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B2B Paid Media Lead Generation | Sam Noble Slide 1 B2B Paid Media Lead Generation | Sam Noble Slide 2 B2B Paid Media Lead Generation | Sam Noble Slide 3 B2B Paid Media Lead Generation | Sam Noble Slide 4 B2B Paid Media Lead Generation | Sam Noble Slide 5 B2B Paid Media Lead Generation | Sam Noble Slide 6 B2B Paid Media Lead Generation | Sam Noble Slide 7 B2B Paid Media Lead Generation | Sam Noble Slide 8 B2B Paid Media Lead Generation | Sam Noble Slide 9 B2B Paid Media Lead Generation | Sam Noble Slide 10 B2B Paid Media Lead Generation | Sam Noble Slide 11 B2B Paid Media Lead Generation | Sam Noble Slide 12 B2B Paid Media Lead Generation | Sam Noble Slide 13 B2B Paid Media Lead Generation | Sam Noble Slide 14 B2B Paid Media Lead Generation | Sam Noble Slide 15 B2B Paid Media Lead Generation | Sam Noble Slide 16 B2B Paid Media Lead Generation | Sam Noble Slide 17 B2B Paid Media Lead Generation | Sam Noble Slide 18 B2B Paid Media Lead Generation | Sam Noble Slide 19 B2B Paid Media Lead Generation | Sam Noble Slide 20 B2B Paid Media Lead Generation | Sam Noble Slide 21 B2B Paid Media Lead Generation | Sam Noble Slide 22 B2B Paid Media Lead Generation | Sam Noble Slide 23 B2B Paid Media Lead Generation | Sam Noble Slide 24 B2B Paid Media Lead Generation | Sam Noble Slide 25 B2B Paid Media Lead Generation | Sam Noble Slide 26 B2B Paid Media Lead Generation | Sam Noble Slide 27 B2B Paid Media Lead Generation | Sam Noble Slide 28 B2B Paid Media Lead Generation | Sam Noble Slide 29 B2B Paid Media Lead Generation | Sam Noble Slide 30 B2B Paid Media Lead Generation | Sam Noble Slide 31 B2B Paid Media Lead Generation | Sam Noble Slide 32 B2B Paid Media Lead Generation | Sam Noble Slide 33 B2B Paid Media Lead Generation | Sam Noble Slide 34 B2B Paid Media Lead Generation | Sam Noble Slide 35 B2B Paid Media Lead Generation | Sam Noble Slide 36 B2B Paid Media Lead Generation | Sam Noble Slide 37 B2B Paid Media Lead Generation | Sam Noble Slide 38 B2B Paid Media Lead Generation | Sam Noble Slide 39 B2B Paid Media Lead Generation | Sam Noble Slide 40 B2B Paid Media Lead Generation | Sam Noble Slide 41 B2B Paid Media Lead Generation | Sam Noble Slide 42 B2B Paid Media Lead Generation | Sam Noble Slide 43 B2B Paid Media Lead Generation | Sam Noble Slide 44 B2B Paid Media Lead Generation | Sam Noble Slide 45 B2B Paid Media Lead Generation | Sam Noble Slide 46 B2B Paid Media Lead Generation | Sam Noble Slide 47 B2B Paid Media Lead Generation | Sam Noble Slide 48 B2B Paid Media Lead Generation | Sam Noble Slide 49 B2B Paid Media Lead Generation | Sam Noble Slide 50 B2B Paid Media Lead Generation | Sam Noble Slide 51 B2B Paid Media Lead Generation | Sam Noble Slide 52 B2B Paid Media Lead Generation | Sam Noble Slide 53 B2B Paid Media Lead Generation | Sam Noble Slide 54 B2B Paid Media Lead Generation | Sam Noble Slide 55 B2B Paid Media Lead Generation | Sam Noble Slide 56 B2B Paid Media Lead Generation | Sam Noble Slide 57 B2B Paid Media Lead Generation | Sam Noble Slide 58 B2B Paid Media Lead Generation | Sam Noble Slide 59 B2B Paid Media Lead Generation | Sam Noble Slide 60 B2B Paid Media Lead Generation | Sam Noble Slide 61 B2B Paid Media Lead Generation | Sam Noble Slide 62 B2B Paid Media Lead Generation | Sam Noble Slide 63 B2B Paid Media Lead Generation | Sam Noble Slide 64 B2B Paid Media Lead Generation | Sam Noble Slide 65 B2B Paid Media Lead Generation | Sam Noble Slide 66 B2B Paid Media Lead Generation | Sam Noble Slide 67 B2B Paid Media Lead Generation | Sam Noble Slide 68 B2B Paid Media Lead Generation | Sam Noble Slide 69 B2B Paid Media Lead Generation | Sam Noble Slide 70
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B2B Paid Media Lead Generation | Sam Noble

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These are the slides from Sam's talk at Digital Gaggle in May 2021.

