{"id":8298,"date":"2020-09-10T09:53:00","date_gmt":"2020-09-10T08:53:00","guid":{"rendered":"https:\/\/gotoclient.com\/?page_id=8298"},"modified":"2025-07-24T12:49:14","modified_gmt":"2025-07-24T11:49:14","slug":"the-b2b-lead-generation-definitive-guide","status":"publish","type":"page","link":"https:\/\/gotoclient.com\/en\/guides\/the-b2b-lead-generation-definitive-guide\/","title":{"rendered":"The B2B lead generation definitive guide 2025"},"content":{"rendered":"\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h1 class=\"wp-block-heading\" id=\"h-the-b2b-lead-generation-definitive-guide-2023\"><strong>The B2B lead generation definitive guide 2025<\/strong><\/h1>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><a href=\"https:\/\/landingpages.gotoclient.com\/en-gb\/en-gb\/lead-gen-guide\" class=\"block-button\" target=\"_blank\">\n    Download the PDF document<\/a>\n<style type=\"text\/css\">\n    #button-block_53f7dc33bbabef1f7204c463936dc445 {\n        background: ;\n        color: ;\n    }\n<\/style>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>This is probably the most <strong>definitive B2B lead generation<\/strong> guide, based on Gotoclient\u2019s many years of experience <strong>delivering campaigns for a range of clients.<\/strong><\/p>\n\n\n\n<p><strong>B2B lead generation<\/strong> is a<strong> critical marketing strategy<\/strong> for any B2B business because it is the path to an <strong>increase in sales. <\/strong>This guide is for people looking to go to the next level with lead generation. It is <strong>not an introductory guide<\/strong> (there are other introductory guides we could recommend, such as this <a href=\"https:\/\/www.salesforce.com\/products\/guide\/lead-gen\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Salesforce guide<\/strong><\/a> and <a href=\"https:\/\/www.callboxinc.com\/b2b-lead-generation\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Callbox guide<\/strong><\/a><strong>.) <\/strong>&nbsp;Our guide is aimed at <strong>marketing professionals<\/strong> who <strong>are building a complete strategy.<\/strong><\/p>\n\n\n\n<div style=\"height:59px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<iframe loading=\"lazy\" class=\"lazy-loaded\" width=\"560\" height=\"315\" data-lazy-type=\"iframe\" data-src=\"https:\/\/www.youtube.com\/embed\/DYyE6vXP4Co\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\" src=\"https:\/\/www.youtube.com\/embed\/DYyE6vXP4Co\" style=\"\n    height: 315px;\n\"><\/iframe>\n\n\n\n<div style=\"height:59px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-left\"><strong><em>Why this guide<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-left\"><strong><em><strong><em>Get more qualified leads with a powerful B2B lead gen strategy<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-left\"><strong><em><strong><em>Essential info on how to launch and manage a B2B lead generation campaign<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:54px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>A B2B lead generation strategy is not only focused on generating leads \u2013 it also involves <strong>nurturing and scoring. <\/strong>According to the <a href=\"https:\/\/discoverorg.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>B2B Technology Marketing Community<\/strong><\/a><strong>,<\/strong> <strong>increasing the quality of leads is the top priority for a vast majority of B2B professionals (68%)<\/strong>, followed <strong>by increasing lead volume (55%).<\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:54px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Here&#8217;s what to expect from this guide:<\/p>\n\n\n\n<div style=\"height:54px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Industry-insider information<\/strong> about B2B lead generation.<\/li>\n\n\n\n<li><strong>\u00b7 Learn essential tips and tricks <\/strong>to get qualified leads and retain them.<\/li>\n\n\n\n<li><strong>\u00b7 Free templates<\/strong> to help you with your campaigns.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1\"><strong>1. Buyer Persona<br><\/strong><\/h3>\n\n\n\n<p>To launch a B2B lead generation campaign, <strong>you must first have a very clear understanding of your Buyer Persona or carry out a buyer persona analysis<\/strong>. Marketing teams should <strong>be obsessed with the answer to the following question: <em>how can I get new contact information? <\/em><\/strong>It\u2019s essential to understand <strong>how your target audience thinks and to deeply understand their needs.<\/strong> Your buyer persona analysis should include data such as <strong>age, location, interests, challenges, stage of life, business position, values, goals, needs and pain points<\/strong>. The pain point data is probably the most critical.<\/p>\n\n\n\n<div style=\"height:54px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Once you have done the buyer persona analysis, it will be <strong>easier to define which solution<\/strong> (product or service) suits with your target audience pain points and needs. After that, you will be able to create the <strong>positioning strategy<\/strong> and, finally, determine <strong>your campaign offer<\/strong>.<\/p>\n\n\n\n<div style=\"height:54px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"902\" height=\"248\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/05\/Picture-1-2-png.webp?wsr\" alt=\"\" class=\"wp-image-18738\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/05\/Picture-1-2-png.webp 902w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/05\/Picture-1-2-250x69.webp 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/05\/Picture-1-2-700x192.webp 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/05\/Picture-1-2-768x211.webp 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/05\/Picture-1-2-320x88.webp 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/05\/Picture-1-2-730x201.webp 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/05\/Picture-1-2-120x33.webp 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/05\/Picture-1-2-372x102.webp 372w\" sizes=\"auto, (max-width: 902px) 100vw, 902px\" \/><\/figure>\n\n\n\n<div style=\"height:54px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>To understand <strong>how to build a complete buyer persona analysis<\/strong>, read our<strong> 2<\/strong>025 <a href=\"https:\/\/gotoclient.com\/en\/guides\/the-b2b-inbound-marketing-definitive-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>definitive guide to B2B Inbound Marketing<\/strong><\/a><strong>, <\/strong>where you&#8217;ll find more on buyer-persona development, pain points and real-life examples.<\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-left\"><strong><em>Minimum Buyer Persona information:<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-left\"><strong><em><strong><em>Age, location, interests, challenges, role, values, goals, needs and pain points.<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-left\" id=\"2\"><strong><em><strong><em>Key question: How can I get buyer persona information? Find out more with our <\/em><\/strong><a href=\"https:\/\/gotoclient.com\/en\/guides\/the-b2b-inbound-marketing-definitive-guide\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong><em>B2B inbound marketing definitive guide<\/em><\/strong><\/a><strong><em>.<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:61px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-buyer-journey\"><strong>2. Buyer journey<br><\/strong><\/h3>\n\n\n\n<p>After analysing the buyer persona, you need to focus your efforts on the <strong>buyer journey<\/strong>. It\u2019s important to understand that <strong>users can become qualified leads at any of the three stages<\/strong>. You need to make sure your <strong>content reflects their stage in the journey.<\/strong><\/p>\n\n\n\n<p>See below for a rundown of each stage<strong>:<\/strong><\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-top-of-the-funnel-or-tofu\">Top of the Funnel or TOFU <\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong><strong>This is the awareness phase.<\/strong> Here, users have identified the problem they need to solve. You should deliver <strong>content relevant to their needs<\/strong> and also some <strong>introductory information, such as who you are, what solutions you offer to your clients, the value you bring<\/strong>, etc. Good content for the TOFU stage includes: <strong>blog posts, infographics, best practices, eBooks<\/strong>.<\/strong><\/p>\n\n\n\n<div style=\"height:69px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-middle-of-the-funnel-or-mofu\">Middle of the Funnel or MOFU <\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>This is the <strong>consideration stage<\/strong>.In this case, users are <strong>beginning to think about solutions to their problem.<\/strong> At this stage, your content should be focused on your solutions.<\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-bottom-of-the-funnel-or-bofu\">Bottom of the Funnel or BOFU <\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Finally, in the BOFU stage,<strong> users decide which solution they prefer<\/strong>. This is when to <strong>convince your target audience why they should choose your product or service<\/strong>.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"439\" height=\"201\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/funnel.jpg\" alt=\"The B2B lead generation definitive guide - funnel\" class=\"wp-image-8301\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/funnel.jpg 439w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/funnel-250x114.jpg 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/funnel-120x55.jpg 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/funnel-372x170.jpg 372w\" sizes=\"auto, (max-width: 439px) 100vw, 439px\" \/><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-lead-treatment-planning\"><strong>Lead treatment planning<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Plan ahead and prepare what you will do with your new leads after the BOFU stage.<strong> Draw a workflow with a contingency action for each possible scenario regarding the lead qualification.<\/strong><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"998\" height=\"370\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-13.png\" alt=\"\" class=\"wp-image-14983\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-13.png 998w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-13-250x93.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-13-700x260.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-13-768x285.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-13-320x119.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-13-730x271.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-13-120x44.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-13-372x138.png 372w\" sizes=\"auto, (max-width: 998px) 100vw, 998px\" \/><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-left\" id=\"3\"><strong><em><strong><em>B2B leads can be generated in TOFU, MOFU or the BOFU stage.<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-icp-ideal-customer-profile-for-b2b-lead-generation-campaigns\"><strong>3. ICP (Ideal Customer Profile) for B2B lead generation campaigns<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The aim of building an Ideal Customer Profile is to define the <strong>prospect-type to focus on<\/strong>. While it\u2019s useful to know how to communicate on an individual level, the ICP strategy is essential to understand <strong>how to deal with companies at a broader level.<\/strong> In order to create an Ideal Customer Profile, you first need to <strong>know how you can offer value to the business and understand their pain points to conclude how you can help them.<\/strong><\/p>\n\n\n\n<p>For <strong>B2B lead generation campaigns<\/strong> it is essential to focus efforts on building the ICP strategy, as it will <strong>help you to generate more qualified leads.<\/strong> The more you know your customer profile, the more you can focus on the solution to give, positioning and offer. Your team will then be able to target an audience with precision.<\/p>\n\n\n\n<div style=\"height:63px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-left\"><strong><em><strong><em>Build an ideal customer profile to focus your efforts on the optimal targets for your business<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:49px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In addition, it&#8217;s important to <strong>build both ICP and buyer persona strategies<\/strong>. While<strong> the Ideal Customer Profile helps to define your best company<\/strong> targets, you also <strong>need to understand<\/strong> the individuals <strong>within the company<\/strong>. For example, a lead from a target company could become disqualified if he \/ she is not a decision-maker. Carrying out both strategies prevents this kind of thing happening. &nbsp;<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-comparative-table-differences-between-buyer-persona-and-the-icp\">Comparative table: Differences between buyer persona and the ICP.<\/h3>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"794\" height=\"398\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.13.51-p.-m..png\" alt=\"\" class=\"wp-image-8787\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.13.51-p.-m..png 794w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.13.51-p.-m.-250x125.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.13.51-p.-m.-700x351.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.13.51-p.-m.-768x385.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.13.51-p.-m.-730x366.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.13.51-p.-m.-120x60.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.13.51-p.-m.-372x186.png 372w\" sizes=\"auto, (max-width: 794px) 100vw, 794px\" \/><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-ideal-customer-profile-list-of-key-questions-you-need-to-answer\"><strong>Ideal Customer Profile: List of key questions you need to answer<\/strong><\/h3>\n\n\n\n<p>To create a complete ICP, you need to gather information like the industry they work, the company&#8217;s size, pain points and budget. Here are the questions you need to ask in order to develop an optimal B2B lead generation strategy.<\/p>\n\n\n\n<div style=\"height:37px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-company-information\"><strong>Company information:<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 What is the purpose of the organisation?<\/li>\n\n\n\n<li>\u00b7 Where is the business located?<\/li>\n\n\n\n<li>\u00b7Which industry is the company working in?<\/li>\n\n\n\n<li>\u00b7 What is the revenue of the company?<\/li>\n\n\n\n<li>\u00b7 How many employees does the company have?<\/li>\n\n\n\n<li>\u00b7 What is the history, culture and values of the company?<\/li>\n\n\n\n<li>\u00b7 In which markets does the company operate?<\/li>\n\n\n\n<li>\u00b7 What are the company&#8217;s strengths and weaknesses?