Today I'm introducing you to a tool that I think is important for you to learn about and evaluate to see how it can be incorporated into your B2B lead generation mix.
Background:
On May 31st, we were at BizBarcelona, talking about Social Selling and LinkedIn for doing business with an audience of around 300 people.
In the presentation, we indicated that the presentation could be downloaded from the following link.
With this simple action, we got 107 people to visit the page… but… How do we know who has visited the page?
Methodology:
The answer is clear: we managed to eliminate the step of filling out a form by staying within the LinkedIn environment.
The proposed link goes directly to a page within LinkedIn, which, similar to "Who's Viewed Your Profile," keeps track of the people who have viewed your profile, but in this case, of the people who have viewed content. In this case, a presentation.
The tool used in this campaign is PointDrive, launched in April 2017 and part of the LinkedIn Sales Navigator suite.
Thus, everyone who comes to view the presentation registers without having to fill out any forms, since they've already identified themselves when they entered LinkedIn (and since the browser remembers their login and password, they don't have to enter them again). This way, we have a list of leads to call, with a link to their LinkedIn profile, and thus continue the conversation.
Results:
As you can see in the graph, between the day of the presentation and the following day, we collected 90% of leads. Thanks to the mobilization of content on social media, we were able to stretch the collection a little further.
(*oops, it’s not 107 anymore, but 108…)
The leads obtained in this way are leads that:
1. They attended the presentation (they know you)
2. They have shown interest in the content
…so they could be classified as “Marketing Qualified Leads” and may be ready for an exploratory call (using our LinkedIn Lead Generation methodology), based on Aaron Ross’s book “Predictable Revenue,” enhanced and updated with the full social layer enabled by LinkedIn technology.
Do you want to know how we can help you generate B2B leads and coordinate business generation strategies between marketing and sales?
We are the only LinkedIn Approved Training Partners in Spain!
Fountain: https://www.linkedin.com/pulse/how-we-got-107-leads-without-forms-jordi-gili
