Category: Lead Generation

What Marketers Need to Know About LinkedIn’s New Conversation Ads

Today, mobile messaging apps are used more than three hours per day by over 2.5 billion users (35 percent) across the world. This number is expected to grow to nearly 40 percent by 2023.

Meeting people where they spend their time, at the right moment and on the right platforms is equally important as the creative itself. Messaging allows brands to connect with people at multiple touchpoints across the customer experience. This is especially critical for those in the B2B space where buying cycles steer longer and multiple stakeholders are involved in purchasing decisions. These one-on-one interactions are integral to establishing trustworthy relationships and loyalty.

LINKEDIN CONVERSATION ADS

In this spirit, LinkedIn is introducing Conversation Ads, an extension of its Messaging Ads, to deliver a more personal way to interact with marketers. Specifically, Conversation Ads feature a “choose your own path” experience allowing for full-funnel campaigns with customized calls to action spanning product education, webinar signs, and ebook downloads.

Brands can directly add CTA buttons into their Sponsored InMails — or “Message Ads,” as the company now refers to them. By including a variety of options, brands can serve more personalized content catered to the customers’ unique position in the purchase journey translating onto higher-quality engagement.

CAMPAIGN SET UP & ESTABLISHING RELEVANCE IN REAL-TIME

To begin, start with a clear sense of your campaign objective. Are you more interested in driving website visits or lead generation? If answering this presents a challenge, look broader at the larger goals of your business to identify which is a better fit. Once you’ve decided on the objective, you’ll gain access to detailed click and demographic reporting specific to the advertisement type.

Conversation ads can also be paired with features such as Lead Gen Forms and Conversion tracking making it more efficient to turn conversations into conversions. They’re designed for real-time engagement. Put another way, messages won’t be sent unless the prospect is active on LinkedIn and “in the right mindset.”

Objectives aside, when growing an audience for messaging and designing creative conversations don’t overlook who you’re attempting to connect with at the end of the day: humans. They want to be known, respected, and part of meaningful moments.

BRAND USE CASES

Job search marketplace Hired was one of the companies selected for beta testing of the new offering and reported positive results. Specifically, the company pointed to a 5x higher clickthrough rate driven by the simple pivot to allowing customres to choose their own path based on the most relevant CTA to them.

“The level of engagement is pretty wild when you’re able to provide multiple opportunities to click,” said Chase Gladden, Hired’s Growth Marketing Manager.

LinkedIn reports that messages sent on its platform have quadrupled over the last five years. Given this, the update not only makes sense for the platform in catering to this messaging growth, but in the broader context of a fundamental industry shift towards more personal, one-on-one conversations.

The relevancy of personalized messaging

Now more than ever conversations count with regards to top-of-mind awareness. Brands that are anticipating different friction points are better equipped to drive people to make genuine purchasing decisions more quickly. As advertisers battle to cover more digital ground amidst COVID-19, having an easy way to deliver a customized experience for each user is critical and can propel them into years of growth long after the pandemic is behind us.

For more insights, the platform has curated a list of tips and practices on how to create a successful Conversation Ad campaign here. LinkedIn is also running a webinar focusing on the new option and its benefits next month (April 9) titled, “Messaging Strategies for the Modern Marketer: Turning Conversations into Conversions.” Beyond the new ad offering, the session will cover top messaging market trends the industry is experiencing today and how customers are using messaging as part of their larger LinkedIn marketing strategies.

If you attend and are ready to get started, you can browse this collection of templates to help you formulate your overall campaign.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

The post What Marketers Need to Know About LinkedIn’s New Conversation Ads appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/03/what-marketers-need-to-know-about-linkedins-new-conversation-ads/

Interesting Blog Post From Marketo on the 3 Essentials of a Successful Qualified Leads Program…

Business Growth Training

Business Growth Training

The 3 Essentials of a Successful Qualified Leads Program

By: 

In a way, sales reps are like nurses or doctors. They take people’s temperatures to determine how they’re feeling. A “hot” prospect is ready to buy. A “cold” prospect is merely browsing inventory.

Before the internet, this heat check was usually performed in person. Sales reps would get a good sense of how interested someone was in their company’s products or services by spending some time with them.

Qualified leads would ultimately receive more attention—the sales rep might play 18 holes with them to help close the deal. For people looking to buy later, an occasional phone call to nurture the relationship would suffice.

