What is demand generation?

Demand generation is the set of techniques that generate attention for your product or service across multiple channels and touchpoints. Demand generation activities don’t as much include the direct promotion of a product or service, but focus on content that aspires to educate, deepen and gain trust, even without directly driving conversion or purchase. One of the most popular demand generation tools, in B2B as well as B2C, is the blog on your website. A successful content strategy, which involves regularly writing articles relevant to the services your company offers, must therefore take into account both search engine positioning and, above all else, ability to offer your audience valuable, original and meaningful content.

B2B Demand Generation

The B2B sector is characterised by the length of the average sales cycle: data by HubSpot show that a business-to-business negotiation can go on for more than six months before conclusion, due to the number of stakeholders involved and a greater consideration of risk and benefit factors for the company concerned. In contrast to the B2C sector, in B2B it is much more difficult to leverage the end consumer’s propensity to impulsive purchase of previously seen products or services through remarketing, or to remain on the crest of a wave through hype cycles and social network communities. B2B demand generation therefore focuses not only on creating a need for a product or service, but also on making the brand a guarantee of trust and professionalism for the content and practices shared with the market. A perfect example of a company able to make the most of B2B demand generation is the aforementioned HubSpot. Not only does HubSpot provide a complete and scalable inbound marketing platform, but – thanks to the content provided free of charge on the blog and in the HubSpot Academy section – it also represents a real reference point for marketing and communication professionals, regardless of whether they have purchased the product or not.

AIDA model: draw your audience into your orbit!

Having reached this point, having defined the importance of implementing demand generation strategies for B2B digital marketing, it is time to define the degree of audience engagement with the content produced by or about you. For this purpose, we are helped by the so-called AIDA model, a real ‘funnel before the funnel‘ that identifies the four cognitive stages that a user goes through during this phase: 1) Awareness, “What do they do?” – The audience comes into contact with your company for the first time. 2) Interest, “I am interested” – The audience shows interest in the benefits you offer or the content you propose, gains trust and is willing to research further. 3) Desire, “I want it” – The audience shows an emotional connection to your brand and expresses (without yet materialising) the need to own your product or service. 4) Action, ‘Let’s try’ – Not to be confused with actual purchase, the last step can be any type of conversion, from entering data in a form to signing up for a newsletter. It qualifies the user as a lead and starts the actual marketing funnel.

Demand generation vs Lead generation

Demand generation and lead generation are two strategies that come together in digital marketing and inbound marketing practices, which is why both terms are often used interchangeably. Nevertheless, demand generation and lead generation are two separate and complementary practices that intervene at different stages of the sales cycle. As HubSpot effectively condenses in a dedicated post, ‘demand generation helps you grow, while lead generation helps you convert‘. Specifically, the goal of demand generation is to attract interest in your target audience, while lead generation focuses on converting interested users into prospects, into leads, and then into customers. Considering the structure of the sales funnel, as already mentioned, demand generation is placed at the top (TOFU), with the last phase of the AIDA model, i.e. the action, determining the start of the actual lead generation process. A final, but crucial difference is how you share content. Content intended for lead generation requires the input of personal data to access confidential information or material, whereas content intended for demand generation is freely available. To give you an example, this article and the blog on which it is hosted are demand generation tools, while the Lead Generation Playbook, in which you can learn more about Lead Champion’s functionalities for your B2B digital marketing thanks to exclusive insights, is a lead generation tool.

B2B Demand Generation KPIs

As we have already mentioned, conversion is only the final step in a demand generation strategy. This might suggest that this is a volatile phase, difficult to quantify by means of metrics that can tell whether it is successful or not. However, there are KPIs that you can refer to in order to assess your B2B demand generation and the resources deployed for it:

Marketing Qualified Leads & Sales Qualified Leads

The numerical value of qualified leads, i.e. indicated as potential buyers by Marketing and Sales respectively, is a primary indicator of the effect your demand generation strategy is having on your target audience.

Cost Per Lead

The Cost Per Lead (CPL) also includes within it the costs dedicated to demand generation activities in relation to the budget. You can monitor the CPL for each touchpoint, or for a specific time period or a specific campaign.

Return On Investment

The costs of demand generation activities are also part of the factors to be considered when calculating ROI, a metric that measures the impact of the investment as a percentage of your company’s overall turnover.

3 tips for a successful B2B demand generation strategy

1) Provide valuable content

Becoming a benchmark in the industry is what any marketer aspires to, but we all know it’s not easy. Investing time and resources in a good content strategy, however, is crucial to gaining the trust of future customers, especially in the B2B sector. Think first about how to communicate your expertise and in which formats, from the classic blog to participation in podcasts and events: knowledge after all is the most important value in B2B sales techniques, now is the time to put it out there!

2) Recognise and harness the power of community

The B2B world travels at a different speed than B2C, but that doesn’t mean your company should isolate itself from the world! Even in business-to-business you can use social networks – LinkedIn being one of them – to connect with your audience and build a community around your brand. Similarly, it is always useful to keep your eyes open to new platforms, trying out new and more creative ways wherever possible.

3) Know your audience

Identifying and targeting your ideal audience is the necessary preventive phase for the success of any demand generation campaign. You can achieve this by analysing your website traffic with platforms such as Lead Champion discover. Using IP Tracking and Artificial Intelligence, Lead Champion discover identifies the market segments most interested in your company and helps you monitor the interest in your content over time. Find out how to integrate Lead Champion into your demand generation by trying out the free demo!

The post Demand Generation B2B: your prospects need you! appeared first on Lead Champion.

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Today we find ourselves at the dawn of a new era, with generative Artificial Intelligence as the protagonist: we can attract the attention of our target accounts with ABM and generate hyper-personalised messages right while our prospects are visiting.

How can we make the most of pop-overs and what’s to come in the near future? Let’s find out together!

Account Based Marketing and generative AI: an overview

Among B2B digital marketing strategies, Account Based Marketing stands out due to its objective: that of reaching not so much the widest possible audience, but rather a few targeted accounts, ‘overturning’ the expectations and methodologies of classic inbound marketing strategies.

In recent years, Artificial Intelligence has revolutionised ABM. There are algorithms that are able, for example, to connect different scoring assigned to users with data obtained through web, social and mobile channels, in order to offer the highest possible value to both companies and prospects.

On the other hand, customer experience personalization is the fundamental component of ABM and one of the most important challenges for any B2B company. This is where the ongoing game of generative AI is being played out.

We live in the era of hyper-personalisation, which can finally be realised on a large scale. Thanks to Large Language Models such as OpenAI’s GPT-4 and their applications, the possibilities of offering B2B customers personalised and targeted experiences no longer based on a market segment, but on the individual customer, are multiplying.

In this scenario, pop-over windows acquire a new value: before exploring their potential in the light of generative AI, however, it is good to brush up on the basics of an element that is often underestimated, but capable of yielding great results.

Pop-over and B2B marketing: are they still useful?

Part of the Web since the 1990s, pop-overs suffered from a bad reputation among visitors for a long time, as they were often misused.

Over the last few years, however, pop-overs have rapidly made a comeback even on B2B websites: instead of interrupting the user’s visit sessions, the most effective B2B pop-overs are able to intercept the visitor’s identity and needs, proposing relevant offers in line with their needs.

The results speak for themselves: according to research conducted by Sumo, which analysed two billion pop-overs, the average conversion rate of this type of call-to-action is close to 10 per cent, with peaks of over 50%.

You don’t want to miss out on the chance to successfully grab the attention of one out of every two prospects with a skilful pop-over? Follow these few best practices!

B2B Pop-overs: 5 best practices

Offer value

A pop-over is a request for attention: it is important that the user feels rewarded for giving it. Offer a clear and immediate benefit to the pop-over: exclusive content or resources, free trials of a service or special discounts for your e-commerce.

Be relevant

A pop-over should be highly relevant to the user and the context in which it is displayed. This is always true, but even more so in B2B, where time and attention are precious.

Mind the design

A pop-over should be designed in such a way that it attracts attention without being intrusive. A clean design, clear text and a strong call-to-action help make it effective and eye-catching, without going overboard.

Offer a way out

Users should be able to close the pop-over easily if they are not interested. Place a clear and visible ‘X’ in the top right corner: this is common and easily recognisable by all.

Monitor and optimise

Finally, you should always monitor the effectiveness of your pop-overs, update and optimise them regularly. Measure conversion rate and view time to know how your pop-overs are performing and which aspects can be improved.

Pop-overs are not all the same!

Even before you start designing a new pop-over for your site, it is good to know where and how it will appear on the page once it is finished. These are the main types of pop-over:

1. entry pop-overs: displayed as soon as a visitor accesses a website;
2. exit pop-overs: displayed when a visitor is about to leave the site and designed to capture attention by offering a last offer or information;
3. timed pop-overs: displayed after a certain amount of time on a site or page, they target users who are already potentially interested;
4. scroll-based pop-overs: displayed when a visitor scrolls a certain percentage of the content or reaches a certain point or section of the page;
5. Content lockers: lead generation pop-overs that ‘lock’ valuable content behind a kind of ‘wall’ and are only unlocked following a specific action, such as entering data or subscribing to a newsletter.

Generate hyper-personalised pop-overs with AI

As already mentioned, with large-scale language models, Artificial Intelligence makes it possible to generate consistent, hyper-personalised content by combining data from multiple touchpoints.

By customising an attention-grabbing element such as pop-overs with generative AI, each visitor to your site can enjoy a unique experience, modelled on their specific needs and interests.

For instance, with the help of advanced lead generation tools, it is possible to identify visitors to your website, understand their interests, and generate customisable pop-overs based on the visitor’s IP address, product category, and interest already shown in certain content.

These pop-overs can present relevant information and tailor-made special offers, take on a Tone of Voice consistent with that of the prospect, or even allow a direct conversation to be initiated with Artificial Intelligence.

In spite of the many advantages, getting to this level of hyper-personalisation also requires overcoming challenges.

One of these is the processing time required by Large Language Models, which may take longer to process a large amount of computational resources than an instantaneous element by nature such as a pop-over.

However, with continued advances in Artificial Intelligence technology, this challenge is likely to diminish over time.

In addition, ABM combines hyper-personalisation with the identification of a pre-determined pool of contacts: by previously establishing the contacts on which to focus ABM campaigns and the prompts that will constitute their messages, you will be able to generate advanced pop-overs much faster!

Soon on Lead Champion booster

Lead Champion booster is the innovative lead generation tool that enables intelligent, configurable pop-overs to reach the right visitor at the right time with the right message.

Thanks to Lead Champion booster’s advanced B2B marketing features, you can customise the fields and content of pop-over forms to decide to whom, on which pages and when to display them.

But that’s not all… We have big news for our customers: in the coming months, Lead Champion booster will integrate with ChatGPT to enable customised experiences for each company on the site and make lead generation even more effective!

The post B2B pop-overs are back: personalized and AI-powered appeared first on Lead Champion.

This is even more evident in the B2B sector, where the average time to reach the closing stage has always been physiologically higher due to the larger number of players involved.

An extra effort is therefore needed in the direction of the potential customer: the aim of B2B sales, in addition to the more strictly commercial one, is to make it easier for them to find the best information in the easiest way.

Finding out what information is best for each prospect means knowing their needs in depth and understanding how our product can offer an ideal solution for your B2B sales.

So let’s look at 5 B2B sales techniques you can implement to change your perspective.

1 – Do your research

It may sound obvious, but the best way to get to know your prospect is to do some research. The B2B context is the one that gets the most benefit from this step.

The Web is a gold mine of information: especially in B2B, studying your prospect’s website, reading their blog and researching press releases will easily give you an idea of their needs and issues.

This will help you to understand how your product can be the right choice for the customer, thus helping you to present it in the most suitable way by emphasising its most relevant aspects.

The prospect will immediately perceive the effort made to meet his needs and will be better prepared. On the other hand, approaching with little or no preparation means to upset them with a series of banal and obvious questions that a simple web search would have answered.

Once the right predisposition has been created in the prospect, it will be easier to go on to ask more detailed questions, allowing further needs and problems to emerge naturally.

To make this happen, it is necessary to allow the prospect freedom of expression and avoid limiting him or her with questions that require ‘yes’ or ‘no’ answers.

2 – Study your prospect’s language

This point is closely related to the previous one and concerns the need to fully understand our interlocutor’s jargon in order to establish effective communication.

Approaching it the old-fashioned way, with stereotyped scripts and interactions, is definitely the wrong choice: ‘one size does not fit all’.

It is therefore of paramount importance to understand the language in which the prospect expresses himself when approaching his business. This aspect is by no means trivial: language is what shapes ideas and concepts.

Consequently, understanding your prospect’s communication methods means getting closer to a deeper understanding of his real needs as well.

