CLIENT ACQUISITION/ LEAD GENERATION

BASIC LEAD GEN TERMINOLOGY AND INFORMATION

1. What is a B2B Sales Lead?
B2B sales leads are people or companies that are potential customers. They start the sales
process and are critical to maintaining a stable sales pipeline. A lead gets generated when a
company or person states an interest in your services or products. Lead generation is a
process usually owned by marketing to create awareness. Sales may also generate leads by
prospecting through the Internet and other sources.
2. IDEAL CUSTOMER
The ideal customer will have several attributes that influence purchasing behavior
such as:
 Industry/verticalCompany's yearly sales
 Geography
 Marketing technology
 Job title
 Number of employees
 Website technology
 Currently using a competitor product/service
 3. What Is the Difference Between an MQL Vs. SQL?
A Marketing Qualified Lead (MQL) is a marketing sales lead that is likely to become
an actual customer. The Sales Qualified Lead (SQL) indicates an immediate interest in
purchasing your products. In contrast, MQLs are leads that might need more
education and follow-up.

4. Types of Leads
There are 3 main types of leads:
 Hot Leads - the person is ready to buy, has the money and budget to close the
deal
 Warm Leads - the person may want to buy, may have already done a trial, or
may be already locked into a contract with a competitor.
 Cold Leads - the person does not have any knowledge of who you are, what
your company does or could be looking only for information.
LEAD GEN INFO AND SKILLS

A) 11 EFFECTIVE LEAD GEN TIPS

1. HAVING GREAT DATA
 now this may seem like a boring point but it's so important because if the
people that you're reaching out to aren't the kind of people that you
actually want to be talking to or you have the wrong information on these
people none of this stuff is going to work it all starts with having great data
so you've got to have a good source for where you're getting your leads
who are the people that you're actually going to be reaching out to and is
that information fully up to date is it accurate do you have the right
numbers do you have the right emails all that stuff is so important because
quite frankly nothing will work from here on if we don't start with great
data number
 SUMMARY:
- The paragraph you provided emphasizes the importance of having
great data in any business outreach or marketing efforts. It highlights
the significance of accurate and up-to-date information about the target
audience or potential customers. Without reliable data, all subsequent
steps or strategies may fail to yield desired results. It also mentions the
need for a trustworthy source for acquiring leads, ensuring that the
contact details, such as phone numbers and emails, are correct. Overall,
the paragraph emphasizes the foundational role of data quality in the
success of business activities.

2. PERSONALISE
- automation is everywhere your prospects are receiving so many automated
outreaches that it's crazy right their inboxes are just full of automated
outreaches and so if we are not personalizing our Outreach the prospect is
immediately going to delete it because they're going to assume that it's not a
 real person sending it so what personalization does sending a signal to the
prospect that you know what there's real person on the other end of this email
or on the other end of this caller on the other end of this LinkedIn Outreach
that knows something about them so the more we can actually personalize our
Outreach the more the prospect is likely to Simply read the message and then
ultimately respond to it .

SUMMARY
- In today's automated world, personalization is crucial for effective outreach.
With prospects bombarded by countless automated messages, it's essential to
stand out by showing that there's a real person behind the communication.
Personalization sends a signal that you have taken the time to understand the
recipient, increasing the likelihood that they will read and respond to your
message. By tailoring your outreach to address their specific needs or
interests, you demonstrate authenticity and create a connection that automated
messages lack. Personalization is key to making your outreach more engaging
and increasing the chances of a meaningful response.

3. SPEAK THEIR LANGUAGE

- it's so important that we are speaking the language of our prospects because if
we're using language that is maybe familiar to us or our industry but not
familiar to ouR prospects then immediately the message goes nowhere right so
if you're a software company who sells to law firms right you can't be using
language that's specific to your software industry what you need to do is you
need to speak the language of who you're actually selling to that's the only
way you're going to connect your message with what they're looking to
accomplish

SUMMARY
- To effectively communicate with prospects, it's crucial to speak their language.
Using jargon or industry-specific terms that are unfamiliar to them can lead to
a disconnect. For instance, if you're a software company targeting law firms,
you shouldn't rely on software industry language. Instead, you must use
language that resonates with your target audience. By understanding their
goals and needs, you can tailor your message to align with what they want to
achieve. Knowing your audience and speaking their language enhances the
chances of connecting with them effectively.

4. KNOW YOUR KACTA

- KACTA stands for kick ass call to action again that's kick ass call to action
this is so important because if we're just asking someone to get on a call with
us or you know hop on a zoom so that way we can learn more about their
business you are literally going to get a reply rate of near zero right you need
to have a kick-ass call to action that is really compelling to the prospect so that
way they're like yes you know what I am willing to get on the phone with a
salesperson because whatever it is they're offering seems of such value that I'm
 willing to forego the fact that they’re probably going to try to sell me
something that’s how powerful your Kick-Ass call to action has to be it’s got
to be something so much more than just hey can we hop on a call so I can
learn more about your business it’s got to be something of actual value to them

SUMMARY
- Having a kick-ass call to action (CTA) is crucial in your outreach. Simply
asking prospects to hop on a call or learn more about their business will likely
yield a low response rate. Your CTA needs to be compelling and offer
something of value to the prospect. It should be so enticing that they are
willing to overlook the fact that you may be selling something. A powerful
CTA goes beyond a generic request and provides genuine value to the
prospect. It demonstrates that what you're offering is valuable enough for them
to take action and engage with you.

5. MAP YOUR CAMPAIGN

- Your campaign so most sales people and small business owners are really
haphazard about what their outreach process really looks like and so what we
want to do is really map out each step of your prospecting campaign so we're
creating somewhat of an assembly line that your prospects are ultimately
going to go through that will lead them through a path so even if they're not
responding to the first three emails and they're not answering the phone the
first five times and they haven't responded to the first six LinkedIn outreaches
right it's all taking them in one direction so that way they're ultimately starting
to get to know you and by time they actually do answer the phone there's just a
little bit more of a relationship so that way it's not ice cold but instead it's
lukewarm and you have a much better chance of actually engaging them in a
conversation.

SUMMARY
 To maximize the effectiveness of your outreach, it's essential to map out
your prospecting campaign. Rather than being haphazard, you should
create a structured process that guides your prospects along a predefined
path. This approach resembles an assembly line, where each step leads
them closer to engaging with you. Even if they don't respond to initial
emails, phone calls, or LinkedIn messages, the campaign consistently
moves them in one direction, helping build familiarity and a relationship
over time. By the time they do answer the phone, there's already a level of
warmth and familiarity, increasing the chances of meaningful conversation
and engagement. Mapping your campaign ensures a systematic and
strategic approach to nurturing prospects.
6. LEAD WITH EMAIL
- now in today's world of cold Outreach email is still the gold standard so we
want to map out our campaign by Leading with email so any call any social
Outreach any mail or packages everything is kind of in a follow-up to the
email that's going to be the most effective way to map out your campaign by
Leading with email and then of course supporting with all of the other
channels.

