B2B Marketing Expo 2021: “Using Data to Create Killer Lead Gen Strategies.”

Earlier this week, I talked about B2B lead generation strategies – with a focus on account-based marketing (ABM) – in the Digital Marketing Theatre of the B2B Marketing Expo at the ExCel, London.

The aim of the keynote was to provide an overview of how we use Leadinfo, a tool that allows you to identify the organisations that visit your website, to turn those anonymous visitors into leads. By using Leadinfo, along with a small selection of other tools, B2B marketers can conduct highly targeted marketing campaigns with the objective of generating leads and nurturing those leads into sales opportunities.

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The keynote’s strategies were split into three categories: ABM, LinkedIn and email marketing. Please see the keynote slides below for the content shared at the Expo. (Photo album of the show available here.)

By running an ABM campaign, and identifying the organisations and contacts within, B2B marketers can focus their efforts on those that their products and services are most suited, increasing the likelihood of them taking action. Here, Leadinfo’s IP reverse lookup database can tell us how many of those organisations have been on the website, as well as which of those have converted, that can help drive marketing activities.

Here, LinkedIn forms the backbone of the lead generation efforts. Ad campaigns that are built within LinkedIn’s Campaign Manager using (1) Leadinfo data, as well as (2) website data for remarketing. Leadinfo data (organisations and company names) can be exported so that target audiences match those within the ABM campaign, and any missed organisations can be captured via LinkedIn’s Insight Tag. It is advised that you narrow down your audiences further by geographic location, job titles, seniority and member skills etc. so that you are maintaining a targeted approach.

Once leads are generated, and captured within a marketing automation system/CRM, the process of building rapport with those contacts can begin via email marketing. Various content pieces and templated emails are created in anticipation of the next movements by that contact, with the view of personalising emails to his or her approximate stage in the traditional buyer’s journey. Here, triggers are created so that if he or she takes some form of known action – such as visits to a specific page on the website or clicks on a specific link in an email – further emails are triggered.

Data is generated from such campaigns, where the focus should be in line with: (1) Bringing more target organisations to the website, (2) generating leads and engagement and (3) decreasing the cost per click on LinkedIn. With the right approach and the right tools, you can use data to create killer lead generation strategies.

Should you wish to find out more about ABM and similar B2B lead generation strategies and approaches, see our section on strategy.