€6 per click. Every time. And you have no idea who’s behind it.
That’s the problem with traditional B2B marketing. You throw budget into LinkedIn and Google, but you get no insight into who actually clicks. A competitor? Someone doing some research? An intern? You don’t know. And yet you keep spending.
The approach is firmly established in B2B marketing
Nine out of ten B2B companies use the same targeting on LinkedIn. Everyone is chasing the same target group with the same method. The result? You bid against each other, the prices skyrocket and the end result is not good.
Why? Because algorithms learn from clicks. If the wrong people click on your ads, the algorithm will search for more of them. You pay for irrelevant traffic and the platform optimizes exactly what you don’t want.
The shift: from spray-and-pray to first-party data
At Converseon we see a fundamental shift. We are no longer going to wait for someone to respond to an advertisement. We create lists of the ideal target group ourselves with first-party data.
The difference is enormous. Instead of targeting broadly and hoping for conversion, you know exactly who you want to reach. You create your own lists and determine the playing field yourself.
You create your own lists and determine the playing field yourself.
A concrete example: One of our customers paid thousands of euros every month for LinkedIn ads. Many clicks, few results. Once we switched to targeted target lists with Leadinfo and automated follow-up via Autopilot, we not only saw better results but also gained insight into who was actually involved.
From conversion to engagement
Sustainable growth is not just about hard conversion. We all want to sell quickly, but there is a process involved. It’s all about engagement and multiple contact moments. Especially with larger order amounts, you must first build trust.
Our approach:
- Branding campaigns to get your name out there
- Relevant content based on what you know about your target group
- Personalized follow-up via email and LinkedIn (Autopilot)
- Lead scoring to see who is the most engaged
It’s no longer: “Who will click on our ad?” But: “Who is really interested and what can we offer them?” This way you keep your offer and content sharp.
Why we make a difference with Leadinfo
Leadinfo gives you insight into which companies visit your website. But the difference is in what you do with it. You can enrich the insight into which company visits your website with behavior.
In combination with Autopilot, you can use those insights to follow up in a relevant way. Email remains a very powerful channel in this regard. The insights you use for personalized follow-up are not used once, but to create relevant contact moments at the right frequency.
From manual to automated at scale
Many B2B companies still do it manually. They see an interesting company in Leadinfo, search for someone on LinkedIn, send an email from Outlook. That works for three leads per week. Not for growth.
With automation through tools like Autopilot and N8N you can:
- Set up workflows that run automatically
- Keep track of who opens, clicks and responds
- Apply lead scoring to see who’s hot
- Link your CRM for a complete overview
And the great thing: you remain in control of your own strategy. You determine the lists, the message, the moment. No more dependence on expensive platforms that advise you to use more budget.
