Solutions

B2B lead generation

We generate high-quality leads from relevant target groups using customer-focused measures at each touchpoint of the customer journey.

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New website, but no qualified B2B leads

Are added value and attention all you need for lead generation? It’s not that simple.

In practice, with many B2B companies we see excessively high costs per lead, mediocre conversion rates and too much waste. The most common reasons for these are: 

  • Marketing campaigns and websites are conceived from the company’s point of view and not from the perspective of potential customers
  • A good strategy is not consistently rolled out, further refined and optimised 
  • The actual goal is lost among the endless optimisation options

We focus on two fundamental points: the best possible customer experience and a very clear roadmap to achieve your marketing and sales goals. For our customers, this means that we generate B2B leads not only particularly efficiently but also measurably more effectively, boost conversion rates and reduce costs.

Why does that work? 

For many years, we have combined online marketing closely with other disciplines such as branding, UX design and storytelling to create a positive customer experience. The validity of our approach is repeatedly confirmed in practice: the customer experience is the crucial success factor for generating qualified B2B leads.

Our solution for B2B

Step 1 of joint collaboration with SNK: Business Alignment & Goal Setting.

Business alignment & analysis

We believe nothing is more important than having a strong foundation for future strategies, activities and campaigns. As part of a workshop, we develop buyer personas, define goals and check your current measures at all relevant marketing touchpoints of your target groups with your company.

A graphic shows a B2B marketing roadmap with campaigns, messaging and CTAs.

Strategy & implementation

We develop an immediately usable roadmap with key measures, campaigns, messaging and CTAs. This is implemented by our experienced online marketing team, who advise you on a continuous basis and further refine the strategy transparently with you in an agile cooperative partnership.

A graphic shows goal-oriented tracking and analytics for B2B.

Measurement & optimisation

With us, tracking and analytics means the results-oriented collection and evaluation of all data required for managing and optimising your lead generation strategy. We define central KPIs and benchmarks for the strategically relevant measures and continually optimise your campaigns in line with the specified goals.

Business alignment & analysis

We believe nothing is more important than having a strong foundation for future strategies, activities and campaigns. As part of a workshop, we develop buyer personas, define goals and check your current measures at all relevant marketing touchpoints of your target groups with your company.

Strategy & implementation

We develop an immediately usable roadmap with key measures, campaigns, messaging and CTAs. This is implemented by our experienced online marketing team, who advise you on a continuous basis and further refine the strategy transparently with you in an agile cooperative partnership.

Measurement & optimisation

With us, tracking and analytics means the results-oriented collection and evaluation of all data required for managing and optimising your lead generation strategy. We define central KPIs and benchmarks for the strategically relevant measures and continually optimise your campaigns in line with the specified goals.

10 years of lead generation for B2B companies

From consulting firms to software providers and industrial suppliers through to B2B food distribution: our aim is to generate qualified and high-quality leads from relevant target groups.

celonis marketing screen device

Celonis: Online marketing campaigns for B2B lead generation
teaser shows a B2B marketing Landingpage on HOMANN Foodservice

HOMANN Foodservice: Online marketing and social media for B2B
handy mockups with various corlorful art designs by SNK

Smartly: Full-service agency
We believe in customer centricity because customers decide for themselves whether they want to be convinced. When companies understand their customers as well as their own brand, a fantastic customer journey is just a few steps away – as are more leads.
Michael Kirchberger Managing Director of SNK and Director of Marketing
On display is the SNK logo in blue
A diagram shows the relevance of contact information and proposal request in B2B lead generation.

Step 1: We design a positive customer experience

Customers decide for themselves – but we can positively influence their decision-making process.

We look particularly closely at two key moments in B2B customer decisions and consistently optimise our measures based on these interactions.

Contact information

If trust is created as a result of the solutions, products and services offered and also the content and marketing campaigns, your target personas will be very willing to provide contact information for obtaining further information from you. If this overall experience is correct, we optimise every step your customers take right through to the provision of contact information.

Proposal request

In marketing, we are already thinking about sales and we position your solutions, products and services so your customers experience a holistic and positive customer journey from the first impression right through to the conclusion of the contract. This means no valuable lead is lost through inconsistent communication.

Step 2: We translate customer journeys into leads

On quick successes, untapped potential and standards that don’t always work – but usually do.

Marketing, UX and storytelling from a single source

Our campaigns start as close to the interests and needs of your target personas as possible.We critically review current and future marketing activities with regard to user experience, performance and storytelling to reveal the potential of your lead generation and exploit it with ongoing testing and optimisation – from quick wins to long-term measures.

