Anouk van Deurse
As specialists in qualitative B2B lead generation, we often hear that organizations try to achieve their sales goals by using online marketing. This while precisely the combination of proactive follow-up and (online) marketing actions has enormous added value.
Combine inbound and outbound marketing
Nine out of 10 organizations define ‘lead generation’ as SEO, content creation, SEA and push campaigns on social media. And while these are certainly important components that help achieve sales goals, it is difficult to maximize the number of leads with them. Within B2B marketing and sales in fact, having direct contact with the target audience is even more important. And the combination of indirect marketing efforts (online marketing) and direct market approach (phone, email, LinkedIn) is golden.
As also explained by Salesfeed it is important to contact prospects who land on your site because of your marketing efforts. The moment a prospect navigates to your website, it does not necessarily mean that they will contact you. This while you want to know why a prospect feels compelled to visit your site and download the Whitepaper, for example. And is someone who accepted your Linkedin invitation just curious or is there also direct interest in what you have to offer? These are relevant market insights that you can only uncover if you yourself take the initiative to start an interaction.
Capitalize on your own investment
In other words, if you invest in online marketing, are you making sure that the optimal results from these efforts are achieved? And do you have the structural capacity to focus on this? It would be a shame if you don't, because you will miss opportunities.
So, in answer to the title, lead generation is a sequence of well-timed and content-rich interaction moments between you and your prospect. Some prospects simply require more frequent and direct contact than others. If you choose not to create a structural focus for direct contact with companies in your target market, chances are you will miss leads because there is something missing in the process for these prospects. You are really missing opportunities if you wait for the prospects to come forward themselves in response to your marketing communications. A more active attitude is therefore important.
Also read: ‘4 tips for increased conversion’.