<\/li>\n\n\n\n<li>\u00b7 What are the company&#8217;s goals and challenges?<\/li>\n\n\n\n<li>\u00b7 Which are the departments involved in the decision-making process?<\/li>\n\n\n\n<li>\u00b7 What job titles are the most relevant in the purchasing decision?<\/li>\n\n\n\n<li>\u00b7 What is their communication strategy?<\/li>\n<\/ul>\n\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-pain-points\"><strong>Pain points:<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 Which business needs are not covered?<\/li>\n\n\n\n<li>\u00b7 Why are those needs not covered?<\/li>\n\n\n\n<li>\u00b7 How can we cover them?<\/li>\n\n\n\n<li>\u00b7 What is my key differentiator vs my competitors?<\/li>\n\n\n\n<li>\u00b7 What are the manager or employee pain points?<\/li>\n<\/ul>\n\n\n\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-decision-making-process\"><strong>Decision-making process:<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 How does their decision-making process develop?<\/li>\n\n\n\n<li>\u00b7 Which department or job titles are part of the decision-making process?<\/li>\n\n\n\n<li>\u00b7 What factors can influence their decision-making process?<\/li>\n\n\n\n<li>\u00b7 What kind of companies do they usually buy products or services to?<\/li>\n\n\n\n<li>\u00b7 How long is the sales cycle for the company?<\/li>\n\n\n\n<li>\u00b7 What are the barriers to entry to get my product or service sold?<\/li>\n\n\n\n<li>\u00b7 Why should they be interested in my company?<\/li>\n\n\n\n<li>\u00b7 What are the common points of the purchases made by the company?<\/li>\n\n\n\n<li>\u00b7 How will the company find your product or service?<\/li>\n\n\n\n<li>\u00b7 How does the company prefer being contacted?<\/li>\n<\/ul>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4. B2B lead generation campaign offers: Tips and tricks<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The offering must be adapted for each stage of the funnel. You can segment your content and offering by the industry of your target audience, company size, location and the stage of the buyer journey.<\/p>\n\n\n\n<p>For example, <strong>for the awareness stage,<\/strong> it&#8217;s good practice to offer <strong>infographics, best practice guides, blogging, eBooks and checklists. <\/strong>For the <strong>consideration stage, case studies, webinars and comparison guides are key offers. <\/strong>For the <strong>BOFU or decision stage<\/strong>, the <strong>offer must be stronger and more specific, <\/strong>such as<strong> consultancies, limited discounts, etc. <\/strong>A key point to consider is that the <strong>offer in each phase must be tailored to the target-audience needs and pain points<\/strong>.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\" id=\"h-podcast-get-b2b-lead-generation-trends-to-boost-your-lead-gen-activities-with-david-hall-scale-up-your-business\">Podcast: Get B2B lead generation trends to boost your lead gen activities with David Hall. Scale-up your business!<\/h2>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div id=\"buzzsprout-player-9084888\"><\/div><script src=\"https:\/\/www.buzzsprout.com\/1821420\/9084888-b2b-lead-gen-trends-with-david-hall.js?container_id=buzzsprout-player-9084888&amp;player=small\" type=\"text\/javascript\" charset=\"utf-8\"><\/script>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:58px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Below are the main offer types by stage:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-tofu-stage\">TOFU stage<\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In the TOFU stage, we want to <strong>attract as many users as possible<\/strong> in order to <strong>convert them into new leads<\/strong>. Companies need to demonstrate<strong> they\u2019re top<\/strong> of their <strong>corresponding industry<\/strong>. The more interested visitors you reach, the better chance you have of generating leads.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-blog-posts\"><strong>Blog posts<\/strong><\/h4>\n\n\n\n<p><strong>According to the latest yearly <\/strong><a href=\"https:\/\/contentmarketinginstitute.com\/research\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>content marketing report from The Content Marketing Institute<\/strong><\/a><strong>, 71% of B2B content marketers say content has become more important. <\/strong><a href=\"https:\/\/contentmarketinginstitute.com\/wp-content\/uploads\/2022\/10\/b2b-2023-research-final.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>The 2023 B2B Content Marketing report<\/strong><\/a> confirms 78% of B2B marketers rate blogs as the most effective content marketing tactic for their business. Blog post can be included at the TOFU, MOFU and BOFU. You can share a post with specific content to educate your target audience, and at the end, add a CTA to redirect them to a landing page with another offer. So, blog posts are essential in B2B lead generation campaigns. Read more in our articles: <a href=\"https:\/\/gotoclient.com\/blog\/how-to-calculate-linkedin-ads-roi-for-lead-generation\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>How to calculate the LinkedIn Ads ROI for lead generation<\/strong><\/a><strong> and <\/strong><a href=\"https:\/\/gotoclient.com\/en\/blog\/key-recommendations-to-make-a-good-use-of-the-different-linkedin-tools\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Key recommendations to make good use of different LinkedIn tools<\/strong><\/a><strong>.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Insert a CTA: <\/strong>In order to get new leads and increase your conversion rate, you need to add a CTA to your blog posts to redirect them to a landing page with a specific offer, for example, an eBook, consultancy, trial, etc. You can put CTAs like \u201cSign up\u201d, \u201cGet started, \u201cDownload now\u201d, \u201cGet a free quote\u201d, etc.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Include multiple landing-page links: <\/strong>We recommend adding a minimum of two offers to redirect users to landing-page links. Consequently, it will increase the chances of getting new leads.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Introduce backlinks: <\/strong>Adding backlinks to your blog posts will increase your website\u2019s authority in search engines. Each link can help your ranking in searches.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Think about SEO: <\/strong>Always consider SEO when you write your blog posts. In addition, long-tail keywords work better than single keywords. You will need to analyse beforehand which keywords your target audience looks for. To do that, you can use platforms such as <a href=\"https:\/\/www.semrush.com\/\"><strong>SEMrush<\/strong><\/a>, <a href=\"https:\/\/trends.google.es\/trends\/?geo=ES\"><strong>Google Trends<\/strong><\/a>, <a href=\"https:\/\/ads.google.com\/home\/\"><strong>Google Keyword Planner<\/strong><\/a>, among others.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Add relevant external links: <\/strong>Adding links to sites that have good search-engine rankings, can improve your own ranking.<\/p>\n\n\n\n<div style=\"height:53px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-ebooks\"><strong>eBooks<\/strong><\/h4>\n\n\n\n<p>eBooks are good for more in-depth \/ complex content. This type of offer is commonly used in the TOFU stage but can also generate B2B leads. In addition, you can read our <a href=\"https:\/\/landingpages.gotoclient.com\/ebook-3-types-of-promotions-for-direct-results\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>eBook<\/strong><\/a> on <strong>3 types of digital promotion for getting more sales<\/strong>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Dedicate time to create the landing page: <\/strong>The landing page is key \u2013 this will dictate whether the user will be willing to give you their information. So, you need to create a landing page with good copy and attractive visuals too.<\/li>\n\n\n\n<li>\u00b7 <strong>Only ask relevant information: <\/strong>Users don\u2019t want to waste their time. Try not to ask more than 5 questions.<\/li>\n\n\n\n<li><strong>\u00b7 Consider creating interactive eBooks: <\/strong>Interactive experiences are becoming more important. For example, when opening a link to an eBook, the user can decide which section of the book they would like to start with. This is more attractive than the conventional PDF.<\/li>\n\n\n\n<li>\u00b7 <strong>Add a cross-offer: <\/strong>In order to get leads\u2019 contact details, you need to give a specific cross-offer. If you provide an eBook related to a topic, you can also offer a free consultancy related to that topic at the end of the eBook.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-medium-font-size\" id=\"h-infographic\"><strong>Infographic<\/strong><\/h3>\n\n\n\n<p>This type of content is based on <strong>including both visuals and text content<\/strong>. Infographics are commonly used to <strong>show statistics, step-by-step content, etc<\/strong>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Build an effective landing page: <\/strong>As with eBooks, you also need to focus your efforts to create an optimal landing page in order to get qualified leads.&nbsp;&nbsp;<\/li>\n\n\n\n<li><strong>\u00b7 Develop a plan to increase visibility of the infographics: <\/strong>To make your infographics visible, you need to hit more than one platform. For example, you can publish them on your social networks, blog sites, among others.<\/li>\n\n\n\n<li>\u00b7 <strong>Use infographics for topics to get more visual engagement:<\/strong> If you are able to explain content in a more attractive way with visuals, creating infographics is a good option.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-social-media-posts\"><strong>Social media posts<\/strong><\/h4>\n\n\n\n<p>The <strong>social network we use most is LinkedIn<\/strong>. You can visit <a href=\"https:\/\/es.linkedin.com\/company\/gotoclient\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>our page<\/strong><\/a> to see our strategy. Also <a href=\"https:\/\/www.linkedin.com\/company\/michael-page\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Michael Page\u2019s company profile<\/strong><\/a> contains a good content plan.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Share your offers multiple times: <\/strong>When you publish a new post, it will not always be seen by the people you want to reach. That&#8217;s why we recommend sharing your latest offers or solutions multiple times to increase your conversion rate.<\/li>\n\n\n\n<li>\u00b7 <strong>Mix your offer posts with another type of content: <\/strong>It\u2019s advisable to add value beyond your offer. We recommend sharing videos, posts from other accounts, relevant news etc.<\/li>\n\n\n\n<li>\u00b7 <strong>Analyse your metrics: <\/strong>It&#8217;s essential to understand which content is gaining the most traction.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-mofu-stage\">MOFU stage<\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Users are looking for specific information at this stage of the game, so you need to offer them high-value content.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-webinar\"><strong>Webinar<\/strong><\/h4>\n\n\n\n<p>This type of offer allows you to <strong>communicate directly with your leads<\/strong>, as it gives them the opportunity to ask you questions. This is a great way to gain <strong>qualified leads and build a long-term relationship with them<\/strong>. Depending on the content, webinars can be used as part of both <strong>a MOFU and BOFU strategy<\/strong>. For example, a webinar focused on a specific product or service is a BOFU activity, but a webinar that offers info on a certain topic is considered a MOFU strategy.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>For example, <a href=\"https:\/\/www.b2bmarketing.net\/en-gb\/webinar-programme\"><strong>B2B marketing<\/strong><\/a> has a specific section on its website dedicated to webinars, classified by \u201cupcoming\u201d and \u201con-demand\u201d.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Include your target audience\u2019s needs in the landing page: <\/strong>In order to get qualified leads and obtain an effective conversion rate, we recommend including your target audience\u2019s challenges, pain points, needs, among others. Consequently, you will avoid not qualified users.&nbsp;<\/p>\n\n\n\n<p>\u00b7 <strong>Send email reminders: <\/strong>One of the main webinars\u2019 goals is to achieve a high attendance rate. To do that, it\u2019s advisable to send email reminders because usually, users won\u2019t remember the date of your webinar.<\/p>\n\n\n\n<p>\u00b7 <strong>Add value to your webinar: <\/strong>It\u2019s essential to add value to the webinar that users don\u2019t expect. For example, when the webinar is ending, you can give for free an eBook, infographic, etc.<\/p>\n\n\n\n<div style=\"height:57px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-checklists\"><strong>Checklists<\/strong><\/h4>\n\n\n\n<p>Checklists can offer high-value content. When users need help with something specific, they often prefer to work with this kind of step-by-step content. Recently, we posted a <a href=\"https:\/\/landingpages.gotoclient.com\/how-create-linkedin-ad-campaign-free-checklist-template\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>checklist<\/strong><\/a> on how to <strong>create a LinkedIn Ad campaign, step-by-step.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00b7 Give cross-offers: <\/strong>It\u2019s a good idea to combine checklists with offers such as blog posts, guides, eBooks etc.<\/li>\n\n\n\n<li><strong>\u00b7 Add extra detail where necessary: <\/strong>For example, if one of the steps is difficult to understand, you can add a link to a related post or eBook.<\/li>\n\n\n\n<li>\u00b7 <strong>Update your checklists: <\/strong>Over time, your checklists should be updated with new information. As well as being up-to-date for the reader, this will give you the licence to share it again.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-online-calculators\"><strong>Online calculators<\/strong><\/h4>\n\n\n\n<p>This tool helps users make better decisions for their projects. Calculators can give more dynamic and personalised content compared to other strategies. This is our <a href=\"https:\/\/gotoclient.com\/en\/linkedin-ads-roi-calculator\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>calculator for estimating the ROI for LinkedIn Ads.<\/strong><\/a> In addition, <a href=\"https:\/\/www.marketingdive.com\/cpm-calculator-app\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Marketing Dive<\/strong><\/a> has its own calculator to <strong>estimate the CPM rate.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Offer a solution: <\/strong>Depending on results, you can give a specific solution to them that fits with their pain points and needs.<\/li>\n\n\n\n<li><strong>\u00b7 Ask your leads\u2019 feedback: <\/strong>In order to know if your calculator is useful, ask your leads. Maybe you can improve it with their recommendations?