From an expressive point of view, moreover, there is no doubt the advantage you will gain by using a tone of voice closer to that of your interlocutor. Communication will become more fluid and the chances of building a sales pitch will increase exponentially.

3 – Become a product and industry expert

You cannot get the most out of it without being a top expert: knowledge is again a decisive element.

We have talked about how important it is to study the prospect thoroughly. But this information is of little use if it is not backed up by in-depth product knowledge.

It is essential that the entire team is fully educated about the product or service being sold, so that they are able at all times and in all contexts to bring out the relevant aspects.

Similarly, an excellent knowledge of the positioning is essential. Being aware of the latest developments in the reference context means a better ability to approach the customer and a better understanding of his needs.

Relating to a prospect as an expert also helps to create a feeling of reliability and to establish a relationship based on trust.

For all these reasons, training the sales team is therefore a fundamental element of the process, as well as an investment with an assured return.

4 – Stop selling and start donating

To make sales, you have to focus only on sales. Right?

Wrong.

The best way to establish a profitable relationship is to base it right from the start on positive feelings, such as esteem, trust and gratitude. What better way than to donate something? And the most high-value asset your company possesses is (once again) knowledge.

The good news is that knowledge is a shareable, non-exclusive asset. If your company donates knowledge, it does not impoverish itself; on the contrary, it encourages the creation of a flow of communication and sharing that enriches everyone who contributes to it.

This can be done in a more or less direct way. Having carefully gathered information about the company and its needs, you will know how your knowledge can be useful and you will be able to recommend a certain action or direct the prospect to a specific resource, even better if it is your own.

The act of ‘giving information‘ can also be done in a mass manner, thanks to content marketing and lead nurturing. These types of sales techniques are intended precisely to ‘nurture’ the prospect by informing and educating him or her so that he or she will naturally approach your product.

These long-term approaches are particularly suitable in the case of B2B business which, as we have pointed out, has sales cycles with longer lead times.

5 – Don’t “sell at any cost”

The old ‘sell at any cost’ mentality is now to be forgotten. The large amount of resources spent chasing and cornering the customer must be shifted instead to the creation and transmission of value.

Times have changed and, as research shows, consumers are increasingly inclined to take time to make an informed choice, informing themselves about the product, reading reviews, comparing prices and eventually deciding on a purchase.

Consumers have become much better at distinguishing between messages that are merely intended to sell, and those that instead propose value and concrete solutions.

For this reason, it is essential to present your product or solution with clear and accurate descriptions, using as much information as possible such as pictures, videos, reviews and all kinds of useful resources to allow the product to be evaluated in the best way for different needs.

So let the customer consciously decide that your proposal is the best one for him, and take care to provide all possible resources to enable him to get the most out of your product.

B2B sales techniques: what is changing?

The changing dynamics in the world of marketing has meant that a different approach to B2B sales techniques is needed. The potential customer is no longer passive, but decidedly proactive in seeking information about the most suitable solutions for his or her context.

This means an increasing importance of presenting an image of one’s own company first, and then of the product, that is coherent and constructed for the purpose of communicating value.

Conclusion: how to communicate value effectively?

Understanding the great importance of knowledge in B2B sales techniques and the dynamics that drive them.

First of all, in-depth knowledge of the product or solution one is going to offer is absolutely essential, so as to be perfectly able to convey the value of the product in any context.

There must also be an effort aimed at obtaining the maximum available information on the prospect company: characteristics of the business, specific language used and solutions already adopted.

Last but not least, we must emphasise the importance of having a deep knowledge of the reference sector, which allows for a better understanding of the prospect’s needs and his predisposition to move into the sales funnel.

The post B2B Sales Techniques: knowledge is key! appeared first on Lead Champion.

Despite this, the various changes that have taken place within the sector have modified its dynamics and habits, bringing elements into B2B that, until some time ago, belonged only to B2C.

One among many is the use of social media and related analyses, such as Social Listening.

B2B Social Listening: what is it?

Social Listening refers to all those activities carried out to monitor online conversations around specific keywords, brands, sectors and competitors. Listening to them helps you understand customer behaviour and market trends, allowing you to build a great competitive advantage.

This activity can help you a lot in managing your brand communication and products. Think about how much you can learn about your customers by listening to them across the board. Or how much you can learn about your competitors by using Social Listening well.

What are the advantages of B2B Social Listening?

Every social contact with a potential customer has a definite and tangible value.

There is no better place, in fact, to understand how your audience approaches your product: you can not only collect comments, but also conduct qualitative and quantitative analyses.

With social media you can collect a lot of data for analysis, useful for understanding many things about your product and your brand, and for making the right changes to your activities to make you more attractive to leads!

Make your communication more meaningful

If your followers take the trouble to contact you on social media, if they tag you in a post or send a message on a page, they do so because they need to communicate something to you, and they want to do it quickly.

It can be a request for assistance, a need or even an appreciation. Each of these things has a different importance, and must deliver a result as soon as possible.

In the past, after the launch of a new product or an update it took days, if not weeks, to receive feedback. Today, however, thanks to social media, we can find out immediately what impact it has had on our audience.

Skype, for example, reintroduced the ‘Away’ status function on its platform, and thanks to Twitter it was able to gather a lot of customer feedback in a short time.

Skype quickly realised how popular the feature was, and was able to act accordingly by releasing it in all markets.

Keep up with the criticism

Like it or not, we are in an era founded on ‘no filter’.

Customers do not mind harshly criticising brands, and they do so without filter. Sometimes the criticism is also very harsh, which is precisely why brands must be ready to respond without losing control. This is the dreaded Social Media Crisis Management.

No one will easily forget the episode that occurred with the Inps Facebook page, and if you think that these situations can only occur in B2C I am sorry to have to tell you that this is not the case.

For example Slack, the famous messaging app, changed its logo in February 2020 and announced it on social media.

What Slack didn’t expect was to receive so much negative criticism for ‘conforming to other apps’, much less could it have imagined seeing its logo associated with a swastika!

Slack’s social media marketers were able to contain the criticism and put the negative messages on the back burner by emphasising the more constructive and sympathetic feedback, maintaining a calm and professional tone as always. Which is not easy in these situations!

One must also be prepared to listen to criticism and comments ‘without a filter’. It is also important to do this in a timely manner to keep your company’s image under control.

Give customers what they want

Whether they are regular customers or potential customers, users always have an opinion about your products and what you offer to the public. Listening to this feedback will allow you to enhance your product, improve your communication, or create a new line adapted to the needs that arise.

