If there’s one question I hear all the time from prospective clients, it’s “how can I generate more leads?” Telecom, IT and Cloud companies I talk to are constantly seeking the “silver bullet” of lead generation, and finally, there is some research to back up what I’ve been telling people for a long time.
There are many misleading suggestions that might be offered to B2B businesses regarding lead generation, so it’s important to avoid getting suckered into the “shiny new toy” or platform. Every day there are new methods popping up, promising to fill your sales pipeline with leads ready to buy. As with most things, if it sounds to good to be true, it probably is.
The best suggestions are those backed by hard data, and recently Forbes and other sources gathered some research together to add insight to the lead gen puzzle. Two specific lead generation strategies for B2B companies that are adequately supported by research are: 1) content marketing and 2) in-person connections. (See…I told you!)
Content marketing is less costly than traditional marketing strategies. If used properly, content such as landing pages, infographics, videos, blog posts, and social media can attract three times as many qualified business leads as traditional methods.
But online methods will never replace the effectiveness of face-to-face interactions. In-person connections are also incredibly important as they are responsible for many of your future networking opportunities. Appearing at trade shows, networking events, and association meetings for small businesses can help generate leads. Making an effort to relate to prospective customers in-person allows prospects to get to know you and helps gain their trust.
So like I’ve been saying for a while now, content marketing and in-person connections are among the most effective lead generation strategies for businesses to utilize. To learn more about the research, visit the Marketo blog.