B2B LEAD GENERATION OneBusinessAvenue.Com Identifying leads Nurturing leads Qualifying leads Success Based Lead Generation
Jan 12, 2015
B2B LEAD GENERATION
OneBusinessAvenue.Com
Identifying leads Nurturing leads Qualifying leads
Success BasedLead Generation
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
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
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.
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.
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.
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
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
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
THE STEPS WE TAKE TO GENERATE LEADS
Identifying leads Nurturing leads Qualifying leads
OneBusinessAvenue.Com
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.
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
ADDITIONALTRAFFIC GENERATORS
OneBusinessAvenue.Com
Identifying leads
Content Is KingSocial MediaPresentations
VideosBlogs
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
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
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
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.
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
Source: BtoBonline
Nurturing leads
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
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
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