Audit lead generation campaigns, firms advised

Recording and auditing performance has been identified as a key aspect of a successful lead generation campaign.

The issue was raised by experts at a recent business event, Marketing Sherpa reports, with all noting that it can aid firms identify areas of their lead generation process that need improving and make the necessary adjustments.

Known as 'maps', the collection of data can encourage businesses to match their lead generation assets to various media, for example highlighting which pieces would work best through social networking and which are most relevant for "specific stages of the buying cycle".

The news source said that the maps can "help you visualise your strengths, your assets, or key inflection points in the marketing funnel", remarking that the data can be shared across the entire company to ensure that "everyone understands the details" of the organisation's lead generation efforts.

"Every piece of content you have at your disposal" should be included in the analysis, Marketing Sherpa explained, adding that these can include white papers and videos.

The Business-to-Business Marketing Summit also saw industry expert Brian Carroll advise companies to develop a way of redeveloping leads that have previous been dismissed, as these can add millions of pounds worth of business to the buying chain.