Lead Segmentation & Performance Based Marketing

Understanding how lead segmentation works is vital to take advantage of the opportunity in the lead generation market, particularly in the B2B space.

This may be in finance, loans, tax refunds, you name it.

But if you want to crack these competitive markets…

It’s all about finding the right angle through lead segmentation.

Lead Segmentation…

It’s a known fact that businesses have been struggling during this pandemic.

Businesses are finding it difficult to make ends meet.

Many are requiring loans to get through the pandemic, especially now the furlough scheme is coming to an end (over here in the UK anyway).

There are a lot of lead gen offers in the B2B space.

There’s also scale for these kinds of industries.

Lead Segmentation is the way forward.

Some people struggle to find angles into the market.

One big mistake people make is thinking that businesses aren’t on facebook.

This is completely not true.

The majority of business owners, like me, are on Facebook.

To find the best angles into the market, you need to look for segments of the market – lead segmentation.

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You need to show ads that relate to the best type of businesses.

The ones that’ll be high value and high quality for the end client.

To find the best angles/hooks, you need to get inside the head of the prospect – the client’s client.

For example, they’ll pay VAT and Corporation Tax, they may have dormant office space, or use an AMEX card to rack up points.

Find an angle that directly speaks to the client.

Then you will know you are speaking to the right prospect.

It’s like you would never start talking to a child in the same way you talk to an adult, right?

You find different ways to talk to different people in life.

Same applies here.

The importance of lead segmentation…

Lead Segmentation is about finding different angles to engage with different consumers.

Choose the relevant characteristics of the consumer.

The consumer will be much more likely to read the creative and be interested in that angle if it directly applies to them.

Even if a certain angle will only work for a relatively small target market.

Just make your budget smaller for that campaign.

You want to think of an angle for each type of person with your media buying.

Find a bunch of angles and test, test, test.

Become smarter than the average media buyer.

Take advantage of lead segmentation.

This will help you to compete and dominate within lead generation in the B2B space.

I hope this is useful for you so you can start taking action and find new angles within the B2B space.

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Video transcript

Hi there, it's Dan here from Flexxable and today I wanna talk to you about lead generation performance-based marketing in the B2B space, the B2B industries that a lot of you might be familiar with. 
 
 It could be insurance, it could be finance, loans. It could be tax credits or tax refunds or whatever that is. 
 
 There's a lot of lead gens, lead gen offers in the B2B space. 
 
 A lot of people talking to me and asking me questions about whether it's possible and can you do it? 
 
 So I'm gonna talk to you today about if there is a market, where to find it and what ad networks, and you know, what kind of hooks and angles to kind of think about in order to get people to raise their hand, have a look at the ad copy, and get interested in the creative, sorry, excuse me, and then go through the funnel and convert. 
 
 Before I do that, please subscribe to this channel if you wanna get further lead gen tips like the ones I'm talking to you today about. 
 
 So, all right, B2B lead gen, a lot of people think, "Well, businesses aren't on Facebook," and that's totally not true. 
 
 I mean, I'm a business owner and pretty much every single person on this street around here that that live near me, some of them are business owners and they're all on Facebook as well because I know them and I say them on Facebook. 
 
 So there absolutely is, you know, an opportunity to do lead gen in the B2B space and be able to generate leads at scale for the, you know, for these types of industries and I'll use, let's kind of think about lending, B2B lending. 
 
 That's a big one at the moment because a lot of businesses are struggling because of the pandemic and a lot of people are looking for an extra cash injection to get them through this tough time.
 
 The furlough scheme's ending over here in the UK and there's a market for it so if I was, I'm not in this niche, but if I was, what I would do is start looking for the kind of segments of the market that might be.
 
 if I'm running Facebook ads, that is, to be able to show ads to them that relate to the best type of businesses that are gonna be high value and high quality for the client, for the end client. 
 
 So, you know, I'm just freestyling here, but off the top of my head, if I was to look at angles or hooks, I'd be thinking about perhaps someone like me that has a decent turnover, is relatively successful, has staff, has good profit margin and just wants an extra little bit of help to get them through this. 
 
 So what characteristics do I have and what am I looking for and what am I thinking about on a daily basis? 
 
 You have to get inside the head of the prospect, the consumer, the client, not your client, the client's client so there could be a few things to think about. 
 
 The first one could be that they paid vat. 
 
 The second one could be they pay corporation tax. 
 
 Third one could be they have office space that that might be dormant. 
 
 It could be, you know, what else do I do? 
 
 I also have American Express credit cards that I collect points on. 
 
 That could be something that's that speaks directly to the type of person you wanna speak to. 
 
 So an ad, that's quite a good one, actually, if you're a business owner with an Amex Platinum credit card, then you might be interested in finding out how you can boost your miles and also be able to increase the revenue by hiring extra staff members or paying for your office space upfront.
 
 Whatever that might be so you know that you're speaking to someone with an Amex Platinum credit card that has air miles that's looking, you know, that obviously is a bit more serious about business, if they're putting point spend for their credit cards, and it might be a segment of the market to go into to try for a hook or creative. 
 
 I'm not saying it might work, but you've got to be able to find those characteristics of the consumer, i.e. the prospect that might be able to, you know, that might be able to read that creative and be interested in that angle. 
 
 Some of you might be thinking, "Well, yeah, but Dan there's only a 5,000 prospects in the UK that have an Amex Platinum card". 
 
 Well, that's fine, you know, just put a smaller budget to that angle and hook and let it kind of take over. 
 
 Then try and find another one, another angle into the market so that the other one could be a business owner that like me have ended the lease on their office because my staff, we haven't been able to come in because of COVID.
 
 I'm thinking now about looking for a new office, and it might be that I don't particularly need it, but some businesses might need a cash injection to be able to cover the cost of a lease or they might want to buy their office so that might even be a better one. 
 
 So are you a business owner that's not using their office anymore and looking to acquire an office at below market value because now's the best time to buy because the highest rates are empty.
 
 There's awesome office space with beer kegs or whatever. 
 
 You can really add some personality to that ad and that could be a really good angle into that market as well. 
 
 So you've got the Amex, you've got the office space that you could leverage the office space thing to be able to get some cash to buy the place that you really want for your staff and hit the ground running when the pandemic ends 'cause there's growth and all that type of stuff and the cost of office space is gonna go up over time.
 
 You've got that one and you might want to think of two to three or four or five other angles and this is where the key is. 
 
 You want to be able to find an angle for each type of person with your media buying, rather than going after the big, broad 2% APR, we'll compare the market for you and find you the best deal. 
 
 It just doesn't work that way. 
 
 That's what everyone else is doing and you need to be smarter than that as a media buyer. 
 
 So I hope you've enjoyed this video. 
 
 I hope it's given you a little of insight into how you can compete and dominate in the performance-based lead generation space.
 
 If you wanna find out more about how to escape the, what I call agency jail.
 
 If you're running retainer contracts and move to a performance-based model, then I have a case study below, which takes you through the kind of five steps that you need to think about in order to move to performance-based marketing and lead gen and be able to earn five, 10 times more from one client than what you did from five, five retainer clients. 
 
 So I hope you enjoy it. 
 
 Click on the button below and it'll take you to that case study and you'll be able to check it out, take care, bye-bye.