But with the way modern customers conduct online research prior to purchasing, the human interaction aspect of qualifying leads has all but disappeared.

Many companies today have turned to innovative marketing automation software to analyze a prospect’s digital engagement behavior and determine whether they’re qualified enough to move on to the next step in the sales cycle.

But successfully qualifying leads for sales means having three key fundamentals in place:

1. A solid definition of “lead”

First things first. What’s a lead? At Marketo, we define a lead as any “qualified prospect that is starting to exhibit buying behavior.” That could mean when somebody begins following a social media account, subscribes to an email newsletter, or browses a product page on a website.

Of course, every business should have its own definition for what a lead is. Why? Because differentiating a lead from a non-lead will help you determine who’s worth nurturing and who’s not.

If you haven’t yet defined what a lead is for your organization, here’s how to get started:

Schedule a sit-down between sales and marketing. Talk about what your target market looks like, who’s in your database already, and what kind of buyers are currently closing deals. You’ll also want to discuss things like when to start lead nurturing and what makes a bad lead.

Marketing operations usually has access to the tools, systems, and data that tell you everything you need to know.

Once you’ve developed a solid definition, write it down. You’ll what to share what you’ve come up with so everyone’s on the same page.

And don’t forget to meet regularly. Your definition of a lead will change as your business grows or your priorities shift.

2. An effective lead scoring system

With a lead scoring system, you can assign values to prospects based on actions they take, behaviors they exhibit, and more. This will help you rank leads to determine which prospects are ripe for nurturing and which are ready to engage with your sales team.

There are four attributes you must identify through your lead scoring system:

  • Lead fit: Collecting information around your prospects’ demographics (title, role, location), firmographics (industry, company size, name of company) and BANT (budget, authority, need, time) will give you an idea of whether they fit your ideal buyer profile. You can capture a lot of demographic and firmographic information through a registration page form. Gathering BANT data may require getting to know your prospects a little bit better—perhaps through progressive profiling.
  • Lead interest: Studying your prospects’ online body language by analyzing how they engage with your brand will give you insight into how interested they are in your product or service. The more interest they show, the more likely they are to buy—and the more heavily you should shower them with attention and valuable content. 
  • Lead behavior: Certain prospect behavior shines a light on where they are in the customer journey. Visiting a website or attending a webinar are the signs of an early-stage prospect. Checking out a pricing page or watching a solution demo reveal buyer intent. You can take advantage of this information by offering early-stage prospects more educational content and passing off leads with high buyer intent to sales. 
  • Buying stage/timing: Knowing when your lead intends to buy is extremely important. If a prospect is just beginning to research a product, it’s not the time to put the hard sell on them. Instead, send valuable information about how the product can help solve their problems. By closely evaluating a prospect’s behavior, you’ll get a firm sense of where they are in the buying journey.

Developing a lead scoring system is a core component of lead management—and no department is better suited to help your company bring this system into fruition than your marketing operations team.

That’s because marketing operations has access to the data required to establish a lead scoring program—so it doesn’t have to rely on guesswork.

3. A culture built on testing and optimization

Like most things in marketing, your lead nurturing program shouldn’t be a set-it-and-forget-it endeavor. You’ll want to regularly test what’s working and what’s not so you can optimize your processes.

But what exactly should you be testing? In a word: Everything.

The goal of your lead nurturing program is to provide satisfying customer experiences that align with your audiences’ preferences and ultimately drive sales.

So, scrutinize every method you use to engage with your prospects. Measure how people respond to your social media posts, the offers on your websites, and the material in your videos.

Email nurture streams, in particular, provide a plethora of opportunities to test and optimize. You can:

  • Assess how different variations of a subject line impact open rates
  • See if click-through rates improve by swapping your content type
  • Evaluate whether readers respond better to short or long emails
  • Change the layout to learn what kind of design resonates most with readers
  • Modify send frequency to get a better idea of how often audiences want to be contacted

By creating a culture of testing and optimization, sales and marketing can collaborate to turn qualified leads into surefire customers.

A new frontier of qualifying leads emerges with AI

The three fundamentals above will go a long way toward helping you successfully qualify leads for sales. But like we’ve seen before with the emergence of the internet, there’s always something new around the corner ready to shake up the status quo.

Today, that’s AI.

