B2B Lead Generation Using

The Big Friendly Giant

Tips, tricks & hacks to make the most of 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

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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 to cost a fortune. There is a lot
that can be done using free technology
and thanks to the big friendly giant
commonly known as Google, there are
some pretty powerful services and
applications at one’s disposal to help
with various aspects of B2B marketing ,
lead generation and data requirements
too. The best part – it doesn’t cost a thing.

This e-book was written to share some of

the tips and hacks we have learnt and
used to make the most of what Google
has to offer and apply it to helping you
accomplish various activities that
contribute to lead generation.

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Building Company & number which covers the company
contact information which is essential
Account Intelligence
and all available in one place.
Data
Next you have key statistics like number
of employees, annual revenues and other
When it comes to building target lists and
building out account intelligence financials which are always important

traditionally one would look to invest in a .Lastly, you have links to the company
website, blog, press releases, executives
subscription to Hoovers, Onesource,
and a company summary which are all
Kompass or one of the other proprietary
company information databases which great bits of account intelligence to add

are known to offer high quality account to your list.

information. You could even research You can build a comprehensive

every company website, press release, company profile using just Google
whitepaper and bit of information by finance and fairly quickly
searching for details but that’s a painfully
slow process.
Using Google Finance To Profile Account
Use Google Finance to Build Intelligence
Company Data

Use Google Finance and you have all the

company data you need at your
fingertips. Once you have your list of
target company names chalked out,
simply search for the company within
Google Finance and you have all the
important data points you need to start
building your list. In the summary you’ll
find the company location, postal
address, telephone number and fax

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B2B Lead Generation Using The Big Friendly Giant

Following Account News Use Google Blog Search To
& Happenings Follow Company Buzz

To build a basic company list or Its extremely helpful following certain key

database Google finance is more than blogs related to your target market, target

just sufficient but account intelligence companies or even your own industry

doesn’t end there. Every smart 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 within their market and there a great way to locate the best sources for

is nothing quite like regular news or blog posts on companies or topics.

event updates to do that. Being able to

Keep A Tab On Blogs Through
track blogs, press releases and news
from key accounts helps you identify Alerts, Gadgets & Feeds
triggers or events that could signal an
To keep a constant tab of blog posts
opportunity for you.
related to a certain keyword, account

Use Google Finance to Track name or topic, you can use Google Alerts
Beta to send you updates and fresh posts
News, Blogs & Feeds
straight to your email account. You can

Use Google to keep abreast every bit of also add the Google Blog Search Gadget

news on your accounts. Google finance to your homepage or get an rss/atom

provides you with a live feeds of news feed of the same in Google Reader. All

and blogs related to each company. It’s a simple and extremely convenient ways of

great place to keep tabs on whats keeping a pulse on whats important.

happening at each account without

Google Alerts, Gadget, Reader
having to manually research and sift
through a lot of articles and search
results.

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 Syntax: keywords site:
Locating Target Leads &
http://companywebsite.com

Decision Makers Example: marketing director site:

http://www.cisco.com
While building lead lists and business
contact data one of the most important This will help search within the corporate

and among the most cumbersome site for executives by title or keywords

aspects is locating the right decision and these contacts within corporate sites

makers within your target accounts. are fairly reliable.

While it may not be as quick as

Use Google Finance For High
purchasing a list of ready decision
makers or using a business contacts Level Key Executives
database, Google Search can be one of
To locate higher level key executives
the most effective ways of locating
such as CEO’s, CIO’s, CFO’s and some
specific executives within companies
higher level Vice Presidents within
with the right set of search techniques.
companies, use Google Finance as your

Use Google Site Search To first source, simply search your company
and look for the “Officers & Directors”
Uncover Executives From
listing on the page.
Company Websites
Google Site Search
Corporate websites are full of company
executive names and we are not just
talking about those listed in the “About
US” or “Management Team” sections.
Company sites which regularly issue
press releases, news and provide a lot of
written content archived within their sites
can be rich sources of business contacts
within the company. The most effective
way to search through these is by using
the Google Site Search.

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Setting Up Powerful
Leaders of Now – Made With Google Sites
Product Sites & Landing
Pages
Creating very focused sites for your
products or offerings with rich keywords
and good features can be of tremendous
value. It helps capture leads who are
searching for those keywords in your
content. Developing these sites is time
consuming and often expensive but you
really should create landing pages to ‘Leaders of Now’ is an example of a
increase your web presence and create simple and effective lead generation site
multiple sources for inbound leads. created using ‘Google Sites’ with the
objective of getting readers to register
Use Google Sites To Create and sign up for their event. It’s
Multiple Landing Pages informative, has clear call to actions and
forms to capture information from
Google Sites is a super easy, quick and
interested leads and it would have been
economical way to create some very
a piece of cake to create and host using
feature rich sites and pages without any
‘Google Sites’.
programming skills. Plan out a very clear
message which you would like to use to Link
connect with your leads and you can
create a landing page by simply  http://sites.google.com/site/leader
s-of-now/
dragging components like forms, text
boxes, pictures, text, calendars, maps
and even YouTube videos.

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Decision Makers Step 2 – go through the results and look for a
common email pattern in the email ids displayed

Email addresses are amongst the most
important and valuable bits of lead
contact data needed where you need to
run an email campaign or just reach out
to someone visa email. It’s often closely
guarded by executives and though they
may not always part with it over the
within the results. Are they
firstname.lasname@domain.com,
firstinitial.lastname@domain.com,
firstinitial_lastname@domain.com ?
Step 3 – once you have identified the pattern, use
the details of the name to substitute and you will
have an email address based on the email
convention the company follows.

phone, you need not give up just

Step 4 - Use a quick email verification tool such as
because you don’t have it. www.internetfrog.com to run an email address
verification check to see if its valid or not. If it rates
Use Google Search To Generate your email id as valid, then you should have your
email address.
Email Addresses
Constructing Business Contact Email
Google search can be an effective tool to
Addresses With Google Search
generate or ‘work out’ specific email
addresses based on the information you
already have. Although this is not fool-
proof, if you have the first name and last
name of a business contacts as well as
the company name, you can use Google
search to work out the company’s email
format and then extrapolate.

