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hey guys shelby thought i'm here wanted to very quickly as per usual do a quick blog video going through my most recent blog um the title of this blog is scale b2b software lead generation with a full funnel digital marketing strategy um pretty long title but pretty interesting concept um this can kind of really work for anybody with a sales team not just b2b software um lead generation is similar in any industry it's hard and in traditional sales cycles it's typically your sales team uh you know reaching out uh via email or phone finding people through linkedin it's a very long tedious process and implementing an inbound digital marketing strategy is a really really good way to stop putting so much pressure on your sales team stop making them spend so much time on something that can be done a lot quicker or done a lot easier and it can free them up uh to spend more time actually like nurturing their leads and and completing the sales cycle which is what they specialize in so i'll just kind of dig into it um so digital marketing we've started to see that buyers are moving further into the digital space um ing to accenture.com the statistics i believe are from either 2017 or 2018 so uh just based on how things are moving these percentages might be even higher now in 2020 um and we'll continue to go further and further um unless we hit some strange stopping point where everybody hates digital um so ing to accenture uh 61 of b2b transactions start online and 58 of customers use social media as a research channel so what we're seeing is more and more people are moving online to do their research um to where they even find these things um which kind of suggests a little bit of inbound because people are finding these things and they're the ones reaching out and then in fact most customers are about 57 of the way through the buying process before they've even met with a company rep which really shows us the importance of being forthcoming with the information that a buyer cares about we want to be able to provide things like price we want to be able to provide the features things that make you stand out for your competition your unique value prop that sort of stuff needs to be easily accessible so that the buyer can feel more confident and feel more informed going into a meeting with you whether it's a demo or whether it's like a discovery call something like that before they are willing to you know lock down 30 minutes of their time in a day which is pretty valuable for a lot of decision makers they want to know like is this is this worth my time is this even going to work for me and if you can't answer that on your landing page or on your website they're just going to go ahead and skip on to the next person whose ad they saw for the same solution so it's a really good way to differentiate yourself and give them all the information that they need in an easy easily accessible place um so i kind of you know i dig into that a little bit in the blog and off a well optimized landing page is an excellent way to provide all this information to somebody so you have you know your ad um and you send them to this landing page and it's got you know maybe it doesn't have the price there's kind of pros and cons to putting your price on there so i'll leave that decision up to you but things like you know what features does it have maybe you have like a a chart where it's like oh we have these features and the competition does not um you know proof that shows that the benefits of the software are worth the cost you know maybe it's 400 a month but the the the people who use it you have some proof that they get an roi of you know three you know like for every dollar they're spending they're making three dollars maybe that's not perfect but you know something something that shows that it's valuable that it's worth it that the investment is worth the time and the money um and then you know like reviews and things like that just things that really push the value and answer their questions um so these were some really good questions uh to ask yourself while you're kind of formulating your landing page and then i kind of go into the benefits of paid and organic and kind of the differences between them um so landing pages should be used in conjunction with both paid and organic invention marketing strategies um so i have this little graphic um so the paid channels you know linkedin facebook ads google ads bing all sorts of ads they tend to cost more than uh your organic traffic but they do have a much shorter time to results just on average i highly recommend that you take this with a grain of salt just because it's not like you're going to set up your ads the next day you're swimming in leads um it's going to take you know each each platform each ad platform has its lead up they each have like a learning phase i believe google and facebook typically take about seven days linkedin is probably about the same um actually never says it which is interesting but um yeah you'll have to spend some time letting them go through their learning phase and then you yourself are going to have to learn and optimize you know you can set up the greatest strategy in the world but it may not work you know it really depends on the time it really depends on your strategy your settings so you'll have to spend some time optimizing there you you might take a few months before you're really starting to kind of hit stride with your ads and then on the other hand we have organic which um i say i say low cost again grain of salt um your seo strategy your organic strategy can very easily um cost more than your paid strategy depending on what you are implementing and the frequency of like your blog posts and things like that who you have employed to write copy for you and to manage your website and to monitor your seo results it can it can build up um and it does take longer overall than paid ads just because the algorithms on the search engines take a little bit longer to um you know they don't they don't check every day the website um or the serp crawlers do not crawl your website every day you can sometimes kind of push it to do it a little bit more if you do like a manual request um but but every day they're not doing that it can take months it can take years it can take quite some time to start seeing results with your strategy um and then again with the you know who you're hiring how much how much content you're putting out whether it's you doing it which is your time or you have hired people or you're contracting people to write copy for you which is money it can it can add up the the the thing that makes it low cost is that you're not paying for every click or for every impression you're just whenever it shows up it's free if somebody clicks on it that's free so that is kind of where the low cost comes from so grain of salt um and yeah so it's important to consider the how competitive the landscape of your industry is how competitive is for like target keywords um paid marketing is going to cost more and organic strategies will take longer in highly competitive industries so keep that in mind when you are making your plans and you're looking for your results if you're you know doing a organic strategy and you're targeting keywords that have a difficulty of 75 or above and your domain authority on your website is like a 10 you're you're not going to see results very fast you'd be much better off looking at keywords that are lower volume but maybe a little bit closer in line with your specific offering if they're um you know if there may be like a 50 or a 60 you'll have a much higher chance of being able to rank higher for those keywords um and yeah that was really about it that i wanted to cover if you have any questions please feel free to reach out in the comments um you can um message us on any of our channels you know on facebook or on linkedin we're more than happy to answer any questions you have and yeah thanks guys have a good one