What you need to know about lead generation

lead generation

Many components go into crafting a successful lead generation campaign. We’ve discussed the importance of coordinating with your sales team, as well as making sure a lead scoring system is in place to track your success. In this post, we will take a look at two additional considerations your lead generation campaign should have.

Lead costs

Understanding lead cost is key to running successful B2B campaigns. The average cost of a B2B sales lead varies by industry. For example, a engineering industry lead costs an average of $95, while a technology lead costs an average of $43. It’s important to know the costs associated with your industry specifically to get a better sense of how you are performing.

Combating overly high lead costs is necessary to remain profitable. We have regularly discussed using an inbound lead strategy versus an outbound lead strategy as one viable option to attract new leads through content while keeping costs low. Prospects who interact with your digital marketing content will ultimately earn higher lead scores than unqualified leads and will ensure that your sales representatives are contacting only those who have previously engaged with content. It will also help your organization better understand a prospective buyer before personal contact is made.  

An inbound strategy is just one way to complement your lead generation efforts. Keep in mind that promoting your content on outlets your audience is likely to view will also be crucial to gathering supplemental information your campaign needs to see success. We recommend collaborating with your sales team to identify what outlets and content prospects may find most valuable to making that final purchase.

Content marketing

Ninety-three percent of B2B companies say content marketing generates more leads than traditional marketing strategies. According to the Content Marketing Institute, a successful campaign is an “ongoing process” that requires you to continuously create new content to enhance the user experience. As a marketer, that means providing your target audience with useful content that will entice potential leads to interact with your organization online. Consider gated content on your site, which requires interested individuals to offer contact information in exchange for your insights.

Remember, 61 percent of B2B marketers find generating high-quality leads their biggest challenge. Contact us for advice on running a lead generation campaign.

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