Monitoring competitors is also useful. If you find that users complain about that particular flaw, you can use it as leverage in your marketing strategy, highlighting that instead your product or service has in that very aspect its strong point.

Furthermore, this channel can also be useful to move a potential customer forward in the funnel. He is on social, you are on social, he expresses a need, you have the solution: why not propose it?

How to create an effective B2B Social Listening strategy

You know, in marketing planning is everything, and Social Listening is no exception.

So let’s take a look at what you need to do!

Prioritize your social networks

There are so many social networks. Different by user type, by content, by purpose. To be present in all of them is therefore not possible, nor even useful!

In order to do a proper Social Listening activity you must therefore first choose which tool to focus on for your social communications.

Then you can activate your strategy.

Don’t neglect ‘hidden’ conversations

Do not assume that communications happen only in front of your eyes. There are secondary platforms where users can talk about your product without you knowing.

To do an all-round social listening job, you need monitoring tools such as Mention or Talkwalker. These two tools allow you to find all posts, articles, and comments about your company.

Listen to what is being said out there

If you base your strategy only on your brand, you might miss out on some very interesting things!

As we said before, listening to what is coming from the industry in general can help you improve your product.

A good strategy is to monitor industry hashtags, to keep up to date with what is being said and what trends are emerging.

B2B Social Listening: are you ready to listen?

What is said online about your brand ends up being part of a potential customer’s decision-making process. Think about how many times you have avoided a purchase after noticing negative feedback on social media to which there was no response.

Social listening is now essential to ensure that your product is in line with consumer needs and that your brand is truly appreciated.

It is also important to implement social listening so as not to be caught off guard by any criticism or issues.

To do this you need to:

• choose which social networks to monitor;
• use online monitoring tools such as Mention or Talkwalker;
• be ready to respond to needs that may arise;
• listen to what is being said in the industry and not only what is related to your brand.

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Shifting to the subscription model is a great way to generate recurring revenues and add value to the customer experience, also in the B2B sector. But what are the ingredients for guaranteed success? Let’s look at them together.

What is subscription model and why is it important?

The subscription (or subscription-based) business model is no longer based on one-off transactions, but on recurring revenues on a regular basis (monthly, bi-monthly, yearly…) established through a contractual obligation.

Three categories of subscription models can be distinguished: the first two mainly concern the B2C market, while the third, as we will go into in more detail below, is the one that most interests B2B companies.

1) Subscriptions to consumer products

The customer subscribes to the regular delivery of articles, products and supplies. The model extends to a wide variety of product areas: from groceries to clothing, to beauty and pet care products.

2) Abbonamenti a servizi multimediali

The customer subscribes to platforms offering multimedia streaming services of audiovisual products, e-books and music.

3) Prodotti in cloud “as-a-service”

The corporate customer subscribes to an ecosystem based on cloud infrastructure, platforms or software.

Subscription models not only enable recurring monthly and annual revenues, but can also help you increase revenue at a lower cost by offering services that are scalable and in line with the buying trends of your audience.

Moving from a traditional business model to a subscription model, however, is far from easy: it requires a radical change of set-up, particularly in the B2B sector.

Subscription Model B2B

For some time now, B2B companies have been combining the sale of additional services with the sale of the physical product in a variety of ways: by associating services such as installation, after-sales service, maintenance and repair (hardware add-ons) or software upgrades that rely on the physical asset to enhance the user experience of the product (software add-ons).

Whether it’s software, hardware, services or data, by moving to the subscription model a company chooses to monetize value rather than ownership.

Anything as a Service

In recent years, the digital transition has given companies a promising opportunity: the sale of services as a substitute for the sale of physical goods has contributed to the emergence of various solutions on the market, including:

• Software-as-a-Service (SaaS), one or more programmes or applications;
• Platform-as-a-Service (PaaS), a combination of hardware and software;
• Infrastructure-as-a-Service (IaaS), IT infrastructure for storage and hosting;
• Device-as-a-Service (DaaS), provision of IT devices such as PCs and smartphones.

Thanks to this new business model, which considers anything-as-a-service (XaaS), the technology makes it possible to offer customers a suite of integrated services within a true ecosystem.

The customer will thus see reduced costs and risks associated with the ownership and use of the asset, but will also be enticed to pay more, by virtue of the flexibility and scalability of variable costs that characterise the subscription business model.

B2B sales, characterised by a larger number of stakeholders and longer negotiation times, makes it even more necessary to strategically rethink the factors at stake before moving to a subscription model. Where to start, then?

The ingredients of a successful B2B subscription model

Customer Experience

Offer customers several subscription plans so they can select what best suits their needs. Consider further customising the offer, for example with Enterprise plans for large organisations.

Revenue Management

Break down subscription rates into different tiers, taking into account any extra costs and customised plans, and track them with state-of-the-art reporting software.

Contract Management

Give the customer the ability to renew, suspend and change the subscription at any time during the billing cycle, coupled with a solid marketing strategy to avoid losing contact during “breaks” from service;

Service Management

Equip your organisation with an efficient and comprehensive system to monitor and repair products and ensure timely support for digital services on sale.

Subscription model KPIs

Compared to a traditional business model based on one-off sales and ‘lifetime’ licences, the subscription model requires other types of metrics to monitor the health of your business.

Specifically, as you will notice, these metrics focus on the customer and no longer on the company: this is the most important change of perspective to consider, both in numbers and mindset, when deciding to offer a B2B subscription model.

• Monthly Recurring Revenue: the revenue the company will receive every thirty days based on active subscription plans.
• Annual Recurring Revenue: the revenue your company will receive each year based on active subscription plans. This metric is particularly useful for observing trends during the year and setting growth targets for the following year.
• Churn Rate: monitoring the Churn Rate, or churn rate, is essential to understand the state of the business and the internal or external factors that may affect its performance. A low, but constant, Churn Rate is to be considered physiological, while the presence of ‘spikes’ in unsubscriptions is an alarm bell about the state of the service offered.
• Revenue Churn: the percentage of lost subscriber revenue in a given period, for example in a month. In other words, it describes the financial impact of unsubscriptions.
• Client Lifetime Value: the most important metric for a subscription-based business model and indicates the total earning potential of a client. It should always be higher than the cost of acquiring the client.
• Renewal Rate: the percentage of customers who renew their contract at the end of the subscription period. In a healthy subscription business, the renewal rate must be high enough to allow for overall growth in both total customers and revenue.

