B2B Lead Generation Archives

January 12, 2023November 15, 2016 by Jennifer Esty

Digital Transformation Event 2016 – Oxford

By Jennifer Esty | November 15, 2016

We still have places available for our free digital transformation event in Oxford on November 24, 2016 from 6pm.

Join us for an evening with industry experts from Google, Act-On, and Sharp Ahead to:

Understand the digital transformation opportunities available for your business
See how paid search can quickly enhance your digital presence
Explore the impact marketing automation software has on efficiency
Hear first-hand how Oxford Innovation digitally transformed their organisation

(Not to mention networking, nibbles and drinks.)

Designed for B2B marketing and sales decision makers, this digital transformation event will take place in Oxford on Thursday November 24.

The event will begin at 6pm.

More about the digital transformation events speakers:

Hear directly from the experts at Google how digital marketing can quickly and effectively drive awareness, influence purchase consideration and increase sales.

Marketing Automation experts Act-On will take you through the new buyer’s journey, focusing on the stages of modern marketing and how to turn your customers into advocates for your products and brand. They provide top tips for content marketing, email marketing, lead nurturing, marketing automation and more.

Find out how Oxford Innovation achieved a 90% reduction in client acquisition costs, a 400% increase in qualified sales leads and are 110% ahead of target for sales.

We surveyed the digital presence of over 500 UK B2B companies. Based on this we think most B2B digital marketing in the UK is broken – that is, poorly done and hurting sales. Dr John Woods will present the survey findings along with quick fixes that B2B digital marketers need to know.

January 12, 2023June 27, 2016 by Jennifer Esty

Diagram showing components of a landing page

Building a landing page can help you understand your business better

By Jennifer Esty | June 27, 2016

Albert Einstein once said: “If you can’t explain it to a six year old, you don’t understand it yourself.”

Essentially Einstein was just reminding us that if we really know our stuff, explaining it to people who matter shouldn’t be that difficult.

This is no less true in business than it is science. As marketers, it is our job to clearly communicate our organisation’s value proposition to our target audiences.

But too often we try to tell everyone everything all at once (check out your website for example).

How A Landing Page Can Help

Landing pages are a critical element of B2B marketing campaigns, and we have found that when we work with clients to create the content, agree the call to action, and assemble the right mix of creative assets, this process also has the interesting effect of helping clients realise what they actually need to convey to their audience.

A (truly effective) landing page should only have so much content, so many creative assets and one call to action that clients want their audience to complete.

The process of agreeing what should be included, and what shouldn’t, is a cathartic process that can help marketers focus on what really matters to their audience.

We often start a campaign by building the landing pages first. We do this even before agreeing what the paid media mix will look like, because the process more often than not changes what the client set out to say, and who they want to say it to.

It’s a process well worth investing time and attention to get it right. The rewards are higher conversions and messaging and content you can reuse across your marketing mix.

So remember, if you can’t explain it on a landing page, you probably don’t understand it yourself yet.

January 12, 2023May 11, 2016 by Jennifer Esty

Making the Business Case for B2B Digital Transformation

Making the business case for digital transformation

By Jennifer Esty | May 11, 2016

Are you a B2B marketer trying to make the business case for digital transformation or investment?

My colleague Rob Stevens, has some great- and by great I mean practical and effective- advice on how to get buy-in from key budget holders.

His short white paper focuses on a few key areas of digital marketing that can offer solid return on investment for B2B companies. It offers some practical tips and useful statistics for getting the budget you need to execute them.

The paper also covers strategies for marketers in B2B companies who have previously engaged in similar activities and found they did not yield results that justified their costs.

Download the paper here or get in touch with us directly.

January 12, 2023March 24, 2016 by Jennifer Esty

Preparing for the Easter holiday: quick tips for B2B marketers

By Jennifer Esty | March 24, 2016

Easter weekend is nearly here, and you’re probably looking forward to a few days of hot cross buns and chocolate eggs, but who is looking after your marketing while you’re away?

If you have an agency helping you out, you might not be too worried. However if you’re looking after it on your own or with a small team, some of whom are also on holiday, there are a few things you can do to make sure all the hard work of the past few months isn’t compromised by a week away.

Using AdWords?

If you have Google AdWords campaigns running, download the Google AdWords app (not AdWords Express).

This handy app gives you top line campaign information including:

Stats
Bids and budgets
Real-time alerts and notifications
Call a Google expert
Act on suggestions to improve your campaigns

Schedule content

Not all of your potential customers will be on holiday, so don’t let your content go stale while you are away. You can schedule content for Twitter, Facebook, LinkedIn and other social media platforms. There are loads of tools you can use, including HootSuite, Sprout Social and TweetDeck. Check out this article by Capterra, complete with a handy comparison chart for more information.

Using Facebook?

With Facebook Pages Manager you can view and respond to comments and private messages from your phone (as well as see Page Insights) and the Facebook Adverts Manager allows you to edit your ads and budgets, get notifications of when ads are finishing and keep an eye on your spending.

Still send emails

Most email platforms will allow you to send emails scheduled for a specific time. Marketing automation platforms also allow you set up automatic email sends based on user behaviour. So you don’t need to stop your lead nurturing over the holidays or let potential leads go cold while you figure out what to do with all that leftover lamb (incidentally, the BBC do a nice list of recipes).

Think about your website

As with email most content management systems have an option to schedule content, so you don’t have to leave your Happy Easter message on your website until the 11^th of April. Nothing screams ‘I’ve gone on holiday and don’t care about you right now’ like outdated seasonal content. If your website CMS doesn’t have a schedule function, consider putting your best performing content on the homepage while you’re away, or at least don’t leave up information about an out of date event (or a picture of an Easter egg) during your break.

Check with your Sales team

Finally, just before you leave, make sure there is a plan in place to deal with inbound leads. If you have a small sales team who are also on holiday, make sure someone will be monitoring the group email address and you have an answer service in place so the phone doesn’t go unanswered.

Happy Easter!

January 12, 2023March 14, 2016 by Jennifer Esty

A Guide to Improving Your B2B Digital Marketing in Your Lunch Hour

Improve Your B2B Digital Marketing in Your Lunch Hour

By Jennifer Esty | March 14, 2016

Make this Monday’s lunch hour count.

Download our guide and take some simple, practical steps towards improving your digital marketing in your lunch hour.

Includes tips on Google My Business, paid search, competitor research, LinkedIn and mobile that anyone can implement.

Got your sandwich? Start reading.