For example, if you sell soap, you know that your potential customer is everywhere. It becomes difficult not to find him, you just have to convince him to buy your product.
If you sell business software, it's a little more difficult. You have to find people who might use your product or service, and often some don't even know that your specific solution is on the market. You therefore have to let your buyer persona know that your product or service exists, even before starting a sales journey.
In addition to this, the B2B sales cycle requires special attention to the buyer's journey, as the decision-making process is much more complex.
Let's see some useful actions.
1. Follow users who are already looking for you
If you need something, what is the first action you do? An internet search, obviously. In B2B it is no different.
When a company has to answer a need, it goes to the search engine and searches for the solution. This means that you have to choose the right keywords to position yourself on.
To become a customer, every customer goes through the stages of lead generation , so an ideal path must be built starting from the right words , to be able to channel each buyer persona well and follow them in every stage of lead generation.
Also consider that almost 15% of all queries you see on Google every day ghana phone number library are brand new. These are queries that have never been searched for before. This means you should always think outside the box and regularly review your search query reports.
Lead Champion discover can help you with this: our tool provides you with a complete analysis of your site traffic , showing you not only the companies that visit it, but also the keyword with which the user arrived. This way you can be sure that you have created truly effective Google Ads campaigns .
In this example you can see a potential lead reported to a company of ours. Their core business is selling HR software, through discover they can find out if the leads that come in are from sponsorships.
discover.keyword
2. Leverage LinkedIn
No channel compares to LinkedIn when it comes to B2B targeting on the web . But this amazing targeting comes with a steep price: high CPCs .
Given the high costs, you need to be absolutely precise when setting up campaigns, so that the ROI is as high as possible. The options that LinkedIn offers for each category are:
Company : sector, size, name, followers:
Demographic information : age and gender;
Education : field of study, institution, level of education;
Work experience : job function, seniority, role, skills, years of experience;
Personal Interests : Groups you are a member of, interests (established through actions you take on the platform or engagement with LinkedIn content).
Many use Job Titles as their primary (and sometimes only) target. Small problem: it has the highest CPCs! Try creating custom and unique combinations of targeting to reach your buyer persona at much lower CPCs.
Always consider the size of your audience: the smaller it is, the higher your CPC.
