B2B Lead Generation Using the Big Friendly Giant -2009

B 2 B L e a d Ge Ge n e r a t i o n U s i n g T h e B i g Fr F r i e n d l y Gi a n t Tips, tricks & hacks to make the most of free free.. .. Google services for your B2B lead generation

ReadyContacts 2009

B2B Lead Generation Using The Big Friendly Giant Contents 1. Introduction 2. BuildingCompany&Account IntelligenceData 3. FollowingAccountNews& Happenings 4. LocatingTargetLeads&Decision Makers 5. SettingUpPowerfulProducts Sites&LandingPages 6. LocatingEmailAddressesFor TargetDecisionMakers 7. Blogging&BlogMarketing 8. InteractiveDiscussionGroups 9. WebsiteTracking&Analytics 10. Summary

Page 2 of 14 B2B Lead Generation Using The Big Friendly Giant

Introduction B2B lead generation and lead data management

are

now

quite

heavily

The Big Friendly Giant - Google

technologydrivenbutthatdoesn’tmean it needs needs to cost cost a fortun fortune. e. There There isa lot that can can be done done using using free free techno technolog logy y and thanks to the big friendly giant comm common only ly kno known as Goog Google le, , ther there e are are some

pretty

powerful

services

and

app applica licati tion ons s at one’ one’s s disp dispo osal sal to help elp with with vario various us aspect aspects s of B2B B2B ma marke rketin ting g , lead lead gener generati ation on and and data data requi requirem remen ents ts too.Thebestpart–itdoesn’tcostathing. Thise-bookwaswrittentosharesomeof the the tips tips and and hack hacks s we have have lear learnt nt and and used used to ma make ke the the most most of whatGoog whatGoogle le has has to offe offer r and and appl apply y it to help helpin ing g you you accomplish

various

activities

that

contr ontrib ibu ute to lead gene generratio ation. n. 










BuildingCompany&

number which

t he

company

cont contac act t info inform rmat atio ion n whic which h is esse essent ntia ial l

AccountIntelligence

andallavailableinoneplace.

Data

Nextyouhavekeystatisticslikenumber

Whenitcomestobuildingtargetlistsand building

covers

out

account

intelligence

traditionallyonewouldlooktoinvestina subs subsc cripti iption on

to

Hoo Hoovers vers, , Ones Oneso ourc urce,

Kompass Kompass orone or oneof of the other other proprietar proprietary y company company infor informat mation ion databa databases ses which which are known known to offer offer high high quali quality ty accoun account t

ofemployees,annualrevenuesandother fina financ ncia ials ls whic which h are are alwa alway ys im impo port rtan ant t .Las .Lastl tly, y, you have have link links s to the the com company pany website, website,blog,press blog,press releases, releases, executiv executives es and a compan company y summ summary ary which which are are all great great bits of account account intellig intelligence ence to add toyourlist.

info inform rma ation tion. . You You coul could d even even rese resear arch ch

You

ever every y comp compan any y we webs bsite ite, , pres press s rele release ase, ,

company

whi whitepa tepape perr and and bit bit of info inforrma mati tion on by

financeandfairlyquickly

can

build profile

a using

comprehensive just

Google

searchingfordetailsbutthat’sapainfully slowprocess.

Using Google Finance To Profile Account Intelligence

UseGoogleFinancetoBuild CompanyData UseGoogleFinanceandyouhaveallthe company

data

you

need

at

your

fin finger gertips tips.. Once nce you have ave your our list of tar target company names chalked out, simp simply ly sear search ch for for the the com company any with within in Goog Google le Finan inance ce and and you hav have all all the the impor importan tant t data data points points you you need need to start start buildi building ng your your list. list. In the summar summary y you’l you’ll l find

the

company

location,

postal

address,telephonenumberandfax Page 4 of 14 B2B Lead Generation Using The Big Friendly Giant

FollowingAccountNews &Happenings

UseGoogleBlogSearchTo FollowCompanyBuzz

or

Itsextremelyhelpfulfollowingcertainkey

datab databas ase e Goog Google le fina financ nce e is more more than than

blogsrelatedtoyourtargetmarket,target

jus just t suff suffic icie ient nt but but acco accoun unt t intel intelli lige genc nce e

comp compan aniies or even even your your own own indu indust stry ry

doesn’t t end there. there. Every smart smart marketer marketer

whetherit’stotrackcompetitorsorkeep

needstokeepaneyeopenandaearto

uptospeedwithwhatshappeningwithin

the wall to track the pulse of whats

yourownindustry.GoogleBlogSearchis

happening happening within within their their marketand marketand there

agreatwaytolocatethebestsourcesfor

is nothi thing quite like regular news or

blogpostsoncompaniesortopics.

