How to Improve Your B2B Lead Generation Efforts

Improving B2B lead generation figures involves the integration of a number of different marketing mediums. Businesses often find it hard to keep track of their marketing efforts in a consistent manner, and as a result fail to take advantage of some powerful opportunities that can generate a significant number of leads.

Demand Generation

Demand generation is the process of building awareness through a variety of media including social media marketing, email marketing, pay per click ads, viral marketing, search engine optimization, offline advertising and affiliate marketing. Combining the different methods in a planned marketing campaign offers the greatest possibility of attracting the maximum number of new prospects.

Email Marketing

Email marketing continues to be a key part of any marketing campaign. Whichever method is used to make initial contact with prospects, email marketing is used to follow-up with these prospects, maintaining their interest in a service or product and facilitating the conversion of leads into customers.

Marketing Automation

Getting a direct link between your demand generation efforts and the revenue generated can be complicated, especially when using so many different channels. The most efficient way to track marketing and ROI is with the use of marketing automation software, viewing at-a-glance which methods are most successful for B2B lead generation.

• Find out which lead sources are converting best
See where you are getting the best ROI so you can eliminate unsuccessful campaigns and focus on the revenue generating campaigns.

• Tracking trends
Monitoring trends can identify patterns in prospect behaviour: if they are most responsive on certain days or certain times for example.

• Automation of repetitive tasks
Repetitive tasks can be very time-consuming and it pays to automate them whenever possible.

• Track marketing across a range of media
Instead of using several different tools or programs to track your marketing efforts, it is much more effective to be able to see at-a-glance all of the different media you are using and compare the results.

• Automatic follow-up of sales leads
Sales leads often convert only after several follow-ups. By automating prospect follow-ups you avoid losing potential clients through lack of contact.

With so many marketing mediums available, both offline and online, keeping track of leads and trying to convert them into clients has become a mammoth task. Businesses need to find a way to successfully monitor, analyze and maximize their B2B lead generation efforts if they want to keep up with their competitors.