I have a lot of founders come and ask me, “Hey, I want to become a brand, I want to become huge” and I always nod my head and ask them a question
“But do you have a steady stream of customers from a specific channel that are driving revenue and are you doing that consistently?”
More often than not, the founders have no answer.
Even well-funded companies are stuck in this conundrum of building a brand without having found sustainable sources of revenue.
So what’s the difference between branding and lead generation?
When you spend money on channels that aim to spread your name and with no quantifiable ROI, then you are likely engaging in a branding activity.
Examples are Newspaper Ads, TV ads, Billboards, Spending millions paying PR companies without tracking the impact on your revenue and so much more.
When you create sustainable sources that drive high quality traffic to your landing pages that directly brings in revenue, then it’s a lead generation exercise. If the ROI can be measured and it’s positive, then it’s very likely lead generation.
Examples are Linkedin Ads, Google SEO Marketing, Facebook Lead ads and so on.
If you care about money, then you should care about lead generation. Because brand exercises might give you a temporary vanity metric such as spike in traffic, but it doesn’t bring in consistent revenue.
We are going in-depth in this 3000+ word guide on lead generation for B2B companies and B2C companies.
But before we go in-depth into how you can generate leads for a B2B business or a B2C business, here is a summary of all our tools.
|Tool / Service||Marketing channel||What it’s used for||Link|
|Writise||SEO/ Copywriting||Writing service||Link|
|Keywords Everywhere||SEO||Keyword Research tool||Link|
|Find That Lead||Cold Emailing for B2B leads||Finding the email addresses of the right leads||Link|
|Woorise||Social Media||For running social media giveaways, contests||Link|
|Deposit Photos||Social Media and SEO||High-quality images for Ads and images for articles||Link|
|Send Fox||Email Marketing||Sending bulk emails to existing customers||Link|
The art of B2B lead generation separates the wheat from the chaff. If a business’ efforts and actions do not lead to revenue, then it’s completely pointless in pursuing a particular channel.
Also, you might be doing it wrong!
At Novatise we have experimented with most of these marketing channels and we’re sharing with you how effective each channel is and how it can be used to generate more B2B leads.
When most people hear about email marketing, they think of those ‘spammy’ emails where you’ve won a million dollars or some prince wants to talk to you and so on. But it has been and continues to be a super effective channel to bring in new hot leads that turns into revenue.
Prep work :
Before you start shooting off emails.
Step 1 : Create a list of items you want to address in the email
This isn’t a template, because honestly most templates don’t work any more. List down a few pointers that you want to talk about.
Step 2 : Understand a bit more about the person you are reaching out to
What they like, what kind of person they are. Are they active on social platforms? Have they written content that you can mention in the email. Do you have common friends or connections?
Step 3 : Start crafting a customized email based on your research
Make your email personable, friendly, respectful, have a clear ask, suggest a clear path and always end with a call to action.
The first email isn’t about getting a sale, it’s about starting a conversation.
Step 4 : Create a follow-up sequence
A lot of people don’t open the first email and a follow-up always helps in getting their attention. The odds of a response get higher when you follow up because most marketers don’t bother following up.
Step 5 : Act on the responses
If you get responses from prospective clients, further the conversation with calls and so on.
Give me the Truth : Email marketing is not for everybody and you can’t start seeing success immediately while being new to it. It requires a lot of planning, process and also writing skills.
Linkedin marketing has changed massively over the past few years. Before it was a lot about building connections, not it’s about building a brand and generating leads for your business. Linkedin is one of the best channels for B2B lead generation currently.
There are a few ways of creating B2B leads on Linkedin, we’ll talk about the organic way.
The only way to start generating leads on Linkedin is to start creating content on the platform. But it’s not as straightforward as you think it is. Here are a few strategies to become an influencer on Linkedin.
Based on these efforts, the following will be built and a lot of potential leads will automatically reach out to your company or directly on your Linkedin profile.
The other way is to use your clout as a Linkedin influencer and do a cold outreach to some potential clients on the platform.
When you build your following and connection base, you could also get introduced to potential clients through common clients.
Give me the Truth : It takes a lot of copywriting chops and consistent effort and constant engagement with the audience to build a good lead generation system through Linkedin.
