the future is built today. - bisnode€¦ · qualified audience detailled statistics online...
TRANSCRIPT
The future is built today.
Lead generation and nurturingin an industrial business
30/11/2017 by @aubertm
TRAININGS
Marina AubertSenior Communication & Marketing B2B
30/11/2017by @aubertm
Lead generation vslead nurturing
30/11/2017 by @aubertm
Lead generation & nurturing
30/11/2017 by @aubertmhttps://www.slideshare.net/onlinemarketingsummit/case-study-using-social-media-and-lead-nurturing-for-demand-generation-jon-miller
Lead generation & nurturing
30/11/2017 by @aubertmhttps://www.slideshare.net/onlinemarketingsummit/case-study-using-social-media-and-lead-nurturing-for-demand-generation-jon-miller
Information qualified Marketing qualified Sales qualified
30/11/2017 by @aubertmby @aubertm
http://www.getmlmtools.com/social-media-for-b2b-content-marketing-distribution-research/
Industrial content:CE+T Power case
30/11/2017 by @aubertm
30/11/2017 by @aubertm
CE+T Power channels
30/11/2017 by @aubertm
Industrial content
Datasheets, sellsheetsCase studiesWhitepapersTechnical papersWebinarsVideos
Websites
.com
.be
.cnBlog
Newsletters
Social medias
LinkedinTwitterYoutubeFlickr...
Industrial medias
Press releasesAdsSponsored articles...
Lead generation & nurturing
30/11/2017 by @aubertmhttps://www.slideshare.net/onlinemarketingsummit/case-study-using-social-media-and-lead-nurturing-for-demand-generation-jon-miller
Website Blog Linkedin/Twitter
Newsletters Events
30/11/2017 by @aubertm
B2B
does not mean
Boring to Boring
30/11/2017 by @aubertm
30/11/2017 by @aubertm
Add fun into industrial life
Industrial content:how to get leads’ data?
30/11/2017 by @aubertm
Get leads’ data
Build trust Offer relevant information Keep promises Ask one relevant information at a time Collect non-invasive data
30/11/2017 by @aubertm
Corporate
Trainings
By technology
By products category
By event
...
Jobs
Collect non-invasive data
E-mail address*
Are you already a client? Yes I am! I would like to be contacted
by a sales representative, please.
I just enjoy your firm :)
Do specific fields interest you?
30/11/2017 by @aubertm
1. Your own specific newsletters
Case studies
Whitepapers
Technical papers
Webinars
...
Remember
Collect non-invasive data: Only the e-mail address,
quick and easy You can contact them
back later
Focus on offering highadded value to youraudience
30/11/2017 by @aubertm
2. Access to your expertise
Connect to interesting groups, and listen
Check who are the members
Adapt your posts to the groups’ attitude
See who’s interested by yourposts, you may offer themmore information through yourcompany Linkedin profile or newsletter
Remember
Spam is bad for your company’simage
Offer value to your audience
Always redirect to your own toolsto capture qualified contacts data Access to expertise Newsletters Sales contacts
30/11/2017 by @aubertm
3. Linkedin groups
Qualified audience
Detailled statistics
Online marketing tools
Contacts datas Visited your company profile Clicked on your newsletters ads Read your sponsored articles Saw your webinar ...
Be very picky with the media position towards youraudience
complementary to stands atexhibitions/events
Be sure to have a strongmessage to deliver Advanced visuals Very focused on your
audience’s interests
30/11/2017 by @aubertm
4. Industrial online medias
Conclusion
30/11/2017 by @aubertm
candidates15%
hot lead10%
clients & partners
46%
fans29%
Results for the newsletters of CE+T Power
30/11/2017 by @aubertm
candidates15%
hot lead10%
clients & partners
46%
fans29%
Results for the newslettersof CE+T Power
30/11/2017 by @aubertm
Results for the websitefor CE+T Power
30/11/2017 by @aubertm
+66% sessions
+65% pageviews
+46% users
Results for the Linkedin company profileof CE+T Power
30/11/2017 by @aubertm