SUMMARY
- Email remains the preferred method for cold outreach in today’s world. To
create an effective campaign, it’s recommended to lead with email as the
foundation. By prioritizing email as the initial contact, you can then follow up
with other channels such as calls, social media, or direct mail. This approach
ensures that all subsequent outreach efforts support and complement the
primary email message. By leveraging email as the starting point, you can
establish a strong foundation for your campaign and effectively engage with
prospects.

7. LEVERAGE THE POWER DIALER

- IF you are using the phone in your prospecting campaigns which most sales
people should be because it's an incredibly effective tool we want to be
leveraging power dialer which means that if you were just making calls right
now with your cell phone or on your computer and you're just dialing in the
numbers you are doing it the old school way up power dialer is going to allow
you to make instead of 20 dials an hour will allow you to make 60 80 100
dials an hour because it's literally automatically dialing the next person as
soon as you end the last call so a power dialer is so much more powerful
because it's so much more efficient with your time now there are a number of
power dialer systems out there I'm not focused on which one to use but
leverage that technology if you’re using phone to support your campaigns

SUMMARY
- When utilizing the phone as part of your prospecting campaigns, leveraging a
power dialer can significantly enhance your efficiency and effectiveness.
Rather than manually dialing numbers, a power dialer automates the process,
allowing you to make a higher volume of calls. Instead of 20 dials per hour,
you can make 60, 80, or even 100 dials with a power dialer. It seamlessly
moves on to the next call as soon as you finish the previous one. By utilizing a
power dialer, you can maximize your time and productivity. While there are
various power dialer systems available, the focus is on embracing the
technology to support your phone-based outreach efforts.
8. SUPPORT WITH SOCIAL MEDIA/ PLATFORMS
now the big buzzword in Myspace all revolves around this idea of social selling
like social media is this magical vehicle that is going to fill our calendar with sales
and the reality is is that you know what social is a great channel right that means
LinkedIn or Facebook or Instagram or Tick Tock or whatever it is right but
the reality is platforms are much better at supporting the campaign as opposed To
being the actual lead Blocker in the process so if you're using social to support
your campaign great right so maybe you're using LinkedIn as another way to
reach out to your prospects that include email phone but then it's the the LinkedIn
in this case that is going to be supporting the messaging that you're sending
throughout the rest of your campaign

SUMMARY:
Social media is often hailed as a powerful tool for sales, but it is important to
understand its role in the prospecting process. While social platforms like
LinkedIn, Facebook, Instagram, or TikTok can be effective channels, they work
best when supporting your overall campaign rather than being the primary lead
generator. Utilizing social media as a means to reach out to prospects in
conjunction with other channels such as email and phone can be beneficial. For
example, LinkedIn can be used to reinforce and support the messaging you're
sending through other channels. Social media platforms serve as valuable tools for
amplifying your message and engaging with prospects, but they are most effective
when integrated into a comprehensive prospecting campaign.

9. BRINGING VALUE THROUGHOUT

Have you ever received a cold email or some kind of LinkedIn Outreach where
the sales person says something like hey just checking to make sure you got my
last message take care right there is nothing more annoying than what we calling
the industry a bump email or a bump message which is basically just kind of like
I'm bumping this to the top and that is the absolute lowest value message that you
can send to a prospect because it's literally bringing no value it's basically just
saying hey did you see my last mess message which is just annoying because you
either did see it or you didn't and now you have to kindof go back it's like bring
value in every message that you're sending so every message is bringing its own
type of value maybe there's a piece of content a video maybe an idea whatever it is
but each message should have its own value so that way it's never annoying right
because once you're annoying then you're just pestering people but if you’re
bringing value throughout you're slowly increasing the value that you have in the
eyes of your prospects

SUMMARY:
- Sending a "bump" email or message, where you simply remind a prospect
about your previous communication, is considered the lowest value message
in sales. It provides no new value to the recipient and can be annoying.
Instead, every message you send should bring its own unique value. Whether
it's sharing valuable content, a video, an idea, or any other relevant
information, each message should contribute something meaningful to the
prospect. By consistently delivering value throughout your outreach, you
avoid becoming a nuisance and gradually increase your perceived value in the
 eyes of your prospects. Remember, the goal is to provide value and build a
positive relationship, not to pester or annoy potential customers.

10. LEVERAGE INTRODUCTIONS

- introductions now we've talked a lot about so far about basically cold
prospecting but you know what you have an asset that you probably
completely undervalue which is your existing Network so leveraging
introductions is so important as factor in generating sales leads you have
people that know who you are maybe it's customers maybe it's prospects that
you've talked to in the past maybe it's people in your Professional Network
wherever they are these people are sources of potential introductions to other
people that you can help so leverage those introductions to other people don't
just rely exclusively on cold Outreach have some other ore in the water that's
going to be warmer warmer Waters and one of those places is absolutely in
leveraging introductions or some people might call them referrals but we love
the term introductions because it's literally introducing person a to person B
and making that connection.

SUMMARY:
- Leveraging introductions is a valuable strategy for generating sales leads.
Your existing network, including customers, past prospects, and professional
connections, holds untapped potential. These individuals can serve as sources
for introductions to other people who may benefit from your offerings. Rather
than relying solely on cold outreach, tapping into warm introductions adds
another dimension to your prospecting efforts. By leveraging introductions,
you are establishing connections between individuals, which can lead to
meaningful business opportunities. Emphasizing introductions or referrals
allows you to leverage your existing relationships and expand your network in
a more effective and warmer manner.

11. Rinse, Wash, Repeat

- one of the keys to effective sales lead generation is that it is consistent and
that we keep on doing it SO sales people and business owners kind of are like
the hair who's just running running running running and then stops and then
run run stops and so what we want to do is create a systematic campaign that
is constantly running so it's just always going so just rinse wash repeat and it's
constantly on so that way we're consistently filling up our calendar with high
quality leads and there's never those law periods where we're just sitting
around twiddling our thumbs waiting for our calendar to fill up

SUMMARY
- Consistency is key in effective sales lead generation. Many salespeople and
business owners tend to have a stop-and-start approach, which hinders their
success. Instead, it's essential to create a systematic and continuous campaign
that consistently runs. By implementing a rinse, wash, repeat mentality, you
ensure that your lead generation efforts are ongoing and uninterrupted. This
approach helps you consistently fill your calendar with high-quality leads and
eliminates periods of inactivity or waiting for leads to come in. By
 maintaining a consistent and proactive approach, you can maximize your
chances of success in generating a steady stream of leads.

