These are the slides from Sam's talk at Digital Gaggle in May 2021. Talk Description: Being able to deliver qualified inbound leads from paid media takes you a big step closer towards positive ROI. In this insightful session, award-winning paid media consultant, Sam Noble, provides a short-list of tried-and-tested strategies and techniques that B2B companies can employ to drive results from paid social, PPC, and digital advertising.

1. SamJaneNoble
B2B Paid Media Lead
Generation
Tools & Tactics to Drive Qualified Inbound
Leads
S AM AN T H A N O B L E

2. What are we going to cover?
Which advertising channels work and some tried and tested
strategies

3. What are we going to cover?
Which advertising channels work and some tried and tested
strategies
Moving away from standard forms and bringing some personality
to the landing page

4. What are we going to cover?
Which advertising channels work and some tried and tested
strategies
Moving away from standard forms and bringing some personality
to the landing page
How to integrate the advertising channels to your CRM and vice
versa to see the full performance picture

5. What are we going to cover?
Which advertising channels work and some tried and tested
strategies
Moving away from standard forms and bringing some personality
to the landing page
How to integrate the advertising channels to your CRM and vice
versa to see the full performance picture

6. Advertising
Channels

7. Google Ads

8. Lead Form Extensions drive leads directly from your ads

9. Lead Form Extensions drive leads directly from your ads

10. Lead Generation extensions can now be used on YouTube too

11. Use Message Extensions to communicate with potential customers
via text

12. Microsoft Ads

13. Linkedin Profile Targeting with Microsoft Ads is a game changer

14. Adjust bids for certain industries, companies or job functions

15. Video Extensions for search ads on Bing

16. Increase your reach with Microsoft’s Audience Network

17. Facebook Ads

18. Use Lookalike Audiences to find new customers
Subscribers
Upload your email
subscriber data for the
past three years

19. Use Lookalike Audiences to find new customers
Subscribers
Upload your email
subscriber data for the
past three years
Leads
Upload lead data broken
up in three groups (low,
medium and high value)

20. Use Lookalike Audiences to find new customers
Subscribers
Upload your email
subscriber data for the
past three years
Leads
Upload lead data broken
up in three groups (low,
medium and high value)
Sales
Upload sales data broken
up in three groups (low,
medium and high value)

21. Use Lookalike Audiences to find new customers
Subscribers
Upload your email
subscriber data for the
past three years
Leads
Upload lead data broken
up in three groups (low,
medium and high value)
Sales
Upload sales data broken
up in three groups (low,
medium and high value)
Lead Form Completers
Use the pixel to create an
audience of people who
filled in your FB lead form

22. Use Lookalike Audiences to find new customers
Subscribers
Upload your email
subscriber data for the
past three years
Leads
Upload lead data broken
up in three groups (low,
medium and high value)
Sales
Upload sales data broken
up in three groups (low,
medium and high value)
Lead Form Completers
Use the pixel to create an
audience of people who
filled in your FB lead form
Lifetime Value
Take your longest
standing customers and
upload to the platform

23. Use Lookalike Audiences to find new customers
Subscribers
Upload your email
subscriber data for the
past three years
Leads
Upload lead data broken
up in three groups (low,
medium and high value)
Sales
Upload sales data broken
up in three groups (low,
medium and high value)
Lead Form Completers
Use the pixel to create an
audience of people who
filled in your FB lead form
Lifetime Value
Take your longest
standing customers and
upload to the platform
Video Engagement
Build a lookalike of
people who watched 75%
of your video

24. Use Lead Generation Ads with pre-populated fields for ease

25. Consider testing hard sign-ups vs soft sign-ups
Download Sign Up

26. Try Facebook Click-to-Messenger Ads with a chatbot to qualify
leads

27. Target people within a 1 mile radius of a pinned location

28. Target people within a 1 mile radius of a pinned location
This works great for
Recruitment Ads to target
people working at specific
companies!

29. Target people within a 1 mile radius of a pinned location
You can also use this to
target people at
exhibitions (apply start
and end times/dates)

30. Linkedin Ads

31. The Linkedin Pixel can tell you which companies visit the site

32. You can also see the job titles of the people visiting

33. As well as the industries that they work in

34. All this can then be applied to your other advertising campaigns

35. Linkedin allows you to target all the available insights too

36. The new ‘Conversation Ad’ format can drive some quality leads

37. These success stories highlight the results you can achieve

38. TikTok Ads

39. Sage launched TikTok's first B2B ad campaign earlier this year

40. The #BOSSIT2021 Challenge
London, UK, 8th February 2021 - Sage, the market leader for cloud
business management solutions, has teamed up with TikTok to launch the
#BOSSIT2021 Challenge. This new UK-wide campaign invites small and
medium-sized enterprises (SME) owners and entrepreneurs within the
TikTok community to creatively express how they are thriving this year,
despite testing times.

41. They teamed up with TikToks Creators to boost the campaign

42. Over 7.0B
Views and
1,000s of
entries

43. Tools &
Software

44. Use pre-recorded videos to engage with customers - Videoask
https://www.videoask.com/

45. Use Videos in email responses – Hippo Video
https://www.hippovideo.io/

46. Easy to use form builder with lots of templates - JotForm
https://www.jotform.com/

47. Manage your leads and sales in a tested CRM - HubSpot

48. Create dedicated landing pages for campaigns - Unbounce

49. Automate all your advertising reporting (easily) – Data Studio

50. Link reporting up to advertising channels – Power My Analytics

51. See how users interact with your website – Microsoft Clarity
https://clarity.microsoft.com/

52. Data
Integrations

53. Zapier
Connector

54. Zapier moves information between your web
apps automatically, so you can focus on your
most important work.

55. Import your Facebook Leads directly into your CRM

56. Fire an event in Google Analytics when you get a lead from a
Facebook Lead Generation campaign

57. Add new HubSpot list contacts to Linkedin Matched Audiences

58. Get notifications in Slack for new Typeform entries

59. Facebook
Offline Events

60. Use offline events to measure how much your
Facebook ads lead to real-world outcomes,
such as purchases in your shops, phone orders,
bookings and more.

61. Measure the offline return on your ad spend on Facebook

62. Upload your lead data for each sales stage to Facebook

63. Select which event types to fire based on the lead stage

64. See which of your campaigns and ads are driving actual results

65. Final
Takeaways

66. Final takeaways
Don’t just rely on advertising channels that you have always used.
Start thinking outside the box and trying new things

67. Final takeaways
Keep an eye on leading B2B brands to see how they approach new
advertising channels and see if you can do something similar on a
smaller scale
Don’t just rely on advertising channels that you have always used.
Start thinking outside the box and trying new things

68. Final takeaways
Keep an eye on leading B2B brands to see how they approach new
advertising channels and see if you can do something similar on a
smaller scale
Don’t just rely on advertising channels that you have always used.
Start thinking outside the box and trying new things
Take advantage of third party tools to really jazz up the way you
are capturing lead data. Test and learn and refine… always.

69. Final takeaways
Keep an eye on leading B2B brands to see how they approach new
advertising channels and see if you can do something similar on a
smaller scale
Don’t just rely on advertising channels that you have always used.
Start thinking outside the box and trying new things
Take advantage of third party tools to really jazz up the way you
are capturing lead data. Test and learn and refine… always.
Import data back into platforms to join the marketing > sale
journey

70. SamJaneNoble
Thank you
for listening.
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