b2b lead generation using the big friendly giant -2009

8/14/2019 B2B Lead Generation Using the Big Friendly Giant -2009

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ReadyContacts 2009

B2B Lead Generat ion Using

The Big Fr iendly GiantTips, tricks & hacks to make the most of free..Google services for your B2B lead generation


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B2B Lead Generation Using The Big Friendly Giant

B2B Lead Generation

Using The Big

Friendly Giant

Contents

1. Introduction

2. BuildingCompany&Account

IntelligenceData

3. FollowingAccountNews&

Happenings

4. LocatingTargetLeads&Decision

Makers

5. SettingUpPowerfulProducts

Sites&LandingPages

6. LocatingEmailAddressesFor

TargetDecisionMakers

7. Blogging&BlogMarketing

8. InteractiveDiscussionGroups

9. WebsiteTracking&Analytics

10.Summary


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Introduction

B2B lead generation and lead datamanagement are now quite heavily

technologydrivenbutthatdoesntmean

itneedstocosta fortune.There isa lot

that canbedoneusing free technology

and thanks to the big friendly giant

commonly known as Google, there are

some pretty powerful services and

applications at ones disposal to help

withvariousaspects of B2Bmarketing ,lead generation and data requirements

too.Thebestpartitdoesntcostathing.

Thise-bookwaswrittentosharesomeof

the tips and hacks we have learnt and

used tomake themost of whatGoogle

has to offer andapply it to helping you

accomplish various activities that

contributetoleadgeneration.

The Big Friendly Giant - Google


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BuildingCompany&

AccountIntelligence

Data

Whenitcomestobuildingtargetlistsand

building out account intelligence

traditionallyonewouldlooktoinvestina

subscription to Hoovers, Onesource,

Kompassoroneoftheotherproprietary

company information databases which

are known to offer highqualityaccount

information. You could even research

every company website, press release,

whitepaper and bit of information by

searchingfordetailsbutthatsapainfully

slowprocess.

UseGoogleFinancetoBuild

CompanyData

UseGoogleFinanceandyouhaveallthe

company data you need at your

fingertips. Once you have your list of

target company names chalked out,

simply search for the company within

Google Finance and you have all the

important data points you need to start

building your list. In the summary youll

find the company location, postal

address,telephonenumberandfax

number which covers the company

contact information which is essential

andallavailableinoneplace.

Nextyouhavekeystatisticslikenumber

ofemployees,annualrevenuesandother

financials which are always important

.Lastly, you have links to the company

website,blog,pressreleases, executives

and a company summarywhich are all

great bits ofaccount intelligence toaddtoyourlist.

You can build a comprehensive

company profile using just Google

financeandfairlyquickly

Using Google Finance To Profile Account

Intelligence


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FollowingAccountNews

&Happenings

To build a basic company list or

database Google finance is more than

just sufficient but account intelligence

doesnt end there.Every smartmarketer

needstokeepaneyeopenandaearto

the wall to track the pulse of whats

happeningwithin theirmarketand there

is nothing quite like regular news or

event updates to do that. Beingable to

track blogs, press releases and news

from key accounts helps you identify

triggers or events that could signal an

opportunityforyou.

UseGoogleFinancetoTrack

News,Blogs&Feeds

UseGoogletokeepabreasteverybitof

news on your accounts.Google finance

provides you with a live feeds of news

andblogsrelatedtoeachcompany.Itsa

great place to keep tabs on whats

happening at each account without

having to manually research and sift

through a lot of articles and search

results.

UseGoogleBlogSearchTo

FollowCompanyBuzz

Itsextremelyhelpfulfollowingcertainkey

blogsrelatedtoyourtargetmarket,target

companies or even your own industry

whetheritstotrackcompetitorsorkeep

uptospeedwithwhatshappeningwithin

yourownindustry.GoogleBlogSearchis

agreatwaytolocatethebestsourcesfor

blogpostsoncompaniesortopics.

