It isn’t glamorous, nor is it as ’sexy’ as some of the fantastic awareness campaigns you see out there today, but if you get it right lead generation is still an incredibly effective marketing technique. When you say ‘lead generation’ to most marketeers they instantly associate this with somebody making cold call after cold call, desperately hoping that somebody on the other end of the line will book a meeting so they hit their weekly KPI’s. But this doesn’t have to be the case. There has never been a better time than now to make lead generation fun. We are increasingly getting more and more requests from clients to incorporate lead generation efforts into more creative and dynamic campaigns and we are delivering on these requests each and every time. So why is lead generation still a headache for you?
In 2009, 60% of Marketing Directors said generating high quality leads was their priority. In 2010, it was 75%*. In 2011, the figure will go even higher.
Of course, it’s not just about identifying senior decision makers within target accounts. You also need to discover innovative ways to engage with them – and for that you need an agency partner that is up to the challenge.
You then need to understand and generate BANT qualified (that’s Budget, Authorised, Need, Timeline) opportunities, develop the future pipeline and deliver sales intelligence all at the same time. Again, we can help you. We can even show you some unexpected places where you’re likely to find some grade A leads and break down the barriers between your sales and marketing departments. There’s nothing quite like crunching numbers with the sales guys.
So, how can you turn lead generation from thankless task to opportunity?
You need targeted and innovative campaigns that engage your prospects and take them on a journey through the buying cycle. Be it by traditional means or via the latest digital platforms and gizmos, quality lead generation is going to be bigger than ever in 2011. For us it’s a big, big thing. What about you?
*Source: MarketingSherpa 2010 and 2011 B2B Marketing Benchmark Report
Darren and Lisa are our latest experts to express their point of view – and it just so happens they’re on opposing sides of the aisle. Darren believes that ideas are everything, Lisa believes it’s all in the data.
Watch Darren and Lisa go head to head as they discuss the relative merits of creativity and science. Then cast your vote in our online poll and join the debate.
Don't be out of our loop - sign up for dnxtra and we'll pop a freshly-minted e-newsletter into your inbox at regular intervals.
For our latest career opportunities, please click here or email careers@dnxmarketing.com with your CV and contact details.
Copyright © dnx Ltd 2010. All rights reserved. dnx is a limited company registered in England and Wales. Registered number 3954948.
Registered office: Unit E3 The Premier Centre Abbey Park Romsey Hampshire SO51 9DG
To access the Clients Only section of our website, please log in.
Lead gen is one of the more successful tools in the publisher’s armoury. there’s a reason why Reed Elsevier has invested billions in acquiring lead gen companies like approved Index and that’s because Lead gen works. It works for both parties in the mix and allows an extremely accurate understanding of ROI on comms investment.
Most B2B publishers have struggled to make online advertising work – especially through the last few years – but those that have invested in good lead gen models have been very successful.