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A story of b2b lead generation awesomeness

Last week produced a lot of sore heads amongst our northern hemisphere brothers and sisters, as Thursday 21 November saw the 2013 b2b marketing awards held in London.

There were lots of fabulous stories of online lead generation brilliance in both the winners and runners-up (you can check them out here for inspiration), but the one that really caught our eye was a cracking little David-and-Goliath lead generation story from the tech-security people over at Kensington.

Lead generation still remains the enfant terrible of b2b marketing: everyone wants it, but getting it – especially when you’re branching out to a new market – can be a bit of a hit-n-miss affair, with lots of trial and error. Check out how these guys went about it.

What’s the story morning glory?

Kensington create and manufacture security hardware for tech stuff: that’s locks and secure docks for iPads, smart phones, laptops and so on, to you and me. They were on a mission to generate leads in the EMEA market (Europe, Middle East and Africa), where opportunity was huge but awareness of their products was woefully low.

Kensington knew which industry verticals they wanted to target, but didn’t know what job titles they needed to target, which geographical regions were the most suited, or what messaging would get the right leads on board. (Sound familiar?)

Here’s a plan, Stan

In a nutshell, here’s how they went about it:

  • Qual research to identify decision-makers within each vertical (brainwave = target the board, not just the IT buyer) and understand their needs and pain points.
  • Draft communications strategy (Idea = broaden out the topic from “locks for laptops” to a high-level discussion around company-wide data security).
  • Develop messaging (Key = keep it finely tailored, using a customised content approach).
  • Push content (Channels = blogs, LinkedIn, FB, search, eDM using bought database).
  • Track and score leads (Prospects were ‘scored’ according to the type of content they read, and how often).
  • Adapt messaging according to site visitor tracking (For instance, Germany was interested in security, but the Brits were interested in mobility. No comment there!).
  • Nurture and contact when ready (Only the highest scorers were targeted by the sales team. Lower scoring leads were nurtured further with more content and occasional telemarketing).

How did they do?

  • Leads generated with a value in excess of £3 million (that’s nearly $AU5.5m) across EMEA.
  • ROI: 987%
  • New website visits reached a staggering 20,727 and content achieved 30,124 impressions, over the course of a year.

Not bad, eh? Kensington, we salute you! (And hope your hangover cleared in time for the weekend).

If you'd like to learn how inbound marketing can boost your b2b lead generation, download The quick-start guide to inbound marketing for technology companies today!

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Brand chemistry is a strategic inbound marketing agency that goes the extra mile to deliver results for our b2b clients. Our inbound marketing specialists are HubSpot certified and use the latest techniques to provide our clients with a steady stream of relevant new leads.

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