Talk Description:

Being able to deliver qualified inbound leads from paid media takes you a big step closer towards positive ROI. In this insightful session, award-winning paid media consultant, Sam Noble, provides a short-list of tried-and-tested strategies and techniques that B2B companies can employ to drive results from paid social, PPC, and digital advertising.

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B2B Paid Media Lead Generation | Sam Noble

  1. 1. SamJaneNoble B2B Paid Media Lead Generation Tools & Tactics to Drive Qualified Inbound Leads S AM AN T H A N O B L E
  2. 2. What are we going to cover? Which advertising channels work and some tried and tested strategies
  3. 3. What are we going to cover? Which advertising channels work and some tried and tested strategies Moving away from standard forms and bringing some personality to the landing page
  4. 4. What are we going to cover? Which advertising channels work and some tried and tested strategies Moving away from standard forms and bringing some personality to the landing page How to integrate the advertising channels to your CRM and vice versa to see the full performance picture
  5. 5. What are we going to cover? Which advertising channels work and some tried and tested strategies Moving away from standard forms and bringing some personality to the landing page How to integrate the advertising channels to your CRM and vice versa to see the full performance picture
  6. 6. Advertising Channels
  7. 7. Google Ads
  8. 8. Lead Form Extensions drive leads directly from your ads
  9. 9. Lead Form Extensions drive leads directly from your ads
  10. 10. Lead Generation extensions can now be used on YouTube too
  11. 11. Use Message Extensions to communicate with potential customers via text
  12. 12. Microsoft Ads
  13. 13. Linkedin Profile Targeting with Microsoft Ads is a game changer
  14. 14. Adjust bids for certain industries, companies or job functions
  15. 15. Video Extensions for search ads on Bing
  16. 16. Increase your reach with Microsoft’s Audience Network
  17. 17. Facebook Ads
  18. 18. Use Lookalike Audiences to find new customers Subscribers Upload your email subscriber data for the past three years
  19. 19. Use Lookalike Audiences to find new customers Subscribers Upload your email subscriber data for the past three years Leads Upload lead data broken up in three groups (low, medium and high value)
  20. 20. Use Lookalike Audiences to find new customers Subscribers Upload your email subscriber data for the past three years Leads Upload lead data broken up in three groups (low, medium and high value) Sales Upload sales data broken up in three groups (low, medium and high value)
  21. 21. Use Lookalike Audiences to find new customers Subscribers Upload your email subscriber data for the past three years Leads Upload lead data broken up in three groups (low, medium and high value) Sales Upload sales data broken up in three groups (low, medium and high value) Lead Form Completers Use the pixel to create an audience of people who filled in your FB lead form
  22. 22. Use Lookalike Audiences to find new customers Subscribers Upload your email subscriber data for the past three years Leads Upload lead data broken up in three groups (low, medium and high value) Sales Upload sales data broken up in three groups (low, medium and high value) Lead Form Completers Use the pixel to create an audience of people who filled in your FB lead form Lifetime Value Take your longest standing customers and upload to the platform
  23. 23. Use Lookalike Audiences to find new customers Subscribers Upload your email subscriber data for the past three years Leads Upload lead data broken up in three groups (low, medium and high value) Sales Upload sales data broken up in three groups (low, medium and high value) Lead Form Completers Use the pixel to create an audience of people who filled in your FB lead form Lifetime Value Take your longest standing customers and upload to the platform Video Engagement Build a lookalike of people who watched 75% of your video
  24. 24. Use Lead Generation Ads with pre-populated fields for ease
  25. 25. Consider testing hard sign-ups vs soft sign-ups Download Sign Up
  26. 26. Try Facebook Click-to-Messenger Ads with a chatbot to qualify leads
  27. 27. Target people within a 1 mile radius of a pinned location
  28. 28. Target people within a 1 mile radius of a pinned location This works great for Recruitment Ads to target people working at specific companies!
  29. 29. Target people within a 1 mile radius of a pinned location You can also use this to target people at exhibitions (apply start and end times/dates)