To

build

a

basic

company

list

even event t upda update tes s to do that that. . Bein Being g able able to trac track k blog blogs, s, pre press rele releas ase es and and news news from from key acc account ounts s hel helps you ident dentif ify y trig trigg gers ers or even events ts that that coul could d sign signal al an opportunityforyou.

UseGoogleFinancetoTrack News,Blogs&Feeds

KeepATabOnBlogsThrough Alerts,Gadgets&Feeds Tokeepaconstanttabofblogposts relatedtoacertainkeyword,account nameortopic,youcanuseGoo nameortopic,youcanuseGoogleAlerts gleAlerts Betatosendyouupdatesandfreshposts straighttoyouremailaccoun straighttoyouremailaccount.Youcan t.Youcan

UseGoogletokeepabreasteverybitof

alsoaddtheGoogleBlogSearchGadget

news news on your your accoun accounts. ts. Google Google financ finance e

toyourhomepageorgetanrss/atom

prov provid ides es you you with with a live live feed feeds s of news news

feedofthesameinGoogleReader.All

andblogsrelatedtoeachcompany.It’sa

simpleandextremelyconveni simpleandextremelyconvenientwayso entwaysof f

great place to keep tabs on whats

keepingapulseonwhatsimportant.

happening at each ach acc account witho thout havi havin ng to ma manu nual ally ly rese resear arc ch and and sift sift

Google Alerts, Gadget, Reader

through a lot of articles and search results.


LocatingTargetLeads& DecisionMakers

Syntax:keywordssite: http://companywebsite.com Example:marketingdirectorsite: http://www.cisco.com

Whil While e buil buildi ding ng lead lead list lists s and and busi busine ness ss contac contact t data data one of the the most most im impor portan tant t

Thiswillhelpsearchwithinthecorporate

and

cumbersome

site site for for exec execut utiv ives es by titl title e or keyw keywor ords ds

aspe aspec cts is locat ocatiing the the right ght decis ecisio ion n

andthesecontactswithincorporatesites

makers withi thin your tar target acc accounts.

arefairlyreliable.

While

among

it may

the

not

purchasing a list

most

be as quick as of ready decision

make ma kerrs or using sing a busi busine ness ss contac tacts database, database, Google Google Search Search canbe one of the most effective ways of locating spec specif ific ic exec execut utiv ives es with within in com compani panies es withtherightsetofsearchtechni withtherightsetofsearchtechniques. ques.

UseGoogleSiteSearchTo UncoverExecutivesFrom CompanyWebsites

UseGoogleFinanceForHigh LevelKeyExecutives To locat ocate e high igher level vel key exec execut utiv ives es such such as CEO’ CEO’s, s, CIO’ CIO’s, s, CFO’ CFO’s s and and some some higher

level

Vice

Presidents

within

companies,useGoogleFinanceasyour firstsource,simplysearchyourcompany and and look look for for the the “Off “Offic icer ers s & Dire Direct ctor ors” s” listingonthepage.

Google Site Search

Corpor Corporate ate websit websites es are are full full of company company exe executi utive nam ame es and and we are are not not just just talki talking ng about about thos those e list listed ed in the the “Abo “About ut US” or “M “Man anag age ement ment Team Team” ” sec section tions. s. Comp Compan any y site sites s whic which h regu regula larrly issue ssue pressreleases,newsandprovidealotof writtencontentarchivedwithintheirsites canberichsourcesofbusinesscontacts within within the compan company. y. The most most effec effective tive waytosearchthroughtheseisbyusing theGoogleSiteSearch. Page 6 of 14 B2B Lead Generation Using The Big Friendly Giant

SettingUpPowerful ProductSites&Landing

Leaders Leaders of Now – Made Made Wi Wi th Google Google Si Si tes

Pages Creatin ting very focused site sites s for your products productsor or offerings offerings with rich keyword keywords s andgoodfeaturescanbeoftremendous val value. ue. It helps elps captu apturre lea eads ds who who are are sear searc chin hing for for tho those key keywor words in your our cont conten ent. t. Devel Develop opin ing g thes these e site sites s is time time consuming consuming andoftenexpensi and oftenexpensive ve but you real really ly shou should ld cre create ate landi anding ng page pages s to

‘Leade aders of Now’ is an exam ampl ple e of a

increase increase your your web presence presence and create create

simpleandeffectiveleadgenerationsite

multiplesourcesforinboundl multiplesourcesforinboundleads. eads.