Sales reps currently spend a lot of time and attention just determining if a prospect is a qualified lead. Sometimes, it’s all for naught, as a months-long engagement could develop into nothing.

Hiring more sales reps isn’t the answer. But leaning on innovative conversational AI and machine learning could be.

Instead of an employee interacting with a prospect, an AI-driven bot could communicate with them. When a person visits a website, the bot can converse with them, help them, and, most importantly, collect the valuable insight needed to decide if they’re a qualified lead.

This allows human sales reps to limit their focus to building relationships with prospects who are actually worth their time.

A chance to transform lead qualification

With a few key principles and an eye on the future, you can do wonders for your lead qualification program. And it won’t be long until your entire organization feels the effects—experiencing more closed deals and higher revenue.

Download The Definitive Guide to Sales Lead Qualification and Sales Developmentto learn more.

See how Marketo Engage can supercharge your Marketing ROI

Learn More

Business and Sports News from Mike Armstrong – See http://mikearmstrong.me

Interesting Blog Post From Marketo on the 3 Essentials of a Successful Qualified Leads Program…

Business Growth Training

Business Growth Training

The 3 Essentials of a Successful Qualified Leads Program

By: 

In a way, sales reps are like nurses or doctors. They take people’s temperatures to determine how they’re feeling. A “hot” prospect is ready to buy. A “cold” prospect is merely browsing inventory.

Before the internet, this heat check was usually performed in person. Sales reps would get a good sense of how interested someone was in their company’s products or services by spending some time with them.

Qualified leads would ultimately receive more attention—the sales rep might play 18 holes with them to help close the deal. For people looking to buy later, an occasional phone call to nurture the relationship would suffice.

But with the way modern customers conduct online research prior to purchasing, the human interaction aspect of qualifying leads has all but disappeared.

Many companies today have turned to innovative marketing automation software to analyze a prospect’s digital engagement behavior and determine whether they’re qualified enough to move on to the next step in the sales cycle.

But successfully qualifying leads for sales means having three key fundamentals in place:

1. A solid definition of “lead”

First things first. What’s a lead? At Marketo, we define a lead as any “qualified prospect that is starting to exhibit buying behavior.” That could mean when somebody begins following a social media account, subscribes to an email newsletter, or browses a product page on a website.

Of course, every business should have its own definition for what a lead is. Why? Because differentiating a lead from a non-lead will help you determine who’s worth nurturing and who’s not.

If you haven’t yet defined what a lead is for your organization, here’s how to get started:

Schedule a sit-down between sales and marketing. Talk about what your target market looks like, who’s in your database already, and what kind of buyers are currently closing deals. You’ll also want to discuss things like when to start lead nurturing and what makes a bad lead.

Marketing operations usually has access to the tools, systems, and data that tell you everything you need to know.

Once you’ve developed a solid definition, write it down. You’ll what to share what you’ve come up with so everyone’s on the same page.

And don’t forget to meet regularly. Your definition of a lead will change as your business grows or your priorities shift.

2. An effective lead scoring system

With a lead scoring system, you can assign values to prospects based on actions they take, behaviors they exhibit, and more. This will help you rank leads to determine which prospects are ripe for nurturing and which are ready to engage with your sales team.

There are four attributes you must identify through your lead scoring system:

  • Lead fit: Collecting information around your prospects’ demographics (title, role, location), firmographics (industry, company size, name of company) and BANT (budget, authority, need, time) will give you an idea of whether they fit your ideal buyer profile. You can capture a lot of demographic and firmographic information through a registration page form. Gathering BANT data may require getting to know your prospects a little bit better—perhaps through progressive profiling.
  • Lead interest: Studying your prospects’ online body language by analyzing how they engage with your brand will give you insight into how interested they are in your product or service. The more interest they show, the more likely they are to buy—and the more heavily you should shower them with attention and valuable content. 
  • Lead behavior: Certain prospect behavior shines a light on where they are in the customer journey. Visiting a website or attending a webinar are the signs of an early-stage prospect. Checking out a pricing page or watching a solution demo reveal buyer intent. You can take advantage of this information by offering early-stage prospects more educational content and passing off leads with high buyer intent to sales. 
  • Buying stage/timing: Knowing when your lead intends to buy is extremely important. If a prospect is just beginning to research a product, it’s not the time to put the hard sell on them. Instead, send valuable information about how the product can help solve their problems. By closely evaluating a prospect’s behavior, you’ll get a firm sense of where they are in the buying journey.

