Optimizing B2B Lead Generation | Pirate Skills
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All right, let's assume you have a decent lead generation strategy, some lead magnets, an email funnel, and some traffic to your landing pages. Shouldn't everything be working like a charm? Hundreds of leads should enter your CRM, and enough are seriously interested in buying your products or services, right? Well, if that's you, congratz! But in 99% of cases I see, there is still a lot of work to be done to get there. Let's talk about dealing with B2B lead generation cases that would like to see better results. If you are ambitious enough, you are always looking for improvement, so you'll enjoy this. The main topics we are covering: ∙ Finding the bottleneck in your lead generation funnel ∙ Increasing the engagement in your lead generation ads ∙ Raising the signup rate on your landing pages ∙ Optimizing your email sequences and follow up ∙ B2B Lead Generation - Q&A
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Optimizing B2B Lead Generation | Pirate Skills
- 3. OPTIMIZING B2B LEAD GENERATION ADs Finding your bottleneck Increasing your engagement Raising your signup rate Optimizing your email series B2B Lead Generation – Q&A
- 4. Ben Sufiani • Founder since 2008 • Growth Marketer • Host of Pirate Skills • @bensufiani • linkedin.com/in/bensufiani
- 5. FINDING THE BOTTLENECK IN YOUR LEAD GEN FUNNEL
- 7. The app for successful teamwork www.monday.rocks
- 8. Are the ad campaigns bad? linkedin.com/campaignmanager
- 9. Are the ad creatives too boring? linkedin.com/feed
- 10. Does the landing page not convert? monday.rocks/team-analytics
- 11. Is the scheduling tool not working? calendly.com
- 12. Finding the bottleneck in your lead gen funnel 1. Hey, why is this not working?! 2. Listing the steps of the funnel 3. Guestimating your numbers 4. Identify your weaknesses 5. Defining your ONE focus area
- 13. Hey, why is this not working?! • 456 € ad spent on LinkedIn • 4.52 € CPC • 101 landing page visitors • 1 lead • Too expensive!!!
- 14. Hey, why is this not working?! • 456 € ad spent on LinkedIn • 4.52 € CPC @ 0.5% CTR • 101 landing page visitors • 1 lead @ 0.6% conversion rate • Too expensive!!!
- 15. OPTIMIZING B2B LEAD GENERATION ADs Finding your bottleneck Increasing your engagement Raising your signup rate Optimizing your email series B2B Lead Generation – Q&A
- 16. INCREASING THE ENGAGEMENT IN YOUR LEAD GEN ADS 諾
- 18. Watch for these engagement KPIs • CTR (Click-Through-Rate) • Reactions • Comments • Shares • Follows 諾
- 19. Understand your options for changes linkedin.com/campaignmanager
- 20. Play with these variables for starters • Introductory descriptions • Image or video • Headline • Call-to-action • (Destination URL)
- 22. Look in these places for inspiration • Pages from industry leaders • LinkedIn content search • LinkedIn hashtags • Buzzsumo • Canva
- 23. Don’t make your life too hard canva.com/design
- 24. Use tools like these to create a lot of good ads • canva.com • spark.adobe.com • magisto.com • storyblocks.com • producthunt.com/search
- 25. Increasing engagement in your lead gen ads 1. Identify low engagement ads 2. Understand your options 3. Steal like an artist 4. Don’t make your life too hard 5. Test a lot of variations
- 26. OPTIMIZING B2B LEAD GENERATION ADs Finding your bottleneck Increasing your engagement Raising your signup rate Optimizing your email series B2B Lead Generation – Q&A
- 27. RAISING THE SIGNUP RATE ON YOUR LANDING PAGES 虜
- 29. Reduce friction by … • “Don’t make me think” • Remove unnecessary steps • Remove unnecessary clicks • Minimize form fields • Have a good consent banner
- 31. Here are some ideas for value offers • Checklist PDFs • Explainer posters • Book recommendations • Free strategy call • 69 ideas from OptinMonster
- 32. Small commitments first, big ones later monday.rocks/4x4
- 33. This is enough for the beginning • First & last name • Email address • Company • Consent for data processing • Opt-in for newsletters
- 34. Focus on a great header fold monday.rocks/4x4
- 35. Focus on a great header fold • 50% are not going to scroll • Write an exciting title • Write a short description • Have CTA button in the header • Put a fitting image on the right
- 36. Focus on a mobile first experience monday.rocks/4x4
- 37. Focus on a mobile first experience • Make the CTA thumb friendly • Avoid background images • Focus on the text • Minimize the navigation • Use a centered consent banner
- 38. Raising the signup rate on your landing pages 1. Reduces frictions if possible 2. Offer something of value 3. Small commitments first 4. Focus on a great header fold 5. Focus on a mobile first xp
- 39. OPTIMIZING B2B LEAD GENERATION ADs Finding your bottleneck Increasing your engagement Raising your signup rate Optimizing your email series B2B Lead Generation – Q&A
- 40. OPTIMIZING YOUR EMAIL SEQUENCES AND FOLLOW UP
- 41. A good double opt-in process monday.rocks/4x4
- 46. A good double opt-in process • /landing-page/ • /landing-page/confirm (boring) • Double opt-in email • /landing-page/thank-you • Welcome email
- 47. Magnets are just the very beginning Sendinblue marketing automations
- 48. A nurturing series never ends Sendinblue marketing automations
- 49. Calls are the goal of lead generation calendly.com
- 50. Give, give, give, ask • Give what your audience wants • … and what they need • Help where you can • Do stuff that doesn’t scale • Make an offer that is a win-win
- 51. Optimizing email sequences & follow up 1. A good double opt-in process 2. Magnets are the beginning 3. A nurturing series never ends 4. Calls are the goal 5. Give, give, give, ask
- 52. OPTIMIZING B2B LEAD GENERATION ADs Finding your bottleneck Increasing your engagement Raising your signup rate Optimizing your email series B2B Lead Generation – Q&A
- 53. DOUBLING E-COMMERCE PROFITSWITH 15 GROWTH MARKETING TACTICS MEETUP get.pirateskills.com/profits Sep 30th 2020 $$
- 55. GROWTH MARKETING WORKSHOPS Master the Art and Science growth.pirateskills.com of Growth Marketing