As mentioned in ”
,” there is a movement to shift from the company-centered individual-oriented/push sales type to the customer-centered pull type of sales. is growing, and the importance of BtoB marketing is also increasing.
In particular, in lead generation (increasing prospective customers), which is the starting point of BtoB marketing, there are a wide variety of measures and media to utilize, and it is important to find effective measures and media that suit your company’s solutions and establish strategic lead acquisition measures. You will be asked for it.
This time, we will be thinking about this method and, in particular, measures that utilize external media (management professionals).
Lead generation measures
There are four main ways to acquire leads.
1.DM/FAX/telemarketing to external lists and your own house list
2. SEM/SEO to encourage visits to your website from search engines
3. Participating in events such as exhibitions and seminars
4. Utilize external media
“HR Pro” and “Management Pro” operated by our company fall under 4. External media.
Advantages and disadvantages of using external media
Various external media publish original content such as news and columns and have many members.
External media lead acquisition involves posting advertisements such as emails, article advertisements, and banners, and acquiring leads through requests for materials, downloads of materials, and seminars.
The websites of major business magazines also fall under external media.
The advantage of this is that you can acquire a large amount of leads at the desired time, and depending on the media characteristics and segment, you can achieve lead acquisition that is focused on your company’s target.
On the other hand, there are disadvantages when comparing leads acquired on your own website, such as users whose purpose is to gather information, and the cost compared to SEO.
Criteria for selecting external media
Since different media have different user groups,
it is important to select media that fits your company’s target image
.
In addition, recently, the fee structure differs depending on the advertising period of banners etc. or each email distribution, and the pay-as-you-go method, which is a success fee for acquiring one lead, so you can choose the menu that is suitable for your company. It’s important.
Acquire leads with “Management Pro”
“Management Pro” is an information site aimed at business people who support the foundations of companies, from executives to general managers and leaders.
We provide a place for information and learning to grow as a management professional, and as a matching platform for management and management support services, we introduce services, seminars, etc. from an objective and neutral standpoint.
Approximately 80% of member users are managers or above, so it can be used to promote to key people and obtain leads.
<Examples published so far>
1. Training company (column editing planning & white paper download)
- Content: Management/Leadership related
- Number of downloads and inquiries: Approximately 120
2. Human resources system company (seminar customer attraction)
- Seminar content: Business seminar for executives
- Number of applications: Approximately 90 people
3. Human resources/recruitment service company (seminar attracting customers)
- Seminar content: Recruitment trend report, recruitment methods
- Number of applications: Approximately 70 people and many others
If you are interested in acquiring leads targeting executives, please contact us.
summary
◆There are four lead generation measures: “approaching external listings and in-house house listings,” “guidance to the company’s own website,” “participating in events,” and “utilizing external media.”
◆The advantage of using external media is that you can obtain a large number of leads at the desired time and leads that are targeted to your company. On the other hand, it has the disadvantage that it may include users whose purpose is to collect information, and it may be expensive.
◆ Approximately 80% of the member users of “Management Pro”, an information site for executives, are general managers or above, which can be used to promote to key people and obtain leads.