By Alan Graner
Getting quality leads isn’t easy.
What are the most effective lead generation tactics?
- Outbound marketing (e.g., telemarketing)
- Event marketing
- Online marketing.
The least effective?
The Most Effective B2B Lead Generation Methods
You’re using the wrong content for lead generation.
According to a report from the CMO Council and the NetLine Corporation, what you think works is not what actually works.
What doesn’t work (and the percentage of companies that use them)
- Product brochures (84%)
- Slide presentations (79%)
- White papers (78%)
- Videos (76%)
- Corporate brochures (70%)
What does work (and the percentage of companies that use them)
- White papers (24%)
- Videos (22%)
- Analyst reports (22%)
- Webcasts (22%)
- Slide presentations (15%)
Research Reveals Which B2B Content Types Deliver Best Leads
How to improve lead generation and ROI
- Create content that reaches prospects at each stage of the sales funnel.
- Be patient. Too many companies cancel their lead generating programs prematurely because they’re “not working” after several months. Give your content time to grow and rank higher.
- Create email workflows to nurture leads. Most new prospects aren’t ready to buy, so continue to offer resources over time like premium content (white papers, case studies, special reports)/ The content should target their specific wants, needs and desires.
- Set up separate landing pages for each offer. The goal is to establish direct contact. Ask if they’re ready to talk now.
Optimizing the B2B Content Marketing Funnel: Turning Contacts into Clients
How to make your lead generation program more effective
- Know your ideal prospect
- Be where your prospects are
- Add value, avoid quick sells
- Make sure you get the right leads
- Test and measure
5 Quick Tips: B2B lead generation
What lead generation tactics do you recommend?
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.