KeepATabOnBlogsThrough

Alerts,Gadgets&Feeds

Tokeepaconstanttabofblogposts

relatedtoacertainkeyword,account

nameortopic,youcanuseGoogleAlerts

Betatosendyouupdatesandfreshposts

straighttoyouremailaccount.Youcan

alsoaddtheGoogleBlogSearchGadget

toyourhomepageorgetanrss/atom

feedofthesameinGoogleReader.All

simpleandextremelyconvenientwaysof

keepingapulseonwhatsimportant.

Google Alerts, Gadget, Reader


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LocatingTargetLeads&

DecisionMakers

While building lead lists and business

contact data one of themost important

and among the most cumbersome

aspects is locating the right decision

makers within your target accounts.

While it may not be as quick as

purchasing a list of ready decision

makers or using a business contacts

database,GoogleSearchcanbe oneof

the most effective ways of locating

specific executives within companies

withtherightsetofsearchtechniques.

UseGoogleSiteSearchTo

UncoverExecutivesFrom

CompanyWebsites

Corporatewebsitesare full of company

executive names and we are not just

talking about those listed in the About

US or Management Team sections.

Company sites which regularly issue

pressreleases,newsandprovidealotof

writtencontentarchivedwithintheirsites

canberichsourcesofbusinesscontacts

within the company. The most effective

waytosearchthroughtheseisbyusing

theGoogleSiteSearch.

Syntax:keywordssite:

http://companywebsite.com

Example:marketingdirectorsite:

http://www.cisco.com

Thiswillhelpsearchwithinthecorporate

site for executives by title or keywords

andthesecontactswithincorporatesites

arefairlyreliable.

UseGoogleFinanceForHigh

LevelKeyExecutives

To locate higher level key executives

such as CEOs, CIOs, CFOs and some

higher level Vice Presidents within

companies,useGoogleFinanceasyour

firstsource,simplysearchyourcompany

and look for the Officers & Directors

listingonthepage.

Google Site Search


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SettingUpPowerful

ProductSites&Landing

Pages

Creating very focused sites for your

productsorofferingswith rich keywords

andgoodfeaturescanbeoftremendous

value. It helps capture leads who are

searching for those keywords in your

content. Developing these sites is time

consumingandoftenexpensivebutyou

really should create landing pages to

increaseyourwebpresenceandcreate

multiplesourcesforinboundleads.

UseGoogleSitesToCreate

MultipleLandingPages

Google Sites isa super easy, quickand

economical way to create some very

featurerichsitesandpageswithoutany

programmingskills.Planoutaveryclear

messagewhichyouwouldliketouseto

connect with your leads and you can

create a landing page by simply

dragging components like forms, text

boxes, pictures, text, calendars, maps

andevenYouTubevideos.

Leaders of Now Made With Google Sites

Leaders of Now is an example of a

simpleandeffectiveleadgenerationsite

created using Google Sites with the

objective of getting readers to register

and sign up for their event. Its

informative,hasclearcalltoactionsand

forms to capture information from

interestedleadsanditwouldhavebeen

apieceofcaketocreateandhostusing

GoogleSites.

Link

http://sites.google.com/site/leaders-of-now/


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DecisionMakers

Email addresses are amongst the most

important and valuable bits of lead

contactdataneededwhereyouneedto

runanemailcampaignorjustreachout

tosomeonevisaemail.Itsoftenclosely

guardedbyexecutivesand though they

may not always part with it over the

phone, you need not give up just

becauseyoudonthaveit.

UseGoogleSearchToGenerate

EmailAddresses

Googlesearchcanbeaneffectivetoolto

generate or work out specific email

addressesbasedontheinformationyou

already have. Although this is not fool-

proof,ifyouhavethefirstnameandlast

nameofabusinesscontactsaswellas

thecompanyname,youcanuseGoogle

searchtoworkoutthecompanysemail

formatandthenextrapolate.