Developing a lead scoring system is a core component of lead management—and no department is better suited to help your company bring this system into fruition than your marketing operations team.

That’s because marketing operations has access to the data required to establish a lead scoring program—so it doesn’t have to rely on guesswork.

3. A culture built on testing and optimization

Like most things in marketing, your lead nurturing program shouldn’t be a set-it-and-forget-it endeavor. You’ll want to regularly test what’s working and what’s not so you can optimize your processes.

But what exactly should you be testing? In a word: Everything.

The goal of your lead nurturing program is to provide satisfying customer experiences that align with your audiences’ preferences and ultimately drive sales.

So, scrutinize every method you use to engage with your prospects. Measure how people respond to your social media posts, the offers on your websites, and the material in your videos.

Email nurture streams, in particular, provide a plethora of opportunities to test and optimize. You can:

  • Assess how different variations of a subject line impact open rates
  • See if click-through rates improve by swapping your content type
  • Evaluate whether readers respond better to short or long emails
  • Change the layout to learn what kind of design resonates most with readers
  • Modify send frequency to get a better idea of how often audiences want to be contacted

By creating a culture of testing and optimization, sales and marketing can collaborate to turn qualified leads into surefire customers.

A new frontier of qualifying leads emerges with AI

The three fundamentals above will go a long way toward helping you successfully qualify leads for sales. But like we’ve seen before with the emergence of the internet, there’s always something new around the corner ready to shake up the status quo.

Today, that’s AI.

Sales reps currently spend a lot of time and attention just determining if a prospect is a qualified lead. Sometimes, it’s all for naught, as a months-long engagement could develop into nothing.

Hiring more sales reps isn’t the answer. But leaning on innovative conversational AI and machine learning could be.

Instead of an employee interacting with a prospect, an AI-driven bot could communicate with them. When a person visits a website, the bot can converse with them, help them, and, most importantly, collect the valuable insight needed to decide if they’re a qualified lead.

This allows human sales reps to limit their focus to building relationships with prospects who are actually worth their time.

A chance to transform lead qualification

With a few key principles and an eye on the future, you can do wonders for your lead qualification program. And it won’t be long until your entire organization feels the effects—experiencing more closed deals and higher revenue.

Download The Definitive Guide to Sales Lead Qualification and Sales Developmentto learn more.

See how Marketo Engage can supercharge your Marketing ROI

Learn More

Business and Sports News from Mike Armstrong – See http://mikearmstrong.me

How to Build an Effective Lead Gen Strategy

Just how effective is social media actually as a lead generation and selling tool? This is the question grounding a new survey conducted by Social Media Today and Survey Monkey titled, the ‘2019 State of Social Lead Generation.’

Responses from 320 marketers were gathered and took a hard look at which types of platforms and content formats are most effective, what the future for lead gen holds, and much more. Here are some highlights of the report:

Don’t shirk on setting a defined procedure for maximizing efforts

According to the survey, 64 percent of respondents claim they do have a lead gen plan in place. Alternatively, 30 percent reported that they did not have a set strategy, which is interesting when recalling that the study also showed about the same number of individuals (30%) were dissatisfied with the volume of leads they’re generating.

Bearing this in mind, it’s more than safe to assume you need a north star to help map your efforts and establish a process flow that can be iterated over time. Otherwise, the time and effort put into your content won’t translate into email sign-ups, queries, and ultimately sales.

To simplify the process, let’s break down the core elements you need to consider as you hone your approach:

  • Offers: Consider ways to weave in discounts, white papers, reports, and online events into your messaging to raise the stakes and cut through the noise beyond likes, comments, and shares.
  • CTAs: As marketers, one of the most invaluable insights we can leverage is the fact that if we don’t ask our audiences to take action, they simply won’t. Incorporating CTAs in your social posts will take the audience further in the funnel that turns into a more direct connection.
  • Follow-up messaging: Once someone has taken an action such as signing up for your newsletter assume a more personal approach to your messaging to sustain the connection and learn more about them.

Facebook is the best social platform for lead gen

More than 80 percent of individuals surveyed shared that Facebook was best for generating leads. LinkedIn ranked second (48%), followed closely by Instagram (43%), Twitter (15%), Pinterest (9%), Other (5%), and Snapchat (4%).