<\/li>\n\n\n\n<li><strong>\u00b7 Share your calculator: <\/strong>It\u2019s important to promote your calculators through different tools like social media, blog posts, landing pages, among others.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:42px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-surveys\"><strong>Surveys<\/strong><\/h4>\n\n\n\n<p>It\u2019s a good practise do a survey to and write an <strong>extensive report to analyse the results. <\/strong>This is a good example from <a href=\"https:\/\/assets.publishing.service.gov.uk\/government\/uploads\/system\/uploads\/attachment_data\/file\/32539\/12-601-english-business-survey-report-questionnaire-development.pdf\"><strong>TNS BMRB<\/strong><\/a> (department for Business Innovation &amp; Skills): a report on business perceptions of economic conditions in each region of England.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Limit the number of questions: <\/strong>We recommend not asking more than 10 questions with specific choices (for example yes or no).<\/li>\n\n\n\n<li><strong>\u00b7 Explain what your surveys can deliver for your target audience: <\/strong>Users need to understand what your survey is about and also why it will benefit them.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-podcasts\"><strong>Podcasts<\/strong><\/h4>\n\n\n\n<p>Nowadays, podcasts are becoming more and more popular, so it\u2019s good to consider this in your B2B inbound marketing strategy. For example, <a href=\"https:\/\/www.garyvaynerchuk.com\/podcast\/\"><strong>Gary Vee<\/strong><\/a> publishes podcasts on a continuous basis relating to <strong>social media and video to grow a B2B business. <\/strong>Also worth checking out is <a href=\"https:\/\/www.amyporterfield.com\/amy-porterfield-podcast\/\"><strong>Amy Porterfield<\/strong><\/a>\u2019s podcasts portfolio.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Boost your podcasts: <\/strong>In order to make yourself heard, it\u2019s essential to promote them on your social networks, website, blog posts, guides, eBooks, etc.<\/li>\n\n\n\n<li><strong>\u00b7 Include CTAs in each podcast: <\/strong>CTAs are essential to generate leads. We recommend creating CTAs relating to podcast content that provide value to the listeners.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-livestreams\"><strong>Livestreams<\/strong><\/h4>\n\n\n\n<p>Live streams offer a great opportunity to educate your audience. To maximise your audience, live streams should be free to access and replay at any time. Don\u2019t forget that some of your best leads will be decision-makers with busy schedules.<\/p>\n\n\n\n<p>A good example comes from the <a href=\"https:\/\/www.toprankblog.com\/2020\/07\/5-b2b-brands-rocking-linkedin-live\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Computing Technology Industry Association<\/strong><\/a><strong>, <\/strong>who used LinkedIn live to show professionals advances in the IT industry. They achieved a staggering 95% engagement.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00b7 Improve response times: <\/strong>The faster the responses are, the better the user experience will be. It\u2019s important to keep an eye on user comments and respond within 5 minutes.<\/li>\n\n\n\n<li>\u00b7 <strong>Share your live streams in multiple places: <\/strong>Display your live streams on your website, blog posts and social networks to gain as many interactions as possible.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-demo-units\"><strong>Demo units<\/strong><\/h4>\n\n\n\n<p>This is all about your<strong> products<\/strong>. Users have the opportunity to try the product and evaluate if it really meets their expectations (optical instrument designed to assist visual inspection of narrow, difficult-to-reach cavities).<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Give customised demos:<\/strong> In order to persuade your target audience to try your products, it\u2019s a good idea to personalise demos so they are specific to the different needs of users.<\/li>\n\n\n\n<li><strong>\u00b7 Offer demos on a continuous basis:<\/strong> Some users may not be interested in your offer at first, but they may change their mind later.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:53px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-bofu-stage\">BOFU stage<\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>At the Bottom of the Funnel stage, people are seeking <strong>specific solutions to solve their problem<\/strong>, so you need to deliver a <strong>customised experience that is relevant to their problem(s)<\/strong>. Your content should be created based on the needs and interests of your <strong>target audience.<\/strong> To do this, you should <strong>segment your target audience into groups and develop content based on each group.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-demo\"><strong>Demo<\/strong><\/h4>\n\n\n\n<p>Free demos are particularly good for SaaS products. It&#8217;s a great way of showing your<strong> target audience what your solutions are, how they work, and to answer any questions<\/strong>. <a href=\"https:\/\/offers.hubspot.com\/demo\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>HubSpot<\/strong><\/a>, offers demos of its marketing software to prospective clients, for example. Also, <a href=\"https:\/\/www.talkwalker.com\/free-demo\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Talkwalker,<\/strong><\/a> a social media analytics tool, offers free personalised demos to show how the app works.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00b7 Work with products that are difficult to understand and use:<\/strong> It&#8217;s possible users are not clear about what your solution can do for them, so it\u2019s worth trying to find a way to demonstrate it to them. Demos are also really good with expensive products.<\/li>\n\n\n\n<li><strong>\u00b7 Demonstrate how easy it is to use:<\/strong> It\u2019s also advantageous to show your target audience how easy it is to use your products.<\/li>\n\n\n\n<li>\u00b7 <strong>Focus on significant features: <\/strong>It\u2019s essential to focus on the most important aspects of your solution. Once you understand their needs, create an agenda for your demo with the topics that best suit the needs of the audience.&nbsp;<\/li>\n\n\n\n<li>\u00b7 <strong>Establish next steps<\/strong>: After the demo, you need to define the next action. We recommend scheduling follow-up meetings to gauge the interest of your leads.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:49px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-trials\"><strong>Trials<\/strong><\/h4>\n\n\n\n<p>This strategy is also<strong> good for SaaS<\/strong>. Users can compare your software with other competitors. For example, <a href=\"https:\/\/www.b2bwave.com\/signup\"><strong>B2B Wave<\/strong><\/a>, a B2B eCommerce platform, offers a free 30-day trial with a 50% discount for the first three months.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00b7 Offer special discounts: <\/strong>To increase the conversions from lead to customer, it\u2019s good to give special discounts for those users who tried the product or service.<\/li>\n\n\n\n<li>\u00b7 <strong>Make a simple form: <\/strong>It\u2019s important to only ask for the information that is absolutely necessary. Don\u2019t go over10 fields.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:66px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-left\"><strong><em><strong><em>Always add value to your offers with special discounts,<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-left\"><strong><em><strong><em>an eBook or guide with exclusive information related to the demo or trial.<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-sales-consultancy\"><strong>Sales consultancy<\/strong><\/h4>\n\n\n\n<p><strong><strong>1:1 meetings are good to make the first contact<\/strong> with the user before the purchase. These are good for <strong>both products and services. <\/strong>As an example, The <a href=\"https:\/\/inbound.thewholebraingroup.com\/free-marketing-consultation-request\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Whole Brain Group<\/strong><\/a> has an offer for inbound marketing consultation. On the landing page they explain what the consultation will be about, and then ask for some personal data.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00b7 Give unique information: <\/strong>It&#8217;s important to consider the information you are going to share with your leads. You can offer some best practices for the product or service, explain how your clients succeed with your company and share some relevant data they won&#8217;t find elsewhere.<\/li>\n\n\n\n<li><strong>\u00b7 Assess their needs: <\/strong>It&#8217;s important to give your leads a reason to trust you. Giving them advice is a great way of doing this.<\/li>\n\n\n\n<li><strong>\u00b7 Offer free material: <\/strong>After the consultancy, it&#8217;s a good idea to offer something for free. This will leave people with a good impression of your company, and if they want to buy the service or product, your company will be more likely to be the first choice.<\/li>\n\n\n\n<li>\u00b7 <strong>Provide the consultancy through a landing page or via LinkedIn: <\/strong>You can create a landing page for users to sign up for your free consultancy, or you can also offer it through LinkedIn.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:61px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-quotation-with-discount\"><strong>Quotation with discount<\/strong><\/h4>\n\n\n\n<p>Offering a <strong>free quotation <\/strong>is a good way to <strong>make your service known<\/strong> to your target audience. Quotes<strong> are usually given for free<\/strong>, but <strong>adding a discount<\/strong> will make the <strong>offer more valuable. <\/strong>In our case, we give this kind of offer with our <a href=\"https:\/\/landingpages.gotoclient.com\/lets-build-your-b2b-lead-generation-campaign-pipeline\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>B2B lead generation service<\/strong><\/a> and also with the <a href=\"https:\/\/landingpages.gotoclient.com\/lets-build-your-linkedin-ads-campaign-pipeline\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>LinkedIn Ads service.<\/strong><\/a>During the initial offer we don\u2019t mention a discount \u2013 only after the quotation.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00b7 Add a time-limited discount: <\/strong>When you give your leads a quote, it&#8217;s better to put a time limit on it (for example, two weeks\u2019 margin).<\/li>\n\n\n\n<li>\u00b7 <strong>Build a customised quote: <\/strong>It&#8217;s essential to understand what your leads need and build a quotation tailored to their goals.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:59px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-discounts\"><strong>Discounts<\/strong><\/h4>\n\n\n\n<p>In order to <strong>increase purchasing opportunities<\/strong>, offering discounts is a good idea. Discounts have always been a very attractive offer to convince prospects to buy the product or service. A good example is <a href=\"https:\/\/tulas.com\/b2b-coupons\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Tula\u2019s<\/strong><\/a> platform that collates multiple B2B discounts.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Key recommendations:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00b7 Offer a time-limited discount: <\/strong>To get users to hire your services or buy your products, it\u2019s advisable to make them time-limited. You\u2019re more likely to get a positive decision if you create urgency.<\/li>\n\n\n\n<li>\u00b7 <strong>Link your discounts to other offers: <\/strong>Discounts can be combined with other offers as added value (e.g., in demos, trials and consultancies).<\/li>\n<\/ul>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p id=\"5\">Finally, here\u2019s a summary table with all the strategies in each stage:<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"375\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.14.14-p.-m.-700x375.png\" alt=\"\" class=\"wp-image-8791\" style=\"width:809px;height:402px\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.14.14-p.-m.-700x375.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.14.14-p.-m.-250x134.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.14.14-p.-m.-768x411.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.14.14-p.-m.-730x391.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.14.14-p.-m.-120x64.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.14.14-p.-m.-372x199.png 372w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.14.14-p.-m..png 899w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-key-platforms-to-launch-b2b-lead-generation-campaigns\"><strong>5. Key platforms to launch B2B lead generation campaigns<\/strong><\/h3>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>For B2B lead generation campaigns, there are key platforms to build optimal campaigns.<\/p>\n\n\n\n<div style=\"height:27px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Blog posts <\/strong>are a good way to promote offers and also for SEO.However, we do not recommend focusing only on <strong>blogging <\/strong>for B2B lead generation campaigns, for several reasons:<\/p>\n\n\n\n<div style=\"height:27px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ol style=\"list-style-type:1\" class=\"wp-block-list\">\n<li>There&#8217;s <strong>no specific audience segmentation<\/strong> as there is no chance to target and control who visits your posts.<\/li>\n\n\n\n<li>With that in mind, a blog post can appear at any stage of the funnel.<\/li>\n<\/ol>\n\n\n\n<div style=\"height:27px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Consequently, with blog posts it\u2019s <strong>harder to generate B2B qualified leads.<\/strong><\/p>\n\n\n\n<div style=\"height:27px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Now you know about blogs, we will show you the most useful platforms to launch B2B lead generation campaigns:<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-linkedin-ads\">LinkedIn Ads<\/h3>\n\n\n\n<div style=\"height:59px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>According to <a href=\"https:\/\/www.businessinsider.com\/the-digital-trust-report-2019-enterprise-edge\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Business Insider<\/strong><\/a>, <strong>LinkedIn<\/strong> was the <strong>most trusted platform in 2017, 2018 and 2019<\/strong>. It is <strong>the most important B2B lead generation platform<\/strong> for professionals and companies. Currently, it has<strong><strong> over 1 billion registered users from 200 countries and regions worldwide<\/strong><\/strong> and increasing. They<strong> invest their time<\/strong> looking for work, industry news, and connection with likeminded professionals.