Cold calling is one of the trickiest forms of lead generation. Primarily because, most people consider cold calling, Spam. There is no right time to cold call someone. Imagine you receive a call in the middle of a work week and somebody talks about their software which you weren’t looking into. How would you feel?
Cold calling only works when the prospect is interested in your services and how can you figure that out?
By using a mix of content marketing and lead generation forms.
Say you create an article on your site and you are offering ‘Downloadable templates or PDF’s’. As most people who you are targeting are interested in this content, they are ready to give their name, email address, phone number and company name etc.
With this information provided, you can cold call the potential prospect, as they have provided their information voluntarily
Give me the Truth : There is a lot of time and effort required in creating these content assets that can rank and that people will provide their information for. Even after that, there is no guarantee that they will do business with you.
One of the most commonly used lead generation techniques is pay per click. Google has built its entire billion dollar business with these three words ‘Pay per click’. But PPC for short, is a lot more than Google Advertisements. We’ll give a brief overview on all the PPC lead channels available for B2B companies.
“Google Ads has a click through rate of 11.3%”
“Companies make an average of $2 for every $1 they spend on Google Ads” – Google
Google Ads has been the biggest PPC channel online for the past 10+ years and more. They are also considered the best converting PPC channel because of one thing and that is people’s “Search Intent”.
When somebody is looking to buy a ‘social media marketing tool‘, they are searching for it on Google and it’s the first platform where they are searching for this intent.
And the ads that display are likely to be clicked and acted upon.
Give me the Truth : Google Adwords is not for the faint hearted. There are a lot of optimizations required and a lot of tracking and optimizing and an agency that is dedicated towards Google Adwords will be able to outperform a single in-house resource.
B2B and Facebook? It doesn’t seem like it goes hand in hand. Facebook has a new find for B2B marketers, as they realize, their prospects are browsing a lot on the platform. Doesn’t matter, where you get them right?
“The average cost for Facebook ads dropped by 6% in 2019 ”
“94% of Facebook ad revenue is from mobile”
Facebook Ads Examples
Give me the truth : Facebook ads are not every business’ cup of tea. If you are a software targeting a super sub-niche of companies, then it’s probably little hard for you to hyper target this niche. Also optimizing Facebook ads is a full time effort and if you don’t have a team that is managing this, then it’s quite hard!
“4 out of 5 People on Linkedin take business decisions”
“There are 30 million companies on Linkedin”
“89% of B2B marketers used Linkedin for Lead Generation”
If Linkedin and B2B, don’t go in a sentence together, then nothing else will. Linkedin is built for Lead Generation and Linkedin lead ads have become super popular over the past few years. Why?
Because all your prospects are on Linkedin, browsing, looking to do business! Linkedin PPC is a great underrated channel for B2B leads.
Linkedin Ads Examples
Give me the truth : Linkedin Ads like other PPC channels require a lot of optimizing and testing that requires time and effort. Also, Linkedin ads are more expensive than Google and Facebook, because Linkedin is aware that you will be reaching the cream of the crop of decision makers and also the ads will pay for itself many times over!
Last and certainly not the least. One of the most trusted ways to build traffic and generate leads that has been going on for 10+ years is organic SEO.
People enter a search query like “Shoes in Singapore” and results show up and people click on those results and buy a shoe. Simple to understand!
SEO has one of the best ROI in the marketing world, but it does take time to see initial results.
Give me the Truth : SEO is not everybody’s cup of tea. It has a lot of technical requirements and most good SEO professionals have 5 to 7 years of experience, before they are considered good. And also writing good quality content is hard, you need to find good writers for that!
Check out our Novatise’s Content HERE. These articles drive the bulk of our traffic.
B2C lead generation is super different from B2B lead generation because in most cases, the end result is a purchase of your product or service, whereas for B2B, it’s a beginning of a conversation.
The biggest social media platform on the planet and it cannot be ignored! Sure, Facebook pages have taken a big hit in terms of organic reach, but according to sources, Facebook is looking to bring back the reach of Facebook pages as they are losing traffic to other social platforms.
“ Facebook accounts for 80.4 % of referral traffic for Ecommerce companies “
How to succeed with Facebook marketing for B2C companies?