Stats aside, the key takeaway to pocket is that not all social networks are created equal. Depending on your business and where the prospects you personally need to connect with are interacting will give you the best insights for choosing the right platform that aligns with your goals. It’s all relative.

While Facebook is the powerhouse for tools and options for driving leads, LinkedIn has more direct appeal to B2B audiences.

Focus on image and video when crafting your content

In terms of content, and what specific types of social posts are better for lead generation, those surveyed indicated that images and video are the best bets.

They were ranked head-to-head with still image being ranked one percentage point higher compared to video (41% vs. 40%). Stories came in at 12 percent which, considering its nascency, is fairly high and worthy of keeping a finger on as it continues to gain traction.

Outside of the social sphere, blog posts took the top spot (40%) followed, unsurprisingly, by video (38%), original research/studies (25%), infographics (19%), other (16%), webinars (14%), and direct messaging plug-in (11%).

There is no one size fits all approach. While these content options are driving more leads and should be considered as you begin your planning, you always want to be tuned into your audience to ascertain fit.

What’s next?

More than 43 percent don’t feel their current marketing plans are aligned with optimal lead gen and 23 percent remain unsure. One reason for these figures outlined in the report point to an overemphasis on a social presence versus the overall marketing funnel. This makes sense given 53 percent chose social media as the primary platform that would be responsible for the most leads for their business, ahead of direct messaging (19%) and email marketing (17%), and traditional marketing (1%).

Another reason described is a general lack of an accurate and clear understanding of how online performance is traced back to the business’ broader strategic focus. A possible solution? Automation. Seventy-percent claimed they would consider automating aspects of their social media marketing to boost efficiency and 73 percent feel that automation tools, at some stage, will have an impact on the way their business generate leads.

Bottom line: most marketers are seeing subpar lead gen results, but they’re optimistic about the opportunities that lie ahead presuming they can strike the best balance.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH THE SMWNYC 2019 RECAP

The post How to Build an Effective Lead Gen Strategy appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/11/how-to-build-an-effective-lead-gen-strategy/

How much do business client leads cost your company

How much do business client leads cost your company

https://matrainingwales.wordpress.com/2019/10/15/how-much-do-business-client-leads-cost-your-company/
— Read on matrainingwales.wordpress.com/2019/10/15/how-much-do-business-client-leads-cost-your-company/

https://welshbizuk.wordpress.com/2019/10/17/how-much-do-business-client-leads-cost-your-company/

Link Building Services Cardiff, South Wales & Wales

Link Building Services Cardiff, South Wales, Wales

Here at MA Consultancy we offer three different types of Link Building Services to help increase the ranking of your website:

These Link Building Services are:

  • Citations
  • Blogger Outreach Programme
  • & Relevant Website Standard Links or Content on relevant sites with a Keyword Link

Costs for the Link Building Services Cardiff, South Wales, Wales:

You can get some of our Link Building Services Cardiff, South Wales, Wales for prices from just £200.

For more about the Link Building Services Cardiff, South Wales, Wales including the various different packages available, please follow the link or contact us on: 07517 024979 or email: maconsultancy1@gmail.com

Link Building Cardiff, South Wales, Wales

This page was written and posted “By Mike Armstrong”

Web Marketing inc SEO & Social Media Marketing

Web Design Wales

Twitter Marketing Services – Cardiff, Wales, UK to Consumer and/or Businesses (B2B)!

Would you like to market your Cardiff or Welsh business products or services, website, blog, Facebook Page, video, marketing literature, company offers or competitions to 200k twitter followers.

Our 200k Twitter followers include 200k Consumers (100k of which are ABC1 Business owners) & 100k Business Owners, Directors or Decision Makers!

Approximately 100k are located in Wales (100k Consumers of which 50k are Businesses Owners / Directors) and the other 100k are through the UK (many across the M4 corridor and In the South East of England including London)!

Many of these followers are in specific niches including Welsh Followers, Business Owner & Decision Makers, Business Networkers, Exhibitors, Wedding Industry, Fashion, Sport, Business News etc.

Our Twitter Marketing Services start from £300 (£50 a month for 6 months or £100 a month for 3 months) and go up to any amount depending on requirements and amount of activity required.

If you want to subscribe to our Twitter Marketing Services or want to discuss them further please email: maconsultancy1@gmail.com or call: 07517 024979.

The Twitter Marketing Services page was posted “By Mike Armstrong”