1. Improve Direct Mail Results
By sending marketing materials to several professionals with different titles in a company, you eliminate the risk of missing the appropriate party. B2B lead generation requires isolating the decision maker, which is not an exact science. This practice of mailing marketing material to multiple parties improves the odds of getting the information into the appropriate party’s hands.
2. Utilize a “Request for Budgetary Pricing” Button or Hyperlink
Capturing important information from a prospect who is surfing your corporate website for information is crucial for effective B2B lead generation. With more and more B2B prospects surfing the web before buying, marketing executives realize they cannot ignore these prospects. By placing a Request Budgetary Pricing button or hyperlink on the site, you can capture vital prospect information for marketing purposes.
3. Redefine the Sales Cycle
Technology frees up a salesperson’s time for closing sales and enables a company to track ROI easily. With automated technology such as Eloqua, Marketo and Pardot, marketing professionals can nurture lukewarm prospects, turning over hot leads instead of poor leads who aren’t ready to buy. The results are noteworthy. Eloqua reported improving ROI for TriNet by 1000%. Ellie Mae increased its conversion rate by 76%.
4. Commit Resources to Inbound Marketing
The Internet is “King” these days and also a relatively inexpensive way to prospect for business, as compared with the old way of doing business. Establishing aggressive B2B lead generation tools to encourage inbound web traffic is vital for success. Programs to consider are landing pages, web tracking software, and effective sales content.
5. Use Metrics to Refine Marketing Efforts
Technology facilitates marketing and sales analysis. The only way to stay on top of what works is to constantly study results by measuring costs of leads and other important variables that can be measured on the Internet.