Take the Lead / Demand Generation Quiz - How's Your Organization Doing?
Find out how you're doing before you access our lead / demand generation tools and resources. Take the Lead / Demand Generation Quiz. The quiz has 18 questions that address key aspects of lead/demand generation. It will help you determine the current state of your lead generation planning, practices and processes. Your answers will indicate specific areas where you may benefit from improvements. And, it will also help guide your decisions about your future lead/demand generation needs and investments.
Once you've completed the quiz, you can contact us to review your responses and provide an objective analysis of your current business and marketing planning efforts.
Demand Generation & Lead Management
This section covers lead generation and lead management. Sub sections cover everything from the definition of a "lead" to lead scoring to tools for calculating lead generation program breakevens to lead flow.
Lead generation and lead management are critical to the success of most B2B marketers and a large percentage of B2C marketers who depend on a flow of new prospects to feed their sales channels. It's so important that almost all of them have invested large amounts of capital in CRM applications to manage not only contacts with existing customers, but also communications with potential customers. But, these systems are only as good as the prospects and information about the prospects that go into them.
Marketing needs to generate qualified leads to have demonstrated an interest in the company's offerings and expressed a desire and willingness to engage in a dialogue to learn more. Marketing's lead generation goals need to be quality and not quantity driven.
Leads come from a variety of sources and in their 2012 benchmark report, MarketingSherpa reported on the relative effectiveness of the various digital and non digital marketing tactics used by B2B marketers in their lead generation activities. What is important about this study is that it shows the wide range of tactics being used. In terms of effectiveness of the various tactics, you need to take these results with a grain of salt because it is dependent upon a range of factors from the industry, size of business, to the experience of the marketers using the tactics.
Lead Generation Channels
The various non digital and digital marketing tactics used by B2B and B2C marketers include:
Content Marketing Elements Used In Lead Generation Programs
The chart below indicates the content marketing tactics used in lead generation programs and their relative value to the businesses using them. The study was conducted in May 2013 for SMB, but the results would be similar for large/enterprise size businesses as well.
Most Valuable Data Elements for Lead Generation
The following study conducted by Business.com shows the most valuable data elements gathered from lead generation programs. At the top of the list is the purchasing time frame, with the least important factor being the job function of the prospect. All of these elements are important for scoring the relative value of leads generated.
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