Lead Acquisition
B2B lead generation in the ROI Marketing process can use any combination of traditional and new media tactics. These might include social media, search engine marketing, print advertising, or public relations. But in every case, the entire B2B lead generation effort is focused on motivating prospect response with a strong offer that incorporates knowledge-based content. This content can include white papers, management briefs, Webinars, seminars, podcasts or product trials. And the content must address a key customer pain point that the marketer’s product or service addresses. These offers drive prospects to Web landing pages with registration forms to download the content. This registration information is captured is available for immediate sales follow-up.
Over the last few years, our clients, many of them in the Boston area, have achieved conversion rates (no. of registered leads divided by total landing page visitors) of 30% to 60%. When the prospect’s registration information is submitted, it can be captured in a CRM database, such as TW Solutions’ LeadManager, and stored for future lead nurturing campaigns.
