B2B lead generation is not easy while using search marketing methods for it (not purely LinkedIn which is relatively easier). Fundamentally the main online lead generation issue for B2B with SEO is that you don’t know much about the website traffic that you’re generating. Take the keyword “backup software” for example. You never know what traffic do you generate for each particular keyword: either it’s a consumer looking for a desktop backup program or it’s a huge enterprise looking for a system that will protect 1000’s of servers. In this post I’ll show some techniques that allow to generate leads out of website visitors and split the consumers from enterprise to ensure the best lead scoring.
One of the companies I am working for is VirtoSoftware, it develops SharePoint applications and web parts used by enterprise businesses. We’re running our enterprise lead generation online campaigns with a huge focus on B2B SEO where we managed to succeed in 2 years.
The huge problem for us was that the search keywords that we used were mostly informational in Google and we were unable to understand who is it looking for our product: consumer or B2B enterprise. The websites ranked on these queries were only blogs, like here in the example of “sharepoint forms”:
So when you have all these Microsoft blog links on SERP it’s really hard to stand out in front of them, but we made it possible — our blog article is on the 2nd place. The problem is that after starting to get traffic we found out that this B2B SEO effort was useless for the actual lead generation process because users weren’t flowing from our blog to product pages to perform microconversions like trial downloads or macroconversions like transactions. They had zero intent to research and buy something.
Here is what we tried to do for making the lead generation initiative working and for the improvement of the lead quality. Instead of regular retargeting using Google network or Adroll etc, we initiated a number of campaigns on Linkedin with the lead generation objective called LinkedIn Lead Ads. Lead generation programs on LinkedIn allowed us to advertise whitepapers about SharePoint migration, SharePoint adoption, SharePoint project management and similar topics. Our retargeting audience contained all our blog visitors that had LinkedIn accounts. And after the launch we instantly started to get leads from these people.
We used really simple LinkedIn Inmails to engage with business audience but the topics of whitepapers were deeply researched in Google Trends before the initial writing process to make sure the topic will generate potential interest.
After setting this up we fixed the problem of blog visitors not converting to leads and also the quality of the leads has grown dramatically because of the information that we were able to get from the user’s LinkedIn profile with the usage of the pre-filled lead generation form.
After all I have created the lead nurturing campaign for each whitepaper in a tool called Autopilot:
This tool helps us to score the leads based on their activities alongside the nurturing funnel which consists of several month. Our sales team is reaching out only to the prospects that are really active during this process: either opens our emails or clicks to the website landing pages.
By using retargeting on LinkedIn we were able to switch from unknown organic SEO visitors to specific enterprise B2B leads with company names and positions for the low cost (lower $20 / lead). By nurturing these enterprise leads we score their activity and this helps our sales department to reduce time on B2B lead prospecting.
B2B lead generation techniques. How to transfer unknown website SEO visitors to enterprise B2B leads?B2B lead generation is not easy while using search marketing methods for it (not purely LinkedIn which is relatively easier). Fundamentally the main online lead generation issue for B2B with SEO is that you don’t know much about the website traffic that you’re generating. Take the keyword “backup software” for example. You never know whatRead More
Andrei Iunisov - Digital Marketing & SEO Consultant from Chemnitz, Germany2019-05-132019-05-13
Andrei Iunisov - Digital Marketing & SEO Consultant from Chemnitz, Germany