B) THE BEST LEAD GENERATION STRATEGY

 One great tool that can be used for lead generation is Google Maps. By
simply typing in a specific niche, such as "aesthetic clinics," you can
generate a massive list of companies in that industry. To effectively utilize
this tool, create a spreadsheet, such as Google Sheets, with relevant
categories like first name, last name, title, company name, website, email,
and other desired information. Upon visiting a clinic's website, navigate to
the "About Us" page to identify the decision-maker. Copy and paste their
details, such as Dr. Ryan Taylor, into your lead list, along with their
associated contact information. Depending on your preferred approach,
you can reach out via phone or email, tailored to the specific individual.
It's important to systematically work through the list, qualifying each
business by examining their website or searching for the business name
and "owner" on Google or LinkedIn. This manual method of lead
generation typically takes around five minutes per lead, and it's advisable
to complete all lead generation in one sitting before initiating outreach
efforts.
 In this discussion, we explore lead generation strategies for businesses.
Firstly, we delve into the manual approach, which involves personally
visiting websites, identifying decision makers, and collecting their contact
details. The significance of focusing on qualified leads is highlighted,
along with a recommendation to search for decision makers on the about
page or by utilizing Google search with the business name and "owner."
 Next, a tool called Apollo.io is introduced as a solution for automating the
lead generation process. By scanning platforms like LinkedIn, this tool
identifies decision makers efficiently. A step-by-step demonstration
showcases how to utilize Apollo.io to search for specific criteria such as
job titles, location, company size, and industry keywords. The resulting list
can be exported for further processing.
 Additionally, the option of hiring freelancers from platforms like Fiverr is
mentioned, suggesting their assistance in lead generation or enriching
existing leads by uncovering mobile phone numbers. Outsourcing lead
generation is recommended, particularly when a budget allows for it.
 lead generation should never hinder business operations and advises
adopting a different mindset. They argue that lead generation should be
outsourced or automated as soon as the business has the means to do so.
The speaker shares their agency's approach, which involves combining
software and human efforts to effectively generate and qualify leads.

 Overall, the speaker offers insights into manual lead generation methods,
introduces the Apollo.io tool, and suggests outsourcing or automating lead
generation to prevent it from becoming a bottleneck in business
operations.

C) B2B LEAD GEN STRATEGIES/TIPS

1) CUT THROUGH THE NOISE
 To cut through the noise in the marketplace and grab the attention of your ideal
prospects, follow these steps:
A) Ensure the relevance of your product or service: Make sure that what you
offer is needed in the marketplace. Having case studies and testimonials that
support your claims is crucial. B}
B) Establish credibility: Showcase your expertise and authority through key
pieces of content. This can include video testimonials, screenshots of
successful clients, and informative content on your website.
C) Gather testimonials and case studies: If you don't already have testimonials
or case studies, reach out to your current clients and ask for their feedback.
Collect video testimonials, written testimonials, and create valuable content
that addresses your clients' questions.

By implementing these strategies, you can cut through the noise and position yourself
as a credible authority, attracting the attention of your target audience.

2) COLD EMAILS
Cold email is an effective method for generating new leads in business-to-
business (B2B) lead generation campaigns. Despite common misconceptions that
cold email doesn't work, it has proven to be the lifeblood of successful B2B lead
generation. To ensure a successful cold email campaign, consider the following
key factors:

1. Quality of leads: Pay attention to the quality of the email addresses you're
targeting. Consider the source of the leads and whether they are accessible to
everyone or more exclusive. High-quality leads are more likely to yield positive
responses.

2. Quantity of messages: Sending a sufficient volume of emails is crucial. Sending

only a few emails per day may not result in meaningful responses or conversions.
Scaling up the number of emails sent can increase your chances of success.

3. Duration of the campaign: Don't give up too quickly. It takes time for recipients
to open and respond to emails. Make sure to send emails consistently over a
longer period to gauge results accurately.

4. Content of the email: Craft compelling and concise email messages. Focus on
framing yourself as an expert and authority in your field, while also addressing
how you can help the recipient or their business. Avoid lengthy self-promotion
and instead emphasize value and benefits.

By considering these factors and implementing them effectively, you can

maximize the effectiveness of your cold email campaigns and achieve successful
results in B2B lead generation.

3) The quality of your emails plays a crucial role in the success of your cold email
campaign. Consider the following factors to ensure the quality of your emails:

1. Source of emails: It matters where you obtain your email addresses. Gated
sources, which are harder to access, can provide higher-quality leads. Look for
 lists of people who are more likely to have the financial means or the buying
potential for your product or service, rather than targeting a broad audience.

2. Quantity of messages: Sending a sufficient volume of emails is important for

generating meaningful responses and results. Sending only a few emails per day
can significantly slow down your progress. Consider scaling up the number of
emails you send each day to increase your chances of obtaining qualified leads
and clients.

At Scaling With Systems, for example, they leverage virtual assistants to send a
substantial number of emails (one to two thousand per day) to expedite the lead
generation process.

By focusing on the quality of your email sources and increasing the quantity of
messages you send, you can enhance the effectiveness of your cold email
campaign and accelerate the acquisition of valuable leads and clients.

4) NUMBER OF DAYS
To run a successful cold email campaign, consider the following factors:

1. Number of days: Don't give up too quickly. Sending a few emails over a short
period of time and expecting immediate results is unlikely to be effective. Allow
for a longer timeframe to give recipients a chance to open and respond to your
emails.

2. Quantity of messages: Sending a sufficient volume of emails each day is

crucial. Sending a higher number of emails increases your chances of receiving
responses and generating leads. Consider leveraging virtual assistants or
automation tools to scale up your email outreach.

3. Content of the campaign: Pay attention to the content of your emails. Keep
them concise, engaging, and focused on how you can help the recipient. Avoid
long-winded messages solely focused on self-promotion. Position yourself as an
expert or authority and demonstrate the value you can provide.

For successful cold email campaigns, Scaling With Systems recommends their
clients to use fully trained virtual assistants who send one to two thousand emails
per day using proven scripts and templates. They emphasize consistency by
sending emails throughout the year and acquiring high-quality leads from
reputable sources. By following these strategies, their clients have achieved
significant financial success, amounting to tens of millions of dollars.

5) LINKEDIN
LinkedIn is a highly effective lead generation tool, considered by the speaker as
even better than sliced bread. They have personally generated numerous leads
through LinkedIn, surpassing their success on Facebook and Instagram. LinkedIn
provides a platform where target clients are expecting to receive messages and
pitches. It is recommended to have a high-quality LinkedIn profile and a message
that resonates with the target market.
 Consistency is key when using LinkedIn for lead generation. Engaging with the
platform daily and increasing the volume of outreach can result in quality leads
and financial gains. Additionally, the speaker mentions the potential of paid online
traffic as a powerful tool for advanced users. However, they suggest mastering
messaging and product-market fit through LinkedIn and cold email before
investing in paid ads. Setting up retargeting campaigns is recommended as a
minimum step to engage with potential customers who have interacted with your
website or social media but haven't made a purchase yet.

6) RETARGETING
Retargeting campaigns are an effective strategy to engage with potential
customers who have interacted with your website or social media but haven't
made a purchase yet. These campaigns can be run for a low budget, typically
ranging from one to three dollars a day. The purpose of retargeting is to encourage
prospects to take the next step, such as buying a product, scheduling a meeting, or
applying for a consultation.

