b2b lead generation using the big friendly giant -2009
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ReadyContacts 2009
B2B Lead Generat ion Using
The Big Fr iendly GiantTips, tricks & hacks to make the most of free..Google services for your B2B lead generation
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B2B Lead Generation Using The Big Friendly Giant
B2B Lead Generation
Using The Big
Friendly Giant
Contents
1. Introduction
2. BuildingCompany&Account
IntelligenceData
3. FollowingAccountNews&
Happenings
4. LocatingTargetLeads&Decision
Makers
5. SettingUpPowerfulProducts
Sites&LandingPages
6. LocatingEmailAddressesFor
TargetDecisionMakers
7. Blogging&BlogMarketing
8. InteractiveDiscussionGroups
9. WebsiteTracking&Analytics
10.Summary
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B2B Lead Generation Using The Big Friendly Giant
Introduction
B2B lead generation and lead datamanagement are now quite heavily
technologydrivenbutthatdoesntmean
itneedstocosta fortune.There isa lot
that canbedoneusing free technology
and thanks to the big friendly giant
commonly known as Google, there are
some pretty powerful services and
applications at ones disposal to help
withvariousaspects of B2Bmarketing ,lead generation and data requirements
too.Thebestpartitdoesntcostathing.
Thise-bookwaswrittentosharesomeof
the tips and hacks we have learnt and
used tomake themost of whatGoogle
has to offer andapply it to helping you
accomplish various activities that
contributetoleadgeneration.
The Big Friendly Giant - Google
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B2B Lead Generation Using The Big Friendly Giant
BuildingCompany&
AccountIntelligence
Data
Whenitcomestobuildingtargetlistsand
building out account intelligence
traditionallyonewouldlooktoinvestina
subscription to Hoovers, Onesource,
Kompassoroneoftheotherproprietary
company information databases which
are known to offer highqualityaccount
information. You could even research
every company website, press release,
whitepaper and bit of information by
searchingfordetailsbutthatsapainfully
slowprocess.
UseGoogleFinancetoBuild
CompanyData
UseGoogleFinanceandyouhaveallthe
company data you need at your
fingertips. Once you have your list of
target company names chalked out,
simply search for the company within
Google Finance and you have all the
important data points you need to start
building your list. In the summary youll
find the company location, postal
address,telephonenumberandfax
number which covers the company
contact information which is essential
andallavailableinoneplace.
Nextyouhavekeystatisticslikenumber
ofemployees,annualrevenuesandother
financials which are always important
.Lastly, you have links to the company
website,blog,pressreleases, executives
and a company summarywhich are all
great bits ofaccount intelligence toaddtoyourlist.
You can build a comprehensive
company profile using just Google
financeandfairlyquickly
Using Google Finance To Profile Account
Intelligence
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B2B Lead Generation Using The Big Friendly Giant
FollowingAccountNews
&Happenings
To build a basic company list or
database Google finance is more than
just sufficient but account intelligence
doesnt end there.Every smartmarketer
needstokeepaneyeopenandaearto
the wall to track the pulse of whats
happeningwithin theirmarketand there
is nothing quite like regular news or
event updates to do that. Beingable to
track blogs, press releases and news
from key accounts helps you identify
triggers or events that could signal an
opportunityforyou.
UseGoogleFinancetoTrack
News,Blogs&Feeds
UseGoogletokeepabreasteverybitof
news on your accounts.Google finance
provides you with a live feeds of news
andblogsrelatedtoeachcompany.Itsa
great place to keep tabs on whats
happening at each account without
having to manually research and sift
through a lot of articles and search
results.
UseGoogleBlogSearchTo
FollowCompanyBuzz
Itsextremelyhelpfulfollowingcertainkey
blogsrelatedtoyourtargetmarket,target
companies or even your own industry
whetheritstotrackcompetitorsorkeep
uptospeedwithwhatshappeningwithin
yourownindustry.GoogleBlogSearchis
agreatwaytolocatethebestsourcesfor
blogpostsoncompaniesortopics.