Give me the Truth : You probably need to spend quite a bit of money when to get fans on your Facebook page. When it comes to building a Facebook group, there’s a lot of competition. If you are building a group with a lot of giveaways, then you’ll probably get a lot of users who don’t convert.
Probably the best channel for B2C marketing online. No platform can come close to Instagram in B2C product promotion.
“200 million instagram users visit at least one business profile daily”
“500 million people use Instagram stories everyday”
Give me the Truth : Instagram’s users are very design focused and your posts and content should be tuned to their tastes. There is also a lot of competition on Instagram with other pages from other companies.
Tiktok has the highest reach in terms of organic reach as it’s the newest kid in the block. More people engage on TikTok.
“2/3rd of TikTok users are under 30 years old”
“Tiktok users buy virtual currency on the platform”
Give me the Truth : Tiktok has a lot of CRAZY content that is super engaging. If your content is boring, then you’ll have a problem with keeping your audience engaged.
When it’s B2C, you cannot take away the importance of Facebook.
“73% of Facebook users are high-income earners”
“1.62 Billion Users visit Facebook Daily ”
Facebook Ads Examples for B2C
Give me the truth : There is a lot of competition for Facebook B2C ads and people see a lot of ads on any given day. So why will they click on yours? Facebook ads require a lot of optimizations and effort and also a good budget to start seeing an uptick. Also Facebook ads require a whole new level of creativity when it comes to conversion. People don’t always click on an ad and pay.
That’s a lot of information and it wasn’t my objective to make you feel overwhelmed, but just to give you a sneak peek about what it takes to promote a business online.
It’s not a simple step one, step two and make money situation.
So whenever an agency charges quite a bit for lead generation services, now you know behind the scenes of what goes on
Explain why agencies are charging a lot to find and qualify lead gen, just from above if you calculate your time spent and effort, how much are you willing to spend?
Want to get serious about lead generation?
The truth of the matter is, you can either try to do it all by yourself and hire a dedicated team for that or you can work with a top marketing agency like us.
But we are picky…
Over so many years of digital marketing, we’ve realized we don’t want to work with everybody.
We want to work with companies that are serious about digital marketing and companies that have interesting products or services.
So what defines a company that is serious about digital marketing?
What defines a company with an interesting product or service?
Reach out to us to find out if we are a good fit 🙂
Wouldn’t it be great, if you get a set list of customers who are most likely to engage with your services and most likely to pay?
I’m not talking about passive marketing channels like Facebook and Google Adwords. I’m talking about pure outbound lead generation using cold emailing to prospected leads.
“Never try Never know!”
Jon Ng, Founder at Novatise
Lead generation is the process of identifying your target audience by job title, company size and Industry and other parameters to create a list of leads who are most likely to engage with your services.
“The brutal fact is the number one reason for failure in sales is an empty pipe, and, the root cause of an empty pipeline is the failure to prospect.”
Jeb Blount, Author of Sales Gravy
Prospecting is the act of searching for the right contacts to reach out to. The better your prospecting, the better your pipeline and better the revenue you can generate.
Companies of all types need to generate leads.
“Every email is an opportunity to test a different benefit or angle.” – Heather Morgan
You convert the leads into revenue with the help of cold emailing.
Converting cold emails to hot leads is a mix of art and science.
Data will tell you if your email is opened or not, or if you are getting replies or not. But you won’t know why you didn’t get a reply. That is art.
Writing a solid cold email is all about starting a conversation. It isn’t about selling. It’s about introducing yourself and getting the other person to talk.
Blatant sales emails will not get replies and it’s a waste of time, waste of a lead and dents your reputation as well.
Cold emailing involves testing. There’s no point in sending one email to thousands of leads. You need to test your templates with a small cohort of around 250 people and send a different template to another 250 and measure the data.
Cold emailing is a long term game and it’s totally worth it.
The sales teams of the largest and smallest organizations in the world generate leads and cold emails their prospects. From Oracle to your small time software company, all generate leads. This is the number one method to increase revenue for organizations.
Marketing teams should start generating leads for their marketing activities. Marketers use cold emailing to reach out to other companies for content partnerships, for getting backlinks to their articles or website. They use cold emailing to even get blogger coverage.
Shopee and Lazda are building brands of tomorrow.