Generate recurring revenue with B2B Subscription Model

The subscription model opens up new possibilities for B2B companies, fitting into a broader trend of digitisation of products and services that puts the customer experience at the centre of business strategies.

Indeed, switching to a subscription model for the sale of B2B products or services makes it possible to offer customers scalable and customisable solutions, opening up new possibilities for loyalty and engagement on the one hand, and giving rise to new sources of recurring revenue with lower expenses on the other.

In this regard, Forbes synthesizes in three practical tips the change of mindset required to launch and maintain a successful B2B subscription model:

• Give value to the customer relationship through the unified effort of the Sales and Marketing departments;
• Set up scalable plans, loyalty programmes and benefits, coupling increased plans and rates with tangible customer benefit;
• Offer no-commitment trials, free versions and demos to build customer loyalty and gather new prospects.

Give your B2B subscription model a boost with Lead Champion!

Do you want to get to know your audience even better and find out who has visited your site even before filling out a contact form? Lead Champion is the product for you.

Thanks to Lead Champion discover‘s proprietary anonymous tracking technology, based on IP tracking and artificial intelligence, you can find out which companies have visited your site and which ones have shown the most interest.

Lead Champion is distributed as-a-Service with annual renewal and provides customised plans based on your needs and the size of your company. Find out which plan is right for you or contact us – we are here to help!

The post B2B Subscription Model: why choose it? appeared first on Lead Champion.

“You can find out more about a person in an hour of play than in a year of conversation” – Plato

The Athenian philosopher already understood that play is one of the most effective ways to stimulate human instincts, create or gratify wants and needs, and engage people.

So how is it that, 2,400 years after his words, we still do not routinely take it into account within our business, marketing, lead generation strategies?

Yes, because gaming – and especially gamification – can come to our aid in significantly helping to increase a brand’s visibility, lead acquisition, and sales of products and services.

How? Let’s look at it starting with the key concept.

What is gamification?

Gamification is a set of techniques that use various elements typical of games in contexts that have little to do directly with gaming.

Think back to when you entered your personal information into your LinkedIn account. You probably noticed the horizontal progress bar indicating Profile Effectiveness through various levels: Beginner, Intermediate, Advanced, Expert, All-Star.

There, this (seemingly) simple element encourages you to enter additional information in order to advance the bar’s level of completion.

And it is also a simple yet effective example of gamification, which brings two undoubted benefits to the platform: it increases activity on the website and keeps the user hooked on the product.

In essence, gamification increases engagement levels through psychological mechanisms that are triggered by the interaction between two key sets of elements:

• the dynamics (or triggers), which represent all those unconscious needs that drive people to act: sense of ownership, perfection, fear of defeat or loss
• the mechanics, which correspond to all the individual elements of which a gamified system is composed: points, badges, virtual goods, leaderboards, levels, progress bars

Lead generation and quizzes

Imagine you have created a comprehensive guide on “How to Make Effective Presentations with Power Point” and put it on your web page that has thousands of unique monthly users.

While visitors to your page continue to grow, no one downloads the guide or leaves their email. In short: you’re not getting leads.

If the landing page is set up correctly, the problem may be another: Power Point presentations are considered – rightly or wrongly – boring by most.

One way to “freshen up” the content and make it more appealing could be to test your users by creating a quiz about their knowledge of Power Point.

That is certainly more challenging than the classic Call To Action “Download our complete guide here” and allows you to get qualified, on-target leads.

Such an activity was proposed some time ago by Veronica Gentili – an Italian Facebook marketing expert – to promote a course related to ADS on the platform.

The creation of this type of quiz is definitely engaging for those taking it, and based on the result, the user chooses whether or not to attend the proposed course, download the guide, and so on.

Obviously, for the purpose of lead generation, (few) useful data are requested such as email address, first name, last name, so as not to tire the user and prevent him from leaving the page feeling under questioning.

All clear? Now let’s see how some companies have concretely applied these principles within their marketing strategies.

Gamification and lead generation for businesses

Kirkland’s Home Decor is an interior decorating chain that aimed to get new buyers and fans and create interaction with the target audience that is already a customer.

To this end, it launched the “Cha-Ching!” game, a sweepstakes and instant win on Facebook.

First, a cash incentive was given to attract new fans: with each new fanpage like, one cent was added to the prize pool. At the end of the allotted time, a single fan won the amount of cash: over $25,000.

The second key element was the use of daily prizes, with the goal of keeping fans coming back to the page. By clicking on the Kirkland virtual store, fans received a “random” virtual gift, exchangeable for their friends’, and at the end of the day they could win the real-life version of the product they owned.

Knowing that the target audience loves coupons, the third selling point was the ranking of users based on playing time: players were assigned 4 different badge levels depending on how much they had played, each of which gave access to new coupons that could be used in the store.

The results? During the Cha-Ching! promotion, Kirkland’s became the sixth fastest-growing fanpage in the world on Facebook. In one month, it reached 203,604 new fans, generated 13 million wall posts and nearly 179 million impressions on ads.

Autodesk, on the other hand, is a company that develops 3D modeling software. After a period of declining sales, the managers decided to integrate the logic of gamification to shake up the business, thanks in part to a very interesting piece of data they have: the probability that a user will buy the software doubles when it is tried at least four times.

Thus was born the Undiscovered Territory project, a game integrated into the product that is based on the concept of a race against time: the user must complete actions that can only be performed by testing certain advanced features of the software itself within the 30-day free trial.

Those who finish first in the monthly rankings are entitled to a free copy of the full version. The results of this strategy speak for themselves:

• software usage sessions: +54
• clicks on the purchase button: +15%
• average lifetime value for the channel linked to the free trial: +29%

All this is told in detail in this video:

Using gamification to benefit your business is a guarantee of great results – what are you waiting for to incorporate it into your marketing strategy?

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Use marketing strategies to generate qualified leads and turn them into customers! Check out Lead Champion’s 7 tips on how to do Lead Generation on LinkedIn.

Find qualified leads on LinkedIn in 7 steps 

The lead generation process is different in every company, but the representation we find most effective is that of the 7 steps, designed to take you through all the moments leading to purchase.

In our “4.0” world, we know that our customers, to get to us, all take a different path. Yet there are common elements: searching for information online, researching companies, comparing with competitors, choosing a supplier.

These processes can be guided and influenced through various tools: the website, certainly, a good blog with articles dedicated to the product, company pages on social media with tailored content, but also one’s personal profile.

