Build it and they will come. Unfortunately that seems to be the mantra of a lot of B2B businesses these days “We’ve built this really cool landing page and created this amazing video with an interactive guide to our products but no one’s bought anything”. Sure they may post some links via twitter or fire out an email to their creaky old database but is that really going to work?
What has happened to good solid lead generation campaigns? Are they even still relevant?
We find that a lot of our clients have got a great product and great promotional material however it’s in the targeting and following up of specific decision makers that we have to provide the most support. Digital marketing on its own is just not accurate or powerful enough to target the big budget holders it’s like firing a water pistol at a tin can a mile away.
The key ingredients of great lead generation are the right data, the right messaging and the right follow up. Concentrating on just one of these aspects is just not enough we have to consider Lead Generation from start to finish.
True these days we have some great tools to help us automate some parts of the process however we need to make sure we don’t get side tracked with tasks and workflows and keep sight of the end goal which is to generate leads that the sales team can close.
GCL Direct specialise in Data, Insight and Dialogue for B2B to find out how we’ve helped our clients over the last 25 years get in contact.
