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Lead generation and nurturing
in an industrial business
30/11/2017 by @aubertm
TRAININGS
Marina Aubert
Senior Communication & Marketing B2B
30/11/2017by @aubertm
Lead generation vs
lead nurturing
30/11/2017 by @aubertm
Lead generation & nurturing
30/11/2017 by @aubertm
https://www.slideshare.net/onlinemarketingsummit/
case-study-using-social-media-and-lead-nurturing-for-demand-generation-jon-miller
Lead generation & nurturing
30/11/2017 by @aubertm
https://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, sell
sheets
Case studies
Whitepapers
Technical papers
Webinars
Videos
Websites
.com
.be
.cn
Blog
Newsletters
Social medias
Linkedin
Twitter
Youtube
Flickr
...
Industrial medias
Press releases
Ads
Sponsored articles
...
Lead generation & nurturing
30/11/2017 by @aubertm
https://www.slideshare.net/onlinemarketingsummit/
case-study-using-social-media-and-lead-nurturing-for-demand-generation-jon-miller
Website Blog
Linkedin/
Twitter
Newsletter
s
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
n  Build trust
n  Offer relevant information
n  Keep promises
n  Ask one relevant information at a time
n  Collect non-invasive data
30/11/2017 by @aubertm
n  Corporate
n  Trainings
n  By technology
n  By products category
n  By event
n  ...
n  Jobs
Collect non-invasive data
n  E-mail address*
n  Are you already a client?
n  Yes I am!
n  I would like to be contacted
by a sales representative,
please.
n  I just enjoy your firm :)
n  Do specific fields interest you?
30/11/2017 by @aubertm
1. Your own specific newsletters
n  Case studies
n  Whitepapers
n  Technical papers
n  Webinars
n  ...
Remember
n  Collect non-invasive data:
n  Only the e-mail address,
quick and easy
n  You can contact them
back later
n  Focus on offering high
added value to your
audience
30/11/2017 by @aubertm
2. Access to your expertise
n  Connect to interesting groups,
and listen
n  Check who are the members
n  Adapt your posts to the
groups’ attitude
n  See who’s interested by your
posts, you may offer them
more information through your
company Linkedin profile or
newsletter
Remember
n  Spam is bad for your company’s
image
n  Offer value to your audience
n  Always redirect to your own tools
to capture qualified contacts data
n  Access to expertise
n  Newsletters
n  Sales contacts
30/11/2017 by @aubertm
3. Linkedin groups
n  Qualified audience
n  Detailled statistics
n  Online marketing tools
n  Contacts datas
n  Visited your company profile
n  Clicked on your newsletters ads
n  Read your sponsored articles
n  Saw your webinar
n  ...
n  Be very picky with the media
position towards your
audience
n  complementary to stands at
exhibitions/events
n  Be sure to have a strong
message to deliver
n  Advanced visuals
n  Very focused on your
audience’s interests
30/11/2017 by @aubertm
4. Industrial online medias
Conclusion
30/11/2017 by @aubertm
candidates
15%
hot lead
10%
clients &
partners
46%
fans
29%
Results for the newsletters
of CE+T Power
30/11/2017 by @aubertm
candidates
15%
hot lead
10%
clients &
partners
46%
fans
29%
Results for the newsletters
of CE+T Power
30/11/2017 by @aubertm
Lead nurturing
Results for the website
for CE+T Power
30/11/2017 by @aubertm
n  +66% sessions
n  +65% pageviews
n  +46% users
Results for the Linkedin company profile
of CE+T Power
30/11/2017 by @aubertm
Marina Aubert
marina@aubertm.me
0477 97 82 35
@aubertm
www.aubertm.me
Thank you!
30/11/2017 by @aubertm

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201711 Aubertm for Bisnode: web strategy for industrial lead generation

  • 1. The future is built today.