crea eate ted d using sing ‘Go ‘Google gle Site Sites’ s’ with with the the obje object ctiv ive e of getti getting ng reade readers rs to regi registe ster r

UseGoogleSitesToCreate

and

MultipleLandingPages

informative,hasclearcalltoactionsand forms

Google Google Sites Sites isa super super ea easy, sy, quick quick and eco econom nomical ical wa way y to crea eate te some some ver very featurerichsitesandpageswithoutany

sign

to

up

for

capture

their

event.

information

It’s

from

interestedleadsanditwouldhavebeen apieceofcaketocreateandhostusing ‘GoogleSites’.

programmingskills.Planoutaveryclear messagewhichyouwouldliketouseto

Link

conne onnec ct with ith your our lea eads ds and and you can create

a

landing

page

by

simply

dra draggin gging g com compone ponent nts s like like form forms, s, text text

 http://sites.google.com/site/leader s-of-now/

boxe boxes, s, pic picture tures, s, tex text, cale calen ndar dars, ma maps ps andevenYouTubevideos.


DecisionMakers

Step2–gothroughtheresultsandlookfora Step2 –gothroughtheresultsandlookfora commonemailpatterninthee commonemailp atternintheemailidsdisplaye mailidsdisplayed d

Email Ema il addre addresse sses s are among amongst st the the most most important and valuable bits of lead contactdataneededwhereyouneedto

withintheresults.Arethey [email protected], [email protected], firstinitial_lastname@domain. firstinitial_lastnam [email protected]? com?

runanemailcampaignorjustreachout tosomeonevisaemail.It’softenclosely

Step3–onceyouh Step3 –onceyouhaveidentifie aveidentifiedthepattern, dthepattern,use use thedetailsofthenametosu thedetailsofthe nametosubstituteandyou bstituteandyouwill will

guard guarded ed by execu executiv tives es and thoug though h they they

haveanemailaddressbase haveanemaila ddressbasedontheem dontheemail ail

may not alw always part art with it over ver the

conventionthecompanyfollows.

phone,

you

need

not give up

just

becauseyoudon’thaveit.

Step4-Useaqui Step4 -Useaquickemailverifi ckemailverificationtoolsuchas cationtoolsuchas www.internetfrog.comtorun www.inte rnetfrog.comtorunanemailaddres anemailaddress s verificationchecktoseeifits verificationche cktoseeifitsvalidornot.Ifitrate validornot.Ifitrates s

UseGoogleSearchToGenerate EmailAddresses Googlesearchcanbeaneffectivetoolto gene generrate or ‘wor work out’ ut’ spec pecifi ific emai emaill

youremailidasvalid,thenyou youremailidasv alid,thenyoushouldhaveyour shouldhaveyour emailaddress.

Constr ucti ucting ng Busi Busi ness Cont Contact act Emai Emaill Addresses Wi t h Googl Googlee Sear Searcch

addressesbasedontheinformationyou alre alread ady y have have. . Alth Althou ough gh this this is not not fool fool-proof,ifyouhavethefirstnameandlast name name of a busin busines ess s contac contacts ts as we wellas llas thecompanyname,youcanuseGoog thecompanyname,youcanuseGoogle le searchtoworkoutthecompany’semail formatandthenextrapolate. Example:IfyouneedtofindtheemailforaRonald Example: IfyouneedtofindtheemailforaRonald MillerworkingatIntelCorp.Youkno Millerworkingat IntelCorp.Youknowthedomain wthedomain nameismostlikelytobeintel. nameismost likelytobeintel.comSothee comSotheemail mail id’sarelikelytobesomething@in id’sarelikelytobes omething@intel.com. tel.com. oglesearchanddoasearchfor[ anddoasearchfor[ Step1–useGooglesearch Step1–useGo email+“@intel.com”]orsimply[“@ email+“@intel. com”]orsimply[“@intel.com”] intel.com”]


Note:Thisisno Note: Thisisnotfool-proof.Some tfool-proof.Somecompanie companiesdon’t sdon’t

Some Common Email Conventions

followafixedconventionor followafixedco nventionorpatternsothism patternsothismethod ethod worksontheassumptionthatt worksontheas sumptionthatthecompanydoes hecompanydoes. . Emailcheckslikewww.inte Emailcheckslike www.internetfrog. rnetfrog.comarenot comarenot

Key

100%accurateanditposs 100%accurate anditpossiblethatwhatis iblethatwhatis passedasvalidmaybouncew passedasv alidmaybouncewhentheactu hentheactual al emailissent.However,giventhedrawbacks,it’s stillafairlyeffectivewaytoget stillafairlyeffecti vewaytogetemailaddre emailaddresses sses youneedquicklyandcosteffe youneedquickly andcosteffectively. ctively.

