The Lead Generation process in the B2B world is more complex than a similar process in B2C companies, but it is possible, and if done right, can achieve lucrative results.

Pyramidion is a startup in the dentistry field that offers a new and revolutionary implant. When we started working with them our goal was to bring in leads in the form of dentists. Nobody in the organization other than the CEO, with whom we worked, believed that dentists could be brought in through digital operations. They were accustomed to BTL work- classic sales efforts, contacting opinion leaders and attending conferences.

Establish a Digital Strategy

First, we needed to establish our digital strategy. In order to do so we had to understand who our target audience is and ‏what main advantages our product has to offer to them. What messages ‏will attract them and where to place these messages in social and digital channels that will reach.
Once we had all the answers, we produced our copy and creative for the ads and landing pages. As expected, the ads are dynamic – changing and improving as we learn and understand our target market. We also use A/B testing throughout the process we made sure to reach maximum effectivity.

Building the Funnels

We decided to build two funnels and see which one is more effective and brings the best ROI.

Our first choice was combining Outbrain with Facebook. In that funnel, we wrote professional articles that dealt with the issues that our client’s product solved, uploaded them to the client’s website and ran an Outbrain campaign in order to generate traffic. Then we used Facebook’s pixel in order to retarget the people who read the article with a lead form.
Our second funnel was a combination of LinkedIn and Facebook.

Our quick check revealed that there are a lot of dentists in Israel and around the world who are active on LinkedIn, and we assumed we would have very little competition on LinkedIn for that particular audience and could get a lot of attention and good ROI.
On LinkedIn, it was a combination of organic work- using the company managers’ connections and posting relevant posts on the company page, and paid campaigns. We especially focused on website visit campaigns that sent people to the website, and later on, we retargeted them on Facebook with lead generation campaigns.

Results Analysis

When we sat down to analyze the results, both Funnels proved to be effective and generated leads, and even though the Outbrain & Facebook funnel was a little cheaper, there were many advantages to our LinkedIn work in creating new contacts on the managers personal profiles and growing the company page audience, so we decided to keep going with both funnels.
These funnels are still working, generating leads and helping the company grow.