Among all the tools we can use, LinkedIn holds a prominent position. Due to its relational nature, it is a great tool for getting the word out about one’s products or services and finding new B2B qualified leads.

In this article we will see how to apply the 7 steps of Lead Generation on LinkedIn in a practical way. To make everything clear I will give an example for each of them, following a single “thread.”

We will explain how Anita, a salesperson at CoffeeBreak, which sells office coffee machines, could build her network on this social. Let’s specify that she works in B2B and that her typical customer is the SME.

Let’s get started!

1. Plan your lead generation activities

Every respectable social activity has a defined content plan. LinkedIn is what we can call an H2H, Human to Human. This new perspective allows us to go beyond the concept of B2B or B2C, and get back to seeing our counterpart for what they are: a person like you.

Like any self-respecting interaction, it all starts with how you present yourself. Profile picture, summary, cover image, experiences… All these things are important, but don’t lose sight of the main content: the posts.

People who want to get in touch with you, with your company, will go and see what you comment on, what you post, what you recommend. That’s why you need to plan a strategy that reflects yourself and your brand.

Don’t leave things to chance, it is from the planning phase that your lead generation starts, especially on LinkedIn!

Another key thing to define is the buyer persona you will target. This in fact indicates the typical customer, the person to whom you will target posts and advertisements.

Example

Anita has decided to create a content plan for her LinkedIn profile.

Every day she will post something on her profile, with the intent of raising awareness and pushing for sales. These posts will be different in nature:

• posts about her daily life
• product pictures
• articles about coffee and its benefits.

In fact, posting something personal makes your contacts feel like they really know you. Photos, on the other hand, allow people to get to know the product, and understand how it works. Finally, articles on topics related to the basic product (coffee) will help build authority around the brand.

2. Attract new qualified leads

It all depends on your target audience. Who are the people you need to sell your product? Who are you targeting? What, then, is your buyer persona?

LinkedIn is a social, and as such it works through connections.

What you need is to define your target audience. You don’t need to add hundreds of users; you need to find those who could enhance your customer network.

On LinkedIn, in fact, it is not important to have your end customer among your contacts. What’s unique about this social is that whatever you comment on or recommend is placed in your contacts’ newsfeed. This greatly expands the resonance of posts.

Each of your posts must aim to push to your users’ comment or advice, only in this way will 2nd and 3rd degree connections be able to see it.

Example

Anita decided to post something humorous and engaging, so as to prompt salespeople to comment or recommend the post.

“I think every Autogrill should offer at least one coffee a day to salespeople! 

But I guess I’ll have to go back to my office today, too, and have coffee with our CoffeeBreak!☕”

A humorous post, which hits a category, will elicit comments and likes. These will make the post visible on the newsfeed, where it will be seen by other employees of the commercial company.

Among them will be Mario Rossi, its next buyer.

3. Convert your links into leads

If your strategy is well planned, if your posts attract the right people, then you will soon find several interested comments under your posts.

LinkedIn gives results slowly. Don’t expect to publish a post and immediately find yourself inundated with contact and appointment requests. First you will have to work on your image, convey trust and engage your audience. Only then will the first qualified leads start coming in.

Don’t forget the main point. Only through your posts will you be able to gain visibility and insert yourself into the minds of potential customers.

A good way to get to this is to bring your network to the site. There they will find out about the product, the special features, the use, and then they will decide whether or not it is an interesting product.

In order to keep track of activity on the site, anonymous tracking software may be necessary. In fact, this allows you to monitor the company site and find out the traffic that is generated by different B2B lead generation campaigns.

Software like Lead Champion discover allows you, for example, to track companies coming to your site, thereby also monitoring the effectiveness of your activity on Linkedin. This way you can see which companies are interacting with you both on social and on the site, and you will have the ability to create efficient communication with these qualified B2B leads.

Example

Each of Anita’s posts is linked to coffeebreak.co.uk, the product page or the contact form.

Many of the articles posted come from the company blog, this in fact allows us to direct leads directly to the website.

Bringing our Mario Rossi to the website will make it easier to convert them into leads and conclude the first part of our lead generation process.

4. Strengthen your relationship with prospects

Once you get the potential contact, don’t give in to the temptation to discontinue your “LinkedIn program.” This is only the first step.

As we said, inspiring trust and professionalism is the goal behind actions on LinkedIn.

There is one note we want to make. Being professional does not mean only making serious posts. Remember what we said at the beginning? On LinkedIn you are targeting qualified leads, yes, but they are people like you.

Your contacts hate spam, aggressive advertising, posts that are too long (for no real reason) or too controversial. There is a beautiful saying about this: “speak as you eat” means you should speak simply, directly. Don’t get lost in long, complex sentences, and don’t use fancy or respectful language.

Write nice posts that reflect your everyday life, that make you sound real. An authentic post attracts much more than an overly stiff and plastered post.

Example

Anita cares about making a good impression on her most qualified leads and making herself likable in their eyes. For this very reason, she decided to use a very light tone of voice for her posts in order to create a relationship with her connections.

Rather than writing, “after a productive but tiring day I can finally indulge in my beloved coffee with Coffee Break,” which seems a bit boring in her eyes, she prefers to write, “now I really need my Coffee Break! After spending a day in the car selling my product I also need to try it, don’t I?”

Less pompous, more “like-friendly“.

5. Approach your qualified leads

Ricorda quello che ho detto nel punto precedente: i tuoi contatti odiano i contenuti troppo push.

Remember what I said in the previous point: your leads hate content that is too pushy.

If everything has gone according to plan, by now you should have found someone really interested in your product. Now you need to win them over.

At this stage, qualified leads need to get more information about your product, to understand how it can really benefit him. Alternatively, he needs to start a conversation with someone from your company.

6. Don’t attract on LinkedIn alone

The customer is ready to buy: however, do not fall into the mistake of using only LinkedIn as a communication tool.

Example

Anita asks Mario for his email and phone number, contacting him personally and leading him to purchase the coffee machine. She already has his confidence; he knows the product because he has heard it praised for a long time. Anita proceeds with her sales strategy, and concludes the negotiation.

7. Delight your new leads

The most important phase of lead generation on LinkedIn comes at the end.

The customer must never feel forgotten. It is critical to remain available for any problems or concerns, and to make sure they know they can always contact you.

And if there is really one thing you can do because of LinkedIn, it is to always be close to the customer.