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Also, LinkedIn Ads is the #1 platform for B2B lead generation campaigns because, according to <a href=\"https:\/\/business.linkedin.com\/marketing-solutions\/audience\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>LinkedIn<\/strong><\/a>, <strong>4 out of 5 users are business decision-makers. <\/strong>Therefore, it should be fundamental to your plan when building B2B lead generation campaigns.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In order to understand how LinkedIn Ads can help your business, we have also created <a href=\"https:\/\/gotoclient.com\/en\/guides\/the-linkedin-ads-definitive-guide\/\"><strong>the LinkedIn Ads definitive guide<\/strong><\/a> with <strong>useful information to help you deliver LinkedIn campaigns that convert<\/strong>. See below for some key <strong>tips and tricks<\/strong> for your B2B lead generation campaigns:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:49px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-understand-whether-it-makes-sense-to-build-a-linkedin-ads-campaign\"><strong>Understand whether it makes sense to build a LinkedIn Ads campaign:<\/strong><\/h4>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p>The first thing you need to do is check you meet the requirements to launch a campaign on LinkedIn. This is what you need:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 Have a <strong>B2B offer.<\/strong><\/li>\n\n\n\n<li>\u00b7 <strong>Need leads on an ongoing basis<\/strong>.<\/li>\n\n\n\n<li>\u00b7 Confirm your <strong>client&#8217;s value<\/strong> is <strong>4000 euros per year minimum<\/strong>.<\/li>\n\n\n\n<li>\u00b7 <strong>Know how your Ideal Customer Profile (ICP) and Buyer Persona Profile is<\/strong>.<\/li>\n\n\n\n<li>\u00b7 Verify your <strong>client is on LinkedIn and is an active user.<\/strong><\/li>\n\n\n\n<li>\u00b7 Have an <strong>audience size between 40.000 to 400.000 members.<\/strong><\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/div><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-choose-the-lead-generation-goal\"><strong>Choose the lead generation goal: <\/strong><\/h4>\n\n\n\n<p>For B2B lead gen campaigns, the lead generation goal option is the most effective route to obtain qualified leads. After choosing the goal, we <strong>suggest using a single image ad, carousel image ad, message ad or conversation ad.<\/strong> But we <strong>don&#8217;t recommend choosing the video ad<\/strong> format \u2013 they are more appropriate for <strong>brand awareness and consideration campaigns.<\/strong><\/p>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"540\" height=\"240\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/05\/Picture-1-3.webp?wsr\" alt=\"\" class=\"wp-image-18742\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/05\/Picture-1-3.webp 540w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/05\/Picture-1-3-250x111.webp 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/05\/Picture-1-3-320x142.webp 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/05\/Picture-1-3-120x53.webp 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/05\/Picture-1-3-372x165.webp 372w\" sizes=\"auto, (max-width: 540px) 100vw, 540px\" \/><\/figure>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-implement-a-targeting-strategy\"><strong>Implement a targeting strategy: <\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>LinkedIn has a <strong>very powerful segmentation tool<\/strong>, so it&#8217;s essential to use it correctly according to your target audience. We\u2019re now going to take a deep dive\u2026 here are some tips you won\u2019t find on the internet!<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Company: <\/strong>The most used attributes are <strong>company industry and size<\/strong>. In addition, <strong>before choosing the industry<\/strong>, it\u2019s a good idea to study<strong> some LinkedIn pages<\/strong> to know which industry your targets align themselves with. Finally, if you want to impact the<strong> most innovative companies<\/strong>, it\u2019s a good idea to target <strong>by company category and job seniority.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Demographics: <\/strong>We <strong>don\u2019t recommend using the member age and member gender<\/strong> attributes \u2013 it is not good for any company to discriminate on this basis.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Education: <\/strong>Many educational institutions have <strong>more than one page on LinkedIn<\/strong>, so make sure consider the affiliated schools \/ colleges. On the other hand, <strong>excluding members by what they studied is good practice <\/strong>if you need your audience to have studied in a particular field.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Job experience: <\/strong>Here, we recommend <strong>combining job function with seniority<\/strong> in order to <strong>better-optimise your campaign once it is launched.<\/strong> Only use <strong>entry-level seniority<\/strong> <strong>if you are targeting small businesses.<\/strong> In other cases, a lack of seniority will mean that members of your audience are unlikely to be decision makers. In order to impact more relevant users, it\u2019s advisable to <strong>combine skills with function and seniority<\/strong>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Interests: <\/strong>For a target audience with specific interests, we recommend the combination of functions, seniorities and interests.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In our LinkedIn Ads definitive guide, we explain those tips &amp; tricks in detail, <a href=\"https:\/\/gotoclient.com\/en\/guides\/the-linkedin-ads-definitive-guide\/#third-first\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>check them<\/strong><\/a><strong>!<\/strong><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"364\" height=\"152\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/linkedin-ad-format-2.jpg\" alt=\"The B2B lead generation definitive guide\" class=\"wp-image-8310\" style=\"width:416px;height:174px\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/linkedin-ad-format-2.jpg 364w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/linkedin-ad-format-2-250x104.jpg 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/linkedin-ad-format-2-120x50.jpg 120w\" sizes=\"auto, (max-width: 364px) 100vw, 364px\" \/><\/figure>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-think-about-the-linkedin-ads-formats\"><strong><strong>Think about the<\/strong> <a href=\"https:\/\/gotoclient.com\/en\/guides\/the-linkedin-ads-definitive-guide\/#fourth\"><strong>LinkedIn Ads formats:<\/strong><\/a><\/strong><\/h4>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 First, the <strong>Single image ad, <\/strong>which is sponsored content called a <strong>\u201cnative ad\u201d<\/strong> because they are made to look like a native post. If <strong>your message is direct and concise<\/strong>, a <strong>single image ad is a great option<\/strong>. Also, the copy needs to be accompanied by strong visuals.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 Carousel ads are also <strong>sponsored content<\/strong> but are <strong>delivered on a carousel<\/strong>. This type of ad <strong>is recommended for complete offers<\/strong> or offers that are <strong>hard to explain<\/strong>, or also if your offer is <strong>composed of more than one product \/ service<\/strong>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 For <strong>customised offers or experiences<\/strong>, the <strong>message ad<\/strong> is a good option to choose because they are <strong>sent directly to LinkedIn mailboxes.<\/strong> (not available in the EU due to GDPR)<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 The <strong>conversation ad <\/strong>format, which allows <strong>having a conversation with your target audience.<\/strong> For lead generation campaigns, it&#8217;s <strong>recommended to share more than one offer in order to keep the conversation.<\/strong><\/p>\n\n\n\n<div style=\"height:41px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-use-lead-gen-forms\"><strong>Use lead gen forms: <\/strong><\/h4>\n\n\n\n<p>You can <strong>capture qualified leads<\/strong> using <strong>pre-filled forms<\/strong> with <strong>data provided from LinkedIn users.<\/strong> Lead gen forms generally achieve better <strong>conversion rates than<\/strong> <strong>landing pages<\/strong> because <strong>they keep users within the same platform rather than redirecting them,<\/strong> and the data <strong>fields are mostly pre-filled<\/strong>. <strong>3 or 4 pre-filled fields is best.<\/strong> Remember: <strong>you cannot edit a lead gen form<\/strong> once you have created it.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-estimate-the-linkedin-ads-costs\"><strong>Estimate the LinkedIn Ads costs: <\/strong><\/h4>\n\n\n\n<p>It\u2019s important to calculate the probable cost of your LinkedIn Ads campaign before you launch.. For help with this, check out our <a href=\"https:\/\/landingpages.gotoclient.com\/funnel-template-know-linkedin-campaign-feasible\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>free funnel template<\/strong><\/a><strong>.<\/strong> Also, for more detailed information, you can <a href=\"https:\/\/gotoclient.com\/en\/blog\/calculate-linkedin-ads-costs-and-investment\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>read this article<\/strong><\/a><strong>.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-calculate-the-linkedin-ads-budget\"><strong>Calculate the LinkedIn Ads budget: <\/strong><\/h4>\n\n\n\n<p>Once you launch the campaign, it\u2019s important to test and monitor it on an ongoing basis., Be prepared to finetune if necessary. Also, we recommend <strong>starting with automatic CPC <\/strong>and <strong>then changing it to the manual option later in the campaign.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-combine-killer-copy-with-great-visuals\"><strong><strong>Combine killer copy with great visuals<\/strong>: <\/strong><\/h4>\n\n\n\n<p>Keeping users interested until the end of the buyer journey is essential. Read our <a href=\"https:\/\/gotoclient.com\/en\/guides\/the-linkedin-ads-definitive-guide\/#seventh\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>tips and tricks for copy and visuals<\/strong><\/a>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-launch-retargeting-campaigns\"><strong><strong>Launch retargeting campaigns<\/strong><\/strong>:<\/h4>\n\n\n\n<p>Impact users who <strong>previously showed interest in your company<\/strong>. You can reach members that clicked your ad, but they didn\u2019t submit, and also impact those ones that visit your LinkedIn company page. If you want target users who visited your website, you have to <a href=\"https:\/\/www.linkedin.com\/help\/lms\/answer\/a418880\/add-the-linkedin-insight-tag-to-your-website?lang=en\" target=\"_blank\" rel=\"noreferrer noopener\">integrate a pixel on LinkedIn.<\/a> <\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-calculate-your-active-audience\"><strong><strong>Calculate your active audience<\/strong><\/strong>:<\/h4>\n\n\n\n<p>Once your campaign is running for one month, calculate how much of your target audience is active on LinkedIn. Read <a href=\"https:\/\/gotoclient.com\/blog\/how-to-calculate-the-total-active-audience-on-linkedin-ads-campaigns\/\"><strong>our post<\/strong><\/a>for a step-by-step guide on this.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-left\"><strong><em><strong><em><strong><em>Understand if it&#8217;s feasible to launch a LinkedIn campaign, choose the optimal format,<\/em><\/strong><\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-left\"><strong><em><strong><em><strong><em>use lead gen forms, calculate the costs, set a budget and create strong copy and visuals.<\/em><\/strong><\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-google-ads\">Google Ads<\/h3>\n\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>SEM campaigns are better known for B2C campaigns than B2B, but they can be a good option. According to <a href=\"https:\/\/clutch.co\/seo-firms\/resources\/how-b2b-audiences-engage-business-content-online\"><strong>Clutch<\/strong><\/a>, nearly <strong>90% of B2B customers discover new B2B products and services from search engines<\/strong>. Also, <a href=\"https:\/\/www.thinkwithgoogle.com\/consumer-insights\/consumer-trends\/the-changing-face-b2b-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Google<\/strong><\/a> confirms that <strong>90% of B2B researchers who are online use search engines to research business purchases<\/strong>. Finally, <a href=\"https:\/\/www.thinkwithgoogle.com\/consumer-insights\/consumer-trends\/the-changing-face-b2b-marketing\/\"><strong>Google<\/strong><\/a>found that <strong>B2B researchers do an average of 12 searches prior to engaging with a specific brand&#8217;s site.<\/strong> However, before launching an SEM campaign, you need to consider the following:<\/p>\n\n\n\n<div style=\"height:21px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 In some industries, there are <strong>highly competitive keywords<\/strong>, such as marketing and finance, where you need to set a CPC of \u20ac2 to \u20ac3, depending on the bid.<\/p>\n\n\n\n<div style=\"height:21px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 As we mentioned before, <strong>SEM campaigns are more recognised for B2C than B2B campaigns<\/strong>. For example, according to <a href=\"https:\/\/www.semrush.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Semrush<\/strong><\/a>, <strong>&#8220;women clothes&#8221;<\/strong> has a <strong>global volume of 492.1k searches<\/strong> and <strong>&#8220;tourism software&#8221; has 330k<\/strong>. For B2B campaigns, you need to classify your campaigns by niche and choose the optimal keywords for each one. It can be a difficult task because sometimes you cannot segment accurately with keywords.<\/p>\n\n\n\n<div style=\"height:21px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 Google Ads has a <strong>limited segmentation capacity<\/strong> as it\u2019s mainly based on keywords. However, you can also target with the following attributes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8211; Locations, age, gender and device type.<\/li>\n\n\n\n<li>&#8211; Also, you can use the <strong>In Market <\/strong>option, which searches users looking for products or services similar to yours.<\/li>\n\n\n\n<li><strong>&#8211; Affinity<\/strong> audiences find users with a specific preference for related topics.<\/li>\n\n\n\n<li>&#8211; You can choose <strong>custom intent audiences<\/strong> to segment your ad groups for a specific vertical or landing page.<\/li>\n\n\n\n<li>&#8211; Aside from segmentation, Google can also impact <strong>similar users<\/strong> to your target audience.<\/li>\n\n\n\n<li>&#8211; Finally, you can launch a<strong> remarketing campaign<\/strong> to reach users that have already interacted with your ads in the past.