Lead Generation is one of the most common B2B campaign objectives, especially in the technology sector. Generally speaking, these actions use some valuable material to attract the attention of the target persona or ICP (Ideal Customer Profile), capture their data, and enable subsequent Inbound Marketing approaches or outreach by pre-sales teams.
On paper, the strategy is quite simple, but it requires a good level of care with each step to be truly efficient.
OUR APPROACH:
Here at Sabiá, we work with many solutions for the technology market, which include digital activations, audience segmentation with social media management, content generation, localization, and asset optimization.
In the case of lead generation, we typically operate at all stages of the process:
• Definition of target personas, combining customer experience with ours;
• Choice of media to be used, segmentation, and definition of the approach;
• Development of the attraction material (whether an e-book, whitepaper, success story, video, demo, or recorded webinar);
• Creation, activation, management, and optimization of the campaign;
• Definition and execution of the lead nurturing journey or pre-sales dynamics;
• Reports and learnings
HOW SABIÁ ACTS IN LEAD GENERATION:
1. Objectives, solutions, and targets
In the first step, we go through the mapping and building of an understanding of the business moment, the strategic objective of the campaign, and the audiences to be addressed. It is in this phase that we define the target audience, segmentation, and the approach to be adopted, based on various campaigns and targets already used in the technology and B2B market. It is also here that we create an initial map of content with the potential to become valuable materials.
2. Campaign Workflows
We designed a high-level workflow to follow, from lead capture to lead nurturing and qualification.
During this phase, we also combine the optimization routine with the learning phases, taking into account dynamic adjustments to the audience, ads, and even slightly different versions of our core content.
3. Promotional Assets
You can even collect data just by using an eye-catching cover and an empty e-book.
But what kind of impression will you leave when the prospect realizes that your content has no value?
That's why, here, we turn content into stars in a lead-generation campaign, and we spare no effort in developing it.
Materials can vary greatly depending on the objective, the audience, and content availability, but we always aim to create rich material and a promotion strategy featuring creative and engaging pieces.
e-book
Research and reports
Success Stories
White Paper
Demo
4. Content Distribution
For the material to reach the target audience, we created a variety of ads with specific arguments and angles for the different target audiences and activation channels.
LinkedIn is often a great ally because it allows you to target specific job titles, companies, and professional profiles in a unique way. However, depending on the strategy, the campaign can also use Google, Twitter, vertical online media, and even Instagram or Facebook.
5. Optimization
With the campaign structure well-defined, we analyze the materials, ads, and results we are getting with the active campaign and proceed with the learning curve stage, selecting the segmentations and creatives with the best responses and most relevant to the audience.
6. Nutrition Workshops and/or Pre-Sales Activities
Using the data we collected, we created a nutrition journey featuring a series of content pieces related to the topic in which the lead expressed interest.
Customer journeys can be linear, with sequential content, or they can be designed with internal logic and automation, guiding customers based on their actions in emails, depending on the project’s objective and maturity.
Example of a simple nutrition plan.
Each flow must be customized for the specific campaign objective.
Another important aspect of this process is aligning pre-sales activities and gathering and utilizing feedback from campaigns.
We hold meetings to develop scripts and follow up with generated leads, select and provide presentation materials for the sales team, and conduct regular meetings to evaluate the quality of the leads and the overall strategy.
In this way, we help them achieve their goals and expand their business in Latin America with consistent ROI (Return on Investment).
7. Continuous learning
We believe in inspiring partnerships, and we know that our best campaign should always be the next one. That’s why we always work with transparency regarding results and an open mind to learn, iterate, and improve with every experiment, action, and campaign. This approach not only ensures that results (and relationships) are better in the short term, but also that they continue to improve over time.
EXPECTED RESULTS:
• Consistent, high-value leads;
• Improved brand reputation with each campaign (due to the quality of the content);
• Generating new business and opening strategic doors;
• Continuous evolution of digital maturity.
