Generating Quality Leads in Niche B2B Markets

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Generating and converting high value, high quality leads in niche B2B markets, or as it’s more commonly know; finding the needle in the haystack

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  • DarrenLast year we turned £45k worth of budget into £1.2m of pipeline and £500k of new business. Today we’re going to take you through a case study. We’ve done a years worth of learning, and optimising. And we’re going to take you through how we’ve put the learning into practice to plan our latest campaign. Normally these things are full of big sexy B2C brands. But we don’t all have the luxury of those kinds of brands or budgets
  • Jason: Introduce Jason Introduce EWA, what they do etcFirst meeting with Coast? Any funny story? Something personal?
  • Darren to introduce Coast, what we do etc– worked together for the best part of 10 years. I’ve been working with Jason for 6 years.We have an unusual relationship. We have the typical agency client relationship, but on top of that, we work in partnership (as agencies) for another one of our clients. So we’ve travelled the country together, we’ve eaten dinner together, spent the night in hotels together (separate rooms!), all on top of us driving EWAs digital marketing activity.
  • Jason Last year I was tasked with a £250k new business target.This could be one lead – needle!big value contracts they are after are hard to come by, difficult to capture, and difficult to convert…This is a typical challenge for B2Bs. As a marketing manager – I’m looking for More invites to tenderMore direct leads that we can go and pitch to directly.
  • DarrenPPC – Service focused keyword targeting sending traffic to service focused pages. Focus for PPC as it’s costs – highest value leads. Keywords focused the services that we know will require a bigger budget - contact centres - data managementOne of the downsides of this, is that it’s expensive. £3-5 a click. With limited budgets, this becomes difficult so managing spend closely is really importantSEO – Focus on content creation and distribution. EWA site – is packed full of content. We also have the EWA blog, which allows us to start demonstrating EWA’s expertise, in a less formal way. But most importantly (you’ll see why later) the focus is on content that’s helps users solve their challenges. Search terms to the blog are mostly driven by “Why” “What” “How” based searches. Having this content regularly also helps fuel our social media channels. JasonEmailSocial
  • JasonAs you’ll see from the results – we’ve done pretty well with the budget available. £1.2M pipeline from 31 Qualified leads, 13 opportunities. Average value £100k each24 Organic, 22 PPC, 2 social. Email 8 = 56 leads
  • Darren Limitations. We produced tones of really useful and helpful content for our blog. This helped in terms of rankings and traffic, which is great, and it also fueled social media for us too. But what we didn’t do was use any data capture. So we’re essentially giving the expertise and insights away for free.
  • Buying cycles. Focusing on services is going to be capturing users as they know what they want. Darren –What we did last year worked, so we don’t want to turn that off. But what we want is to make sure for 2013 we’re capturing some of this missed opportunity
  • Jason lead came in by referral for a new home builder. EWA could have lots of impact immediately. – How did this make you feel? (Talk about the emotion/excitement) We had a light bulb moment and realised that we had something we could run with.
  • Jason lead came in by referral for a new home builder. EWA could have lots of impact immediately. – How did this make you feel? (Talk about the emotion/excitement) We had a light bulb moment and realised that we had something we could run with.
  • 1 - Darren to explain how we find them – This is an extra layer for us. So we need to work out, how we can do as much of this as possible, without blowing the budget.Kw research – needs examples – learnings from last year. - one of the big challenges with this, is focusing on a group of people that perhaps don’t even know that they have a problem yet, or if they do know they have a problem, they aren’t going to search for it. Paid search we need to be careful. Targeting volume like “enquiry management”, or “enquiry handling service” although it’s low volume, (50 searches a month), they won’t all be home builders. 2- Jason to Talk about gathering data (both on and offline) – this is often down to hard graft. Budgets don’t allow for buying lots of data. Manually find people to target.2- Social channel analysis ( internal)
  • Talk through new homes campaign:Jason to cover content lead magnet guide to enquiry management for new home builders. This is the center of our campaign. The whole point of this campaign is that we’re getting people to put up their hands and say, I have a challenge. If we can give our sales team warm leads to follow up with instead of cold calling… we get much better results, and a much happier sales team. How do we drive traffic to that guide - different sources: Jason to cover off DM campaign & link it to an example to demonstrate how email can support - we’re hitting a selection of handpicked people with this (costs are kept low) – the needles…Darren to cover SEO - generic stuff mostly. We can use our blog, to help push gain rankings in the short term for challenged based searches ( the “what”, and the “why”)PPC –Use linked in, to target the businesses we need to find. We know who this guide is going to be useful for. Can also use Google display – if we need extra volume…Darren to cover re-targeting Planned, but cut due to budget restrictionsJason to cover editorialDon’t underestimate the power of free publicity – lined up exhibition coverage too!
  • Generating Quality Leads in Niche B2B Markets

    1. 1. UP Finding the Needle in the Haystack November 2013 Marketing you can measure TM increasing revenue, visitors and ROI for our clients
    2. 2. £1.2m £45k Marketing you can measure TM
    3. 3. 2012 Case Study Our 2013 so far What we’ve learned Marketing you can measure TM
    4. 4. Intros Marketing you can measure TM
    5. 5. Intros Marketing you can measure TM
    6. 6. The Challenge Marketing you can measure TM
    7. 7. What we did in 2012 Marketing you can measure TM
    8. 8. Results Where do leads come from? 4% 14% 43% SEO PPC Email Social 39% Marketing you can measure TM
    9. 9. Results Marketing you can measure TM
    10. 10. Results Awareness Missed opportunity Interest Evaluation Sale Marketing you can measure TM Lead capture
    11. 11. Our 2013 so far Marketing you can measure TM
    12. 12. Our 2013 so far Marketing you can measure TM
    13. 13. Our 2013 so far Marketing you can measure TM
    14. 14. Our 2013 so far Editorial Marketing you can measure TM
    15. 15. Results so far Since launch we’ve found 14 needles in our haystack, including Marketing you can measure TM
    16. 16. What have we learned? Awareness Tracking & Evaluation Know your Audience Drip Feeding Inspiration Multichannel Promotion Planning & Targets Production Marketing you can measure TM Resources
    17. 17. Questions? Marketing you can measure TM
    18. 18. Sign up to receive our PPC idea book too www.coastdigital.co.uk/figaro Marketing you can measure TM

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