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>If you don\u2019t achieve the conversions you expected, you can try <strong>launching new ads, and \/ or re-optimise the keywords and targeting<\/strong>. If that doesn\u2019t work, you can <strong>try a retargeting campaign<\/strong> for those <strong>users who have previously shown an interest.<\/strong><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In order to maximise qualified leads, here are some <strong>tips and tricks<\/strong>:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Carry out the keywords strategy: <\/strong>Firstly, it&#8217;s important to <strong>understand which keywords are best to use for your campaigns<\/strong>. To do that, you must do a <strong>research to know in advance what your target audience is searching for<\/strong>. Google Ads offers a free tool, the <strong><em>Keyword Planner,<\/em><\/strong>which enables you to <strong>discover new keywords and get forecasted results. <\/strong>In your keywords strategy you should include <strong>generic keywords<\/strong> related to services or products, <strong>branded keywords, competitor keywords <\/strong>and <strong>related keywords<\/strong> to competitors and companies of your industry.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Use negative keywords to avoid unqualified clicks: <\/strong>Google allows you <strong>to add negative keywords<\/strong> to help you avoid the unqualified users you wish to avoid. There are some common keywords you probably need to add: job, employment, salary, example, research, and so on. <\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Choose Search and Display ads formats: <\/strong>When creating Google Ads&#8217; campaign, you need to choose <strong><em>Leads <\/em><\/strong>as a<strong>goal.<\/strong> Google allows you to choose between the following ad formats: search, display, shopping, video, smart and discovery. For B2B lead generation campaigns, it&#8217;s <strong>advisable to use the search ad format<\/strong> to show your <strong>ads on search results<\/strong>, and also <strong>display ads<\/strong> to <strong>put your ads on other sites, videos and apps across the internet.<\/strong><\/li>\n<\/ul>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-3 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"215\" height=\"82\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/google-search-display.jpg\" alt=\"The B2B lead generation definitive guide\" class=\"wp-image-8314\" style=\"width:245px;height:93px\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/google-search-display.jpg 215w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/google-search-display-120x46.jpg 120w\" sizes=\"auto, (max-width: 215px) 100vw, 215px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"149\" height=\"198\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/google-search-display-2.jpg\" alt=\"The B2B lead generation definitive guide\" class=\"wp-image-8318\" style=\"width:202px;height:268px\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/google-search-display-2.jpg 149w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/google-search-display-2-120x159.jpg 120w\" sizes=\"auto, (max-width: 149px) 100vw, 149px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-write-direct-and-clear-copy-aimed-at-your-audience\"><strong><strong>Write direct and clear copy aimed at your audience<\/strong><\/strong>:<\/h4>\n\n\n\n<p>In a <strong>few words,<\/strong> you need your <strong>qualified target audience<\/strong> to <strong>click the ad and fill out the form<\/strong>. It&#8217;s important to <strong>take the time to think about a creative message<\/strong> that <strong>emphasises the benefits of your product or service<\/strong>. And don\u2019t forget to use <strong>the keywords you shortlisted earlier.<\/strong><\/p>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-direct-your-ad-to-a-landing-page-or-leads-extension\"><strong><strong><strong>Direct your ad to a landing page or <em>Leads extension<\/em><\/strong><\/strong><\/strong>:<\/h4>\n\n\n\n<p>After clicking the ad, you have <strong>two options<\/strong>; direct it to a <strong>landing page or create a lead extension.<\/strong> Lead extensions are a form integrated into Beta offered by Google that allows you to generate leads directly from the ad. It replaces the need to redirect users to your website. However, in most cases, we <strong>recommend using a landing page for the following reasons:<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 The<strong> lead extensions <\/strong>are <strong>only available for mobile views<\/strong>. This would rule out all of the desktop users.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 When users click the ad, you should give a compelling reason why they should fill in the form \u2013 the form description is key here. As lead extensions only allow 200 characters, sometimes you might not be able to say all that you need to say.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>On the other hand, lead extensions allow you to <strong>download leads as a CSV file and set up a webhook integration<\/strong>, which is an API that allows to send your lead data to your CRM system directly in real-time. Landing pages usually avail better results <strong>than extensions provided by Google.<\/strong><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"372\" height=\"458\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-14.png\" alt=\"\" class=\"wp-image-14998\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-14.png 372w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-14-250x308.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-14-320x394.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-14-120x148.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-14-355x437.png 355w\" sizes=\"auto, (max-width: 372px) 100vw, 372px\" \/><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Here are some tips about landing pages:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Explain your value proposition clearly with an eye-catching title and text: <\/strong>So users can understand your value proposition quickly, you should focus on writing a clear and concise headline. Because this is the first thing they will read, it\u2019s important to get this right.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Choose an image that fits with your offer:<\/strong> The image should resonate with your target audience and the offer. Try and paint a picture of how users will interact with the offer if they sign up for it.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Add a visible Call To Action: <\/strong>Your CTA should stand out above the body text. A good way of doing this is to use colours that are in contrast with the landing page. You should also be clear about what you want your target audience to do, so use an action verb like \u201csubmit\u201d or \u201cdownload.\u201d.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Place the form above the fold: <\/strong>Your users must find the form immediately. Don\u2019t make them work for it by looking up and down the page.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Insert relevant and short form fields<\/strong>: It\u2019s important to only ask for what you really need. Try to avoid unnecessary fields and focus on the most important ones.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Ensure your landing page copy is connected to your ad copy: <\/strong>The ad and landing page must be related. If you think of these as entirely separate things, users could easily misunderstand the message.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-left\"><strong><em><strong><em>Lead extensions are recommended when the target audience is predominantly on mobile.<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-left\"><strong><em><strong><em>If your target audience searches equally on desktop and mobile, it\u2019s advisable to use both lead extensions and landing pages.<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Monitor your campaigns: <\/strong>You need to check how your campaigns are performing every day. As you are continuously spending money, you have to make sure you\u2019re making the most of your budget. You mainly need to dedicate your efforts to <strong>increasing your Click-through rate (CTR) and conversion rate<\/strong> and <strong>decreasing the cost per click and the cost per lead.<\/strong><\/p>\n\n\n\n<p>\u00b7 <strong>Optimise your CPC bids: <\/strong>After launching the campaign, it&#8217;s important to <strong>analyse on your campaign data on a regular basis<\/strong>. Some keywords may show you a <strong><em>&nbsp;recommended bid<\/em><\/strong> because there are competitors with a <strong>higher CPC than yours<\/strong>. It&#8217;s essential to change CPC when this happens. Here are a few more situations where you should change your bid:<\/p>\n\n\n\n<p>    &#8211; If a keyword shows a <strong>low average CPC but each click has an optimal conversion rate<\/strong>, you should consider <strong>increasing the bid.<\/strong><\/p>\n\n\n\n<p>   &#8211; On the contrary, some keywords may show a <strong>high CPC but doesn\u2019t generate qualified results<\/strong>. In these cases, we recommend <strong>reducing the bid.<\/strong><\/p>\n\n\n\n<p>   &#8211; Sometimes, there are <strong>specific times of day where there is more traffic<\/strong>, so, you should <strong>increase your bids during these times.<\/strong><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-gray-color has-text-color\" id=\"h-xing-ads\">Xing Ads<\/h3>\n\n\n\n<div style=\"height:27px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Xing is a <strong>networking platform<\/strong> operating in <strong>Germany, Switzerland and Austria<\/strong>. There are<strong> more than <\/strong><a href=\"https:\/\/werben.xing.com\/en\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>21 million Xing users<\/strong><\/a> in <strong>those countries. <\/strong>In <strong>September 2020<\/strong> Xing registered a total of 277<strong> million impressions<\/strong> in <strong>Germany, Austria and Switzerland.<\/strong> In addition, <a href=\"https:\/\/advertising.xing.com\/facts-and-figures\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Xing<\/strong><\/a> confirms that <strong>47% of the members are decision-makers.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The Xing <a href=\"https:\/\/advertising.xing.com\/facts-and-figures\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>member demographics<\/strong><\/a> are as follows: <strong>47% are experienced professionals<\/strong>, <strong>18% managers<\/strong>, <strong>16% executives<\/strong> and <strong>12% senior executives<\/strong>. <strong>35%<\/strong> of users have a <strong>university degree<\/strong> and <strong>23% a vocational diploma. <\/strong>Finally, <strong>48%<\/strong> of Xing members have a <strong>net monthly household income of \u20ac3.000 or more.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Xing allows you to run B2B lead generation campaigns with sponsored posts and a lead form (which is very similar to LinkedIn&#8217;s lead gen form). Here are some <strong>tips and tricks<\/strong> for lead generation with Xing Ads:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-make-sure-the-advertiser-has-a-registered-company-profile\"><strong>Make sure the advertiser has a registered company profile: <\/strong><\/h4>\n\n\n\n<p>You can create it for free in four steps:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Add the company name under your job experience<\/strong> in your personal Xing profile.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 Click on <strong><em>Companies<\/em><\/strong> on the left-hand navigator bar and <strong>apply for a free profile.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 Click on <strong><em>Create an employer profile<\/em><\/strong>on the top right in the green box.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 On the following page, scroll down to the box <strong><em>Get to know now<\/em><\/strong>and click on <strong>Create a free profile.<\/strong>&nbsp;&nbsp;<\/p>\n\n\n\n<div style=\"height:62px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-develop-the-targeting-strategy\"><strong>Develop the targeting strategy: <\/strong><\/h4>\n\n\n\n<p>When creating a lead form, you first need to <strong>define your target audience segmentation strategy<\/strong>. Xing allows you to segment by <strong>disciplines, career level, job titles, field of study, company size, company name, industries, among others.<\/strong> The Xing Ads targeting tool is quite <strong>similar to the equivalent tool in LinkedIn Ads<\/strong>. Here are all the options that Xing has to offer:<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"306\" height=\"314\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/xing.jpg\" alt=\"The B2B lead generation definitive guide\" class=\"wp-image-8326\" style=\"width:370px;height:380px\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/xing.jpg 306w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/xing-250x257.jpg 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/xing-120x123.jpg 120w\" sizes=\"auto, (max-width: 306px) 100vw, 306px\" \/><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-build-clear-and-strong-copies\"><strong>Build clear and strong copies: <\/strong><\/h4>\n\n\n\n<p>In order to keep users reading your ad, it\u2019s important to <strong>write an impactful first sentence<\/strong>. Also, you can include <strong>questions<\/strong> and <strong>data<\/strong> to increase user interest. Finally, you must be <strong>concise and give value<\/strong> by spelling out the benefits of your offer.<\/p>\n\n\n\n<div style=\"height:23px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-choose-attractive-images\"><strong>Choose attractive images: <\/strong><\/h4>\n\n\n\n<p>The images must fit your copy, it\u2019s essential that your target audience <strong>immediatelyunderstands your offer from the start.<\/strong> That\u2019s why pictures are key; they need to <strong>explain the offer and leave a memorable impression.<\/strong><\/p>\n\n\n\n<div style=\"height:23px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-create-lead-ad-forms\"><strong>Create lead ad forms: <\/strong><\/h4>\n\n\n\n<p>After building the lead ad, it&#8217;s time to think about your form. First, you have to develop a <strong>form description<\/strong> to explain <strong>what your offer is about<\/strong>, and <strong>the benefit users will get <\/strong>if they decide to <strong>fill in the form.<\/strong><\/p>\n\n\n\n<div style=\"height:23px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-choose-a-maximum-of-four-fields\"><strong>Choose a maximum of four fields: <\/strong><\/h4>\n\n\n\n<p>In contrast to LinkedIn Ads, form fields on Xing are <strong><u>not pre-filled<\/u><\/strong>. So, as users don\u2019t like to spend lots of time filling in forms, try not to go over <strong>a maximum of four fields <\/strong>to get an optimal conversion rate<strong>.