  30. 30. Linkedin Ads
  31. 31. The Linkedin Pixel can tell you which companies visit the site
  32. 32. You can also see the job titles of the people visiting
  33. 33. As well as the industries that they work in
  34. 34. All this can then be applied to your other advertising campaigns
  35. 35. Linkedin allows you to target all the available insights too
  36. 36. The new ‘Conversation Ad’ format can drive some quality leads
  37. 37. These success stories highlight the results you can achieve
  38. 38. TikTok Ads
  39. 39. Sage launched TikTok's first B2B ad campaign earlier this year
  40. 40. The #BOSSIT2021 Challenge London, UK, 8th February 2021 - Sage, the market leader for cloud business management solutions, has teamed up with TikTok to launch the #BOSSIT2021 Challenge. This new UK-wide campaign invites small and medium-sized enterprises (SME) owners and entrepreneurs within the TikTok community to creatively express how they are thriving this year, despite testing times.
  41. 41. They teamed up with TikToks Creators to boost the campaign
  42. 42. Over 7.0B Views and 1,000s of entries
  43. 43. Tools & Software
  44. 44. Use pre-recorded videos to engage with customers - Videoask https://www.videoask.com/
  45. 45. Use Videos in email responses – Hippo Video https://www.hippovideo.io/
  46. 46. Easy to use form builder with lots of templates - JotForm https://www.jotform.com/
  47. 47. Manage your leads and sales in a tested CRM - HubSpot
  48. 48. Create dedicated landing pages for campaigns - Unbounce
  49. 49. Automate all your advertising reporting (easily) – Data Studio
  50. 50. Link reporting up to advertising channels – Power My Analytics
  51. 51. See how users interact with your website – Microsoft Clarity https://clarity.microsoft.com/
  52. 52. Data Integrations
  53. 53. Zapier Connector
  54. 54. Zapier moves information between your web apps automatically, so you can focus on your most important work.
  55. 55. Import your Facebook Leads directly into your CRM
  56. 56. Fire an event in Google Analytics when you get a lead from a Facebook Lead Generation campaign
  57. 57. Add new HubSpot list contacts to Linkedin Matched Audiences
  58. 58. Get notifications in Slack for new Typeform entries
  59. 59. Facebook Offline Events
  60. 60. Use offline events to measure how much your Facebook ads lead to real-world outcomes, such as purchases in your shops, phone orders, bookings and more.
  61. 61. Measure the offline return on your ad spend on Facebook
  62. 62. Upload your lead data for each sales stage to Facebook
  63. 63. Select which event types to fire based on the lead stage
  64. 64. See which of your campaigns and ads are driving actual results
  65. 65. Final Takeaways
  66. 66. Final takeaways Don’t just rely on advertising channels that you have always used. Start thinking outside the box and trying new things
  67. 67. Final takeaways Keep an eye on leading B2B brands to see how they approach new advertising channels and see if you can do something similar on a smaller scale Don’t just rely on advertising channels that you have always used. Start thinking outside the box and trying new things
  68. 68. Final takeaways Keep an eye on leading B2B brands to see how they approach new advertising channels and see if you can do something similar on a smaller scale Don’t just rely on advertising channels that you have always used. Start thinking outside the box and trying new things Take advantage of third party tools to really jazz up the way you are capturing lead data. Test and learn and refine… always.
  69. 69. Final takeaways Keep an eye on leading B2B brands to see how they approach new advertising channels and see if you can do something similar on a smaller scale Don’t just rely on advertising channels that you have always used. Start thinking outside the box and trying new things Take advantage of third party tools to really jazz up the way you are capturing lead data. Test and learn and refine… always. Import data back into platforms to join the marketing > sale journey
  70. 70. SamJaneNoble Thank you for listening. CONTACT DETAILS 0 7 8 6 9 1 1 4 3 0 0 i n f o @ b i d d a b l e m o m e n t s . c o m

These are the slides from Sam's talk at Digital Gaggle in May 2021. Talk Description: Being able to deliver qualified inbound leads from paid media takes you a big step closer towards positive ROI. In this insightful session, award-winning paid media consultant, Sam Noble, provides a short-list of tried-and-tested strategies and techniques that B2B companies can employ to drive results from paid social, PPC, and digital advertising.

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