Fname=FirstName Lname=LastName Mname=MiddleName

UseGoogleSearchToCheck ExistingEmailAddresses

F=FirstInitialofFirstName L=FirstInitialofLastName

Ifyouhavethefirstnameandlastname

M=FirstInitialofMiddleName

of a cont contac act t you you coul could d also also look lookin ing g up existing

published

documents

and

Domian=DomainName

content for an email address using GoogleSearch. EmailFormats Example:Ifyoulookupanemailaddressfora Example: Ifyoulookupanemailaddressfora SanjeevTrikawhoyouknow SanjeevTrikawho youknowworkswithInte workswithIntelCorp lCorp searchfor: 

Fname.Lname@domain



[email protected]

Iftherearematchingresults Iftherearemat chingresults,youshouldbe ,youshouldbeableto ableto




confirmiftheemailisamatch.
























(first8letters)

Sanjeev+Trika+“@intel.com”

Searching earchi ng Emai Emaill Addresses In I n Googl Googlee

[email protected] 

(first8letters) [email protected] Page 9 of 14

B2B Lead Generation Using The Big Friendly Giant

Sunbelt.bl unbelt .blogspot. ogspot.ccom – Business Bl Bl og Usi Using ng Blogger.com

Blogging&Blog Marketing Business

blogging

essential

online

has

become

marketing

&

an lead

generationstrategyandcantbeignored for severa several l reaso reasons ns. . It’s It’s a great great mediu medium m to

engage

your

prospects

and

an

excell excellent ent source source of searc search h traffic traffic which which canbelinkedtoyourwebsiteorlinkedto yourlandingpagesorotherleadcapture sourc sources. es. The The only only inves investme tment nt you you reall really y need need is time time and and ded dedicat icatiion to rea eallly

http://sunbeltblog.blogspot.com/

makethisworkforyou.

anexampleofabusinessblogedited and

published

using

is

Google’s

UseGoogleBloggerToPublish

Blog Blogge ger. r.co com. m. Alth Althou ough gh it has has been been

YourBusinessBlog

customized well to bring out its bran brandi ding ng, , look look and and feel feel it’s t’s a good good

Blogger. Blogger.com com is the quickest quickest and easiest easiest waytogetablogstartedandyoucanget yourblogupandrunninginminutes.The sign sign up is quic quick k and and the the edit editor or lets lets you you

examp example le of the funct function ionali ality ty Blogg Blogger er prov provid ide es in term erms of bein being g abl able to publish publish posts posts withpictures, withpictures, links links and alsosyndicateRSSfeeds.

create create posts posts, , edit edit them,add them,add photosand photosand more more aswellas publi publish sh them them witho without ut a

Othe ther tha than brand anding and and being a

fuss.Itneednotbehostedorconfigured

marketing

thoughitcanbecustomized.

creatingablogusingBloggermakes

communications

tool,

your conten ntent t ea easi sily ly sea earrchabl able on search

engines

and

can

drive

aware aw arene ness ss as well well as leads leads toward towards s yourproductorservice. Page 10 of 14 B2B Lead Generation Using The Big Friendly Giant

InteractiveDiscussion Google Groups

Groups Socialmediaisjustasimportantatoolto leverge

in

your

marketing

mix and

although it may not generate leads directly,theinteractiveandsocialaspect of it hel helps crea create te conv conver ersa satio tion n arou around nd your your comp compan any, y, prod produc ucts ts, , serv servic ices es and and creatingawareness.

UseGoogleGroupsStartA DiscussionGroup

Googlegroupsisagreatwaytostart

Goog Google le Grou Groups ps is how how you you can can star start t a

aforumordiscussiongroup.Createa

online online group group starte started d in no time. time. Google Google

group group andsetup and setup engaging engagingtopi topics cs for

groupswillletyoucreaterichpageswith

discussion

graphics, graphics, text and photos, photos, create create topics, topics,

discussion discussions s on your your product, product, service service

discusssionsandsetemailnotific discusssionsandsetemailnotifications. ations.

or better better still still around around the issue issues s they they

Get Di scussions scussions Going oi ng In I n Googl Googlee Gr Gr oups

to

create

active

address. For example if you are creatin ting a group group around around an ‘anti-vir ‘anti-virus’ us’ software software produc product, t, discu discussi ssions ons around around solvin solving g current current virus virus attacks attacks which which users users are commo mmonly nly fac facing will will help help create ate acti activi vity ty and and also also help help you you link link your our product


WebSiteTracking& Google Analyti Analy ticcs

Analytics Simply Simply having having a website, website, landing landing pages pages and and other ther conte ontent nt isn’t sn’t goi going to help elp generatingmoreleadsandbetter generatingmoreleadsandbetterleads. leads. Trackingandanalyzingwherethattraffic is comi coming ng from from, , What What cont conten ent t are are they they absorbingonyoursite?Whatisworking to driv drive e traf traffi fic c to your your site site and and what what is not?

