Streamline Your B2b Lead Generation Funnel for Pharmaceutical with Signnow

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foreign great everyone so let's get started today uh this webinar this month's webinar is all about B2B lead generation in 2023 why lead generation is of course all of us working in BD or all of us we have companies and so on obviously our main priority at some point is always to get the new leads and to grow our business but of course we know that there are so many options right so um of course we can get stuck with one or two tactic tests really that really work but there is really a word of things that we should know in terms of lead generation many different ways of doing it uh and some differences whether it comes to B2B or b2c so for today we really wanted to help those of you who are in the B2B space that's also our case to uh in for one part of our offer so it was actually really good also to brush up our own knowledge and learn new things the agenda for today is a few words on identifying your customers I always like to start from uh you know the basics just to make sure that we're all aligned then we're going to talk about B2B lead generation Trends we selected the top five trends for this year and then some tips or advice to build your own strategy we're gonna close with the Q a session at the end so you can ask all the questions you have in mind and you can go as specific as possible we will try to reply uh to all of them so let's get started while we're here there are a few goals to this webinar so of course the first one is to learn new trends so making sure that we are on top of things when it comes to Business Development knowledge ideally to improve our business development strategy Test new channels Test new tactics that maybe can help us grow of course to get some inspiration not only for me but also from the other people in the uh in the webinar as well I invite you to share your LinkedIn profiles if you want to network with each other and get to know each other you can do it in the chat and then of course the main goal of the webinars to help you generate more leads so hopefully you're gonna take away one or more things that can actually generate more leads in your companies um it's super important so everything we're going to talk about later on in terms of Trends and so on starts from a very big uh point which is you need to know your customers extremely well right because all the tactics that you're gonna see later they're only effective to the measure to to the extent that you really know your customers here I'm not only talking about like what type of company or what type of job title does this person have but really getting into uh really the preferences the attitudes the needs the motivations the buying behavior of your customers right so a little bit more in-depth than you know the general customer research that we're used to uh that we're used to do now why we want to do this customer research and to do it in depth at the beginning ideally of our companies or as we start working with our new company or even if it worked for a long time uh for the same company it's always good to just refresh our knowledge of our customers why because the customer research really helps us stay on top of the customer needs customer needs can change over time customers behaviors can change over time so it's really important that we keep up with our customer research ideally we use a process which we can reiterate constantly so that we can always improve knowledge about our customers obviously a good customer research also helps us identify and fill gaps in customers business meaning we can create new products new Services New value propositions that can help us grow our customer base or Supply you know to our current customers in a better way it helps us improve communication because if we know what people need with their hangout or what's their style who do they like and so on it can become a lot easier for us to communicate with them and then of course a good customer research helps us increase conversion rate why because we have in more in-depth knowledge about what needs to be done in order to convince our customers so how can you do that very simply just go to analyze your past customers see what type of people what type of companies we're dealing with you can do surveys I know that as business developers often you don't have the possibility to do surveys and to survey a lot of people I was there as well so it can be a bit frustrating but service doesn't need to be like a super big project that involves all the company you can simply go on LinkedIn select 20 people that you think fit your customer profile ask them questions and that counts as a survey right so everything that you cannot do in big scale because of your companies because that you're not allowed to do you don't have budget keep in mind you can always do it on a micro level on your LinkedIn profiles for example or other social medias that are relevant to your business what you can do is also to check the job descriptions for the positions the job titles that you're targeting for example if your main Persona buy your personalize the startup founder let's say you can just type like what does a startup founder do right on Google and then see uh what are their responsibilities which helps you start the customer research so we selected the top five that can really help you make a difference in terms of reaching your targets we're going to talk about account based marketing with some uh statistics and some tips on on doing it so how important it is today we're going to talk about hyper personalization value-based content and AI um so account based marketing what is account based marketing I would like to start from the uh very first definition so a company's marketing is basically a qualitative approach to lead generation so really to attracting our ideal customers which is based on identifying and segmenting multiple Target audiences and then tailoring and really personalizing the approach to them right um we're gonna see like what is the main difference let's say with the general marketing funnel so here on on the left side of the screen we find the traditional marketing funnel right so usually when we want to attract people to our business we want to generate uh leads first thing we do of course is well we need to generate awareness right so we need to make sure that people know we exist and that we can do something with them and we can do that in many different ways right so we can write content we can do events we can do videos we can go to conferences we can do cold Outreach we can send emails we can send messages on LinkedIn and so on right but we will start from okay we need to generate awareness with as many people as possible after that we want to nurture the leads that are most uh interesting then we find the ones that ing to our data our marketing tools and so on they're the ones that are more uh let's say prone or like ready to buy and that we convert them now if you see if you think in terms of account based marketing the uh funnel is almost reversed actually right