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201711 Aubertm for Bisnode: web strategy for industrial lead generation

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Marina Aubert explains and illustrates how to generate leads thanks to web tools and content marketing for an industrial business.

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201711 Aubertm for Bisnode: web strategy for industrial lead generation

  1. 1. The future is built today.
  2. 2. Lead generation and nurturing in an industrial business 30/11/2017 by @aubertm TRAININGS
  3. 3. Marina Aubert Senior Communication & Marketing B2B 30/11/2017by @aubertm
  4. 4. Lead generation vs lead nurturing 30/11/2017 by @aubertm
  5. 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. 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. 7. 30/11/2017 by @aubertmby @aubertm http://www.getmlmtools.com/social-media-for-b2b- content-marketing-distribution-research/
  8. 8. Industrial content: CE+T Power case 30/11/2017 by @aubertm
  9. 9. 30/11/2017 by @aubertm
  10. 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. 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. 12. 30/11/2017 by @aubertm B2B does not mean Boring to Boring
  13. 13. 30/11/2017 by @aubertm
  14. 14. 30/11/2017 by @aubertm Add fun into industrial life
  15. 15. Industrial content: how to get leads’ data? 30/11/2017 by @aubertm
  16. 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. 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. 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. 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. 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
  21. 21. Conclusion 30/11/2017 by @aubertm
  22. 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. 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. 24. Results for the website for CE+T Power 30/11/2017 by @aubertm n  +66% sessions n  +65% pageviews n  +46% users
  25. 25. Results for the Linkedin company profile of CE+T Power 30/11/2017 by @aubertm
  26. 26. Marina Aubert marina@aubertm.me 0477 97 82 35 @aubertm www.aubertm.me Thank you! 30/11/2017 by @aubertm

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