Debbie Williams, the Chair of the IDM B2B Council, presented an overview of online lead generation at RBI's 'What Works Online' seminar last week. These are great, 101 events aimed at b2b marketers covering the essentials ingredients of digital marketing including user experience, search, email and online display. Debbie's presentation went through the basics of online lead generation, but I liked her 'top 10 things to think about' which provide a valuable framework.
So, when planning and implementing online lead generation initiatives, consider:
- The BUYER's cycle & remember it is an exchange of Value!
- Communicating multiple times with the prospect/customer
- A library of engaging content & drive traffic there
- Involve Sales from the beginning
- Only pass sales ready (highly scored) leads to Sales
- NOT all leads are the same.
- 'Nurture' those interested parties that are not ready to buy yet (marketing qualified leads)
- Continually optimise all marketing - monitor & analyse
- Efficient operations, so you can respond to changes in 'real time'
- Ability to measure Return on your Investment
Further reference
Leave a comment