because what we want to do what we start with is actually with identifying the high value prospects right so how does that look like we make a list of accounts companies that we really want to work with because we think they would benefit from us and because we would love to work with them we want to use their logos and so on right so we start from these ones which means we're not just sending random messages to everyone which fits that specific job title but we have a very very specific group of people that work in specific companies that we identified and we only focus on those ones right but we focus on them in almost obsessive way in the sense that everything we're gonna do with them is going to be extremely personalized and we really want to provide as much value as possible in the nurturing phase right this helps us convert them and then because we were really focused on just this small pool of people we're actually better able to be long-term relationships which means open up the opportunity of cross-selling upselling or uh of course getting referrals from these people just take a pool of customers that you think will benefit the most Focus all your attention on these ones operating on different levels now how do we do that so first thing of course is to list your top accounts that is actually an exercise we're doing as well at the beauty school at the moment so uh exactly uh or spot on so it was a good reminder for us as well well so the first thing you want to do is to make a list of your top accounts it can be 10 20 50 depending on how big is your market right if you work in a government agency or if you if your customer is governments obviously they're going to have a much smaller list right or um if you work with um very big multinationals in the Aerospace industry well your list is going to be very short right short right but if you work for uh if you work with SAS companies or just like uh tech companies you're probably going to have so many uh ones that you want to work with so there you need to prioritize the ones that you think are going to generate more value for you and that you can generate more value for them social selling is not only about LinkedIn but it's about leveraging the social media platforms to connect with our customers build relations and generate leads or sales of course with these channels but you should really start sharing content and again if you start from a perspective of account based marketing what you can do is to identify some of the topics that are most relevant to your audience some of the pain points that they're facing and then create content that helps them solve these problems and it can be anything it can be you creating assets carousels writing your posts and so on but you can also just like share articles share videos or share resources that you think are relevant for uh for your people but super important that you're not just there like waiting for people to reply to your DMs but that you really are active on these platforms the other one is to being active on groups communities and really everywhere where your audience is you should be active as well meaning join networking events uh join LinkedIn groups for example uh the LinkedIn groups are like I think a very underrated feature of LinkedIn but when you're part of the same groups as your audience you gain two things first is credibility because people are like oh yeah well great we have a group in common but you can actually bypass the LinkedIn uh limitations in terms of connections because you can directly send a message to people that are part of the same groups as you so that makes it easier for you to actually start conversations with the right people so it should really be more active on this on these social media platforms multi-channel approach also here again like don't like my advice is always like nail one platform which is the main platform for your uh for your audience in our case will be LinkedIn for example but don't discard all the other ones because for uh obviously probably all of you are LinkedIn but I'm pretty sure that some of you are on Twitter some of you are seen on Facebook some of you are on Instagram some of you are on Tick Tock right and so I want to make sure that if you check the Beauty School on Instagram or on Facebook you're actually gonna find something right so that you can again say all right well first it's a serious company right so they're everywhere so the okay good and then you can get like again some more insights uh into the company on your favorite channels right so important that you don't discredit the other channels focus on one that is the main one but then open up new ones the other one is social listening um now social listening is really about observing and being really really attentive to what your audience is doing right so again if we do if we go back to the account based marketing We're not gonna have like too many leads right so it's gonna be like a pool of limited amount of people right that we want to focus which means we can really dedicate our time to seeing what are they posting where are they commenting now on LinkedIn there is a new feature if you go on a profile of a person you can actually filter by activity by type of activity so you don't only see the posts that the person uh that the person shared but you can see the posts that the person commented on you can also get the documents images videos so all the different formats that this person has shared right so what you can do is just like check them daily see what they're doing and if they're commenting on someone else's post comment as well right if they're talking talking about some new things new trends new problems and so on write a post about that right why because it's going to be Super Fresh in the mind of your of your prospects so it's going to be very easy for them to say oh well right like this guy was reading my mind right something like that and of course focus on building relationships so don't just send a connection and then directly teach what you're doing instead like ask them questions be genuinely interested in what they have to do um start the conversation just talk to people next Trend hyper personalization so of course here is all about delivering targeted very targeted and personalized experiences to individual customers or prospects so again here we're talking about like ideally a strategy which is not only like a responsibility for one department but we want to look at it in an integrated way so we want to think in terms of cross-team collaboration right because of course sbds sometimes we are mainly in charge of the sales part some other times we're more in charge of like marketing or product and so on so it really depends but overall hyper personalization is something that should be done on a company level right so just thinking about a newsletter the minimum you can do is to write the name like to personalize the name of the person right when it comes to BD if we do cold Outreach again the minimum we can do is to write the name of the person we're talking to but we can go to Greater extent and really write emails that are extremely