KeepATabOnBlogsThrough
Alerts,Gadgets&Feeds
Tokeepaconstanttabofblogposts
relatedtoacertainkeyword,account
nameortopic,youcanuseGoogleAlerts
Betatosendyouupdatesandfreshposts
straighttoyouremailaccount.Youcan
alsoaddtheGoogleBlogSearchGadget
toyourhomepageorgetanrss/atom
feedofthesameinGoogleReader.All
simpleandextremelyconvenientwaysof
keepingapulseonwhatsimportant.
Google Alerts, Gadget, Reader
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B2B Lead Generation Using The Big Friendly Giant
LocatingTargetLeads&
DecisionMakers
While building lead lists and business
contact data one of themost important
and among the most cumbersome
aspects is locating the right decision
makers within your target accounts.
While it may not be as quick as
purchasing a list of ready decision
makers or using a business contacts
database,GoogleSearchcanbe oneof
the most effective ways of locating
specific executives within companies
withtherightsetofsearchtechniques.
UseGoogleSiteSearchTo
UncoverExecutivesFrom
CompanyWebsites
Corporatewebsitesare full of company
executive names and we are not just
talking about those listed in the About
US or Management Team sections.
Company sites which regularly issue
pressreleases,newsandprovidealotof
writtencontentarchivedwithintheirsites
canberichsourcesofbusinesscontacts
within the company. The most effective
waytosearchthroughtheseisbyusing
theGoogleSiteSearch.
Syntax:keywordssite:
http://companywebsite.com
Example:marketingdirectorsite:
http://www.cisco.com
Thiswillhelpsearchwithinthecorporate
site for executives by title or keywords
andthesecontactswithincorporatesites
arefairlyreliable.
UseGoogleFinanceForHigh
LevelKeyExecutives
To locate higher level key executives
such as CEOs, CIOs, CFOs and some
higher level Vice Presidents within
companies,useGoogleFinanceasyour
firstsource,simplysearchyourcompany
and look for the Officers & Directors
listingonthepage.
Google Site Search
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B2B Lead Generation Using The Big Friendly Giant
SettingUpPowerful
ProductSites&Landing
Pages
Creating very focused sites for your
productsorofferingswith rich keywords
andgoodfeaturescanbeoftremendous
value. It helps capture leads who are
searching for those keywords in your
content. Developing these sites is time
consumingandoftenexpensivebutyou
really should create landing pages to
increaseyourwebpresenceandcreate
multiplesourcesforinboundleads.
UseGoogleSitesToCreate
MultipleLandingPages
Google Sites isa super easy, quickand
economical way to create some very
featurerichsitesandpageswithoutany
programmingskills.Planoutaveryclear
messagewhichyouwouldliketouseto
connect with your leads and you can
create a landing page by simply
dragging components like forms, text
boxes, pictures, text, calendars, maps
andevenYouTubevideos.
Leaders of Now Made With Google Sites
Leaders of Now is an example of a
simpleandeffectiveleadgenerationsite
created using Google Sites with the
objective of getting readers to register
and sign up for their event. Its
informative,hasclearcalltoactionsand
forms to capture information from
interestedleadsanditwouldhavebeen
apieceofcaketocreateandhostusing
GoogleSites.
Link
http://sites.google.com/site/leaders-of-now/
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B2B Lead Generation Using The Big Friendly Giant
DecisionMakers
Email addresses are amongst the most
important and valuable bits of lead
contactdataneededwhereyouneedto
runanemailcampaignorjustreachout
tosomeonevisaemail.Itsoftenclosely
guardedbyexecutivesand though they
may not always part with it over the
phone, you need not give up just
becauseyoudonthaveit.
UseGoogleSearchToGenerate
EmailAddresses
Googlesearchcanbeaneffectivetoolto
generate or work out specific email
addressesbasedontheinformationyou
already have. Although this is not fool-
proof,ifyouhavethefirstnameandlast
nameofabusinesscontactsaswellas
thecompanyname,youcanuseGoogle
searchtoworkoutthecompanysemail
formatandthenextrapolate.