In addition to retargeting based on previous interactions, the speaker suggests

using cold organic outreach campaigns through email and LinkedIn. These
outreach efforts can direct prospects to blog posts, content pieces, testimonials, or
application/booking pages, allowing them to be retargeted by paid ads. This
combination of cold organic outreach and retargeting can generate significant
revenue without requiring substantial ad spend.

7) COLD TRAFFIC
Cold traffic refers to advertising campaigns targeted at a completely new audience
who is unfamiliar with your brand or offerings. It involves reaching out to
individuals who have never heard of your business before and have no prior
knowledge of what you offer. While it can be a challenging strategy, it has the
potential to generate a significant number of leads and drive substantial revenue.

Running successful cold traffic campaigns requires careful planning and

execution. It is advisable to seek guidance from someone experienced in creating
advertising campaigns for cold audiences. When executed effectively, cold traffic
campaigns can yield excellent results, with businesses investing one dollar in paid
traffic on platforms like Facebook, Google, YouTube, or Instagram and receiving
three or four dollars in return.

D. ADDITIONAL LEAD GEN TIPS

To generate more and higher quality leads for your business, there are three key
things you need to focus on:
 1. Get in front of potential clients: The first step is to reach out to potential clients
who have never heard of you before and get them interested in learning more
about your business. This can be achieved through Trifecta targeting, which
involves identifying your ideal target market based on demographic, geographic,
and psychographic details. Utilize social media platforms like LinkedIn,
Facebook, or other relevant networks to find and engage with your target
audience.

2. Implement the Great Client Multiplier Formula: This formula aims to leverage
your existing clients to generate more high-quality referrals. Good clients tend to
associate with other good clients, so by asking your satisfied clients to introduce
you to others who would benefit from your services, you can generate higher
quality leads. Use a strategic approach when requesting referrals, such as using the
line: "You wouldn't happen to know just one person who would benefit from
[insert benefit] like you did, would you?"

3. Utilize a Case Funnel: The case funnel is a systemized and automated sales and
marketing funnel designed to convert leads into paying clients. It consists of
several stages, including driving traffic to an opt-in page, establishing authority
through valuable content, guiding prospects to fill out an application form,
allowing prospects to book a call with you, and ultimately conducting a sales call.
The case funnel streamlines the sales process, pre-qualifies clients, overcomes
objections, and increases the likelihood of converting leads into paying customers.

Remember to focus on providing value, addressing your target audience's needs,

and building trust throughout the lead generation process.

E. LINKEDIN LEAD GEN STRATEGY

OVERVIEW
LinkedIn is a valuable platform for reaching decision makers who can afford your
services. Over 50% of internet users have a LinkedIn profile, and among them,
75% are involved in making business decisions for their companies. This makes
LinkedIn the ideal place to find potential customers with purchasing power.
LinkedIn is primarily suited for business-to-business (B2B) products or services,
particularly those with higher price points. If your offering is priced at $30, $50,
or $80, it may not be worthwhile to invest the energy required to convert LinkedIn
connections into paying customers. Instead, focus on selling higher-ticket items or
targeting customers with a lifetime value in the thousands of dollars.

1. QUALIFICATION FUNNEL
The qualification funnel is a strategy that emphasizes the importance of
effective messaging on LinkedIn due to the platform's limitations on daily
connection requests. The graph presented shows that if you rely on later stages
of the sales process, such as messaging, sales letters, or discovery calls, to
qualify prospects, it requires more effort compared to starting with a qualified
audience. Instead of sending mass messages, the focus should be on targeting
a highly qualified audience for better response rates and higher chances of
successful sales conversations.
2. LINKEDIN SALES NAVIGATOR
LinkedIn Sales Navigator is a powerful tool for effective lead generation and
targeting on the platform. It allows users to find and connect with highly
qualified prospects by utilizing various search filters. By narrowing down the
audience based on specific criteria such as industry, location, company size,
job title, and seniority level, users can identify the most relevant individuals to
engage with.

To maximize the effectiveness of messages sent through LinkedIn Sales

Navigator, personalization is crucial. Instead of using generic copy-and-paste
messages, taking the time to visit the prospect's profile, website, or social
media accounts can provide valuable insights for crafting personalized
messages. Mentioning specific details or showing interest in their recent posts
or activities helps establish a genuine connection and increases the likelihood
of a response.

Once a connection request is accepted, users can proceed to send a direct

message to the prospect. This message should be tailored to the individual and
reflect a genuine interest in their needs or goals. By investing time and effort
into personalization, users can improve their response rates and establish
meaningful connections with potential clients.

Remember, with LinkedIn's limited daily and weekly connection limits, it's
essential to focus on quality over quantity. Building a highly targeted and
qualified audience is key to maximizing the effectiveness of LinkedIn Sales
Navigator and generating successful leads for business growth.

3. OUTBOUND MESSAGING
When it comes to outbound messaging on LinkedIn, there are different
approaches. One effective method is direct response marketing, where the
message is straightforward and addresses the recipient's problem with a
guaranteed solution. This approach is preferred in the business-to-business
(B2B) world, as it saves time and appeals to busy business owners.

Instead of using generic messages like "How are you doing today?",
personalized messages are more effective. By visiting the prospect's website or
social media profiles, valuable information can be gathered to personalize the
message. For example, mentioning specific aspects of their business or recent
activities shows genuine interest and increases the chances of a response.

In the outbound message, it's essential to be direct and to the point. After
acknowledging the connection and showing appreciation, the message should
highlight a problem or opportunity the recipient might have and offer a
solution or value proposition. In the case of the example, helping advertising
agencies build client acquisition machines with a strong ROI is mentioned. A
call to action is included, inviting the recipient to either provide their phone
number or book a call using a provided link.
 By investing a few minutes in personalization for each lead and sending 10 to
20 personalized connection and direct messages daily, a successful LinkedIn
lead generation strategy can be established. It's crucial to focus on the
audience and qualification upfront to make the rest of the sales process
smoother and increase the chances of turning leads into valuable customers.

Scaling up LinkedIn lead generation involves consistently applying the

personalized messaging strategy, optimizing the qualification funnel, and
utilizing tools like LinkedIn Sales Navigator to target and connect with highly
qualified prospects.
4. HOW TO SCALE UP LINKEDIN LEADS
When scaling up LinkedIn lead generation campaigns, it's important to
proceed cautiously. Scaling too quickly without a proven strategy can lead to
more of what's not working. The first step is to refine the messaging on a
single LinkedIn profile until it consistently generates a booking rate of 10 to
20 percent. This means that for every 10 messages sent, there should be two
qualified bookings.

Once the messaging is optimized, scaling can be done by leveraging additional

LinkedIn profiles. While LinkedIn automation software can be used, it may
result in a decrease in message quality as personalization becomes more
challenging. Moreover, automation tools often have limitations on the number
of messages that can be sent per week. One effective approach to scaling is to
utilize the LinkedIn profiles of employees. By allowing the sales team to use
their profiles for outbound prospecting, multiple profiles can be utilized to
generate appointments.

