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Can Big Data Boost Your Chances of Getting Your Message to Go Viral?

Tap into the right elements of what makes a video go viral – Can Big Data place you in the right position to have your message shared by millions? Web Metrics Guru, Marshall Sponder shares how you can define and implement actionable metrics for social engagement and activity that help focus your message and spark measurable reactions from your audience. • Marshall examines what exactly is the “Big Data” we’re looking at when it comes to examining the elements that catapult a message to the masses? • He’ll discuss the importance of strategic, campaign-driven outreach, instead of one-off videos that [...]

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Lead Gen Technique: Know Your Customer’s Customer

This is one technique among a series I’m covering on conversation mining for lead generation. What if you knew your customer’s customer better than your customer did?  For instance, what if your product helps companies monitor their websites to ensure high-availability.  Wouldn’t it help to know the instant your prospect’s customers start complaining about the website? To use NetBase to know your customer’s customer, set up a topic for each of your prospects.  Look for negative spikes in their sentiment timeline and key things their consumers complain about.  NetBase’s alerting capability helps as well if time is of the essence [...]

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Lead Gen Technique: Create Infographics

This is one technique among a series I’m covering on conversation mining for lead generation. This application of conversation mining is quite different from the other techniques.  It’s based on the premise that if you create interesting content, the leads will come to you rather than you having to go to the lead.  So where does conversation mining fit in?  Answer: use conversation mining to produce the interesting content.  Think of a topic relevant to your customers and chances are, if you explore that topic in NetBase, you’ll find insights worth sharing.  Pivot Research recently created infographics this way and [...]

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Lead Gen Technique: Lead Enrichment

This is one technique among a series I’m covering on conversation mining for lead generation. Once you’ve got a lead you can use this next technique to build a profile based on what they talk about in social media.  It could be a lead you’ve gotten from one of the previous lead gen techniques or it could be a long-term client whom you just want to get to know better.  With NetBase, you can set up a topic on a particular author and build a profile as a dashboard.  Your dashboard would then analyze the last year of posts made [...]

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Lead Gen Technique: Establish a Beachhead in a Forum

This is one technique among a series I’m covering on conversation mining for lead generation. What if your customers have an online forum where they discuss topics related to their profession, hobby, disease, or interest area?  If so, you can analyze the conversation to reveal the most influential targets and establish a beachhead in their community. There are two ways NetBase can help with this technique.  First, you can use NetBase to identify the relevant forums.  Second, you can mine those forums for influential authors.  To find the forums, set up a topic on a keyword related to your product [...]

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Lead Gen Technique: Conference Mining

This is one technique among a series I’m covering on conversation mining for lead generation. The debate raging out there today is whether or not social media is an effective lead gen source for B2B, and for good reason.  How many mining industry executives, for instance, tweet about needing cheaper industrial equipment?  In my opinion, not many.  But there is one time of year when B2B professionals get a bit more social, and that is at their annual conference.  Name any industry and there’s probably a management association for it where execs go to cut loose…and get social.  Exhibitors sponsor [...]

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Lead Gen Technique: Target by Unmet Need

This is one technique among a series I’m covering on conversation mining for lead generation. Here is another way to find leads who desire the benefit your product or services offers.  Think about the benefit in terms of the problem it addresses.  A gluten-free benefit’s corresponding problem is gluten or wheat allergy.  This technique is very straightforward for health products because medicine has given us well-defined terms for the diseases and ailments they cure.  For other product categories it can be more challenging to express the problem in a concise way.  You may require a phrase or a few types [...]

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Lead Gen Technique: Target by Activity

This is one technique among a series I’m covering on conversation mining for lead generation. For this next technique consider what activities your products are associated with.  Then set up a topic about that activity and build a dashboard which reveals people who enjoy doing that activity. In the example below we’re looking at influential Coloradans who love skiing.  Note that we’re looking over the past year.  It’s not necessary to target recent posts because a skier who posted in the last year about loving skiing probably still loves skiing right now.  So they would be suitable to contact about [...]

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Lead Gen Technique: Spy on your Competitor’s Sales People

This is one technique among a series I’m covering on conversation mining for lead generation. In certain industries, there are already companies mining social media for sales leads.  If so, then their sales people have probably left digital breadcrumbs to the prospective customers.  Identify the sales people by identifying their sales language.  For instance look for someone offering to set up a time to talk or to send a free sample by mail.  Who did they tweet or comment to?  Who do they follow?  These are all places to look for leads. How this works may differ by industry, so [...]

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Lead Gen Technique: Target by Benefit Sought

This is one technique among a series I’m covering on conversation mining for lead generation. Most products and services owe their success to the fact that they provide some kind of benefit.  It could be a functional benefit or an emotional one.  Either way, if there are people out their saying they want that benefit then they could be a sales opportunity.  Set up a topic on that benefit and then find people who say they want it, buy it, need it, etc. using a Positive Behaviors widget. For example, gluten-free is a benefit that is growing in popularity.  In [...]

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