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Some good B2B lead generation tips

June 5, 2008

In today's extremely competitive B2B market segment, lead generation can take on many marketing methodologies: Search Engine Optimization Broadcast Advertising, Direct Mail, Events or Trade Shows, Marketing Seminars, etc.

Marketing performance measurement refers to the ability to closely analyze reports between marketing and sales and realize the many tangible effects marketing is having on sales revenue generation.

Online lead generation can be a scalable channel, with an ROI that makes good sense to a B2B advertiser.


Online visibility is a big part of this, which is why search engine optimization is such a hot topic among many. Online lead generation raises privacy issues which may require a thorough examination.

An increasing number of sales organizations have been shifting their direct marketing budgets into the online channel. A consumer finds these directories or informational sites and they are able to complete an online quote request form.

If your company already has a conversion-focused B2B website, look at the ratio of sales closed online on the first visit vs affiliate programs.

Lead generation is largely a rendez-vous problem where there is a set of well-matched candidates for product purchase within a larger set of poorly matched candidates.

B2B lead generation is especially important in the real estate and mortgage industries where each lead could generate thousands of dollars in income.

Some will tell you that lead generation has been particularly effective in the automotive industry. Lead generation includes anything that a business does to gather a list of new or potential clients and involves a number of techniques used to create interest in potential customers.

Applications that generate sales leads track the activities of potential customers on a company's B2B site and use factors like job titles and activities on the site to assign "lead scores," which help salespeople to better target their marketing and lead-generation efforts.

Source: Marketing Trends.org

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