<\/strong><\/p>\n\n\n\n<div style=\"height:23px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-use-a-cta-that-fits-with-the-ad-and-form\"><strong>Use a CTA that fits with the ad and form:<\/strong> &nbsp;<\/h4>\n\n\n\n<p>By default, Xing Ads Manager uses the <strong>same CTA you selected in the lead ad<\/strong>. So, <strong>make sure the CTA matches the ad and the form.<\/strong><\/p>\n\n\n\n<div style=\"height:23px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-also-consider-xing-s-advertising-specifications\"><strong><strong>Also consider Xing\u2019s <\/strong><a href=\"https:\/\/werben.xing.com\/en\/knowledge-cases\/specifications-xing-ad-formats\"><strong>advertising specifications<\/strong><\/a>: <\/strong><\/h4>\n\n\n\n<p>As with other platforms, there&#8217;s a <strong>limited number of characters <\/strong>for copy and certain <strong>image specifications.<\/strong> Seea breakdown of these below:<\/p>\n\n\n\n<div style=\"height:23px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p style=\"font-size:18px\"><strong>&#8211; Lead ad:<\/strong><\/p>\n\n\n\n<div style=\"height:23px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Headline: <\/strong>Can include up to 60 characters.<\/li>\n\n\n\n<li><strong>\u00b7 Description: <\/strong>A maximum of 120 characters.<\/li>\n\n\n\n<li><strong>\u00b7 Image: <\/strong>The minimum image size is 1.200 x 612 pix, the image ratio 1,96:1, with a maximum file size of 10 MG, JPG or PNG.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:56px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>&#8211; Lead form: <\/strong><\/p>\n\n\n\n<div style=\"height:23px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Headline: <\/strong>The same as the lead ad, it allows up to 60 characters.<\/li>\n\n\n\n<li><strong>\u00b7 Description: <\/strong>Can include up to 250 characters.<\/li>\n\n\n\n<li><strong>\u00b7 Introductory line: <\/strong>A maximum of 90 characters.<\/li>\n\n\n\n<li><strong>\u00b7 Image: <\/strong>The same spec as the lead ad image.<\/li>\n\n\n\n<li><strong>\u00b7 Custom questions: <\/strong>You can add a maximum of 3 questions with 90 characters each.<\/li>\n\n\n\n<li><strong>\u00b7 Privacy policy URL: <\/strong>Up to 200 characters.<\/li>\n\n\n\n<li><strong>\u00b7 Privacy policy addition: <\/strong>Up to 280 characters.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:23px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-implement-a-b-testing\"><strong>Implement A\/B testing: <\/strong><\/h4>\n\n\n\n<p>We recommend A\/B testing to ascertain which image and copy <strong>work most effectively.<\/strong><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-left\" id=\"6\"><strong><em><strong><em>Consider CPA (Cost per Acquisition) when building campaigns. To get a good CPA,<\/em><\/strong><\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-left\" id=\"6\"><strong><em><strong><em>launch campaigns on different platforms to test which platform gives the best CPA.<\/em><\/strong>.<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-6-vertical-platforms-to-generate-b2b-leads\"><strong>6. Vertical platforms to generate B2B leads<\/strong><\/h3>\n\n\n\n<p>Having recommended our favourite platforms for B2B lead generation campaigns, see below for a list of platforms for B2B lead generation by vertical. Typically, companies and clients register on these platforms to hire and sell their products or services. So, if you decide to log in, <strong>most clients<\/strong> you\u2019ll contact are <strong>looking to buy products and services like yours.<\/strong> As a result, it will be easier to find <strong>qualified leads.<\/strong> <strong><br><br>Here is a <\/strong><a href=\"https:\/\/www.linkedin.com\/learning\/marketing-b2b-herramientas-de-generacion-de-leads-business-to-business\"><strong>video we created for you to learn more in depth about Vertial Platforms.<\/strong><\/a><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-sortlist\"><a href=\"https:\/\/www.sortlist.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Sortlist<\/strong><\/a><strong>: <\/strong><\/h4>\n\n\n\n<p>This platform is for <strong>marketing agencies<\/strong> to gain qualified leads. Companies that need marketing services go to Sortlist to find which agency fits their needs. So, if your company works in marketing or communication, we recommend considering this platform. Here are some best practices to consider when setting up your company profile.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>Choose precise services:<\/strong> Sortlist will give a better ranking to agencies that accurately specify their services. If you want to rank strongly with a particular audience, we recommend analysing your competitors to see which services they select.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00b7 <strong>Publish your projects:<\/strong> In order to justify why companies should hire your services, it\u2019s important to show your good work. The more you upload, the better rank you\u2019ll get. Also, it\u2019s advisable to share the following:<\/strong><\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8211; Context<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8211; Goals<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8211; Strategy<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8211; Execution<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8211; Results<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00b7 <strong>Get customer reviews: <\/strong>Agencies with good reviews get a better rank. It\u2019s also a good way to gain the trust of your target audience.<\/strong><\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-wontech\"><strong><a href=\"https:\/\/wontech.eu\/en\" target=\"_blank\" rel=\"noreferrer noopener\">Wontech<\/a>: <\/strong><\/h4>\n\n\n\n<p>Wontech is a platform that helps companies find the right <strong>IT provider<\/strong> for their projects. Both parties can save a lot of time from their decision-making process if they use this platform. Here are some best practices:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Specify all your capabilities:<\/strong> As an IT company, it\u2019s important to explain which services your company can provide and which you can\u2019t. In addition, consider writing your services in <em>colloquial <\/em>language, to avoid jargon. That way, clients will understand your message better.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Find points of difference: <\/strong>As a company you should find the value you offer that your competition does not.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-callbox\"><strong><a href=\"https:\/\/www.callboxinc.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Callbox<\/a>: <\/strong><\/h4>\n\n\n\n<p>This platform works differently to the other ones mentioned above. Callbox has extensive<strong> databases of contacts from a variety of different industries<\/strong>. Once they know which <strong>members of an industry you want to find<\/strong>, they connect with them <strong>and book appointments on your behalf<\/strong>. They provide this service for <a href=\"https:\/\/www.callboxinc.com\/industries-we-serve\/telecom-lead-generation\/\"><strong>telecommunication<\/strong><\/a><strong>, <\/strong><a href=\"https:\/\/www.callboxinc.com\/industries-we-serve\/it-products-and-services\/\"><strong>IT<\/strong><\/a><strong>, <\/strong><a href=\"https:\/\/www.callboxinc.com\/industries-we-serve\/software-services\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>software products<\/strong><\/a><strong>, <\/strong><a href=\"https:\/\/www.callboxinc.com\/industries-we-serve\/healthcare-lead-generation\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>medical &amp; healthcare<\/strong><\/a><strong>, <\/strong><a href=\"https:\/\/www.callboxinc.com\/industries-we-serve\/advertising-services-lead-generation\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>marketing &amp; advertising<\/strong><\/a><strong>, <\/strong><a href=\"https:\/\/www.callboxinc.com\/lead-generation-for-business-products-and-services\/\"><strong>business products &amp; services<\/strong><\/a><strong>, <\/strong><a href=\"https:\/\/www.callboxinc.com\/human-resources-lead-generation\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>human resources<\/strong><\/a><strong>, <\/strong><a href=\"https:\/\/www.callboxinc.com\/industries-we-serve\/research-consulting\/\"><strong>management consulting<\/strong><\/a><strong>, <\/strong><a href=\"https:\/\/www.callboxinc.com\/industries-we-serve\/financial-services\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>financial services<\/strong><\/a>and<a href=\"https:\/\/www.callboxinc.com\/industries-we-serve\/manufacturing-distribution\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>manufacturing &amp; distribution<\/strong><\/a><strong>. <\/strong>Now, let\u2019s see some best practices:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Target your audience with precision: <\/strong>In order to get the most qualified leads, you must be precise when targeting your audience. The more accurate you are in your segmentation, the more likely you are to get qualified B2B leads.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <strong>Optimise your targeting: <\/strong>It is essential to keep track of your results continuously. If you find leads that are not qualified, you can optimise your segmentation to get optimal results.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"has-medium-font-size wp-block-heading\" id=\"h-five-buttons\"><strong><a href=\"https:\/\/demandmonster.com\/?af=7639\" target=\"_blank\" rel=\"noreferrer noopener\"><a href=\"https:\/\/www.fivebuttons.com\/\"><strong>Five Buttons<\/strong><\/a><\/a>: <\/strong><\/h4>\n\n\n\n<p>This platform works in the <strong>same way as Callbox<\/strong>. Five Buttons operates in the following sectors: <a href=\"https:\/\/fivebuttons.com\/industries\/telecommunication.php\"><strong>telecommunication<\/strong><\/a><strong>, <\/strong><a href=\"https:\/\/fivebuttons.com\/industries\/advertising.php?af=7639\"><strong>advertising<\/strong><\/a><strong>, <\/strong><a href=\"https:\/\/fivebuttons.com\/industries\/consulting.php?af=7639\"><strong>consulting<\/strong><\/a><strong>, <\/strong><a href=\"https:\/\/fivebuttons.com\/industries\/education-and-training.php?af=7639\"><strong>education &amp; training<\/strong><\/a><strong>, <\/strong><a href=\"https:\/\/fivebuttons.com\/industries\/financial-services.php?af=7639\"><strong>financial services<\/strong><\/a><strong>, <\/strong><a href=\"https:\/\/fivebuttons.com\/industries\/healthcare.php?af=7639\"><strong>healthcare<\/strong><\/a><strong>, <\/strong><a href=\"https:\/\/fivebuttons.com\/industries\/hospitality.php?af=7639\"><strong>hospitality<\/strong><\/a><strong>, <\/strong><a href=\"https:\/\/fivebuttons.com\/industries\/lead-generation-services-for-it-industries.php?af=7639\"><strong>IT<\/strong><\/a><strong>, <\/strong><a href=\"https:\/\/fivebuttons.com\/industries\/logistics.php?af=7639\"><strong>logistics<\/strong><\/a><strong>, <\/strong><a href=\"https:\/\/fivebuttons.com\/industries\/retail.php?af=7639\"><strong>retail<\/strong><\/a><strong>, <\/strong><a href=\"https:\/\/fivebuttons.com\/industries\/merchant-services.php?af=7639\"><strong>merchant services<\/strong><\/a><strong>, <\/strong><a href=\"https:\/\/fivebuttons.com\/industries\/software.php?af=7639\"><strong>software<\/strong><\/a><strong>, <\/strong><a href=\"https:\/\/fivebuttons.com\/industries\/manufacturing-distribution.php?af=7639\"><strong>manufacturing &amp; distribution<\/strong><\/a><strong>, <\/strong><a href=\"https:\/\/fivebuttons.com\/industries\/real-estate.php?af=7639\"><strong>real estate<\/strong><\/a>and<a href=\"https:\/\/fivebuttons.com\/industries\/agriculture.php?af=7639\"><strong>agriculture<\/strong><\/a><strong>.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p id=\"7\">\u00b7 <strong>Be precise with your segmentation: <\/strong>As with Callbox, you need to develop an accurate target audience to get good results\u2026 and don\u2019t forget to optimise as you go.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-real-estate-leads\"><strong><a href=\"https:\/\/demandmonster.com\/?af=7639\" target=\"_blank\" rel=\"noreferrer noopener\"><\/a><a href=\"https:\/\/www.realestateleads.ca\/\"><strong>Real Estate Leads:<\/strong><\/a><\/strong><\/h4>\n\n\n\n<p>Real Estate Leads provides several excellent services to accelerate the purchase of property.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>\u00b7 <strong>Find the service you need: <\/strong>The software provides four services. The more leads you want, the more expensive this will be. Make sure you know how many leads you need beforehand.<\/strong><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-7-the-importance-of-lead-nurturing-and-lead-scoring\"><strong>7. The importance of lead nurturing and lead scoring<\/strong><\/h3>\n\n\n\n<p>Make a list of vertical and horizontal key industry associations. Useweb scraping tools to make the list.<\/p>\n\n\n\n<div style=\"height:78px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"844\" height=\"402\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-15.png\" alt=\"\" class=\"wp-image-15006\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-15.png 844w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-15-250x119.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-15-700x333.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-15-768x366.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-15-320x152.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-15-730x348.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-15-120x57.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-15-372x177.png 372w\" sizes=\"auto, (max-width: 844px) 100vw, 844px\" \/><\/figure>\n\n\n\n<p>Contact associations via cold calling or LinkedIn direct messages.<\/p>\n\n\n\n<p>Use the following flow map as an example:<\/p>\n\n\n\n<div style=\"height:78px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"806\" height=\"436\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-16.png\" alt=\"\" class=\"wp-image-15010\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-16.png 806w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-16-250x135.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-16-700x379.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-16-768x415.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-16-320x173.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-16-730x395.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-16-120x65.