Lead generation is one of the primary focuses of your marketing efforts: whether you implement outbound or inbound marketing practices, and whether you perform these functions in-house or through outsourced lead generation services.
The former might sound like the easier way to go: you save money and have greater control over results. However, your lead generation potential is at risk if these functions aren’t implemented and managed correctly. Here are four core lead generation services that can massively improve your B2B demand generation.
1)B2B telemarketing
You might think that telemarketing went the way of the dinosaurs, but it’s becoming increasingly relevant as part of lead generation services designed to generate demand in the digital age. Marketing automation has delivered many efficiencies for business but has also reminded both brands and audiences of the need for the personal, human touch in marketing. B2B telemarketing is that personal touch and can be applied to almost every stage of the buying funnel. It can be used as part of market research, for channel mapping and qualifying leads, inbound call handling, appointment setting and event support. With telemarketing, you can register a lead’s level of interest in a matter of seconds and create the personal relationships that are so essential for raising conversion rates.
2) Data
We live in the age of data. Previously the domain of large corporations with the budgets to mine and analyse vast quantities of the stuff, data is now used by all types of businesses to improve their growth potential. Without data, you can’t identify the most profitable channels to venture into. Without data, it isn’t possible to understand your audiences and approach them in the way that will resonate with them most. Data helps you develop winning marketing campaigns and increase sales. But it’s all about sourcing the right data and maintaining that data so that it becomes and remains a useful, lead generating asset. And choosing the right data partner is essential to making sure your data helps you achieve your marketing objectives.
3) Inbound marketing
Inbound marketing is a combination of marketing tactics that focus on drawing leads to your website through engaging content, paid ads, SEO, social selling and marketing automation, to name a few. Inbound marketing is customer-centric, which means that all marketing content and communication is developed around the specific personas you want to target. Your website is the nucleus around which all your inbound tactics rotate, forms the channel through which leads can find your business and collects information about lead behaviour. Like with most lead generation services, data is integral to the success and continual development of an inbound strategy. The great thing is that it can be easily combined with other marketing strategies to enhance your lead generation potential.
4) Holistic lead generation
Choosing the right lead generation service for your next campaign isn’t necessarily a case of selecting one over another. Each lead generation channel has its own set of strengths, weaknesses and situations in which they are most effective. Used in combination, your demand generation can be more far-reaching and impactful than using each service separately and comparing results.
When it comes to demand generation, it’s less about which channel you choose and more about how you use and implement them. For more information about how this can be applied to your brand to grow demand, download the guide:
