B2B leadgen, how to make it work. (7)

Hi everyone, I tried to search about this topic here but did not get much info. So I think I should write a bit.

B2B means businesses that sell products or services to other businesses. The amount of businesses involved is lower than B2C, but the order value is huge and stable.

B2B Leadgen marketing, How’s the game?


In recent years, Facebook ads and Google ads made a big change in the way we do digital marketing. Trending words like Pixel training, Data-driven, and machine learning have come deeply into media buying. I don’t know whether these trends were hyped or not, but this development brought us to the bottom of the funnel, where customers just see our ads and immediately make purchases.



This way of media buying makes the game easier, faster, and gets quick results. But technology has its own problems.

We lost the fundamentals to build everything from scratch.

Starting with an IP address

• The final goal of B2B marketing is to build customer relationships.

Thanks for posting, definitely an interesting topic to promote B2B instead of B2C.

I guess one reason why we don't read much about it is that for B2C there are myriads of offers on countless affiliate networks available to choose from whereas B2B is mostly used to promote the own business and this alone limits the options.

On the other hand there are also partner programs for services like zoom that probably could be promoted pretty good the B2B way.

Originally Posted by twinaxe

Thanks for posting, definitely an interesting topic to promote B2B instead of B2C.

I guess one reason why we don't read much about it is that for B2C there are myriads of offers on countless affiliate networks available to choose from whereas B2B is mostly used to promote the own business and this alone limits the options.

On the other hand there are also partner programs for services like zoom that probably could be promoted pretty good the B2B way.

Thanks @duckling for posting your thoughts!

There's no doubt that building a list is the smart thing to do. And not just for B2B offers, but also for many B2C offers and verticals.

Many affiliates that are buying traffic are mostly after the fast money of buying traffic and sending it to offers. But more affiliates these days are capturing visitor information before sending them to the offer.

When done correctly, this extra step should not decrease revenues from the offer in a significant way.


The pros of this approach everyone already knows about:

-Can monetize the list with the same or other affiliate offers again and again - it becomes an asset of free traffic that you own.

-Gives you the power to bid higher than the competition, because you can afford to spend more to acquire each visitor (due to LTV being higher)


But there are also cons - the reasons why many affiliates are turned off by list building:

-It can be a lot of work - adding a lead capture is the easy part. But you also have to come up with a lead magnet or some sort of lure. Then you have to write the initial email series. And after that you'll need to keep emailing regularly to keep them engaged and buying from your links.

-It may not be the most effective use of time, especially in the beginning.

If you specialize in running offers in 1-2 targeted verticals, and you're running big volumes, it may make sense to build lists, because you can potentially build big lists in a short time that will generate revenues before long, AND your lists would be TARGETED which means conversion rates are higher.

BUT if you're running many verticals, and/or buying untargeted traffic (e.g. pop/push), it may not be worth it to build lists.

You'd either have 10 lists from different verticals, all needing you to supply them with different email content; or a bunch of untargeted audience you can only send broad appeal offers to (stuff you run on pop, like sweeps or casino or crypto or movie streaming etc.), that convert like crap.

In the long run, you may still come out ahead...but yeah...hardly anyone wants to think that far.


One of my good friends, who is very well-known in the affiliate marketing industry, is actually creating a service to help affiliates with this - by helping affiliates to build and monetize lists FOR us! I'll definitely let everyone know when the service is ready.



Amy


Sent from my iPhone using STM Forums

Originally Posted by vortex

Thanks @duckling for posting your thoughts!

There's no doubt that building a list is the smart thing to do. And not just for B2B offers, but also for many B2C offers and verticals.

Many affiliates that are buying traffic are mostly after the fast money of buying traffic and sending it to offers. But more affiliates these days are capturing visitor information before sending them to the offer.

When done correctly, this extra step should not decrease revenues from the offer in a significant way.

The pros of this approach everyone already knows about:

-Can monetize the list with the same or other affiliate offers again and again - it becomes an asset of free traffic that you own.

-Gives you the power to bid higher than the competition, because you can afford to spend more to acquire each visitor (due to LTV being higher)

But there are also cons - the reasons why many affiliates are turned off by list building:

-It can be a lot of work - adding a lead capture is the easy part. But you also have to come up with a lead magnet or some sort of lure. Then you have to write the initial email series. And after that you'll need to keep emailing regularly to keep them engaged and buying from your links.

-It may not be the most effective use of time, especially in the beginning.

If you specialize in running offers in 1-2 targeted verticals, and you're running big volumes, it may make sense to build lists, because you can potentially build big lists in a short time that will generate revenues before long, AND your lists would be TARGETED which means conversion rates are higher.

BUT if you're running many verticals, and/or buying untargeted traffic (e.g. pop/push), it may not be worth it to build lists.

You'd either have 10 lists from different verticals, all needing you to supply them with different email content; or a bunch of untargeted audience you can only send broad appeal offers to (stuff you run on pop, like sweeps or casino or crypto or movie streaming etc.), that convert like crap.

In the long run, you may still come out ahead...but yeah...hardly anyone wants to think that far.

One of my good friends, who is very well-known in the affiliate marketing industry, is actually creating a service to help affiliates with this - by helping affiliates to build and monetize lists FOR us! I'll definitely let everyone know when the service is ready.



Amy


Sent from my iPhone using STM Forums

B2B can work really well, the order value form B clients can be extremely high, deepening on the service/product offered of course.

There was a presentation about generating B2B leads from cold emailing on AdWorld I believe, will try to find it and write a summary, there were some good tips as long as I remember correctly

Thanks for putting this thread together @duckling !

Originally Posted by matuloo

B2B can work really well, the order value form B clients can be extremely high, deepening on the service/product offered of course.

There was a presentation about generating B2B leads from cold emailing on AdWorld I believe, will try to find it and write a summary, there were some good tips as long as I remember correctly

Thanks for putting this thread together @duckling !