Charlotte McCormac
53% of B2B buyers said they would prefer to gather information online and not have to talk to sales (Forrester Research, Inc). The unpleasant truth is, most people don't want to talk to you.
Gaetano DiNardi's session at the Inbound 2018 conference teaches important lessons in leveraging technology to build a modern sales process to maximise results.
Here's what you can apply from Gaetano's lead generation tips and tricks.
Gaetano DiNardi is the VP of Marketing at Sales Hacker.
His hybrid experience in SEO and content marketing helps Gaetano to win business results, growing sales by 426% for Sales Hacker.
Adapting To How Buyers Want to Be Sold To
The top B2B lead generation channels are, in order:
- Live events
- SEO
- Content marketing
These are the areas where you want to focus your lead growth. Different types of content align to different stages of the buyer's journey, so think carefully about your choice of campaign material.
Tapping Into Webinars and Podcasts
Gaetano recommends the following tools for podcasting:
- Libsyn - digital distribution
- WordPress - content management
- Microphone - blue yeti pro
- Skype/Zencastr - recording
- Canva/Upwork - design
...and the following tools for webinars:
- Crowdcast/Zoom/GoToWebinar - digital distribution
- WordPress - content management
- Instapage/Leadpages
- Canva/Upwork - design
Creating Content To Remain Top Of Mind With Prospects
Tip #1: Due to the RankBrain Google algorithm, optimum SEO is tailored for shorter Q&A style content. This is because Google now ranks content based on searcher intent, and answering questions can help you to secure featured snippets. Ensure that your content answers questions that are being asked in your niche.
Tip #2: Gaetano recommends linking a table of contents to every lengthy piece of content that you produce. This helps Google to crawl your information and decipher what kinds of questions your content answers.
Tip #3: Re-purpose your content to create articles, blog posts, images, eBooks, presentations, social media posts and email teasers. Don't waste your resources. This will save you time and money.
Social Media Practices For Finding and Engaging With Leads
Sometimes, social media status updates are underrated. Many think that writing articles is more important. But status updates are conversational and easy to digest. They spark engagement and debate. Likes and comments create velocity that fuel the fire of conversation.
Here's how you can spark conversations:
- Take content that you find online and summarise key points in social media posts.
- Answer questions on Quora and then summarise your answers in social media posts.
- Summarise your own blog content in social media posts.
Simple Techniques For Advancing Sales Conversations
Consider the following questions to ensure that your content meets your prospects' needs:
- What problems are happening to your industry that you can shed light on?
- What skills are crucial to succeed in your industry?
- What does the future of your industry look like?
- What advice would you give your 21-year-old self?
- What cutting edge tools can you provide insight on?
To Include
To create compelling content that generates leads, fill your content with the following
- Storytelling with an emotional hook
- Unique research
- Data-driven research
- Question based content
- Thought-provoking content
- Downloadable content
How Insynth Can Supercharge Your Lead Generation Strategy
Save time by accelerating your construction content marketing and blogging growth with Insynth’s Inbound Starter Plan. Insynth can co-ordinate and maintain your construction blog, producing and sourcing high-quality content to reach out to your audience and attract them to your building products company.
We offer personalised packages to meet your requirements and budget. Our current special offer is our Inbound Starter Plan. You can trial inbound and world-class sales and marketing technology to gain traction with lead generation. For less than the cost of one ad placement, or a fraction of the cost of a trade show, you can generate more high-quality leads than both combined would have produced. For a small investment (not to mention our money back guarantee), Insynth will provide:
- A 2000+ word, high authority, pillar post every quarter to form basis of a strategic topic cluster.
- 2 original technical blog posts of at least 500 words per month. The blog will be written exclusively for your business by our talented in-house content team and posted onto your website.
- Promotion of your blog posts on key social media channels (LinkedIn, Twitter & Facebook).
- Production of a quarterly eBook or whitepaper to drive lead generation.
- Monthly keyword tracking and reporting (up to 25 keywords).
- Monthly review meetings.
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About Insynth
Insynth Marketing is a leading UK construction marketing consultancy based in Shifnal in the West Midlands. Insynth employ the latest inbound marketing techniques such as construction inbound marketing, to help building product manufacturers grow their businesses by aggressively driving sales lead generation activity.
As the only HubSpot certified agency to major on construction marketing, we bring together construction marketing strategy, digital strategy, website design, SEO, content marketing, email marketing, sales automation, marketing automation and HubSpot CRM implementation to produce successful campaigns and great results for our clients.