LinkedIn lead generation troubleshooting may be necessary at times. This

involves identifying and addressing any issues or challenges that arise in the
lead generation process. It's important to continuously evaluate the
effectiveness of the strategy, monitor response rates, and make necessary
adjustments to improve results.

Overall, scaling LinkedIn lead generation involves refining messaging,

utilizing multiple profiles, and troubleshooting as needed to optimize the
process and achieve consistent results.

5. LINKEDIN LEAD GEN TROUBLESHOOTING

When troubleshooting LinkedIn lead generation, there are a few key factors to
consider. First, determine if you have product-market fit. Make sure that what
you're offering addresses a pain point or desire that is significant enough for
your target audience to respond to. If there is a lack of product-market fit, even
the best lead generation strategies may not yield desired results.

Next, identify where the gap lies in your lead generation campaigns. Break
down the process into its various components, such as finding the audience,
crafting connection messages, sending direct messages, conducting sales calls,
and nurturing customer relationships. Determine which specific aspect is not
working effectively. It could be that one element, such as the connection
message, is causing a drop-off in engagement, while the rest of the campaign
 is sound. By pinpointing the problem area, you can make targeted adjustments
to improve overall results.

Understanding where the breakdown occurs allows you to focus on solving

that particular issue. By addressing the specific problem, you may unlock the
potential of the entire lead generation campaign. Remember that it's often a
single element that needs tweaking rather than the entire process.

By evaluating product-market fit and identifying and addressing gaps in your

lead generation campaign, you can troubleshoot and optimize your LinkedIn
lead generation efforts for better results.

F. HOW TO GENERATE LEADS ON LINKEDIN

1. OPTIMISE LINKEDIN PROFILE.
To optimize your LinkedIn profile for better results, consider the following
steps:

1. Use a clear and professional profile picture that instills trust and is easily
recognizable.

2. Craft a compelling headline that clearly states what you do and the value
you provide to potential customers.

3. Focus on showcasing the value you bring to your customers rather than
solely highlighting your own achievements.

4. Highlight your expertise, skills, and relevant experience that align with
your target audience's needs.

5. Use a concise and engaging summary that effectively communicates

your unique selling proposition and demonstrates how you can solve your
customers' problems or meet their needs.

6. Utilize rich media, such as videos, articles, or presentations, to showcase

your work, expertise, and thought leadership.

7. Make sure your profile is complete and up-to-date, including details

about your education, work history, certifications, and relevant projects.

8. Incorporate relevant keywords in your profile to enhance searchability

and improve your chances of appearing in relevant search results.

9. Request recommendations from colleagues, clients, or industry

professionals to enhance your credibility and showcase social proof.

10. Regularly update and maintain your profile to reflect any new
achievements, skills, or experiences.

Remember, optimizing your LinkedIn profile is essential as it serves as

your online professional identity. A well-optimized profile will attract the
 attention of your target audience and increase the likelihood of them
accepting your connection requests and engaging with your messaging.

2. SENDING CONNECTION REQUESTT ON LINKEDIN

When sending connection requests on LinkedIn, you have two options.
You can use the default message, which can work if your profile is
optimized for your target audience. However, if you want to improve your
conversion rate and get more people to accept your requests, personalized
messages are recommended.

Customize your connection request by mentioning something specific

about the person's profile that caught your attention, such as their
experience or accomplishments. For example, you can mention their work
in a particular industry or region. Keep it brief and genuine.

It's important to note that automation can be effective but should only be
considered once you've mastered the manual process. Automation tools
can speed up the process by inserting personalized details based on criteria
you set. However, be cautious with automation and follow LinkedIn's rules
and limitations to avoid account suspension or bans.

LinkedIn's rules regarding connection requests and messaging limits may

change, so it's essential to stay updated on the platform's guidelines. Be
careful when choosing automation tools, as their reliability and compliance
with LinkedIn's rules can vary.

Starting with manual outreach allows you to understand the process,

achieve results, and tailor your messages effectively. Once you have a
solid grasp on manual outreach, you can explore automation options to
scale your efforts while maintaining compliance.

Remember, building genuine connections and providing value to your

potential customers should be the focus of your connection requests and
messaging on LinkedIn.

3. LINKEDIN OUTREACH AND SENDING YOUR FIRST MESSAGE

When it comes to generating leads on LinkedIn, it's crucial to craft
effective first messages after someone accepts your connection request.
Many people make the mistake of sending generic messages that don't
capture the recipient's interest. Instead, you should be specific, ask
questions, and make it easy for them to respond.

One approach is to mention something you noticed about the person's

profile and offer your help. For example, you can say, "I noticed you
started your own creative agency, and I help agencies like yours get more
clients without spending money on ads. Any chance you need help with
this?" This encourages a conversation and allows them to express interest
or inquire further.
 Another approach is to directly present a call to action. Highlight a pain
point related to their industry and offer a solution. For instance, "One of
the most challenging parts of owning a creative agency is signing new
clients. I help creative agencies consistently acquire clients without ads. If
you're interested in learning how to do the same, feel free to schedule a
time to talk on my calendar." Provide a link to your calendar to facilitate
scheduling.

In the second approach, you address a pain point, offer value, and provide
social proof by mentioning clients you've worked with. This builds
credibility and generates curiosity. The call to action is direct, encouraging
them to schedule a meeting to explore further.

By personalizing your messages, addressing pain points, and offering

value, you can increase the chances of getting a positive response and
ultimately generate leads on LinkedIn.

4. FOLLLOWING UP
When it comes to generating leads on LinkedIn, following up is crucial
because many people won't respond to your initial message. It's
recommended to follow up one to three times, depending on your industry
and audience. Each follow-up increases the likelihood of getting a
response and setting up meetings.

To determine the optimal number of follow-ups, observe what works best

for your niche. If you're starting out, try three follow-ups and adjust
accordingly. In your follow-up messages, reiterate what you previously
discussed without introducing new information. Keep it concise and
remind the prospect of the value you offer. For example, you can say,
"Hey John, wanted to follow up to see if it still makes sense to talk about
how we can help you with XYZ. If it does, let me know your availability,"
or "If it does, feel free to schedule a time to talk on my calendar here,"
followed by a link to your calendar.

When following up multiple times, paraphrase your message each time to

show effort and avoid sounding repetitive. This personalized approach
increases the chances of getting a response and moving closer to
generating leads on LinkedIn.

5. LINKEDIN MARKETING
When it comes to LinkedIn marketing for lead generation, it's important to
focus on creating content for the people you're already connected with
rather than aiming for viral reach. By posting content regularly on
LinkedIn, you can stay on your connections' feeds and increase visibility.
Even if you have a small number of connections, consistently posting
content will keep reminding them of your presence.

For example, if you're starting with just a few connections, you can
connect with potential clients and send them a personalized message. If
they don't respond immediately, your regular content will serve as a
 reminder of who you are and what you offer. By custom-building your
audience one connection at a time, you can create videos, write long-form
copy, share quotes, or engage in various ways that suit your strengths and
resonate with your industry.