Also, within a social the satisfied customer will be your best free advertising. His or her comments and “recommends” will make others understand the benefits of your product as well. People, in fact, tend to give more weight to customer experience than to companies’ self-reviews.

Example

Anita, during your daily sales and lead generation work, always stays in touch with Mario.

Has the new version of the product come out? Is there a special offer for him? Does he need maintenance? Thanks to the relationship that has been created Mario knows that he can count on Anita in case of need. This not only makes him and the company satisfied, but also makes Anita the supplier most recommended by Mario to his friends.

Conclusion: what are you waiting for? Start finding qualified leads on LinkedIn!

The 7 steps of Lead Generation on LinkedIn, if well planned and managed, are the ones that lead the user to become a customer. This, as anticipated, can be managed in different ways and with different tools.

With Lead Champion discover, for example, you can track companies coming to your site. This allows you to find qualified leads and check the effectiveness of your LinkedIn activity.

Lead Champion discover shows you the companies that have visited your site and the detail of the navigation; by analyzing this data, together with the data obtained on LinkedIn, you will have a good overview of the effectiveness of your lead generation activity and you will be able to define the next steps having some more information.

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Lead Champion!

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your products and services.

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The post LinkedIn Lead Generation: find qualified leads in 7 steps appeared first on Lead Champion.

Have you spent a lot of resources promoting your product or service online but not acquiring new customers? You’re in the right place!

There has been increasing talk lately about an incredibly effective strategy for acquiring customers: lead generation.

You’re probably not clear on what B2B lead generation is and how to build a lead generation strategy, but you’d like to explore it further.
In fact, lead generation has become a key strategy in B2B marketing.

Given the importance of the topic, we created this guide to help you understand how to put in place a lead generation strategy that can guarantee you will acquire an incredible number of customers.

Small spoiler: in this article we will tell you about a marketing tool that can revolutionize B2B lead generation: how? By showing you companies that visit your website. Learn more about the B2B marketing tool Lead Champion discover.

Let’s begin with our guide and start with the basics: what is lead generation? And most importantly, how does it work?

B2B lead generation goals for 2023

Acquiring new customers is obviously the goal of any business. Let’s first see what we mean when we talk about “acquiring customers.”

Nowadays, given the competitiveness of online marketing, it is essential to keep in mind the basic steps of this process.

The buyer journey in B2B lead generation

Acquiring customers means acting on three main steps in the so-called lead generation funnel (which we will elaborate on shortly):

1. Awareness: making potential customers aware of a need, product or service
2. Consideration: getting the potential customer to consider buying a solution
3. Decision: acquiring new customers by leading them to decide specifically for our product or service.

This is a natural path, which needs its own timing but above all a key concept: mutual trust.

In this article we will see in detail just how to articulate B2B lead generation strategies in order to succeed in all three macro-steps and create a profitable relationship that really generates new customers.

From traditional marketing to B2B lead generation

In the common understanding, through marketing operations, the company must somehow move toward the customer, attracting their attention with various forms of advertising.

After the technological revolution and the so-called “Information Society,” the context has radically changed as the information and sensory overload to which users are subjected has led to a drastic decrease in their sensitivity.

The attention span is significantly lower than in the past.

This is referred to as the “Attention Economy.” A real market in which companies compete to grab a few seconds (in lucky cases even a few minutes!) of attention from potential customers.

There has been a shift from a model in which the company was focused on itself, its products and features, to a new context in which the primary focus becomes the (potential) customer’s need and want.

Some call this “customer centricity“, but in reality it is nothing more than the first requirement to do what we call lead generation.

At the same time, the directionality of the relationship has also changed. It is no longer the company that moves toward the customer, rather it is the customer that moves toward the company. This occurs at the moment when they need answers, solutions or needs to meet specific requirements.

The process of approaching the purchase then becomes more natural, spontaneous and conscious. This is referred to as a shift from purely outbound marketing to inbound marketing strategies.

The corporate mission must then focus more on providing concrete answers to the needs and wants of potential customers.

By doing so, information-seeking users will learn about your brand through contents you offer. In addition, the fact that you have fulfilled a need or solved a problem through your expertise will help create a stronger and more lasting bond, which will greatly facilitate progress on the path to purchase.

Lead generation: what does it mean? 

Before explaining further, we should answer an obvious question: what does “lead” mean?

What is a lead (meaning)

A “Lead” is an entity, person or company, that has shown concrete interest in a product or service.

Lead generation is therefore the process by which a company works to find leads, that is, to increase the number of contacts from potential customers, or B2B leads.

An effective B2B lead generation strategy must therefore start with an attempt to engage as broad a base of users as possible and subsequently turn them into leads, with the ultimate goal of lead generation being to bring in more sales.

Doing lead generation therefore means creating interest in your business from new potential customers.

Lead generation is a multifaceted process, requiring action in several directions, and the effectiveness of each stage is verified through precise metrics.

Let’s now look in detail at each stage of this action plan and the appropriate strategies for each phase.

The B2B lead generation funnel: how to acquire customers

The visual metaphor of the funnel represents how many people/businesses will come in contact with your business, but only a few will eventually become customers. 

Clearly, the purpose of effective B2B lead generation is to make the funnel have as little difference as possible between its initial and final stages.

In marketing, we then talk about the three macro-phases as seen above: awareness, consideration and decision.

These three phases are also called Top of the Funnel, Middle of the Funnel and Bottom of the Funnel (i.e., initial, middle and final phases).

The funnel can be defined as the visual representation of these concepts.

However, talking about “high” or “low” can be risky. This somehow assumes that there is an order of importance among the stages.

Actually, the typical mistake companies make is to focus exclusively on the final stage (the direct acquisition of new customers) while neglecting the natural conversion path, which cannot be separated from awareness and the intermediate stage in which the relationship matures.

B2B lead generation: a transformational process

As you could see, lead generation is a fairly complex process, consisting of a sequence of well-structured steps and objectives.

The funnel is – in itself – simply a model that helps simplify a process; it can be read and used in different ways to create a B2B lead generation strategy. Very different activities can also be deployed: think also of using telemarketing to create lead generation campaigns.

The basic concept must be only one: the potential customer does not want to waste time or feel cornered, they need to calmly evaluate solutions and decide for the brand that has demonstrated more competence, authority and ability to communicate how it will be able to solve their problems or improve their life. 

Doing this requires great dedication and study of the so-called buyer personas and keeping a fundamental concept in mind: we need to imagine for our customer a process of almost transforming their identity.