Example:IfyouneedtofindtheemailforaRonald
MillerworkingatIntelCorp.Youknowthedomain
nameismostlikelytobeintel.comSotheemail
idsarelikelytobesomething@intel.com.
Step1useGooglesearchanddoasearchfor[
email+@intel.com]orsimply[@intel.com]
Step2gothroughtheresultsandlookfora
commonemailpatternintheemailidsdisplayed
withintheresults.Arethey
firstname.lasname@domain.com,
firstinitial.lastname@domain.com,
firstinitial_lastname@domain.com?
Step3onceyouhaveidentifiedthepattern,use
thedetailsofthenametosubstituteandyouwill
haveanemailaddressbasedontheemail
conventionthecompanyfollows.
Step4-Useaquickemailverificationtoolsuchas
www.internetfrog.comtorunanemailaddress
verificationchecktoseeifitsvalidornot.Ifitrates
youremailidasvalid,thenyoushouldhaveyour
emailaddress.
Constructi ng Business Contact Email
Addresses With Google Search
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B2B Lead Generation Using The Big Friendly Giant
Note:Thisisnotfool-proof.Somecompaniesdont
followafixedconventionorpatternsothismethod
worksontheassumptionthatthecompanydoes.
Emailcheckslikewww.internetfrog.comarenot
100%accurateanditpossiblethatwhatis
passedasvalidmaybouncewhentheactual
emailissent.However,giventhedrawbacks,its
stillafairlyeffectivewaytogetemailaddresses
youneedquicklyandcosteffectively.
UseGoogleSearchToCheck
ExistingEmailAddresses
Ifyouhavethefirstnameandlastname
of a contact you could also looking up
existing published documents and
content for an email address using
GoogleSearch.
Example:Ifyoulookupanemailaddressfora
SanjeevTrikawhoyouknowworkswithIntelCorp
searchfor:
Sanjeev+Trika+@intel.com
Iftherearematchingresults,youshouldbeableto
confirmiftheemailisamatch.
Searching Email Addresses In Google
Some Common Email Conventions
Key
Fname=FirstName
Lname=LastName
Mname=MiddleName
F=FirstInitialofFirstName
L=FirstInitialofLastName
M=FirstInitialofMiddleName
Domian=DomainName
EmailFormats
Fname.Lname@domain
Fname_Lname@domain.com
Fname.M.Lname@domain.com
F.Lname@domain.com
Fname.L@domain.com
Fname_Lname@domain.com
F+Lname@domain.com
Fname+Lname@domain.com
F_Lname@domain.com
Lastname+F@domain.com
(first8letters)
Fname@domain.com
(first8letters)
FnameLname@domain.com
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B2B Lead Generation Using The Big Friendly Giant
Blogging&Blog
Marketing
Business blogging has become an
essential online marketing & lead
generationstrategyandcantbeignored
for several reasons. Its a greatmedium
to engage your prospects and an
excellent source of search traffic which
canbelinkedtoyourwebsiteorlinkedto
yourlandingpagesorotherleadcapture
sources. The only investment you really
need is time and dedication to really
makethisworkforyou.
UseGoogleBloggerToPublish
YourBusinessBlog
Blogger.comis thequickest andeasiest
waytogetablogstartedandyoucanget
yourblogupandrunninginminutes.The
sign up is quickand theeditor lets you
createposts,edit them,addphotosand
moreaswellas publish themwithout a
fuss.Itneednotbehostedorconfigured
thoughitcanbecustomized.
Sunbelt .blogspot.com Business Blog Using
Blogger.com
http://sunbeltblog.blogspot.com/ is
anexampleofabusinessblogedited
and published using Googles
Blogger.com. Although it has been
customized well to bring out its
branding, look and feel its a good
example of the functionality Blogger
provides in terms of being able to
publishpostswithpictures, linksand
alsosyndicateRSSfeeds.
Other than branding and being a
marketing communications tool,
creatingablogusingBloggermakes
your content easily searchable on
search engines and can drive
awarenessaswellas leads towards
yourproductorservice.
