMOTIONS NEW

PRODUCTS CASE STUDIES

Nurturing leads

Page 17: B2B lead generation process 09112013

THE VIDEO ADVANTAGE

OneBusinessAvenue.Com

70%

30%

70% OF B2B CONTENT MARKETERS USE VIDEO

Nurturing leads

Visitors who view sales videos are 85% more likely to

convert than visitors who do not.

The effectiveness of video on a website surpasses text and

audio by a ratio of 5:1.

More than 60% of consumers will spend at least two

minutes watching a video that educates them about a

product they plan to purchase, and 37% will watch three or

more minutes.

With proper optimization, video increases the chance of a

front-page Google result by 53x.

Page 18: B2B lead generation process 09112013

PREFFERED SOCIAL MEDIAFOR B2B CONTENT DISTRIBUTION

OneBusinessAvenue.Com

39%

61%

80%

80%

83%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Google +

Youtube

Facebook

Twitter

Linkedin

Source: BtoBonline

Nurturing leads

Page 19: B2B lead generation process 09112013

Once the lead’s email is obtained, we use email marketing to nurture it, providing the lead with fresh content on a regular basis.

Optimally new content is sent once or twice a month: case studies, references, press releases, etc.

DIRECT EMAIL CAMPAIGNS

Nurturing leads

OneBusinessAvenue.Com

Page 20: B2B lead generation process 09112013

Mostly done by conference calls or live introductory webinars. The qualification step includes information exchange from both sides, in order to

obtain an understanding of the lead’s background and needs. Once a lead is qualified and agrees to continue discussion with the sales team, he

is handed over as qualified lead.

LEAD QUALIFICATIONPROCESS

OneBusinessAvenue.Com

Seeking right contact

person

Introductory call

Product briefCollection of

general information

Qualified lead

Agreement to talk with

sales rep

Qualifying leads

Page 21: B2B lead generation process 09112013

All communication with the lead is documented in our CRM system, and delivered to you as a report with detailed information.

Reports include: company details, contact person, the need and any special data the sales team finds relevant to convert the lead into an opportunity.

QUALIFIED LEAD DELIVERY

OneBusinessAvenue.Com

Qualified lead

Qualifying leads

Page 22: B2B lead generation process 09112013

Contact us to discover what we can do for you

THANK YOU!

OneBusinessAvenue.Com

[email protected]