Welcome!

CRM Authors: Xenia von Wedel, Ian Khan, PR.com Newswire, Steve Mordue

Related Topics: CRM

CRM: Blog Feed Post

Lead Generation is Not IT

I'm wondering if B2B marketers are really embracing change or if they're stuck in the past?

As the latest research, surveys and reports about content marketing begin surfacing, I'm wondering if  B2B marketers are really embracing change or if they're stuck in the past? Time and again, I see lead generation as a top priority goal while lead nurturing comes in at the bottom of the heap - behind web traffic and brand awareness for crying out loud.

Lead Generation is a hello and a handshake.

Lead Nurturing is the art of building a relationship with purpose.

Big difference. HUGE.

To be successful, marketers need to integrate them both into a lead management process.

In the 2010 B2B Content Marketing Trends report from Marketing Profs and Junta42 they found:

"Marketers report that content marketing supports multiple business goals, led by brand awareness (78%), customer retention/loyalty (69%) and lead generation (63%); the least widely employed goal for content marketing is lead management/nurturing."

And "Web traffic is the most widely used success metric (56%)"

In another recent survey completed last month by TechValidate, they found that the biggest reason marketers create content is for a lead generation campaign (60%), but only 2.9% cited the need for a lead nurturing campaign.

Interestingly, they also report that thought leadership content is more effective than lead generation content and that 3rd party analyst content is more effective than content written in house.

Does anyone see conflict in the way effectiveness of content is matching up to goals? And, I might add that, with 3rd party content, you don't know if the person is interested in your company or the analyst information that they'd have to pay $ for elsewhere.

First, let's dispel this idea that an opt in is actually a lead. Because they're not. They're someone who was interested enough in the offer presented that they chose to fill out a form to gain access to it. Period.

What they choose to do next in response to your content and communications is a critical pivot point. One that won't happen if marketing programs stop at "lead" generation.

The evidence exists that buyers spend more time self-educating via the Internet than they do in conversations with salespeople. There's also proof that, due to this change, sales is only invited into the last 1/3 of the buying process.

With a complex sale, there's a lot of knowledge transfer that must happen. If they're not getting it from you during a nurturing process, which competitor are they relying on? And why do you think you'll suddenly pop up on their shortlist if you haven't been there, being helpful, all along?

And, if salespeople are cherry picking all the "leads" you toss them, what's happening to all the others? If they were interested enough to fill out a form, they may eventually become buyers.That's up to what you do in an effort to build a relationship [read nurture].

After all, the subject is top of mind enough to cause them to pay for content with information. So, what's the benefit of spending all that budget to let non sales-ready prospects languish unattended?

Some of the problems that are cited with content development are that it's too time intensive, too labor intensive, too costly and that companies lack the expertise necessary to create great content. I don't think avoiding solving these issues is going to help. In fact, I'd wager that it would be a good idea to solve them before jumping on the social media bandwagon - which seems to be one of the top goals for marketers these days.

Content marketing is a critical skill set. It's necessary to get beyond the "lead" generation mindset to prove contribution to revenues.

What will it take to get this status quo focus on lead generation to change?

Read the original blog entry...

More Stories By Ardath Albee

Ardath Albee, CEO & B2B Marketing Strategist of her firm Marketing Interactions, helps companies with complex sales increase and quantify marketing effectiveness by developing and executing interactive eMarketing strategies driven by compelling content.

Her book, eMarketing Strategies for the Complex Sale, was published by McGraw-Hill.

Her articles and blog posts have been used for university ezines, published in CRM Today, Selling Power, Rain Today and Enterprise CRM News. Marketing Profs has incorporated her blog posts into a number of their "Get to The Point" newsletters.

IoT & Smart Cities Stories
Two weeks ago (November 3-5), I attended the Cloud Expo Silicon Valley as a speaker, where I presented on the security and privacy due diligence requirements for cloud solutions. Cloud security is a topical issue for every CIO, CISO, and technology buyer. Decision-makers are always looking for insights on how to mitigate the security risks of implementing and using cloud solutions. Based on the presentation topics covered at the conference, as well as the general discussions heard between sessio...
The platform combines the strengths of Singtel's extensive, intelligent network capabilities with Microsoft's cloud expertise to create a unique solution that sets new standards for IoT applications," said Mr Diomedes Kastanis, Head of IoT at Singtel. "Our solution provides speed, transparency and flexibility, paving the way for a more pervasive use of IoT to accelerate enterprises' digitalisation efforts. AI-powered intelligent connectivity over Microsoft Azure will be the fastest connected pat...
CloudEXPO has been the M&A capital for Cloud companies for more than a decade with memorable acquisition news stories which came out of CloudEXPO expo floor. DevOpsSUMMIT New York faculty member Greg Bledsoe shared his views on IBM's Red Hat acquisition live from NASDAQ floor. Acquisition news was announced during CloudEXPO New York which took place November 12-13, 2019 in New York City.
BMC has unmatched experience in IT management, supporting 92 of the Forbes Global 100, and earning recognition as an ITSM Gartner Magic Quadrant Leader for five years running. Our solutions offer speed, agility, and efficiency to tackle business challenges in the areas of service management, automation, operations, and the mainframe.
Apptio fuels digital business transformation. Technology leaders use Apptio's machine learning to analyze and plan their technology spend so they can invest in products that increase the speed of business and deliver innovation. With Apptio, they translate raw costs, utilization, and billing data into business-centric views that help their organization optimize spending, plan strategically, and drive digital strategy that funds growth of the business. Technology leaders can gather instant recomm...
In an age of borderless networks, security for the cloud and security for the corporate network can no longer be separated. Security teams are now presented with the challenge of monitoring and controlling access to these cloud environments, at the same time that developers quickly spin up new cloud instances and executives push forwards new initiatives. The vulnerabilities created by migration to the cloud, such as misconfigurations and compromised credentials, require that security teams t...
AI and machine learning disruption for Enterprises started happening in the areas such as IT operations management (ITOPs) and Cloud management and SaaS apps. In 2019 CIOs will see disruptive solutions for Cloud & Devops, AI/ML driven IT Ops and Cloud Ops. Customers want AI-driven multi-cloud operations for monitoring, detection, prevention of disruptions. Disruptions cause revenue loss, unhappy users, impacts brand reputation etc.
As you know, enterprise IT conversation over the past year have often centered upon the open-source Kubernetes container orchestration system. In fact, Kubernetes has emerged as the key technology -- and even primary platform -- of cloud migrations for a wide variety of organizations. Kubernetes is critical to forward-looking enterprises that continue to push their IT infrastructures toward maximum functionality, scalability, and flexibility. As they do so, IT professionals are also embr...
@CloudEXPO and @ExpoDX, two of the most influential technology events in the world, have hosted hundreds of sponsors and exhibitors since our launch 10 years ago. @CloudEXPO and @ExpoDX New York and Silicon Valley provide a full year of face-to-face marketing opportunities for your company. Each sponsorship and exhibit package comes with pre and post-show marketing programs. By sponsoring and exhibiting in New York and Silicon Valley, you reach a full complement of decision makers and buyers in ...
While the focus and objectives of IoT initiatives are many and diverse, they all share a few common attributes, and one of those is the network. Commonly, that network includes the Internet, over which there isn't any real control for performance and availability. Or is there? The current state of the art for Big Data analytics, as applied to network telemetry, offers new opportunities for improving and assuring operational integrity. In his session at @ThingsExpo, Jim Frey, Vice President of S...