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B2B Lead Generation Using The Big Friendly Giant
InteractiveDiscussion
Groups
Socialmediaisjustasimportantatoolto
leverge in your marketing mix and
although it may not generate leads
directly,theinteractiveandsocialaspect
of it helps create conversation around
your company, products, services and
creatingawareness.
UseGoogleGroupsStartA
DiscussionGroup
Google Groups is how you can start a
online groupstarted inno time.Google
groupswillletyoucreaterichpageswith
graphics, textandphotos, create topics,
discusssionsandsetemailnotifications.
Get Discussions Going In Google Groups
Google Groups
Googlegroupsisagreatwaytostart
aforumordiscussiongroup.Createa
groupandsetupengagingtopics for
discussion to create active
discussions on your product, service
orbetterstill around the issues they
address.
For example if you are creating a
group around an anti-virus software
product, discussions around solving
currentvirusattackswhichusersare
commonly facing will help create
activity and also help you link your
product
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B2B Lead Generation Using The Big Friendly Giant
WebSiteTracking&
Analytics
Simplyhavingawebsite, landingpages
and other content isnt going to help
generatingmoreleadsandbetterleads.
Trackingandanalyzingwherethattraffic
is coming from,What content are they
absorbingonyoursite?Whatisworking
to drive traffic to your site and what is
not?
UseGoogleAnalyticsTo
ImproveSiteTraffic
Google analytics is simply fantastic to
analyzehowmanyvisitors come toyou
site?, what did they read there? where
aretheycomingfrom?Mostimportantly
it helps you understand what you can
tweaktoincreasevisitorsonyoursite.
Use it to monitor traffic flow, sources,
keywords, bounce rates andmore.Sign
upissimpleandfree.Toaddanewsite
and have it tracked you will need to
embeda snippetof code in to yoursite
whichGoogleAnalyticswillgenerateand
youareset!
Google Analyti cs
AnalyzeVisitors&TrafficDetails
AnalyzeTrafficSources&
Keywords
AnalyzeContent&Visitor
MovementPatterns
Generatecustomizedreports
Set&trackfuturegoalsand
improvement
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B2B Lead Generation Using The Big Friendly Giant
Summary
UseGoogleFinancetobuildcompanydata http://finance.google.com
UseGoogleFinancetotracknews,blogs&feedshttp://finance.google.com
UseGoogleBlogSearchtofollowcompanybuzzhttp://blogsearch.google.com
KeepatabonblogsusingGoogleAlerthttp://www.google.com/alerts
UncovercompanyexecutivesusingGoogleSearchhttp://www.google.com
FindcompanykeyexecutivesusingGoogleFinancehttp://finance.google.com
UseGoogleSitestocreatemultiplelandingpageshttp://sites.google.com/
UseGoogleSearchtodiscoveremailaddresseshttp://www.google.com
UseGoogleSearchtoverifyexistingemailaddresseshttp://www.google.com
UseGoogleBloggertorunabusinessbloghttps://www.blogger.com
UseGoogleGroupstostartadiscussiongrouphttp://groups.google.com/
UseGoogleAnalyticstoimprovesitetraffichttps://google.com/analytics/
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B2B Lead Generation Using The Big Friendly Giant
AboutReadyContacts
ReadyContactsisateamofmarketingandsalesprofessionalswithseveralyearsofexperiencein
runningmarketingandleadgenerationcampaignsinarangeofindustryverticalsandacross
geographiesincludingNorthAmerica,EMEA,APACandAustralia.Thecompanywascreatedona
verysimplebutverycriticalphilosophywhichisEverysuccessfulcampaignstartswithgoodb2b
leaddata.ReadyContactsdeliverscomprehensiveB2Bmarketingdatabasemanagement
solutionstocompaniestoempowersalesandmarketingorganizationswithaccurate,currentand
completeleaddatabases.
PleasefeelfreetodropusalineatReadyContactstoseehowwemaybeabletohelpyou
withyourmarketingleaddatabase
ReadyContacts.com
3418MarounPlace
SanJose,CA95148
USA
T:+1.408.223.1075
E:info@readycontacts.com
Web:www.readycontacts.com
Blog:http://blog.readycontacts.com
FollowusonTwitter@readycontacts
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