In a recent article for Ad Age, Ruth Stephens offered her“top seven” list of b-to-b marketing channels. Topping the list was website lead generation.
Stephens reviews the basic ways in which businesses typically use their websites for inbound lead gen, from offering a white paper or other download in exchange for contact information, to using IP address identification software to discover which company a visitor is from and then placing a sales call to that company.
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How to Use B-to-B Media to Generate Sales Leads http://t.co/GooiaBZsPu
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How to ramp it up
These methods will undoubtedly give you some leads, but progressive profiling will take you several steps further by tracking the activity of visitors to your site to gain insights about their specific interests. Use this knowledge to inform your telemarketing and email nurturing campaigns.
Crank up your referral volume
Next on Stephens’ list are customer referrals. Asking for a referral, as she mentions, is a good habit to get into, but she also admits that rarely will referrals sustain a business by themselves, let alone help it to grow. In fact, if you follow the choice of one business owner I know, by eschewing advertising and solely rely on referrals, then you might as well retire.
Social proof is important when marketing to businesses. Encourage your customers to not only give you referrals, but also to like your Facebook page, follow you on Twitter and connect on LinkedIn. Your satisfied clients might also be willing to provide you with positive feedback that you can place on your website.
In search of content
Third on the list is search engine marketing, another staple of online marketing. This segment also touches on content marketing, which actually continues to be a high priority, especially for b-to-b marketers that need to educate potential buyers about why their business needs the product or service in question. Since buyers review an average of nine pieces of content during the research process, this proven marketing tool deserves its own spot on any list of marketing media.
Make your prospects stop…read… think… behave… differently
Make your prospects stop…read… think… behave… differently
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They’re inundated with mountains of information every day; if you help them solve the information overload, they’re far more likely to trust you. In today’s opt-in marketplace, building trust is necessary before a sale takes place We can help by loading high quality articles into theMarketingblog for you.
This combined with exposure in our regular newsletters adds up to …(a) getting first class quality results your people can work with and (b) achieving that all important new business.The objective is to achieve results obtained from ….
(a) multiple articles appearing in www.themarketingblog.co.uk
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(c) LinkedIn, Twitter, Facebook and Yammer exposure so that your teams can convert these leads into business
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