The future is built today.

Lead generation and nurturingin an industrial business

30/11/2017 by @aubertm

TRAININGS

Marina AubertSenior Communication & Marketing B2B

30/11/2017by @aubertm

Lead generation vslead nurturing

30/11/2017 by @aubertm

Lead generation & nurturing

30/11/2017 by @aubertmhttps://www.slideshare.net/onlinemarketingsummit/case-study-using-social-media-and-lead-nurturing-for-demand-generation-jon-miller

Lead generation & nurturing

30/11/2017 by @aubertmhttps://www.slideshare.net/onlinemarketingsummit/case-study-using-social-media-and-lead-nurturing-for-demand-generation-jon-miller

Information qualified Marketing qualified Sales qualified

30/11/2017 by @aubertmby @aubertm

http://www.getmlmtools.com/social-media-for-b2b-content-marketing-distribution-research/

Industrial content:CE+T Power case

30/11/2017 by @aubertm

30/11/2017 by @aubertm

CE+T Power channels

30/11/2017 by @aubertm

Industrial content

Datasheets, sellsheetsCase studiesWhitepapersTechnical papersWebinarsVideos

Websites

.com

.be

.cnBlog

Newsletters

Social medias

LinkedinTwitterYoutubeFlickr...

Industrial medias

Press releasesAdsSponsored articles...

Lead generation & nurturing

30/11/2017 by @aubertmhttps://www.slideshare.net/onlinemarketingsummit/case-study-using-social-media-and-lead-nurturing-for-demand-generation-jon-miller

Website Blog Linkedin/Twitter

Newsletters Events

30/11/2017 by @aubertm

B2B

does not mean

Boring to Boring

30/11/2017 by @aubertm

30/11/2017 by @aubertm

Add fun into industrial life

Industrial content:how to get leads’ data?

30/11/2017 by @aubertm

Get leads’ data

Build trust Offer relevant information Keep promises Ask one relevant information at a time Collect non-invasive data

30/11/2017 by @aubertm

Corporate

Trainings

By technology

By products category

By event

...

Jobs

Collect non-invasive data

E-mail address*

Are you already a client? Yes I am! I would like to be contacted

by a sales representative, please.

I just enjoy your firm :)

Do specific fields interest you?

30/11/2017 by @aubertm

1. Your own specific newsletters

Case studies

Whitepapers

Technical papers

Webinars

...

Remember

Collect non-invasive data: Only the e-mail address,

quick and easy You can contact them

back later

Focus on offering highadded value to youraudience

30/11/2017 by @aubertm

2. Access to your expertise

Connect to interesting groups, and listen

Check who are the members

Adapt your posts to the groups’ attitude

See who’s interested by yourposts, you may offer themmore information through yourcompany Linkedin profile or newsletter

Remember

Spam is bad for your company’simage

Offer value to your audience

Always redirect to your own toolsto capture qualified contacts data Access to expertise Newsletters Sales contacts

30/11/2017 by @aubertm

3. Linkedin groups

Qualified audience

Detailled statistics

Online marketing tools

Contacts datas Visited your company profile Clicked on your newsletters ads Read your sponsored articles Saw your webinar ...

Be very picky with the media position towards youraudience

complementary to stands atexhibitions/events

Be sure to have a strongmessage to deliver Advanced visuals Very focused on your

audience’s interests

30/11/2017 by @aubertm

4. Industrial online medias

Conclusion

30/11/2017 by @aubertm

candidates15%

hot lead10%

clients & partners

46%

fans29%

Results for the newsletters of CE+T Power

30/11/2017 by @aubertm

candidates15%

hot lead10%

clients & partners

46%

fans29%

Results for the newslettersof CE+T Power

30/11/2017 by @aubertm

Results for the websitefor CE+T Power

30/11/2017 by @aubertm

+66% sessions

+65% pageviews

+46% users

Results for the Linkedin company profileof CE+T Power

30/11/2017 by @aubertm

Marina Aubert marina@aubertm.me0477 97 82 35@aubertmwww.aubertm.me

Thank you!

30/11/2017 by @aubertm