In every organization there is a corporate culture, a set of unwritten rules that speaks to the way business is done and how things work within it. Some of these habits are the same even between different companies, especially when it comes to giving value to the work of a manager. If for a sales manager this value depends on closing contracts, for a marketing manager the numbers that speak are those of the leads generated.
This puts a significant burden on your shoulders, and I know how frustrating it can be to work on strategies for weeks, not see the numbers match your expectations, and have to start all over again. In addition, the japan telephone number data lack of quality leads has repercussions on the rest of the company: the sales team is tied and can't create new opportunities for the company, while management starts to pressure and question your marketing budget and your methods.
In years of experience in digital marketing, I have understood that there is no perfect recipe for lead generation, the magic formula that works in every circumstance, and this is a reality that every marketing manager must make peace with. I can tell you, however, that there are constants, points that I have discovered to be essential in the process and that act as a supporting structure for the entire process.
When it comes to lead generation in B2B, LinkedIn has definitely become one of them.
Why LinkedIn Ads?
Unless you’ve been living in a cave for the past few years, I don’t need to explain the value that LinkedIn has as a social media tool for a B2B company.
This platform, in fact, is responsible for 80% of the leads generated in B2B, but, despite its potential, it is also extremely underused, with only 47% of marketers actively using it. This is a missed opportunity, because according to a statistic by Social Media Examiner, 66% of marketers who generate leads through social media need only 6 hours a week to obtain satisfactory results.
One of LinkedIn's most powerful tools for lead generation is LinkedIn Lead Gen, a tool that allows you to create campaigns on the social network bypassing any friction (such as moving to a landing page) and offering you a truly unique targeting precision.
In the next sections I will walk you through what we at Exelab believe to be the effective steps and tools to use to generate leads effectively with LinkedIn Ads .
Table of Contents
Planning (Asana and Miro)
Content creation (graphics and texts)
Setup (Hubspot and LinkedIn Ads)
Monitoring (evaluation and remodulation)
Planning
I firmly believe that a key component of a successful campaign lies in the strategy development phase. For this reason, I like to take some time before starting to brainstorm with my team, to jot down different types of possible workflows and to evaluate alternative plans to the main one.
This is not because I am discouraged about the core strategy, but because I can tell you for sure that you will need to make adjustments once you launch your campaign. Whether it is the form questions, email marketing sequence , or sponsored content at best, or the entire strategy at worst, there will always be changes to account for.
At this stage there are two tools that are particularly useful to our team: Asana and Miro.
Asana, as a work management tool , is the central connection point for the team and the company, and is where information and tasks are entered. This is especially important in the initial phase of work, where timing and coordination within the team and with other areas of the company are of vital importance.
At Exelab we use Asana to communicate effectively, to always be able to find the information we need in the respective sections and to organize the activities on the calendar.
The use of Miro, on the other hand, is dedicated to the formulation of workflows that will then be inserted into HubSpot (which I will talk about later in the article). This tool is really useful for visually rendering the strategic processes you are working on, especially when it comes to having to analyze the various "bifurcations" that form from the leads' responses to your Lead Gen Form.
For example, to the question “would you like a demo of our product?” the yes and no answers will channel the lead into two different paths, one that goes directly to sales and the other that could lead to a follow-up question, and so on.
Below I leave you an in-depth video to discover how to use Miro starting from scratch:
