Continual addition of new customers and retaining existing customers is imperative for the growth of any business. Given the highly dynamic market place and searing competition, relying only on a single sales channel to bring in greater leads is a risky proposition. Savvy B2B marketers are now recognizing the limits of conventional web applications for generating qualified sales leads and are switching to newer lead generation solutions to ensure a continuous stream of qualified leads. In addition to providing typical reporting that legacy online marketing supports, novel lead generation solutions can even automate the string of leads through the pipeline so that sales can focus on only the most qualified leads.
What is a lead generation solution?
A lead generation solution is a process that generates greater number of targeted prospects for a business. From physical banner ads to e-marketing, a company can choose various lead generation solutions to enhance its customer base.
Amongst a myriad of lead generation solutions available, choosing what would work best for your business (in minimum cost) is a challenge. A good choice would be solutions that support latest technology, help you generate and nurture leads, establish your brand identity effectively and fit your marketing budgets. Here are a few considerations while selecting a lead generation solution.
Nurturing leads through lead generation solutions
Digital lead generation solutions are not only a good way to bring in more leads, they are also an excellent platform for lead nurturing and keeping in touch with leads acquired previously. Consider this. Through a unique lead nurture program conducted by HubSpot using webinars, the company was able to rekindle large number of lost opportunities from previous years.
The results of this program are impressive. In an interesting blog post, Prashant Kaw summarizes how HubSpot leveraged webinars to invite new and rekindle old leads over a period of four weeks. Prashant writes that on average they “re-awakened” just over 300 cold leads and 47 lost opportunities per webinar! And they achieved this through engaging Q&A during webinars to learn how the needs of old leads had changed and starting relevant new conversations. Nurturing old leads through webinars is a unique way to rekindle the fizzled out old conversations. You never know when a closed lead will re-open — and you can only find out by re-trying in different ways.
How to choose between multiple lead generation solutions?
An effective solution should be cost effective, flexible, and cutting edge.
Cost effective- shoe string marketing budgets have forced the marketers to pick up avenues that yield better quality leads in minimum cost. Online marketing or digital marketing solutions powered by Web 2.0 technologies are being increasingly preferred over the traditional means because of their low cost and greater ROI.
Flexible- Technology has made the marketing landscape very dynamic. You need lead generation solutions that are flexible and adaptable to the frequently changing demands of the market and customers.
Cutting edge- from emails to e newsletters, social media, forums and online discussions, an effective lead generation solution should be capable of sourcing quality leads from multiple avenues. You can now leverage the technology to promote webinars, events, white papers, case studies, ebooks etc. to bring in newer prospects every day.
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