  • 2. Lead generation and nurturing in an industrial business 30/11/2017 by @aubertm TRAININGS
  • 3. Marina Aubert Senior Communication & Marketing B2B 30/11/2017by @aubertm
  • 4. Lead generation vs lead nurturing 30/11/2017 by @aubertm
  • 5. Lead generation & nurturing 30/11/2017 by @aubertm https://www.slideshare.net/onlinemarketingsummit/ case-study-using-social-media-and-lead-nurturing-for-demand-generation-jon-miller
  • 6. Lead generation & nurturing 30/11/2017 by @aubertm https://www.slideshare.net/onlinemarketingsummit/ case-study-using-social-media-and-lead-nurturing-for-demand-generation-jon-miller Information qualified Marketing qualified Sales qualified
  • 7. 30/11/2017 by @aubertmby @aubertm http://www.getmlmtools.com/social-media-for-b2b- content-marketing-distribution-research/
  • 8. Industrial content: CE+T Power case 30/11/2017 by @aubertm
  • 10. CE+T Power channels 30/11/2017 by @aubertm Industrial content Datasheets, sell sheets Case studies Whitepapers Technical papers Webinars Videos Websites .com .be .cn Blog Newsletters Social medias Linkedin Twitter Youtube Flickr ... Industrial medias Press releases Ads Sponsored articles ...
  • 11. Lead generation & nurturing 30/11/2017 by @aubertm https://www.slideshare.net/onlinemarketingsummit/ case-study-using-social-media-and-lead-nurturing-for-demand-generation-jon-miller Website Blog Linkedin/ Twitter Newsletter s Events
  • 12. 30/11/2017 by @aubertm B2B does not mean Boring to Boring
  • 14. 30/11/2017 by @aubertm Add fun into industrial life
  • 15. Industrial content: how to get leads’ data? 30/11/2017 by @aubertm
  • 16. Get leads’ data n  Build trust n  Offer relevant information n  Keep promises n  Ask one relevant information at a time n  Collect non-invasive data 30/11/2017 by @aubertm
  • 17. n  Corporate n  Trainings n  By technology n  By products category n  By event n  ... n  Jobs Collect non-invasive data n  E-mail address* n  Are you already a client? n  Yes I am! n  I would like to be contacted by a sales representative, please. n  I just enjoy your firm :) n  Do specific fields interest you? 30/11/2017 by @aubertm 1. Your own specific newsletters
  • 18. n  Case studies n  Whitepapers n  Technical papers n  Webinars n  ... Remember n  Collect non-invasive data: n  Only the e-mail address, quick and easy n  You can contact them back later n  Focus on offering high added value to your audience 30/11/2017 by @aubertm 2. Access to your expertise
  • 19. n  Connect to interesting groups, and listen n  Check who are the members n  Adapt your posts to the groups’ attitude n  See who’s interested by your posts, you may offer them more information through your company Linkedin profile or newsletter Remember n  Spam is bad for your company’s image n  Offer value to your audience n  Always redirect to your own tools to capture qualified contacts data n  Access to expertise n  Newsletters n  Sales contacts 30/11/2017 by @aubertm 3. Linkedin groups
  • 20. n  Qualified audience n  Detailled statistics n  Online marketing tools n  Contacts datas n  Visited your company profile n  Clicked on your newsletters ads n  Read your sponsored articles n  Saw your webinar n  ... n  Be very picky with the media position towards your audience n  complementary to stands at exhibitions/events n  Be sure to have a strong message to deliver n  Advanced visuals n  Very focused on your audience’s interests 30/11/2017 by @aubertm 4. Industrial online medias
  • 22. candidates 15% hot lead 10% clients & partners 46% fans 29% Results for the newsletters of CE+T Power 30/11/2017 by @aubertm
  • 23. candidates 15% hot lead 10% clients & partners 46% fans 29% Results for the newsletters of CE+T Power 30/11/2017 by @aubertm Lead nurturing
  • 24. Results for the website for CE+T Power 30/11/2017 by @aubertm n  +66% sessions n  +65% pageviews n  +46% users
  • 25. Results for the Linkedin company profile of CE+T Power 30/11/2017 by @aubertm
  • 26. Marina Aubert marina@aubertm.me 0477 97 82 35 @aubertm www.aubertm.me Thank you! 30/11/2017 by @aubertm