We believe in standards – but not in one for all

Every company, every industry and every target group needs its own approach – and every marketing channel as well. Neither custom-only nor one-size-fits-all is the right means to an end for us. We know how to bring the appropriate measures together as far as possible under one roof and personalise them as much as necessary. The result: efficient and effective customer-centred lead generation strategies for B2B companies.

Step 3: We optimize your lead generation continuously

Want to know exactly what to expect? Customer centricity, transparency and results.

We give you a full and tangible insight into the development, testing and optimisation of your campaigns. We advise you regularly, bring in expertise from other customer projects and create qualitative reports with exactly the figures you need.

An image shows a whitepaper with high-quality B2B content.

Campaigns

We regularly optimise all traditional KPIs such as open rates or viewability, CTR, CPC and CPL and use various test methods including A/B testing to tailor targetings, designs and texts even more accurately to your target groups:

  • SEM
  • Programmatic & display
  • Native advertising
  • Marketing automation
Ein Bild zeigt ein Whitepaper digital und in print.

Content

We make content marketing an integral part of lead generation. We create and promote conversion-optimised content specifically for B2B target groups – with stringent requirements in terms of value-adding content and high quality:

  • Newsletters & mailings 
  • Surveys
  • Whitepapers & studies
  • Online events
Dargestellt ist ein aussagekräftiger CTA, der B2B Kunden zur Angabe von Kontaktdaten motiviert.

CTAs & establishing contact

Thanks to close cooperation between the experts in our Marketing, UX and Technology teams, we guarantee a seamless positive customer experience and discreet guiding of users towards making contact – very user-friendly and as easy as possible:

  • CTAs
  • Forms
  • Email addresses
  • Meeting tools
  • Chatbots
  • Live chats
  • Messenger services
  • Telephone calls
Ein Bild zeigt eine conversion-optimierte B2B Website.

Conversions

We convince potential customers from relevant target groups at every touchpoint: from the first sighting of the advert through to making contact – thus boosting your conversion rate. We optimise campaigns, websites and landing pages not only for traditional marketing KPIs, but also for:

  • Messaging
  • Target group fit 
  • Usability
  • Technical performance e.g. loading times 

What about measurability?

The crucial question in marketing: what’s the right way to measure, evaluate and optimise?

We understand analytics as the pure representation and reproduction of user behaviour. For all the data we can collect, we want to understand the users. To do this, we use our many years of practical experience for a wide variety of B2B companies: we create transparent, results-oriented data as the basis for reports, analyses and improvements.

An image shows a results-oriented reporting dashboard of the B2B agency

In our analysis, evaluation and optimisation, we use:

  • Results-oriented dashboards and reports with genuinely relevant marketing figures
  • KPIs and benchmarks that are specially tailored to your marketing and sales goals
  • Quantitative and qualitative parameters for your campaigns and channels
  • Data minimisation: we consciously decide what data needs to be collected, enriched and evaluated to achieve the goals
  • The appropriate tools with a good cost-benefit ratio for your tracking, both for the tools themselves and for the user experience 
  • A/B testing for campaigns, landing pages and CTAs

Get to know us

We are your B2B lead agency – in both senses of the word

We know how to generate qualified leads in company target groups – and we bring our own teams, partner agencies and service providers together with a shared goal: integrated and effective lead generation for B2B companies.

Ein Foto von SNK Geschäftsführer Michael Kirchberger

Michael Kirchberger

Director SNK

As a consultant and entrepreneur, he helps B2B companies adapt their revenue models, service processes, and sales and marketing organizations to the opportunities and necessities of the digital world.

Ein Foto von Elisabeth Volkmer, Teamlead Digital Marketing.

Elisabeth Volkmer

Teamlead Digital Marketing

Elisabeth advises B2B companies on defining and translating B2B goals into measurable KPIs and derives integrated marketing strategies on that basis.

Ein Foto von Senior Digital Marketing Consultant Jenny Ludwig.

Jenny Ludwig

Senior Digital Marketing Consultant

Jenny makes your daily marketing routine much easier with sensible workflows and processes. This way, KPIs and leads always have full attention.

Request your action plan from us now

Within 10 working days of commissioning, you will receive an analysis of your lead generation from us and an immediately usable action plan with our recommendations.

Your contact:

Michael Kirchberger

m.kirchberger@snk.de

Next steps

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