UseGoogleAnalyticsTo ImproveSiteTraffic



AnalyzeVisitors&TrafficD AnalyzeVisitors&TrafficDetails etails



AnalyzeTrafficSources&

Goog Google le anal analy ytic tics is simp simply ly fan fantast tastic ic to analyz analyze e how many many visito visitors rs come come to you you

Keywords 

MovementPatterns

site site?, ?, what what did did they they read read ther there? e? wher where e are theyco they coming mingfro from? m? Mostimpo Most importan rtantly tly it help helps s you you unde underrstan stand d what what you you can can tweaktoincreasevisitorson tweaktoincreasevisitorsonyoursite. yoursite.

AnalyzeContent&Visitor



Generatecustomizedreports



Set&trackfuturegoalsand improvement

Use it to moni monito tor r traf traffi fic c flo flow, sour source ces, s, keywords, keywords, bounce bounce rates rates and more. more. Sign upissimpleandfree.Toaddanewsite and and have it tracked you will need to embed embed a snipp snippet et of code code in to yoursite yoursite whichGoogleAnalyticswillgenerateand youareset!


Summary 

Use Google Finance to build company data

http://finance.google.com



UseGoogleFinancetotrack UseGoogleFinancetotracknews,blogs& news,blogs&feeds feedshttp://finance.google.com http://finance.google.com



UseGoogleBlogSearchto UseGoogleBlogSearchtofollowcom followcompanybuzz panybuzz http://blogsearch.google.com http://blogsearch.google.com



KeepatabonblogsusingGoogleA KeepatabonblogsusingGoogleAlert lerthttp://www.google.com/alerts http://www.google.com/alerts



Uncovercompanyexecuti UncovercompanyexecutivesusingGoogl vesusingGoogleSearch eSearch http://www.google.com http://www.google.com



Findcompanykeyexec FindcompanykeyexecutivesusingGoogl utivesusingGoogleFinance eFinance http://finance.google.com http://finance.google.com



UseGoogleSitestocreatemul UseGoogleSitestocreatemultiplelan tiplelandingpages dingpages http://sites.google.com/ http://sites.google.com/



UseGoogleSearchtodiscov UseGoogleSearchtodiscoveremailad eremailaddresses dresseshttp://www.google.com http://www.google.com



UseGoogleSearchtoverify UseGoogleSearchtoverifyexistingemail existingemailaddresses addresses http://www.google.com http://www.google.com



UseGoogleBloggertorun UseGoogleBloggertorunabusinessblog abusinessblog https://www.blogger.com https://www.blogger.com



UseGoogleGroupstostartadi UseGoogleGroupstostartadiscussiongrou scussiongroup phttp://groups.google.com/ http://groups.google.com/ 



UseGoogleAnalyticstoim UseGoogleAnalyticstoimprovesitetraffic provesitetraffic https://google.com/analytics/ https://google.com/analytics/


AboutReadyContacts ReadyContactsisateamofmarketingandsalesprofessionalswithseveralyearsofexperiencein runningmarketingandleadgenerationcampaignsinarangeofindustryverticalsandacross geographiesincludingNorthAmerica,EMEA,APACandAustralia.Thecompanywascreatedona verysimplebutverycriticalphilosophywhichis“Everysuccessfulcampaignstartswithgoodb2b leaddata”.ReadyContactsdeliverscomprehensiveB2Bmarketingdatabasemanagement solutionstocompaniestoempowersalesandmarketingorganizationswithaccurate,currentand completeleaddatabases.

Pleasefeelfreetodropusalinea PleasefeelfreetodropusalineatReadyContac tReadyContactstoseehowwem tstoseehowwemaybeabletohe aybeabletohelpyou lpyou withyourmarketingleaddatabase

ReadyContacts.com 3418MarounPlace SanJose,CA95148 USA

T:+1.408.223.1075 E:[email protected] E:[email protected]  Web:www.readycontacts.com Web:www.readycontacts.com Blog:http://blog.readycontac Blog:http://blog.readycontacts.com ts.com FollowusonTwitter@readyco FollowusonTwitter@readycontacts ntacts @neil_s


B2B Lead Generation Using the Big Friendly Giant -2009

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