What are your most effective methods for bringing in clients?
According to this infographic, lead gen ranks as the top challenge B2B marketers are facing in 2014. Marketing pros also identified challenges including improving lead quality, increasing product/service awareness, reaching decision makers and working within budget.
While I know without a doubt that SEO has its place in the B2B lead generation world, I am the first to tell clients and prospects that they cannot put all of their eggs in the SEO basket. Diversifying business development is critical for sustainability.
The infographic data showed these tactics to be most effective:
- Don’t sit around and wait for leads to come to you: outbound tactics like inside sales and telemarketing ranked hot, hot, hot
- Events rule: tradeshows, conferences, webinars, and virtual events ranked high
- Foundational elements: Email, e-newsletters, company websites, and search marketing were next
- Content marketing continues to be important: 71% of B2B marketers are using content marketing to generate leads, and citing case studies and testimonials as the most effective
- Under appreciated? Blogs and social ranked from lukewarm to downright cold as far as most effective for methods of generating leads
Agree, disagree? In the comments section under the infographic post, professionals jumped to defend social, saying that while it may not directly generate leads, it has an important role in lead nurturing and extending the lifespan of existing customers.
What works for you?
Do you know exactly where your leads are coming from? Here are two simple and quick methods you can use to determine this with data:
1. Lead Source: Go back to the last month, or the last quarter, and 1) list every lead that came to you and 2) list the lead source. For me personally, I spoke to 8 prospects in December and it broke down to:
- 3 from referral
- 2 from SEO
- 1 from LinkedIn
- 1 from my network
- 1 from networking
2. Traffic Source: Go into Google Analytics, then Acquisition – > All Traffic -> scroll down and look at the source/medium that has brought you the most traffic. Mine looks something like:
- Google/organic (you can segment this even further by looking at queries and click throughs)
- Social (which social channels were most effective at driving traffic to your site?)
- Referral sources (which sites brought you the most traffic)
What’s Important for You to Focus On in 2014?
What does your data, and gut, tell you? For me it reaffirms the fact that I’ll continue to work on a mix of face-to-face networking, attending events, SEOing my content, and continuing to develop referral partner relationships. I’m also developing a better social strategy and focusing more heavily on LinkedIn, which I’ve unfortunately neglected until now.
An equally important question to ask when determining what lead gen activities you’ll engage in is what are you going to STOP doing that really isn’t effective? Are you going to give up some of your blogging frequency and instead go out and network more? Focus on putting on more webinars instead of building your Pinterest profile? Also, do you have one method that you focus all of your time and energy on or like me, do you believe in diversifying your lead gen activity? Let me know in the comments. Happy Prospecting!