Lead generation

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Post date: 02/12/2008 - 18:19

Title: Search engines 'best for lead generation'

A new report by Marketing Sherpa has found that search engines are one of the best tools for lead generation.Search engines are proving to be the most effective source of lead generation for business-to-business (B2B) marketing firms, new research has revealed.

According to Marketing Sherpa's 2009-10 B2B Marketing B
Post date: 10/01/2009 - 00:13

Title: Google 'could aid lead generation'

Google's content network could be a useful tool for those businesses wishing to generate new leads, it has been claimed.

Writing for Performance Insider, Kimberly Honore states that browsers are not often drawn to web pages which are explicitly selling a product.

However, if the website looks like it has relevant information on a topic they are interested in, a person is more likely to follow the link.

If an advert appears to the side of the main article being read offering further or related information, "I click out of curiosity and fill out the lead generation form", she explained.

"In addition to search campaigns, affiliate programs and more, the content network is an un-tapped source for lead generation campaigns," Ms Honore added.

In the opinion of Imran Khan of JP Morgan, the use of online lead generation tactics is likely to increase during the financial downturn, Digital Response Media reports.
Post date: 10/01/2009 - 00:12

Title: Mobile is 'a natural progression for lead generation'

Mobile marketing is something which should be considered by companies looking to instigate lead generation projects, it has been suggested.

According to Advertising Age, the ubiquity of mobile means it is a natural progression for the facilitation of lead generation.

It also claims that businesses have so far been able to achieve positive results.

Although mobile has only been around for a brief time, it has already been experimented with for both brand-building and direct-response.

However, in the current economic downturn IT companies may be under more pressure to produce results and the "case for using mobile … could resonate more in the present climate", the publication suggests.

A survey conducted by Vanson Bourne for O2 last year discovered that many brands in the UK expect to increase spending on mobile marketing and communications by 150 per cent over the next four years.
Post date: 12/01/2009 - 20:38

Title: Businesses 'set to increase use of lead generation'

Many businesses are looking to increase their use of lead generation over the next year, results of a new survey have shown.

In a survey conducted by Issues and Answers for the Yellow Pages Association, more than half of respondents claimed that lead generation is one of their biggest challenges, eMarketer reports.

Furthermore, nearly one out of five said that a lack of advertising revenue was also holding them back when it comes to marketing.

However, many claimed they would not change their spending in 2009, with many keeping it about the same.

Recently, one expert claimed that marketing lead generation could grow significantly over the next year because the process is becoming more transparent.

Sephrin Lasker, chief executive of Pontiflex, told Adotas: "Transparency allows marketers to know where their leads are coming from."

He also added: "They can protect their brand integrity by ensuring that their offer runs in relevant environments."
Post date: 12/01/2009 - 20:37

Title: Lead generation campaigns 'need to offer customer value'

Lead generation campaigns may need to ensure that they engage audiences for longer to encourage them to leave their details, it has been claimed.

According to Netimperative, clients are now moving away from the former 'get rich quick' lead generation campaigns.

Instead, they need to connect with their target markets and go further to offer customers value – whether it be help, advice or solutions – in order to see them fill in a form.

Weboptimiser Media chief executive officer David White said: "In the coming year we can expect that there will be less reliance on gloss and more focus on good old fashioned search results and accountability."

Similarly, in the tough economic climate there is likely to be more analysis of results to create highly targeted advertising, providing the right messages for audiences.

Last week, Advertising Age reported that the use of mobile marketing is a natural progression for those looking to get the most out of their lead generation marketing projects.
Post date: 13/01/2009 - 20:14

Title: Expert issues lead generation advice

Businesses wanting to make the most of their lead generation campaigns may be interested to hear the advice of one expert.

Writing for MarketingProfs, William Leake, the chief executive officer of Apogee Search, claims that firms need an extra incentive to make people fill in lead generation forms when they reach a web page.

Some of the best ways to do this include the use of whitepapers, webinar and case studies he believes.

Mr Leake said: "A prospect who might not be ready to fill out a generic contact form might be very interested in reading an informative whitepaper, or watching a useful webinar."

The quality of this lead is also likely to be better than someone who simply filled in the contact form, he adds.

In related news, Netimperative reported that firms need to ensure that their lead generation campaigns offer value to their customers.
Post date: 14/01/2009 - 19:57

Title: Lead generation 'becoming increasingly complicated'

The process of lead generation is becoming more complicated, according to one website.

Inside CRM states that there are now many different sources which are used to generate leads.

These range from email campaigns, Google searches and AdWords, to online ads, blog responses and Webinars. Material which is downloaded from websites, such as whitepapers, is also a popular method.

This can make it more difficult for businesses to evaluate the success of their lead generation campaigns or determine the source of the lead.

In an attempt to combat this problem, the website claims that "increasingly, automation is the key".

It also suggests that "marketing departments need assistance in making the right call" and therefore outsourcing to lead generation specialists may be the ideal solution.

Writing for MarketingProfs, William Leake, the chief executive officer of Apogee Search, said yesterday that whitepapers and case studies can provide the extra incentive needed to make people fill in lead generation forms.
Post date: 14/01/2009 - 19:57

Title: Targeting 'best way to generate quality leads'

Targeting is the best way for businesses to generate high-quality leads that will be beneficial to them, it has been claimed.

Writing for Brand Republic News, Matt Pallat, technical director at twentysix, said that those working to generate leads need to be concerned with two main things.

The first is that the right people are being attracted by the lead generation campaign and the second is that the data they is fulfilling its purpose.

Therefore firms should be wary of offering gifts or prizes as incentives as it is likely that people will merely fill in forms for the chance to win.

"This results in poor leads," Mr Pallat said.

Discussing targeting, he added: "Clients should avoid cluster-bomb approaches to marketing and instead go for surgical strikes."

In related news, Netimperative recently suggested that lead generation campaigns need to engage audiences for longer to encourage them to leave their details.
Post date: 15/01/2009 - 21:13

Title: Keeping website titles updated 'helps generate business leads'

Firms looking to generate new business leads in 2009 have been given some advice from one company.

LiaiseOnline suggests that revising the keywords that are used for the titles of web pages is one of the best ways to generate new interest, Business in Berkshire reports.

According to the firm, this can be difficult if a business has a large website, so it can be worth outsourcing the task of making the changes.

However, it is likely to be beneficial due to the nature of consumers' browsing habits.

"The way people look for stuff online is constantly changing and it makes sense to review your own website page titles from time to time as these represent your 'online hooks' that are waiting for people to bite," LiasiseOnline states.

MarketingProfs recently published an article which claimed that whitepapers can generate higher quality leads for businesses.
Post date: 16/01/2009 - 20:02

Title: Telemarketing 'aids businesses during economic downturn'

During the credit crunch, telemarketing is a good way to generate new leads and thus improve a business' long-term financial position, it has been claimed.

Writing for TMCNet.com, Susan Campbell said that many firms assume that telemarketing calls are far removed from any revenue generation as they are made so early on in the generation of new contacts.

Therefore some companies consider it to be an area where budgets can be cut.

However, Ms Campbell claims that it can actually play a significant role in strengthening a business, especially creating an impact during an economic downturn.

For those companies that do need to cut costs, a solution is offered when it comes to telemarketing.

"It is possible to make certain cuts in telemarketing activities without sacrificing the benefits that can be had. Companies can look to outsourcing to reduce fixed costs and management oversight," Ms Campbell advises.

AIS Media has also suggested that email marketing is a good way for businesses to get positive results from lead generation campaigns during the recession.

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