Example:IfyouneedtofindtheemailforaRonald

MillerworkingatIntelCorp.Youknowthedomain

nameismostlikelytobeintel.comSotheemail

[email protected].

Step1useGooglesearchanddoasearchfor[

[email protected]]orsimply[@intel.com]

Step2gothroughtheresultsandlookfora

commonemailpatternintheemailidsdisplayed

withintheresults.Arethey

[email protected],

[email protected],

[email protected]?

Step3onceyouhaveidentifiedthepattern,use

thedetailsofthenametosubstituteandyouwill

haveanemailaddressbasedontheemail

conventionthecompanyfollows.

Step4-Useaquickemailverificationtoolsuchas

www.internetfrog.comtorunanemailaddress

verificationchecktoseeifitsvalidornot.Ifitrates

youremailidasvalid,thenyoushouldhaveyour

emailaddress.

Constructi ng Business Contact Email

Addresses With Google Search


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Note:Thisisnotfool-proof.Somecompaniesdont

followafixedconventionorpatternsothismethod

worksontheassumptionthatthecompanydoes.

Emailcheckslikewww.internetfrog.comarenot

100%accurateanditpossiblethatwhatis

passedasvalidmaybouncewhentheactual

emailissent.However,giventhedrawbacks,its

stillafairlyeffectivewaytogetemailaddresses

youneedquicklyandcosteffectively.

UseGoogleSearchToCheck

ExistingEmailAddresses

Ifyouhavethefirstnameandlastname

of a contact you could also looking up

existing published documents and

content for an email address using

GoogleSearch.

Example:Ifyoulookupanemailaddressfora

SanjeevTrikawhoyouknowworkswithIntelCorp

searchfor:

[email protected]

Iftherearematchingresults,youshouldbeableto

confirmiftheemailisamatch.

Searching Email Addresses In Google

Some Common Email Conventions

Key

Fname=FirstName

Lname=LastName

Mname=MiddleName

F=FirstInitialofFirstName

L=FirstInitialofLastName

M=FirstInitialofMiddleName

Domian=DomainName

EmailFormats

Fname.Lname@domain

[email protected]

[email protected]

[email protected]

[email protected]

[email protected]

[email protected]

[email protected]

[email protected]

[email protected]

(first8letters)

[email protected]

(first8letters)

[email protected]


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Blogging&Blog

Marketing

Business blogging has become an

essential online marketing & lead

generationstrategyandcantbeignored

for several reasons. Its a greatmedium

to engage your prospects and an

excellent source of search traffic which

canbelinkedtoyourwebsiteorlinkedto

yourlandingpagesorotherleadcapture

sources. The only investment you really

need is time and dedication to really

makethisworkforyou.

UseGoogleBloggerToPublish

YourBusinessBlog

Blogger.comis thequickest andeasiest

waytogetablogstartedandyoucanget

yourblogupandrunninginminutes.The

sign up is quickand theeditor lets you

createposts,edit them,addphotosand

moreaswellas publish themwithout a

fuss.Itneednotbehostedorconfigured

thoughitcanbecustomized.

Sunbelt .blogspot.com Business Blog Using

Blogger.com

http://sunbeltblog.blogspot.com/ is

anexampleofabusinessblogedited

and published using Googles

Blogger.com. Although it has been

customized well to bring out its

branding, look and feel its a good

example of the functionality Blogger

provides in terms of being able to

publishpostswithpictures, linksand

alsosyndicateRSSfeeds.

Other than branding and being a

marketing communications tool,

creatingablogusingBloggermakes

your content easily searchable on

search engines and can drive

awarenessaswellas leads towards

yourproductorservice.


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InteractiveDiscussion

Groups

Socialmediaisjustasimportantatoolto

leverge in your marketing mix and

although it may not generate leads

directly,theinteractiveandsocialaspect

of it helps create conversation around

your company, products, services and

creatingawareness.