What is the change that our solution can bring to their daily life? Who does our customer want to become?

Michael Schrage, an MIT innovation expert, says that without asking this question it becomes impossible to produce an effective lead generation marketing strategy.

If we have interfaced with the right stakeholders (buyer personas) and succeeded in conveying our idea of transformation then we will have no problem getting results for our lead generation.

Advancement in the funnel is nothing more than the buyer’s journey. A journey in which we help our lead (or potential customer) approach our products and services through our messages.

Only the results given by an analysis of B2B lead generation metrics will be able to give you a concrete understanding of the effectiveness of your lead generation (one metric out of all is lead scoring).

Finally, we leave you with an idea that can be revolutionary for your B2B business.

Lead Champion discover: the marketing tool that revolutionizes B2B lead generation

Would you like to get qualified leads even from users who haven’t filled out forms? Now you can!

Lead Champion discover revolutionizes traditional B2B marketing and lead generation strategies: it allows you to acquire leads even without a form being filled out.

The Lead Champion discover B2B marketing tool analyzes your website traffic by identifying, via IP tracking, which companies visited your site, making it the ideal choice for B2B companies that want to implement Account Based Marketing strategies. 

Discover is distributed as Software-As-A-Service, so it can be easily accessed through a convenient web interface that shows your leads in real-time. Take advantage of the free demo now to discover our service! 

The post Lead Generation B2B: what is it and how to acquire clients online appeared first on Lead Champion.

The difference between B2B and B2C marketing is simple.

For example, if you sell soap, you know that your potential customer is everywhere. You just have to convince him to buy your product.

If, on the other hand, you are selling business software, it is a bit more difficult. You have to find the people who might use your product or service, and often some don’t even know that your specific solution is on the market. So you have to let your buyer know that your product or service exists, even before you start a sales cycle.

In addition to this, the B2B sales cycle requires special attention to the buyer’s journey, as the decision-making process is much more complex.

Let’s look at some useful strategies to simplify this process.

 

1. Follow users who are already searching for you

If you need something what is the first thing you do? An Internet search, of course. In B2B it’s no different. 

When a company needs to address a need it usually turns to the search engine and looks up the solution. That means you have to choose the right keywords to position yourself on. 

Every customer goes through the stages of lead generation, so an ideal path must be built from the right words in order to channel each buyer persona and follow them through each stage of lead generation. 

Also consider that nearly 15% of all the queries you find on Google every day are brand new. They are queries that have never been searched for before. This means you always have to think outside the box and examine search query reports regularly. 

Lead Champion discover can help you with this: in fact, our tool provides a complete analysis of your site’s traffic from your adv campaigns, showing you not only the companies that visit it, but also the keyword with which the user arrived. This way you can be sure that you have created really effective Google Ads campaigns. 

In this example you can see a potential lead referred to one of our client companies. Their core business is selling HR software, through discover can find out if the leads coming in are from sponsorships.

2. Use LinkedIn 

No channel compares to LinkedIn when it comes to B2B targeting on the Web. But this extraordinary targeting comes with a hefty price tag: high CPCs. 

Given the high costs you need to be absolutely precise when setting up campaigns so that the ROI is as high as possible. The options LinkedIn offers for each category are:

• Company: industry, size, name, followers;
• Demographic information: age and gender;
• Education: field of study, institution, level of education;
• Work experience: job function, seniority, role, skills, years of experience;
• Personal interests: groups he/she is a member of, interests (established through actions taken on the platform or engagement with LinkedIn content).

Many use Job Titles as their main (and sometimes only) target audience. Small problem: it is the one that has the highest CPCs! Try creating custom, unique targeting combinations to reach your buyer persona at much lower CPCs. 

Always consider the size of your audience: the smaller it is, the higher the CPC will be. 

3. Leverage remarketing

One way not to miss out on leads during the lead generation journey is to create remarketing campaigns. These allow you to “chase” a potential customer on multiple platforms, so you can push them further and further into the funnel.

As for remarketing, the smartest choice is to run it on less expensive platforms such as google display or Facebook, since the traffic has already been profiled in the first place thanks to LinkedIn.

You can also create a remarketing campaign by uploading your customer list to Google Ads. This way the tool looks at the segments that the names in the list fall into and finds new audience segments to expand the targeting you are already using. 

Finally, another way to create an effective remarketing campaign is through Lead Champion discover: it allows you to create a remarketing campaign from companies that visit the site, allowing you to create effective, targeted campaigns. 

4. Test outside your Comfort Zone

No platform is perfect when it comes to targeting. 

Even platforms such as LinkedIn, where in theory everything is scrupulously measured, can give sometimes less than perfect results. For example, you can enter that you want users in companies with over 100 employees and end up with contacts from companies of 2-10 employees. 

There will always be gaps: the platform may not have the targeting options to support the group you choose, and because of this you will have to expand your targeting to try to reach the right people. 

Stepping outside the comfort zone then allows you to feel out your audience and really understand how targeted yours is. However, this does not have to push you beyond your buyer persona. You simply should go just over the line to make sure that is exactly the right line for your business. 

Start by using your targeting options more “broadly” and narrow them down bit by bit until you find the perfect target. 

5. Enhance your lookalike audience

Lookalikes are the B2B marketer’s best friend. 

These audience segments allow advertisers to upload the target audience for the platform. 

Google, Facebook and LinkedIn all create a “persona” from the characteristics of the user group in the list and will find other people who behave similarly on the platform. In essence, they look like (look like) the audience you gave them. 

Consider that this technique does not ensure you success. Think about the information you put on your socials-is it all true? Are they all complete?

Probably not.

And again, do you think all your customers are registered on social with the email you have? 

That seems unlikely… 

Lookalike is a great way to go beyond standard targeting options and find new users, but it is sometimes ineffective. Consider this option well before relying on it to create your entire strategy.

 

Find your B2B target audience

B2B audience segments are not always easy to find, but that doesn’t make it impossible. 

Just follow a few small rules:  

• Make sure you find the perfect buyer persona and find out their needs.
• Find them on LinkedIn and social media
• Make sure you’re getting the right traffic to your site
• Refine your targeting
• Leverage retargeting
• Enhance your lookalike strategy.

By then you will have done everything you can, and the leads will soon come!

Get new leads
from your site with
Lead Champion!

Discover the companies that visit
your products and services.

Start now your free demo
of Lead Champion discover:

TRY THE DEMO

Prova la demo

The post How to target your B2B audience in 5 steps appeared first on Lead Champion.