Example: If you need to find the email for a Ronald

Miller working at Intel Corp. You know the domain
name is most likely to be intel.com So the email
id’s are likely to be something @intel.com.

Step 1 – use Google search and do a search for [

email + “@intel.com”] or simply [“@intel.com”]

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Note: This is not fool-proof. Some companies don’t
follow a fixed convention or pattern so this method Some Common Email Conventions
works on the assumption that the company does.
Email checks like www.internetfrog.com are not Key
100% accurate and it possible that what is
passed as valid may bounce when the actual Fname = First Name
email is sent. However, given the drawbacks, it’s
Lname = Last Name
still a fairly effective way to get email addresses
you need quickly and cost effectively.
Mname = Middle Name

Use Google Search To Check F = First Initial of First Name

Existing Email Addresses
L = First Initial of Last Name
If you have the first name and last name
M = First Initial of Middle Name
of a contact you could also looking 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
Sanjeev Trika who you know works with Intel Corp
search for :

 Fname.Lname@domain
Sanjeev + Trika + “@intel.com”
 Fname_Lname@domain.com
If there are matching results, you should be able to  Fname.M.Lname@domain.com
confirm if the email is a match.  F.Lname@domain.com
 Fname.L@domain.com
Searching Email Addresses In Google  Fname_Lname@domain.com
 F+Lname@domain.com
 Fname+Lname@domain.com
 F_Lname@domain.com
 Lastname+F@domain.com
 (first 8 letters)
Fname@domain.com
 (first 8 letters)
FnameLname@domain.com
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 Sunbelt.blogspot.com – Business Blog Using
Blogging & Blog Blogger.com
Marketing
Business blogging has become an
essential online marketing & lead
generation strategy and cant be ignored
for several reasons. It’s a great medium
to engage your prospects and an
excellent source of search traffic which
can be linked to your website or linked to
your landing pages or other lead capture
sources. The only investment you really
need is time and dedication to really http://sunbeltblog.blogspot.com/ is
make this work for you. an example of a business blog edited
and published using Google’s
Use Google Blogger To Publish Blogger.com. Although it has been
Your Business Blog customized well to bring out its
branding, look and feel it’s a good
Blogger.com is the quickest and easiest
example of the functionality Blogger
way to get a blog started and you can get
provides in terms of being able to
your blog up and running in minutes. The
publish posts with pictures, links and
sign up is quick and the editor lets you
also syndicate RSS feeds.
create posts, edit them, add photos and
more as well as publish them without a Other than branding and being a

fuss. It need not be hosted or configured marketing communications tool,

though it can be customized. creating a blog using Blogger makes

your content easily searchable on
search engines and can drive
awareness as well as leads towards
your product or service.

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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 helps create conversation around
your company, products, services and
creating awareness.

Use Google Groups Start A

Discussion Group
Google Groups is how you can start a
online group started in no time. Google
groups will let you create rich pages with
graphics, text and photos, create topics,
discusssions and set email notifications.
Get Discussions Going In Google Groups
Google groups is a great way to start
a forum or discussion group. Create a
group and setup engaging topics for
discussion to create active
discussions on your product, service
or better still around the issues they
address.
For example if you are creating a
group around an ‘anti-virus’ software
product, discussions around solving
current virus attacks which users are
commonly facing will help create
activity and also help you link your
product

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Web Site Tracking &
Google Analytics
Analytics
Simply having a website, landing pages
and other content isn’t going to help
generating more leads and better leads.

Tracking and analyzing where that traffic

is coming from, What content are they
absorbing on your site? What is working
to drive traffic to your site and what is
not?

Use Google Analytics To

Improve Site Traffic
Google analytics is simply fantastic to
analyze how many visitors come to you
site?, what did they read there? where
are they coming from? Most importantly
it helps you understand what you can
tweak to increase visitors on your site.
 Analyze Visitors & Traffic Details
 Analyze Traffic Sources &
Keywords
 Analyze Content & Visitor
Movement Patterns
 Generate customized reports
 Set & track future goals and
improvement

Use it to monitor traffic flow, sources,

keywords, bounce rates and more. Sign
up is simple and free. To add a new site
and have it tracked you will need to
embed a snippet of code in to your site
which Google Analytics will generate and
you are set!

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Summary

 Use Google Finance to build company data http://finance.google.com

 Use Google Finance to track news, blogs & feeds http://finance.google.com
 Use Google Blog Search to follow company buzz http://blogsearch.google.com
 Keep a tab on blogs using Google Alert http://www.google.com/alerts
 Uncover company executives using Google Search http://www.google.com
 Find company key executives using Google Finance http://finance.google.com
 Use Google Sites to create multiple landing pages http://sites.google.com/
 Use Google Search to discover email addresses http://www.google.com
 Use Google Search to verify existing email addresses http://www.google.com
 Use Google Blogger to run a business blog https://www.blogger.com
 Use Google Groups to start a discussion group http://groups.google.com/
 Use Google Analytics to improve site traffic https://google.com/analytics/

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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 at ReadyContacts to see how we may be able to help you
with your marketing lead database

ReadyContacts.com

3418 Maroun Place

San Jose, CA 95148
USA

T: +1.408.223.1075
E: info@readycontacts.com
Web: www.readycontacts.com
Blog: http:// blog.readycontacts.com
Follow us on Twitter @readycontacts
@neil_s

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