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2023\/01\/image-16-372x201.png 372w\" sizes=\"auto, (max-width: 806px) 100vw, 806px\" \/><\/figure>\n\n\n\n<div style=\"height:78px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-8-the-importance-of-lead-nurturing-and-lead-scoring\"><strong>8. The importance of lead nurturing and lead scoring<\/strong><\/h3>\n\n\n\n<p>After generating new leads, it&#8217;s important to <strong>develop strategies<\/strong> to <strong>maintain them, maximise sales opportunities,<\/strong> and ultimately <strong>build a long-term relationship<\/strong>. In addition, we recommend you <strong>analyse how interested leads are<\/strong> and <strong>how ready they are to buy your product or service. <\/strong>Don\u2019t fall into the trap of focusing all of your resources on lead acquisition \u2013 it\u2019s just as important to look after the ones you\u2019ve got with an effective nurturing and scoring system. Here\u2019s why:<\/p>\n\n\n\n<div style=\"height:78px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-4 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\" id=\"h-struggles-with-developing-a-qualified-lead-generation-follow-up-listen-now-to-our-podcast-and-obtain-key-recommendations-from-adrian-falk-to-close-opportunities-with-your-leads\">Struggles with developing a qualified lead generation follow-up? Listen now to our podcast and obtain key recommendations from Adrian Falk to close opportunities with your leads.<\/h2>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div id=\"buzzsprout-player-9225649\"><\/div><script src=\"https:\/\/www.buzzsprout.com\/1821420\/9225649-the-lead-generation-follow-up-plan-with-adrian-falk.js?container_id=buzzsprout-player-9225649&amp;player=small\" type=\"text\/javascript\" charset=\"utf-8\"><\/script>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:78px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>It is important not to invest all your resources in acquiring leads and to focus on nurturing and scoring as well. We mention this because:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 Lead nurturing and lead scoring are less expensive.<\/li>\n\n\n\n<li>\u00b7 It&#8217;s even more important to turn your leads into customers than just getting new ones.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>To do that, you must develop a lead nurturing &amp; lead scoring strategy. We will now analyse both activities and share some key tips and tricks.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In order to understand both concepts and their differences, the table below for a comparison of lead scoring and lead nurturing.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"794\" height=\"238\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.14.38-p.-m..png\" alt=\"\" class=\"wp-image-8796\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.14.38-p.-m..png 794w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.14.38-p.-m.-250x75.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.14.38-p.-m.-700x210.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.14.38-p.-m.-768x230.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.14.38-p.-m.-730x219.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.14.38-p.-m.-120x36.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/01\/Captura-de-Pantalla-2021-01-05-a-las-9.14.38-p.-m.-372x112.png 372w\" sizes=\"auto, (max-width: 794px) 100vw, 794px\" \/><\/figure><\/div>\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-5 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"269\" height=\"138\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-importance-of-lead-nurturing-and-lead-scoring.jpg\" alt=\"\" class=\"wp-image-8330\" style=\"width:308px;height:158px\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-importance-of-lead-nurturing-and-lead-scoring.jpg 269w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-importance-of-lead-nurturing-and-lead-scoring-250x128.jpg 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-importance-of-lead-nurturing-and-lead-scoring-120x62.jpg 120w\" sizes=\"auto, (max-width: 269px) 100vw, 269px\" \/><\/figure>\n\n\n\n<p><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"262\" height=\"127\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-importance-of-lead-nurturing-and-lead-scoring-2.jpg\" alt=\"\" class=\"wp-image-8334\" style=\"width:364px;height:176px\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-importance-of-lead-nurturing-and-lead-scoring-2.jpg 262w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-importance-of-lead-nurturing-and-lead-scoring-2-250x121.jpg 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/The-importance-of-lead-nurturing-and-lead-scoring-2-120x58.jpg 120w\" sizes=\"auto, (max-width: 262px) 100vw, 262px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color\" id=\"h-8-1-lead-nurturing-tips-and-tricks\">8.1. Lead nurturing: Tips and tricks<\/h3>\n\n\n\n<p>Before introducing lead nurturing activities and best practices, we need to understand why it&#8217;s important to consider lead nurturing in the campaign plan:<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 According to <a href=\"https:\/\/www.marketingsherpa.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Marketing Sherpa<\/strong><\/a><strong>, 73% of leads are not ready to buy<\/strong> when they first give their contact details.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 Companies that implement<strong> lead nurturing make 50% more in sales<\/strong>, according to <a href=\"https:\/\/www.marketo.com\/lead-nurturing\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Marketo<\/strong><\/a>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 <a href=\"https:\/\/www.marketo.com\/lead-nurturing\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Marketo<\/strong><\/a> also states that <strong>nurtured leads make 47% bigger purchases<\/strong> than leads that have not been nurtured.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 Nurtured leads have a sales cycle that is 23% shorter, as reported by <a href=\"http:\/\/customerexperiencematrix.blogspot.com\/2010\/09\/hard-data-to-justify-your-marketing.html\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Market2Lead<\/strong><\/a>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>\u00b7 Finally, <a href=\"https:\/\/www.demandgenreport.com\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Demand Gen Report<\/strong><\/a> confirms that only 35% of B2B marketers have established a lead-nurturing strategy, so if you decide to implement one, you will gain a competitive advantage immediately.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>In order to nurture the leads you have generated, we have the following key recommendations:<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-align-your-sales-and-marketing-departments\"><strong>Align your sales and marketing departments:<\/strong><\/h4>\n\n\n\n<p><strong>The Marketing<\/strong> department takes care of <strong>generating new leads<\/strong>, and the <strong>sales<\/strong> <strong>team<\/strong> <strong>converts them<\/strong>. That\u2019s why it\u2019s essential both departments are aligned. The <strong>leads should flow efficiently between both departments<\/strong>. If this happens, <strong>conversion rates will be higher.<\/strong><\/p>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-create-leads-groups\"><strong>Create leads groups:<\/strong><\/h4>\n\n\n\n<p><strong>You <strong>cannot give the same message to all your leads<\/strong>. So, it\u2019s suggested to create different leads groups based on, for example, their industry, location, stage of the journey and problem they have.<\/strong><\/p>\n\n\n\n<div style=\"height:29px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-build-an-automated-content-plan\"><strong>Build an automated content plan:<\/strong><\/h4>\n\n\n\n<p>You first need to analyse <strong>which stage of the buyer journey your leads are located.<\/strong> This enables you to create the <strong>appropriate content<\/strong> for now and also to <strong>plan which content<\/strong> you are going to give them <strong>when they move onto the next stage of the journey.<\/strong> Your team should <strong>classify the leads by goals, interests and needs \/ problems they have<\/strong>. The <strong>more automated and customised your content is, the more qualified result you are going to get. <\/strong>Here\u2019s how to build an automated content plan, step-by-step:<\/p>\n\n\n\n<div style=\"height:21px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>\u00b7 Decide what you want to automate: <\/strong>You can use tools like <strong>Google Alerts<\/strong> to find content using your <strong>target audience keywords<\/strong>. In addition, <strong>check which content<\/strong> from your company has <strong>the most traffic and engagement<\/strong> and include it in your plan.<\/li>\n\n\n\n<li>\u00b7 <strong>Define the workflow process: <\/strong>Here, you need to <strong>classify the content according to the lead stage<\/strong>. For example, for <strong>recent leads<\/strong> that <strong>don\u2019t have a clear understanding of your company<\/strong>, offer <strong>content that is more educational<\/strong>. For those who have <strong>already received content<\/strong> <strong>and know your company,<\/strong> offer them <strong>more specific and solution-focused content<\/strong>.<\/li>\n\n\n\n<li><strong>\u00b7 Set your touchpoints: <\/strong>You need to decide <strong>how you\u2019re going to communicate with your leads<\/strong> (i.e. email, website, social media, etc). Based on our experience, the <strong>main touchpoints<\/strong> of your lead nurturing strategy should be the initial <strong>email<\/strong>, a <strong>pricing page<\/strong> to check how many leads are considering your solutions, <strong>popups <\/strong>with specific offers and your <strong>social networks<\/strong>.<\/li>\n\n\n\n<li><strong>\u00b7 Automate your email marketing: <\/strong>Send <strong>specific emails to your leads<\/strong>, and, if <strong>users click on your links<\/strong> but <strong>don\u2019t perform the final action<\/strong>, retarget them with more<strong> specific content<\/strong>. On the contrary, if <strong>users click the links and also carry out an action<\/strong> (i.e., fill out a form), upsell them by sending <strong>another email with a similar relevant offer.<\/strong><\/li>\n\n\n\n<li>\u00b7 <strong>Carry out retargeting campaigns: <\/strong>Finally, you can also launch a<strong> retargeting campaign<\/strong> for those leads who have interacted with you previously in some shape or form.<\/li>\n<\/ul>\n\n\n\n<div style=\"height:43px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-use-more-than-one-channel\"><strong>Use more than one channel:<\/strong><\/h4>\n\n\n\n<p>Typically, when you think about a lead nurturing plan, the first thing that comes to mind is <strong>email nurturing. <\/strong>This technique does indeed help the nurturing process, but a multi-channel strategy will be more effective. We <strong>recommend combining different nurturing activities, such as email marketing, social media retargeting and search retargeting.<\/strong><\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-think-about-their-interests\"><strong><strong>Think about their interests:<\/strong><\/strong><\/h4>\n\n\n\n<p>You need to <strong>think about their problem<\/strong> before giving possible solutions. You can provide them with different <strong>alternatives and their relative pros and cons.<\/strong> Then, it\u2019s a good idea to give <strong>advice based on what you would choose<\/strong>. If you give them personalised attention, they are more likely to convert into customers.<\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-consider-using-videos\"><strong><strong>Consider using videos:<\/strong><\/strong><\/h4>\n\n\n\n<p>In your emails, you can provide extra value by sharing videos. Nowadays, people prefer seeing videos rather than text. This can be a critical step towards closing a deal.<\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-follow-up-your-leads-on-time\"><strong>Follow-up your leads on time:<\/strong><\/h4>\n\n\n\n<p>According to <a href=\"https:\/\/blog.hubspot.com\/sales\/sales-statistics\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>HubSpot<\/strong><\/a>, companies that develop a <strong>follow-up plan<\/strong> for their leads have x<strong>7 more meaningful conversation<\/strong>. That\u2019s why it&#8217;s important to do a <strong>follow-up<\/strong> <strong>with incoming leads<\/strong> <strong>on a continuous basis. <\/strong>Sending an email or calling leads at the <strong>right time will be more effective<\/strong>. Take your time to <strong>plan the scripts<\/strong> here \u2013 it pays to have your story straight.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-left\"><strong><em>To build an optimal lead nurturing plan, make sure that:<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-left\"><strong><em>Your sales and marketing departments are aligned. Develop a content plan<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-left\"><strong><em>to follow-up on new leads that combines more than one activity.<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-8-2-lead-scoring-tips-and-tricks\">8.2. Lead scoring: Tips and tricks<\/h3>\n\n\n\n<p>The aim of creating a <strong>lead scoring strategy<\/strong> is to identify <strong>which leads are fit for purpose<\/strong> and <strong>which need to be nurtured further. <\/strong>Here\u2019s why you should develop a lead scoring strategy:<\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<ul class=\"wp-block-list\">\n<li>\u00b7 <strong>70% of leads are lost due to poor follow-up, <\/strong>according to <a href=\"https:\/\/www.gartner.com\/en\"><strong>Gartner<\/strong><\/a><strong>. <\/strong>Lead scoring helps to rank qualified leads in order to nurture them or convert them to sales.<\/li>\n\n\n\n<li>\u00b7 According to <a href=\"https:\/\/www.aberdeen.com\/\"><strong>Aberdeen Research<\/strong><\/a>, companies that get their lead scoring right have a <strong>192% higher average lead qualification rate than those who do not.<\/strong><\/li>\n\n\n\n<li>\u00b7 <a href=\"https:\/\/gotoclient-my.sharepoint.com\/personal\/jordi_marca_gotoclient_com\/Documents\/Sales%202020\/_Sales%20campaigns\/2020%2009%20SEO\/Guides\/B2B%20lead%20generation\/\u2022%2509According%20to%20Aberdeen%20Research,%20companies%20that%20get%20a%20right%20lead%20scoring%20have%20a%20192%2525%20higher%20average%20lead%20qualification%20rate%20than%20those%20that%20do%20not.\"><strong>Eloqua<\/strong><\/a> researched 10 B2B companies and confirmed that <strong>close rates increased by 30%, company revenue by +18% and revenue per deal by +17%.<\/strong><\/li>\n\n\n\n<li>\u00b7 Using lead scoring provides a <strong>77% boost in lead generation ROI<\/strong>, according to <a href=\"https:\/\/sherpablog.marketingsherpa.com\/b2b-marketing\/lead-gen\/lead-scoring-tips\/\"><strong>Marketing Sherpa<\/strong><\/a><strong>.<\/strong><\/li>\n<\/ul>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>To build an optimal lead scoring strategy, you must consider the following. If you&#8217;re not familiar with the lead scoring concept, you can read this excellent <a href=\"https:\/\/blog.hubspot.com\/marketing\/lead-scoring-instructions\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>post from Hubspot<\/strong><\/a><strong>.