Tag: b2b marketing

by William Lower and Peter Hickey

B2B_Lead_Generation_2016Apparently, getting new business leads is easy. Google the topic and you will find 140,000,000 articles in less time than to took to read this sentence. I guess with this article there will be 140,000,001 responses.

Let’s not kid ourselves. Lead generation is challenging and only becomes more challenging if you set your sites on quality leads.

There are companies that specialize in lead generation. Ka-ching. There is a multitude of software products engineered to help you in your search for leads with a host of up-sell services to help you better/faster/smarter find those leads.

And then there is you.

Some of the tools you can implement yourself are things such as writing an informative eBook. You have the time for that, right? You can write a newsletter, a blog, produce a video, get more involved with Twitter, host a Webinar, get out and do some old-fashioned but effective networking, create a commercial and put it on YouTube, produce an infographic, get some media attention (formerly known as PR) and on and on we can go.

These are nothing more than examples of information distribution.

But before you begin to splash into information distribution, before you layout that newsletter, create that eBook, tweet or re-tweet that message you need to do something that is neither sexy nor easy.  You need a strategy and it’s a fool’s errand to start marketing or acting without one.

At the end of the day, lead generation is fundamentally simple: make sure you are saying/offering the right product/service to the right person/company and use the appropriate distribution channels to reach them. Digital information channels have not changed a core and necessary ingredient found in traditional media channels: Relevance.

But don’t take our word for it. Read the 140,000,000 articles out there promising to help in your quest for lead generation.

Then we should talk.

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