Posting content consistently allows you to build authority, engage with

prospects, and generate interest. Pay attention to likes, views, and profile
visits from your connections. When someone interacts with your content, it
presents an opportunity to send them a message based on their
engagement. This approach helps you build influence and establish
yourself as a trusted professional in your field, even with a relatively small
audience.

You can use a combination of outbound lead generation and content

marketing to increase response rates and generate meetings with your ideal
clients. Whether it's videos, long-form posts, quotes, or other forms of
content, the key is to be consistent and engage with your connections
regularly. Posting a few times a week is recommended, but daily posting
can also be effective. Ultimately, observe what works best for you and
your audience on LinkedIn.

G. LEAD GEN STRATEGY

a strategy for generating warm leads on LinkedIn. the concept of a warm
lead as someone who has engaged with your content and already knows
who you are. Warm leads are preferable to cold leads because they are
easier to convert into customers. The author suggests leveraging your
existing audience or establishing a brand to create warm leads. They
provide an example of using a LinkedIn post with engagement as a way to
identify warm leads and then export their information to a CRM or contact
management platform.

Another method described is leaving high-value comments on thought

leaders' content within your industry. By engaging early and providing
valuable insights, you can attract attention from the author and their
followers, potentially leading them to visit your profile. The author
recommends connecting with people who engage with your comments and
adding them to a warm prospects list for future marketing efforts.

The strategy emphasizes the importance of consistency and daily routine in

implementing these steps. It involves identifying thought leaders, checking
their recent content, pre-qualifying prospects, and maintaining a list of
warm leads. The goal is to build relationships and gradually convert these
leads into customers.

H. HOW TO GET CLIENTS ON LINKEDIN MESSAGING

1. 100 CONNECTION REQUESTS

Step 1 of the strategy involves sending out 100 connection requests on LinkedIn
every week. The author recommends using automation tools to streamline this
process and stay within LinkedIn's limits. The key is to be strategic about whom
 you connect with. Depending on your company and offerings, you should target
high-quality prospects. The author suggests using LinkedIn Sales Navigator to
filter and find the "cream of the crop" individuals. For example, if you are
targeting real estate agents, it's important to add qualifiers like years of experience
and number of employees to ensure you connect with serious professionals. This
approach increases the likelihood of acceptance and response to your welcome
messages.

2. EMAIL ADDRESSES
Step 2 of the strategy involves using email addresses to add connections on
LinkedIn. This is a lesser-known feature of LinkedIn that allows you to import
email addresses and automatically send connection requests to matching LinkedIn
profiles. It does not count towards your weekly connection message limit. To
access this feature, go to the "My Network" tab on your LinkedIn homepage, click
on "Add personal contacts," and then select the "Email this invite by email"
option. You can enter multiple email addresses separated by commas and
LinkedIn will send connection requests to the corresponding profiles. As for
obtaining email addresses, there are various methods such as using tools like D7
Lead Finder or BuiltWith, manually scraping email addresses from Google, or
using LinkedIn Sales Navigator along with Google Chrome extensions to scrape
profiles for email addresses.

3. USE GROUPS

1. LinkedIn Group Messaging: The text introduces the use of LinkedIn groups to
send messages to group members who share the same group. It explains how to
join relevant groups and send personalized messages to increase engagement and
connections.
2. LinkedIn Sales Navigator InMail: The text discusses the utilization of LinkedIn
Sales Navigator's InMail feature, which allows users to send targeted messages to
prospects without the need for a prior connection. It emphasizes the importance of
personalization and selecting high-quality prospects for effective messaging.
3. Reconnecting with Current Connections: The text suggests reengaging with
existing connections on LinkedIn by sending follow-up messages. It highlights the
potential for rekindling relationships and increasing the number of outbound
messages sent daily.
4. Posting Relevant Content: The text emphasizes the significance of sharing
valuable content on LinkedIn to attract warm inbound leads. It discusses the
benefits of posting videos, articles, and engaging content to increase profile views,
video views, and ultimately, generate more leads and sales.

OVERALL SUMMARY
In summary, the text provides a recap of the strategies for sending outbound
messages on LinkedIn. The key steps are:

1. Sending maximum connection requests daily.

2. Uploading lists of potential prospects' email addresses to connect with them on
LinkedIn.
 3. Joining large, relevant groups and messaging group members.
4. Utilizing LinkedIn Sales Navigator InMail credits to send targeted messages.
5. Reconnecting and engaging with first-degree connections.
6. Posting valuable and engaging content regularly to attract new prospects and
encourage them to book appointments.

I. MAKING OF A GOOD CAMPAIGN

 The making of a good B2B marketing campaign involves various elements to
generate effective leads for the sales team. The key factors for a successful
campaign include:

 1. Targeted list of prospects: The success of a campaign largely depends on

having a well-defined and relevant list of target contacts.

 2. Compelling and relevant offer: The campaign should provide an attractive

offer that addresses the pain points of the target audience, making it more
likely to capture their interest.

 3. Appropriate medium: Choosing the right channels and mediums to reach the
intended audience is crucial for ensuring maximum visibility and engagement.

 To enhance the effectiveness of the campaign and generate more leads, it is

recommended to focus on the following strategies:

 Implementing multi-touch campaigns: Creating integrated campaigns that

involve multiple touchpoints across various channels, such as targeted emails,
vertical-specific ads, personalized calls, and direct emails.

 Crafting compelling offers: Understanding the specific pain points of the

customers and tailoring the pitch accordingly to provide a solution that
resonates with them.

 Adding a human touch: Emphasizing the importance of building relationships

by enabling one-on-one conversations between sales representatives and
prospective clients.

J. HOW TO CREATE A WINNING B2B CONTENT STRATEGY

 A B2B content marketing strategy is a marketing plan that aims to create and
distribute valuable content to a business's target audience. This content is
designed to assist, educate, and create value for the audience, and ultimately,
influence their purchasing decision.
 The goal of a B2B content marketing strategy is to establish the business as a
thought leader in its industry. By providing valuable and relevant content, the
business can build credibility and trust with its target audience. This, in turn,
can lead to increased brand awareness, customer loyalty, and ultimately, higher
sales.
 A successful B2B content marketing strategy involves understanding the needs
and pain points of the target audience as a whole and by channel. For example,
a member of your target audience who mainly engages on social media may
have different pain points than one who relies primarily on your branded blog.
By creating content that addresses these needs and provides solutions, the
business can establish itself as a trusted advisor to its customers.
 In addition to creating valuable content, a B2B content marketing strategy
should also include a distribution plan. This involves identifying the channels
through which the target audience consumes content and ensuring that the
content is distributed through those channels. This could include social media,
email marketing, webinars, and more.
 Finally, a B2B content marketing strategy should be data-driven. By
measuring the success of the content marketing efforts, the business can
identify what is working and what needs to be improved. This data can then be
used to refine the strategy and create even more effective content.
 WHY USE A B2B CONTENT MARKETING STRATEGY:
- One reason why content marketing is so effective in the B2B world is
that it allows businesses to establish themselves as thought leaders in
their industry. By creating and sharing valuable content, businesses can
position themselves as experts in their field, which can help to build
trust and credibility with potential customers.
- Another reason why content marketing works so well in the B2B world
is that it allows businesses to target their ideal customers with
precision. By creating content that is tailored to the specific needs and
pain points of their target demographics, businesses can attract high-
quality leads that are more likely to convert into paying customers.
- In addition to these benefits, content marketing also has a number of
other advantages for B2B businesses. For example, it can help to
improve search engine rankings, drive traffic to a company's website,
and increase brand awareness.
- Overall, it is clear that content marketing is a highly effective strategy
for B2B businesses. By creating and sharing valuable content,
businesses can establish themselves as thought leaders, attract high-
quality leads, and achieve their digital marketing goals.