<\/strong>&nbsp;<\/p>\n\n\n\n<div style=\"height:38px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-set-thresholds\"><strong>Set thresholds:<\/strong><\/h4>\n\n\n\n<p>First, it&#8217;s essential to define your thresholds, in other words, to <strong>define the different stages of your sales process.<\/strong> Usually, these stages are <strong>prospect, lead, MQL<\/strong> (or Marketing Qualified Lead) and <strong>SQL<\/strong> (Sales Qualified Lead). After that, you need to assign points to each stage.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"423\" height=\"155\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Lead-scoring-Tips-and-tricks.jpg\" alt=\"Lead scoring: Tips and tricks\" class=\"wp-image-8340\" style=\"width:599px;height:220px\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Lead-scoring-Tips-and-tricks.jpg 423w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Lead-scoring-Tips-and-tricks-250x92.jpg 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Lead-scoring-Tips-and-tricks-120x44.jpg 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2020\/12\/Lead-scoring-Tips-and-tricks-372x136.jpg 372w\" sizes=\"auto, (max-width: 423px) 100vw, 423px\" \/><\/figure>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-score-leads-by-demographic-data\"><strong>Score leads by demographic data:<\/strong><\/h4>\n\n\n\n<p>Setting points on demographic information helps to<strong> focus those leads that fit with your product or service<\/strong>. The common attributes to consider are <strong>seniority, department, market, annual revenue, location and job title.<\/strong><\/p>\n\n\n\n<div style=\"height:36px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-create-different-lead-scoring-for-product-or-service\"><strong>Create different lead scoring for product or service:<\/strong><\/h4>\n\n\n\n<p>If your company has more than one product or service to sell, we advise you to <strong>create scoring models for each product or service<\/strong>. Consequently, this allows you to <strong>make sure that scores reflect the quality of leads accurately.<\/strong><\/p>\n\n\n\n<div style=\"height:31px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-specify-the-scores-according-to-activities-importance\"><strong>Specify the scores according to activities\u2019 importance:<\/strong><\/h4>\n\n\n\n<p>You need to set specific scores to activities according to their importance. For example, visiting a landing page to purchase a service or a product will not have the same value as accessing a blog post.<\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-use-negative-scoring\"><strong>Use negative scoring:<\/strong><\/h4>\n\n\n\n<p>We recommend using <strong>positive and negative scoring<\/strong> in order to <strong>qualify your leads better.<\/strong> For example, if a lead is continuously visiting your website but only accesses your careers page, he \/ she will probably be a job seeker. So, in this scenario, you would add a negative score.<\/p>\n\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-don-t-add-points-for-opened-emails\"><strong>Don\u2019t add points for opened emails:<\/strong><\/h4>\n\n\n\n<p>An opened email indicates engagement with your company, but it&#8217;s not the most important metric. Users sometimes open the email by accident, or they see the email, but don\u2019t read it. Clicked links or response rate are better metrics.<\/p>\n\n\n\n<div style=\"height:43px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-decrease-the-score-for-inactivity\"><strong><strong>Decrease the score for inactivity<\/strong>:<\/strong><\/h4>\n\n\n\n<p>First, a lead can gain a high score because he \/ she downloaded content or visited several pages, for example However, if you see that this lead has a long period of inactivity, update the score by decreasing it.&nbsp;<\/p>\n\n\n\n<div style=\"height:43px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-medium-font-size\" id=\"h-test-the-model\"><strong>Test the model:<\/strong><\/h4>\n\n\n\n<p>Before running the lead-scoring model, we highly recommend testing it. To do this, you can <strong>take a sample of customer records and run it<\/strong>. Then, you can <strong>compare results<\/strong> between your model and the lead response in real life. <strong>If your results are not close to reality, you\u2019ll need to keep working on the model.<\/strong><\/p>\n\n\n\n<p>Finally, if you want to develop a lead scoring strategy, we invite you to <a href=\"https:\/\/landingpages.gotoclient.com\/need-to-identify-your-sql-download-our-lead-scoring-template\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>download our free template<\/strong><\/a>!<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-left\"><strong><em>To build an optimal lead scoring plan, make sure that you:<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-left\"><strong><em>Set the different stages of your sales process.<\/em><\/strong><\/p>\n\n\n\n<p class=\"has-text-align-left\"><strong><em>Provide positive and negative scores. Before launching, remember always test the scoring model.<\/em><\/strong><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-9-checklist-steps-to-launch-a-linkedin-ads-campaign\"><strong>9. [Checklist] Steps to launch a LinkedIn Ads campaign<\/strong><\/h3>\n\n\n\n<p>With this guide we wanted to share our knowledge in order to help you <strong>create and launch an optimal B2B lead generation campaign<\/strong>. Based on our experience, the <strong>B2B lead gen strategy is key for B2B companies<\/strong>, so it\u2019s important to understand how to build an effective one.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Here, we sum up with the <strong>most important key points:<\/strong><\/p>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>1.- Build a complete <strong>Buyer Persona<\/strong> and <strong>Ideal Customer Profile, <\/strong>and be clear on the difference between the two.<\/p>\n\n\n\n<p>2.- Define the <strong>buyer journey<\/strong> and corresponding <strong>strategies<\/strong>.<\/p>\n\n\n\n<p>3.- Choose <strong>which offers<\/strong> you\u2019re going to provide.<\/p>\n\n\n\n<p>4.- Pick the <strong>platform that best suits your needs.<\/strong><\/p>\n\n\n\n<p>5.-Implement <strong>lead nurturing and lead scoring<\/strong> following our <strong>key recommendations.<\/strong><\/p>\n\n\n\n<div style=\"height:46px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Finally, we\u2019re going to give you a checklist to <strong>keep you on track with all that you need to launch a B2B lead generation campaign<\/strong> <a href=\"https:\/\/landingpages.gotoclient.com\/launch-a-b2b-lead-generation-campaign-with-our-free-checklist-template\"><strong>Download it here<\/strong><\/a>.<\/p>\n\n\n\n<p>If you have any questions or would like to run your B2B lead generation campaign with us\u2026 get in touch!<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\">\n  <div class=\"schema-faq-section\" id=\"faq-question-leadgen-1\">\n    <strong class=\"schema-faq-question\">What are the core components of a B2B lead generation strategy?<\/strong>\n    <p class=\"schema-faq-answer\">The guide covers buyer personas, buyer journey, ICP (Ideal Customer Profile), campaign offers by funnel stage, platforms, lead nurturing and scoring, plus a checklist to launch LinkedIn Ads campaigns.<\/p>\n  <\/div>\n  <div class=\"schema-faq-section\" id=\"faq-question-leadgen-2\">\n    <strong class=\"schema-faq-question\">How do you define buyer personas and ICP?<\/strong>\n    <p class=\"schema-faq-answer\">Buyer Personas focus on individual decision\u2011makers (demographics, pain points, goals), while ICP defines ideal companies (industry, size, revenue, challenges) \u2014 together they enable precise targeting.<\/p>\n  <\/div>\n  <div class=\"schema-faq-section\" id=\"faq-question-leadgen-3\">\n    <strong class=\"schema-faq-question\">What types of offers suit each funnel stage?<\/strong>\n    <p class=\"schema-faq-answer\">TOFU: blog posts, infographics, checklists; MOFU: case studies, webinars, comparison guides; BOFU: demos, trials, consultations, limited discounts.<\/p>\n  <\/div>\n  <div class=\"schema-faq-section\" id=\"faq-question-leadgen-4\">\n    <strong class=\"schema-faq-question\">Which platforms are recommended for B2B lead gen?<\/strong>\n    <p class=\"schema-faq-answer\">The guide highlights LinkedIn Ads (for targeted forms and segmentation), Google Ads search\/display, vertical and directory platforms, plus social networks like Xing.<\/p>\n  <\/div>\n  <div class=\"schema-faq-section\" id=\"faq-question-leadgen-5\">\n    <strong class=\"schema-faq-question\">How should lead nurturing and scoring be managed?<\/strong>\n    <p class=\"schema-faq-answer\">Implement a process: generate leads \u2192 track behaviour \u2192 score them \u2192 nurture via workflows\/email \u2192 distribute qualified leads to sales \u2192 measure campaign revenue and adjust based on KPIs.<\/p>\n  <\/div>\n  <div class=\"schema-faq-section\" id=\"faq-question-leadgen-6\">\n    <strong class=\"schema-faq-question\">What KPIs and tools does the guide recommend?<\/strong>\n    <p class=\"schema-faq-answer\">Recommended KPIs include MQL\/SQL rates, conversion rates, CPL, funnel velocity, traffic, bounce rate. Tools include CRM and automation platforms (LinkedIn, Google Ads, HubSpot, Pipedrive, Unbounce) plus checklists and templates.<\/p>\n  <\/div>\n<\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:0px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-6 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-medium-font-size\"><strong>Need a B2B professional?<\/strong> Let Gotoclient help you drive real business growth!<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\">\n<h5 class=\"wp-block-heading has-text-align-center has-medium-font-size\" id=\"h-contact-us-here\"><a href=\"https:\/\/gotoclient.com\/en\/contact_gotoclient\/\"><strong>Contact Us Here<\/strong><\/a><\/h5>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\"><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-top is-layout-flow wp-block-column-is-layout-flow\"><div class=\"wp-block-image\">\n<figure class=\"alignright size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"142\" src=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-700x142.png\" alt=\"\" class=\"wp-image-17874\" style=\"width:236px;height:47px\" srcset=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-700x142.png 700w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-250x51.png 250w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-768x156.png 768w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-1536x312.png 1536w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-320x65.png 320w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-1680x342.png 1680w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-1020x207.png 1020w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-730x148.png 730w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-1280x260.png 1280w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-120x24.png 120w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3-372x76.png 372w, https:\/\/gotoclient.com\/wp-content\/uploads\/2025\/03\/gotoclient_logo-3.png 1864w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure><\/div><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The B2B lead generation definitive guide 2025 This is probably the most definitive B2B lead generation guide, based on Gotoclient\u2019s many years of experience delivering campaigns for a range of clients. B2B lead generation is a critical marketing strategy for any B2B business because it is the path to an increase in sales. This guide [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":9158,"parent":2098,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-8298","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.8.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The B2B lead generation definitive guide 2025 - Gotoclient<\/title>\n<meta name=\"description\" content=\"Here is the B2B lead generation definitive guide based on more than 10 years. Obtain qualified leads &amp; convert them into potential customers\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gotoclient.com\/en\/guides\/the-b2b-lead-generation-definitive-guide\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The B2B lead generation definitive guide 2025 - Gotoclient\" \/>\n<meta property=\"og:description\" content=\"Here is the B2B lead generation definitive guide based on more than 10 years. Obtain qualified leads &amp; convert them into potential customers\" \/>\n<meta property=\"og:url\" content=\"https:\/\/gotoclient.com\/en\/guides\/the-b2b-lead-generation-definitive-guide\/\" \/>\n<meta property=\"og:site_name\" content=\"Gotoclient\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-24T11:49:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/02\/B2B-lead-generation.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1827\" \/>\n\t<meta property=\"og:image:height\" content=\"1252\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"48 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"TechArticle\",\"@id\":\"https:\/\/gotoclient.com\/en\/guides\/the-b2b-lead-generation-definitive-guide\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/gotoclient.com\/en\/guides\/the-b2b-lead-generation-definitive-guide\/\"},\"author\":{\"name\":\"Guillem Galera\",\"@id\":\"https:\/\/gotoclient.com\/en\/#\/schema\/person\/37760905c24f93e481974fc0165dfb92\"},\"headline\":\"The B2B lead generation definitive guide 2025\",\"datePublished\":\"2020-09-10T08:53:00+00:00\",\"dateModified\":\"2025-07-24T11:49:14+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/gotoclient.com\/en\/guides\/the-b2b-lead-generation-definitive-guide\/\"},\"wordCount\":9517,\"publisher\":{\"@id\":\"https:\/\/gotoclient.com\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/gotoclient.com\/en\/guides\/the-b2b-lead-generation-definitive-guide\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/02\/B2B-lead-generation.jpg?wsr\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/gotoclient.com\/en\/guides\/the-b2b-lead-generation-definitive-guide\/\",\"url\":\"https:\/\/gotoclient.com\/en\/guides\/the-b2b-lead-generation-definitive-guide\/\",\"name\":\"The B2B lead generation definitive guide 2025 - Gotoclient\",\"isPartOf\":{\"@id\":\"https:\/\/gotoclient.com\/en\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/gotoclient.com\/en\/guides\/the-b2b-lead-generation-definitive-guide\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/gotoclient.com\/en\/guides\/the-b2b-lead-generation-definitive-guide\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/gotoclient.com\/wp-content\/uploads\/2021\/02\/B2B-lead-generation.jpg?wsr\",\"datePublished\":\"2020-09-10T08:53:00+00:00\",\"dateModified\":\"2025-07-24T11:49:14+00:00\",\"description\":\"Here is the B2B lead generation definitive guide based on more than 10 years. 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