UseGoogleGroupsStartA

DiscussionGroup

Google Groups is how you can start a

online groupstarted inno time.Google

groupswillletyoucreaterichpageswith

graphics, textandphotos, create topics,

discusssionsandsetemailnotifications.

Get Discussions Going In Google Groups

Google Groups

Googlegroupsisagreatwaytostart

aforumordiscussiongroup.Createa

groupandsetupengagingtopics for

discussion to create active

discussions on your product, service

orbetterstill around the issues they

address.

For example if you are creating a

group around an anti-virus software

product, discussions around solving

currentvirusattackswhichusersare

commonly facing will help create

activity and also help you link your

product


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WebSiteTracking&

Analytics

Simplyhavingawebsite, landingpages

and other content isnt going to help

generatingmoreleadsandbetterleads.

Trackingandanalyzingwherethattraffic

is coming from,What content are they

absorbingonyoursite?Whatisworking

to drive traffic to your site and what is

not?

UseGoogleAnalyticsTo

ImproveSiteTraffic

Google analytics is simply fantastic to

analyzehowmanyvisitors come toyou

site?, what did they read there? where

aretheycomingfrom?Mostimportantly

it helps you understand what you can

tweaktoincreasevisitorsonyoursite.

Use it to monitor traffic flow, sources,

keywords, bounce rates andmore.Sign

upissimpleandfree.Toaddanewsite

and have it tracked you will need to

embeda snippetof code in to yoursite

whichGoogleAnalyticswillgenerateand

youareset!

Google Analyti cs

AnalyzeVisitors&TrafficDetails

AnalyzeTrafficSources&

Keywords

AnalyzeContent&Visitor

MovementPatterns

Generatecustomizedreports

Set&trackfuturegoalsand

improvement


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Summary

UseGoogleFinancetobuildcompanydata http://finance.google.com

UseGoogleFinancetotracknews,blogs&feedshttp://finance.google.com

UseGoogleBlogSearchtofollowcompanybuzzhttp://blogsearch.google.com

KeepatabonblogsusingGoogleAlerthttp://www.google.com/alerts

UncovercompanyexecutivesusingGoogleSearchhttp://www.google.com

FindcompanykeyexecutivesusingGoogleFinancehttp://finance.google.com

UseGoogleSitestocreatemultiplelandingpageshttp://sites.google.com/

UseGoogleSearchtodiscoveremailaddresseshttp://www.google.com

UseGoogleSearchtoverifyexistingemailaddresseshttp://www.google.com

UseGoogleBloggertorunabusinessbloghttps://www.blogger.com

UseGoogleGroupstostartadiscussiongrouphttp://groups.google.com/

UseGoogleAnalyticstoimprovesitetraffichttps://google.com/analytics/


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AboutReadyContacts

ReadyContactsisateamofmarketingandsalesprofessionalswithseveralyearsofexperiencein

runningmarketingandleadgenerationcampaignsinarangeofindustryverticalsandacross

geographiesincludingNorthAmerica,EMEA,APACandAustralia.Thecompanywascreatedona

verysimplebutverycriticalphilosophywhichisEverysuccessfulcampaignstartswithgoodb2b

leaddata.ReadyContactsdeliverscomprehensiveB2Bmarketingdatabasemanagement

solutionstocompaniestoempowersalesandmarketingorganizationswithaccurate,currentand

completeleaddatabases.

PleasefeelfreetodropusalineatReadyContactstoseehowwemaybeabletohelpyou

withyourmarketingleaddatabase

ReadyContacts.com

3418MarounPlace

SanJose,CA95148

USA

T:+1.408.223.1075

E:[email protected]

Web:www.readycontacts.com

Blog:http://blog.readycontacts.com

FollowusonTwitter@readycontacts

@neil_s

b2b lead generation using the big friendly giant -2009

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