Digital Marketing
Your search for a digital marketing agency that truly understands B2B sales is over.
DIGITAL MARKETING
that supports your B2B sales lead generation goals
Create curiosity and build consideration with B2B sales leads through our award-winning direct marketing campaigns.
Why digital marketing in B2B lead generation?
Digital lead generation has been a game-changer when it comes to producing B2B leads. Before we get into the digital lead generation channels, we need to understand the aim of digital marketing lead generation:
- Increase traffic to your website
- Convert those website visitors to leads
- Convert the leads into customers
Using our digital lead generation service, you can expect your campaign to achieve the above results. We help our clients achieve these results by running campaigns on channels that align with their goals.
How are we different from other digital lead generation services?
At 360 Leads, we start from the basics. Then, we do extensive secondary research to create personas that exactly match your target audience. The personas will give you a good insight into demographics, who they are in the organization, what motivates them, their pain points, the types of media they consume, and more information, followed by mapping the customer journey. Creating personas and mapping the customer journey is a vital part of any digital marketing lead generation strategy. It is important to understand the process the customer goes through in their decisions making to achieve your company goals. With a customer journey map, we have a good idea of what motivates your customers to achieve these goals.
We create highly targeted digital marketing campaigns to find new leads and convert existing ones with personas and customer journey information.
Our digital marketing services include:
Websites & Landing Pages
Create a website that tells your unique story and generates sales leads.
Generate B2B sales leads and drive website traffic with LinkedIn lead generation campaigns.
Marketing Automation & Email
Convert B2B sales leads with trigger-based lead generation campaigns.
Our digital marketing process
Step 1: Creating personas & mapping the customer journey
In this stage, we create personas to get a good understanding of the ideal target audience. Creating Personas will help us understand better what motivates them, channels they are likely to frequent, their pain points and more. This will allow us to create content they can relate to and therefore engage better.
Next is mapping the customer journey. This will allow us to find topics relevant to where the customer might be in the buying journey and what information they need to move to the next step in the buying process.
Step 2: Identify channels
The first step towards a digital channel strategy is identifying goals. Goals for digital marketing lead generation can be divided into two. One will work towards immediate lead generation, and another will give you quality B2B leads over time. What your organization needs depends on your current situation. Reach out to us for a free assessment of your current lead generation efforts by clicking here. You will find below a few goals organizations strive for to generate leads or improve the quality of leads:
- Brand awareness
- Sales lead generation
- Generate traffic
- Educate customers
The most common channels to generate B2B leads are:
- Pay per click
- display network
- Google display network
- Email marketing & marketing automation
- Content marketing & public Relations
- Search engine optimization (SEO)
- Social media
Step 3: Set KPIs and conversion tracking
When running a digital marketing lead generation campaign, defining what success looks like is very important. KPIs or Key Performance Indicators are quantifiable goals that help you understand the direction in which a campaign is headed. In addition, it is a useful way to understand if your digital lead generation efforts have a positive impact. The most important part of setting your KPIs is deciding what to measure because any digital marketing effort gives many metrics. At 360 Leads, we will help you set KPIs that add the most value to your organization and goals. Additionally, we will set up conversion tracking to ensure the campaign efforts are tracked from day one.
Step 4: Monitor and optimize
While your lead generation efforts are running, we will regularly monitor the data and optimize it to give you the best return on investment. In addition, we can create dashboards that will allow you to monitor the performance of the digital lead generation campaign at any given time and will give you a full picture of how the campaign is performing.
Step 5: Reports and insights
You will receive regular reports on the performance and insights that will help you make better campaign and business decisions.
Learn how our unique approach to digital marketing can position your company for B2B sales lead generation success.
DIGITAL MARKETING FAQ'S
that answer common questions about B2B sales lead generation
What is lead generation in digital marketing?
Lead generation in digital marketing is generating qualified B2B Leads with the help of digital channels such as pay per click, display network, content writing, online public relations, email marketing, and social media marketing.
What is a digital marketing lead generation strategy?
Step 1: Generate leads
The first step is to identify your target audience and their customer journey. Then, based on who they are and where they might be in the buying journey, we will select keywords and content creation topics.
Example:
Top of the funnel (Awareness): What is product/service x?
Mid-funnel (Interest): Difference between product/service X and Y?
Bottom Funnel (Desire/Action): Where can I find X product/service near me?
With your customer personas, we will find highly targeted keywords and topics to address your customers’ pain points.
Channels we use to generate B2B leads are:
- Google ads
- LinkedIn ads
- Google display network
- SEO
- Content marketing/blogs
- Social media
Step 2: Nurture leads
A lead is rarely ready to buy at the first interaction. The prospect needs to acquire information about your product and service that aids in the decision-making process. In this stage, we need to convince how your product or service will add value. Nurturing leads is best done via marketing automation, where a series of emails will promptly go out to the prospect with various kinds of information that will bring them closer to a purchase.
Step 3: Lead scoring
Based on interaction with the emails, prospects will be assigned a score. Lead scoring will help marketing and sales teams determine if the lead is warm enough to close a sale or do they need to be worked on more.
Some leads scoring factors are:
Explicit scoring
- Job title
- Role
- Level of seniority
- Experience in the industry
- Industry
- Company size
- Company revenue
- Geographic location
- Website visits
- Social media interactions
- Email opens/clicks
- Newsletter subscriptions
- Contact requests
- Contact form submissions
- Content downloads
- Webinar
- Ad clicks
- Free trials/product demos
Step 4: Handover hot leads
Once we have established that the leads are warm enough, they will be handed over to sales to close the deal.
What is the importance of landing pages in digital marketing lead generation?
Pay per click, display ads, and search engine listings are channels people find and learn about your offering. Upon clicking on these ads or search engine listings, the visitor lands on-page, and this is where the real conversion happens. The landing page is where you can place explicit content to convert a visitor to a lead. Landing pages are used to place product or service information, videos, downloadable content, event sign-ups and more.
Pro tip: Ensure the landing page is a true extension of that ad. This will ensure that the intent of the click matches the information on the landing page.