 THE SECRET TO SUCCESSFUL B2B CONTENT MARKETING

STRATEGY
- Successful B2B content marketing is concise, engaging, and provides
value to the audience. Great content should be tailored to the target
audience's needs, answering the questions they're asking and
 addressing their concerns. A successful B2B content marketing
strategy requires continuous improvement and optimization to ensure
that it remains effective. And remember: consistency is key! Here are
the foundational steps you’d need to take in order to build any winning
B2B content marketing strategy:

1. Clearly Define Your Target Audience

- The first step in creating a successful B2B content marketing strategy
is to clearly define your target audience. Who are your ideal
customers? What challenges are they facing? What questions do they
have? By answering these questions, you can create content that speaks
directly to your target audience and addresses their specific needs and
pain points.

2. Create a Content Plan

- Once you've defined your target audience, the next step is to create a
content plan. This plan should outline the types of content you'll create,
how often you'll publish new content, and where you'll distribute it.
Your content plan should also take into account the different stages of
the buyer's journey, from awareness to consideration to decision
3. Produce High-Quality Content
- The quality of your content is crucial to the success of your B2B
content marketing strategy. Your content should be informative,
engaging, and relevant to your target audience. It should also be well-
written and visually appealing. Don't be afraid to experiment with
different types of content, such as blog posts, videos, infographics, and
case studies, to see what resonates with your audience.
4. Promote Your Content
- Creating high-quality content is only half the battle. To be successful
with B2B content marketing, you also need to promote your content
effectively. Share your content on social media, email newsletters, and
other relevant platforms to reach your target audience where they are.
You can also consider paid advertising options such as Google
AdWords or LinkedIn ads to reach a wider audience.
5. Measure Your Results
- Finally, it's important to measure the success of your B2B content
marketing strategy. This can be done by tracking key performance
indicators (KPIs) such as website traffic, engagement rates, and
conversion rates. Use these metrics to identify what's working well and
what could be improved then adjust your strategy accordingly.
- Any B2B content marketing strategy you create will include some
variation of the above steps. Having an outline like this makes it easier
to get to the creative part (aka the stuff that actually wins over your
audience) faster!
 HOW TO (ALMOST) GUARANTEE B2B CONTENT MARKETING
SUCCESS
In a nutshell: amazing content.
 One of the biggest challenges of B2B content marketing is making content
interesting and appealing to an audience. The human brain is wired to respond
to stories, which is why weaving storytelling into your content marketing
strategy will help make it more compelling.
 Also, don’t shy away from infusing humor and creativity into the content!
Doing so can further engage the audience and create better relationships
between you and your readers or viewers. The more you can sound like an
educated friend giving advice to another educated friend over a cup of coffee,
the better.
 Marketers are already natural-born storytellers but just in case you need help
getting some creative juices flowing here are some tips for your content,
whether you’re writing a case study, a blog post, or anything in between:
 Find what they care about. Reflect on your audience’s values and goals in
order to craft stories that are meaningful to them. For example, audiences that
value an underdog story would love to hear about your customer who defeated
the odds with the help of your product.
 Use real numbers. Lean into discoveries made from your in-house data points
to come to interesting conclusions. Then, outline your content as if you are a
detective explaining your case to your reader. Go step by step and support
each claim with your direct evidence.
 Put a face to the name. It’s one thing to tell your audience that the product
you’re selling changes lives. It’s another to have a real customer volunteer to
attach their name and title to a statement saying so. Including real testimonials
is always a good idea but to further tell a story consider finding big-picture
themes among groups of audiences to help build a truthful narrative.

 Create a content ecosystem. Although we are a fan of building up one channel

before moving on to the next, an appealing B2B content strategy we’ve seen
comes from the production of different types of media. That includes blog
posts, videos, podcasts, audio versions of written content, social media,
newsletters, and even events. This is effective because 1) it will engage a
wider variety of people who enjoy the topic but gravitate towards certain
formats over others and 2) it creates a content rabbit hole for audiences who
love your content and want something to dive further into!
 Make authenticity your foundation. Storytelling is all about telling the truth.
While it may be tempting to exaggerate to fit a particular narrative, it’s always
best to create your B2B content marketing strategy and work from a spirit of
authenticity. That means creating a slightly more casual tone, providing
information people really value, and aiming to help audiences accomplish a
specific goal—-even if that goal isn’t another sale for you!

WHAT IS THE DIFFERENCE BETWEEN B2B AND B2C CONTENT

MARKETING?
 While both B2B and B2C content marketing aims to provide value to the
audience, there are some key differences between them. These are the big
ones:
1. Emotion versus information
- B2C content marketing tends to be more emotional, entertaining, and
impulse-driven since their target audience is usually individuals rather
than businesses. On the other hand, B2B content marketing is more
about providing valuable information that will help businesses
streamline decision-making. B2B content is typically more
educational, informative, and data-driven.

2. Mass appeal versus targeted

- B2C strategies aim to reach as many people as possible since their
products and services have mass appeal. B2B strategies, on the other
hand, need to limit their target audience to those in their niche with a
need for their offerings at that exact time.

3. Quick sales versus long-term relationships

- B2C marketing aims to do a high volume of sales as quickly as
possible. B2B content marketing, on the other hand, may set a goal of
higher sales relative to previous marketing campaigns, but their
business ultimately thrives off of long-term relationships built over
time.

4. Talk versus walk

- One of the reasons why B2C content is typically short-form is because
they need to quickly and effectively reach their extreme audience size.
In this content they expressly focus on grabbing attention and standing
out from the competition as creatively as possible because their
product or service is typically easy to understand at first glance.

- Conversely, B2B content includes long-form content in addition to

short-form because 1) their audience of decision makers often need
proof they can take to their higher-ups and 2) their product and/or
service needs additional explanation. That’s where content types such
as whitepapers and case studies come into play.

