Business to Business Lead Generation Quality
MarketingCharts.com issued a great survey. They looked at TV, print, social, SEO, PPC, email and more. Business-to-Business marketers’ reported quantity and quantity of their B2B sales leads.
Top of B2B lead gen list:
-Email marketing to your house list, followed by SEO, telephone and live events.
Bottom of B2B lead gen list:
-Banners, print, radio, TV, rented email lists & Social Media.
Here’s 2 of their actual charts:
If there’s any take away from this, it’s the crucial importance of having a great email relationship with your prospects and customers. A list of people who LIKE getting your emails is Asset Numero Uno.
I was amused at how abysmally Social Media ranks here. (Remember, this is B2B not B2C. Rock concert promoters would rank these a little differently.)
A few other take-aways:
-Direct mail is a consistent, reliable workhorse
-If you employ the Unlimited Traffic Technique and you have the best conversion rate in your niche, then you’re probably the only person who can profitably advertise in print, TV and radio, which is a GREAT position to be in.
-That good ol’ fashioned telephone is REALLY important. It works best when you already have a relationship with your customer.
And there’s no substitute for face to face. That’s why *I* do live events.
The article says everyone’s putting more money into online and less into offline. That means: You gotta hone your online chops and I strongly suggest supplementing your online efforts with skilled phone staff and direct mail.
Thanks to Ken Prince for sending this in.