personalized to this specific person now um what are the main benefits of hyper personalization so obviously we have like really like a huge benefit in terms of engagement right whenever uh and and you probably experience that too right so if someone sends you an email with your name you're probably more uh willing to talk or to respond or to read this email because there is your name and it's just like we we're humans we like to hear our name that's very basic um it also improves our customer experience right so imagine you're on a website and there is a chat that pops up that says your name right so that's amazing you already feel like it's more friendly uh it's more like a customer-centric so you really feel more pampered as a as a customer it obviously helps us increase conversion rates you can make a test like start sending messages on LinkedIn 10 people you just send a very generic template without saying the name for example the super generic template and then the other 10 people you send a very very personalized messages something like hey I saw the comment on the on the post of this guy that you made I found it super interesting I want to connect with you it's not even comparable right so super uh um super relevant it helps us increase lead generation of course that's why we're here uh improves the perception of our brand and increases e-commerce revenues what are some practical tips obviously well you can use cold Outreach that's uh I think uh still one of the tactics that is very used still very relevant every now and then you see this post like oh cool.reach is dead cold calling is dead nothing is dead if you do it properly so that's uh that's a myth right call Dot rage still super relevant but we are past the time in which we send thousands of emails uh um with the same generic templates and and hoping for the best that does not work uh and and you can again you can test it out do a monthly which you send 3 000 emails always with the same templates do a month in which you send 200 but hyper personalized and see the difference uh whenever you personalize the email content and here again I mentioned the name because the name is the first thing but it's really about like writing the right subject line personalizing the subject line to something you've seen on LinkedIn about this person for example uh it can be personalizing the value proposition because you research this um this Prospect and you found something very very specific on their website that you think uh you could help them with that should be the content of your email right even the call to actions uh that's also something you can personalize and the other thing you can do is to build content assets right again sbds it's not said that you have access to that in terms of like creating your own assets or creating a blog posts or videos right um I I especially if we talk like if we work for more like traditional companies it's really difficult that we get access to it or that we get the goal on doing all these things that's not always the case so again scale it down what what can you do is to create let's say a carousel or an image on canva and you put it there right and these things they should really be personalized let's say to the different type of people that that you're talking to but of course we don't want to like spend too much time on that right so personalizing absolutely everything takes a huge amount of time which often we don't have so the best practices and the best tip I can give you here is google.reach personalized um at least really hyper personalized the first email the first Contact point that you have with this person but then as you go and you start seeing like if you talk like let's say if you prospected already like a few hundreds people you're gonna see that most of the times they are the same scenarios repeating themselves over and over again right you can have two three up to 10 15 right so there can be many different scenarios that you find but you're gonna see that there's some patterns there right because you're talking again to the same type of companies to the same type of people so what you can do is to build scenarios and then use these scenarios to create templates so that you can automate some of the things that you are doing right Trend value-based content I mean if you are on every type of social media nowadays uh you're bombarded with content all the time I'm pretty sure the content you like the most is the one that a inspires you probably but also the one that gives you some practical insights right some practical values some practical things that you can do immediately right really notice that after when you go LinkedIn after this session or maybe you have it open already just go on your home page and start scrolling through and of course you're gonna find tons of stuff right really pay attention to what catches your attention now if you share content on LinkedIn the top type of content nowadays is Carousel so the slides right so these documents that you can just swipe and you read things and then if you're really excited at the end of those and then maybe you do one or two things that were written in these carousels or you save them for later that's what I do then I never go to check them back but carousels are a great form of content great type of content for um LinkedIn ideally again you want to write about stuff that are relevant to your audience so solve a problem share a case study uh share something really practical step-by-step approach like to do something step-by-step process right people you should follow or this kind of things right again it needs to be related to your audience so to what your audience is doing right so um if you work in the automotive industry and you provide building materials for them right I don't know door handles uh maybe something you can talk about is the functionality of these things or like how they make the car look better and I don't know something like that right so it should really be something super super specific to the problems and the responsibilities of your audience the other form of content that is really good and that works really well on social media is interactive content I feel this has been a trend for a few years so especially on LinkedIn for LinkedIn polls like at some point now it's a little bit less but there was a moment last year in which every two posts one was a poll but it was really like polls on the most random stuff right but polls are great way of engaging with your uh with your audience uh you can have white papers or like any sorts of like documentation that you can share with your prospects but keep in mind like I was downloading a record before it asked me so many things and and I was so done by the end of it so if you do have something like that again it needs an integrated approach but that's something that you can use and and again the point is the information including these documents should be relevant practical so that people like them and use them the other form of content type of content that you can share is testimonials uh one exercise that we do in the live training with our students for example is they need to write a post on LinkedIn usually they don't want to do that they feel like I don't know what to say I was like all right we make it easy let's go on your blog on your company page and let's find some testimonials from there most of the of the times they have either an article explaining the um the case study or they have a video and so it's like okay now we we take this one and we write the post about this and we put the link to this testimonial that's very basic right you don't have to create anything you can even just copy the review that the person said you put it as a caption in the post and you share people what your business can do for them right so again it takes a little bit like of time maybe courage I would say at the beginning to start writing because it's a bit confronting at the very beginning but literally like once you start then you're gonna get better at it and then you're gonna get better at sharing content and building your personal brand and the last type of content that really works is videos again once again sbds probably we don't have always the ability to do all these things within the company but maybe someone else in the company did that right and these are also some other type of contents that type of content that you can use like well again here we said interactive content funny content educational nostalgic content and so on right so just like play around with that and and really like for me the main metric is always like what do I like uh and what do I interact with and now last one uh AI artificial intelligence I think by now all of you know Chad GPT if not you've been living on the Rock but I'm pretty sure you all do uh of course what is artificial intelligence so it's basically creating computer systems that can perform our own tasks now artificial intelligence and automation is one of the safe technologies that has been like growing the fastest compared to other ones for example sales prospecting tools uh uh other like sales process automation tools that you can use partnership managers uh partnership relation management and so on so artificial intelligence is really the one that has been growing the fastest especially in the last in the last couple of years so of course we cannot ignore that um I've seen a lot of posts on LinkedIn talking about like how this is going to replace all of us personally I do not believe that because having used artificial intelligence I think there's still some limitations now and there's still a lot of things that a computer cannot do versus a human brain right so we're I think we're safe so you can really help us finding leads for example like one time at the very beginning of Chad gbt I asked Chad GPT to give me like a list of the top 10 Dutch companies that invest the most in Learning and Development so companies with the big training budget um and I got a list of 10 companies I was like oh good that's that's really convenient so I don't have to look for it you do it for me right so that could be like super useful way to spend your time and play around with the AI but of course it also helps us to find contact information to validate the contact information we have identify personality styles of people uh in the other webinar you're gonna find also the tool that you can use for that so it's amazing like all the boring things in BD basically can be replaced by AI so I think it's pretty good you can also use it to write emails now I've seen just recently there is an extension which GPT for uh spreadsheets in which basically you can just create like icebreakers and really hyper personalize the email from spreadsheet as I said at the beginning I love spreadsheet so this for me is a great a great combination but you can use AI to just like improve the way you write your emails right and uh like just like double check whether you wrote everything correctly if it's easy to understand and so on you can use Ai and automation also to do prospecting at scale right now um one of the first tools I used in terms of sales automation which now is more towards AI is called apollo.io you can put it below it's a little bit pricey but it's an amazing tool like it does literally everything for you so you can just like literally just create a sequence of emails and it's going to be sent out emails calls LinkedIn and so on so um you can basically like do all the things and now takes you like hours to do AI can really save you a lot of time for that so definitely something to play around with of course also helps with content personalization and with predictably scoring now maybe lead scoring is maybe Advanced for some of you uh it is for us for example we don't do lead scoring at the moment um but that is something of course that can be very helpful when you have like a large organization right in which you process a lot of leads and maybe you have a lot of inbound leads right so how do you qualify them how do you know how do you prioritize them right so which one should you talk more which one should you drop which is a big problem as well well predictably scoring can help you there are a lot of tools that can uh that can help you with that maybe we we're gonna write separate resources on the all the tools I didn't include many of the tools here because I I knew I would be a little bit longer on the on the tips what can you do now at home let's say as a homework so what you can do is first audit your current process so really make a list of all the activities you do in terms of lead generation uh and just like really have these lessons Okay on a daily basis I go on LinkedIn I send emails I go to events um I go to webinars I don't know anything I do comments on LinkedIn I don't know anything you do just audit the process and write down all the lead generation activities you do then split it and say okay these are all the things that I know what that work right so I know that sending messages on LinkedIn is very effective for me I get a lot of leads from that okay great all the things that already work you should have a streamlined process as I mentioned before you can have like scenarios you can have like templates and so on but basically you want to have a process that can be easily replicated and fast so that you don't have to spend too much time on the things that work already but you can optimize the process and then what you should do is to plan experiments for the new activities that you want to do right so if for example you say now oh you know what like I think I want to try this uh account based marketing because so far I feel like I'm going after too many different people and I don't have a clue um okay how can you do that while you do an experiment you run this experiment for a few weeks or a month and then you measure how this activity worked for you if it worked then you scale it you build the process if not that's that's fine right on the business development plan article that we shared before you also find insights on the experiments and if you download the the BD plan actually you find the list of many experiments that you can try on some of them also for lead for lead generation foreign [Music]