5. Casual versus professional

- Although some of the most successful B2B content examples include a
casual tone of voice, it would be jarring to see a B2C content
marketing strategy built around a professional one. As you can
probably guess, all of B2B content marketing strategy is tailored to the
needs of businesses and businesses require a certain level of formality
in communication.
WHAT ARE THE BEST PRACTICES FOR B2B CONTENT MARKETING
STRATEGY?
There are several best practices to follow when developing an effective B2B
content marketing strategy:

1. Understand your audience

- The most practical definition of understanding your audience is
gathering information and data that comes to an undisputable
conclusion about who they are and what they need. Marketing tools
such as market research, web and social media analytics, and CRM
(customer relationship management) platforms all help paint a clear
picture.
2. Set clear goals
- B2B content marketing strategy goals need to be aligned with a
grander objective, measurable using realistic KPIs (key performance
indicators), and realistic compared to past performance as well as
current market trends. Some of the most common objectives for B2B
content marketing strategies include:
- Brand awareness
- Engagement
- Lead generation
- MQL (marketing qualified lead) volume
- Website traffic volume

3. Maintain consistency.
- How you choose to implement your strategy will be unique to your
team and resources. Regardless, the best ways to maintain consistency
with a B2B content marketing strategy include:
- Planning and organizing content in advance
- Using automation tools for tasks such as posting and creating templates
(HubSpot recently reported that effective marketers are 46% much
more likely to use automation)
- Sticking to predetermined brand style guidelines
- Developing themes for years, quarters, and/or months that all make
sense together
- Creating systems for content management from start to finish
- Regularly reviewing published content to check for quality and
audience response
4. Choose the right content formats
- Choosing the right content formats for a B2B content marketing
strategy requires informed trial and enthusiastic error.
- Informed trial: If you’re refreshing an existing strategy or have older
ones to pull information from, you can use that data to determine
which formats worked best for your target audience at that time, giving
you and your team a solid jumping-off point. You can also analyze
 what formats top and bottom competitors use and look for patterns, if
any, that will provide a blueprint for your own. Lastly, there is no
substitute for analytics, so if you have access to your own behind-the-
scenes numbers make sure you mine all of that for relevant gold.
- Enthusiastic error: Understanding that campaigns are all tests that will
provide more information for even better campaigns in the future is a
key mindset for you and your team when first implementing a B2B
content marketing strategy. A lot can change between the strategy
phase, the ideation phase, and the execution phase. Continuing to
analyze results and apply your hard-earned knowledge means that no
content effort will go to waste.

5. Create a content calendar system and workflow

First, have a centralized communication platform where you can pitch,
approve, store, and edit content. Next, determine your publishing
frequency across your chosen platforms. Then, create repeatable step-by-
step guides for how to create each content type. Finally, audit your
workflow at regular intervals to find new ways you can automate or
outsource non-creative tasks.
6. Develop a content creation workflow
-Like most collaborative projects, the details of how to develop a
workflow really depends on your team size, resources, needs, audience,
and established processes. However, there is an industry-standard set for
how to go about implementing your B2B content marketing strategy.
Here’s what that looks like, step-by-step:
Step 1: Idea Generation
- How will your team generate content ideas for campaign themes,
channel targeting, or even Tweet copy?
- Document your current procedure. Then, create templates for
established or high-performing content structures. Revise or add
procedures for how you’ll dream up and capture these critical pieces of
creative work over time.
- And don’t forget that you can always repurpose old and new content. If
you choose to repurpose something, consider changing the format,
channel, or sub-audience you’re appealing to.
- For example, let’s say a high-performing piece of content you already
have is a blog post on your website that is aimed at sales teams. You
can easily repurpose this text into a podcast episode by recording the
audio of someone reading it, publishing the audio and/or video version
on YouTube, and adding in a few key tips for sales professionals who
are mid-career rather than beginner.
- Last but not least, lean into keyword research to find topics that appeal
to your audience and are likely to improve your search engine rankings
over time.

Step 2: Content Planning

- How will you organize what, when, and where your content will
appear?
- Content planning can be done on both a macro and micro level. Macro
content planning looks at yearly and quarterly themes whereas micro
content planning drills down on monthly themes as well as weekly and
daily publications.
- From there you’ll need a work management system in place to keep
these content ideas top of mind as you fill out the rest of your calendar.
Speaking of, a great shared calendar dedicated to your B2B content
marketing strategy is critical for getting and keeping the entire team on
the same page.

Step 3: Content Creation

- Who will create and manage the content engine of your B2B content
marketing strategy?
- This nitty-gritty project management requires breaking down content
creation into individual tasks with relevant deadlines and sub-
deadlines. Tasks should be assigned to either individuals or teams to
keep everyone accountable.
- Content drafts will need to be organized and made searchable in a
centralized database.

Step 4: Content Review and Approval

- Who will be responsible for providing feedback on content before it
reaches the public eye?
- Your team will need to take the following into account when reviewing
content:
1. Greater company values
2. Current brand guidelines
3. Assignment versus realized deliverable
4. Strategy alignment
5. Basic grammar and spelling notes
6. Readability
7. Predicted SEO performance
8. In-depth analysis of the given subject matter
9. The quantity of recent statistics from credible sources that support
main points
10. The quality of quotes from related industry experts, where applicable
11. Which part of the sales funnel this piece aims to support
12. It’s also important to have a set process for…how drafts will be
submitted for review
13. who will take point on what, where and how revision requests will be
posted
14. due dates and expectations for revisions
15. procedures for additional drafts (as needed)
 Step 5: Content Distribution
- How and when will approved content reach your audience?
- Whether you follow a flexible (recommended) content calendar or
automate posting on one or more media channels (also recommended),
your content distribution plan is an important piece of the B2B content
marketing strategy puzzle.

Step 6: Analytics and Revision

- How will you use data to improve your processes and performance?
- The post and pray method of content marketing is a thing of the past.
For B2B marketers, proving that your strategy can generate measurable
results will be critical for making the case for expanding your budget
or resources and continuing these processes in the future. The best
tools to use include Google Analytics and analytics provided by the
marketing channels you publish on (think social media platforms).
- Unsurprisingly, you’ll also want to establish a system for what KPIs
you’ll use for which channels. Include a tracking system to gauge
progress over time. And last but not least, assign team members to
record data at regular intervals, analyze results, and make suggestions
for improvement.
- It can’t be said enough: creating a standardized, repeatable process is
critical for B2B marketers who want to create success then replicate
and scale it down the road.

WHAT ARE THE BENEFITS OF B2B CONTENT MARKETING?

- B2B content marketing provides a host of benefits to large and small
businesses, including…
 increased brand awareness
 lead generation
 customer engagement
 improved search engine rankings
 higher customer lifetime value
 build authority in their industry
 establish trust
- Ultimately, providing valuable content can foster the iron-clad sense of
brand loyalty that B2B marketers need in order to produce better
results.
What are the most effective types of B2B content?
The most effective types of B2B content can vary depending on your target audience and
business goals, but some popular formats include:
- Blog posts and articles
- Whitepapers and research reports
- Case studies and customer success stories
- Infographics and data visualizations
- Videos and webinars
- Podcasts and audio content
- Social media content
- E-books and guides
- Interactive content
- User-generated content