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
Dynatrace is an application performance management software company with products for the information technology departments and digital business owners of medium and large businesses. Building the Future of Monitoring with Artificial Intelligence. Today we can collect lots and lots of performance data. We build beautiful dashboards and even have fancy query languages to access and transform the data. Still performance data is a secret language only a couple of people understand. The more busine...
DXWorldEXPO LLC announced today that Big Data Federation to Exhibit at the 22nd International CloudEXPO, colocated with DevOpsSUMMIT and DXWorldEXPO, November 12-13, 2018 in New York City. Big Data Federation, Inc. develops and applies artificial intelligence to predict financial and economic events that matter. The company uncovers patterns and precise drivers of performance and outcomes with the aid of machine-learning algorithms, big data, and fundamental analysis. Their products are deployed...
All in Mobile is a place where we continually maximize their impact by fostering understanding, empathy, insights, creativity and joy. They believe that a truly useful and desirable mobile app doesn't need the brightest idea or the most advanced technology. A great product begins with understanding people. It's easy to think that customers will love your app, but can you justify it? They make sure your final app is something that users truly want and need. The only way to do this is by ...
The challenges of aggregating data from consumer-oriented devices, such as wearable technologies and smart thermostats, are fairly well-understood. However, there are a new set of challenges for IoT devices that generate megabytes or gigabytes of data per second. Certainly, the infrastructure will have to change, as those volumes of data will likely overwhelm the available bandwidth for aggregating the data into a central repository. Ochandarena discusses a whole new way to think about your next...
CloudEXPO | DevOpsSUMMIT | DXWorldEXPO are the world's most influential, independent events where Cloud Computing was coined and where technology buyers and vendors meet to experience and discuss the big picture of Digital Transformation and all of the strategies, tactics, and tools they need to realize their goals. Sponsors of DXWorldEXPO | CloudEXPO benefit from unmatched branding, profile building and lead generation opportunities.
Digital Transformation and Disruption, Amazon Style - What You Can Learn. Chris Kocher is a co-founder of Grey Heron, a management and strategic marketing consulting firm. He has 25+ years in both strategic and hands-on operating experience helping executives and investors build revenues and shareholder value. He has consulted with over 130 companies on innovating with new business models, product strategies and monetization. Chris has held management positions at HP and Symantec in addition to ...
Cell networks have the advantage of long-range communications, reaching an estimated 90% of the world. But cell networks such as 2G, 3G and LTE consume lots of power and were designed for connecting people. They are not optimized for low- or battery-powered devices or for IoT applications with infrequently transmitted data. Cell IoT modules that support narrow-band IoT and 4G cell networks will enable cell connectivity, device management, and app enablement for low-power wide-area network IoT. B...
The hierarchical architecture that distributes "compute" within the network specially at the edge can enable new services by harnessing emerging technologies. But Edge-Compute comes at increased cost that needs to be managed and potentially augmented by creative architecture solutions as there will always a catching-up with the capacity demands. Processing power in smartphones has enhanced YoY and there is increasingly spare compute capacity that can be potentially pooled. Uber has successfully ...
SYS-CON Events announced today that CrowdReviews.com has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5–7, 2018, at the Javits Center in New York City, NY. CrowdReviews.com is a transparent online platform for determining which products and services are the best based on the opinion of the crowd. The crowd consists of Internet users that have experienced products and services first-hand and have an interest in letting other potential buye...
When talking IoT we often focus on the devices, the sensors, the hardware itself. The new smart appliances, the new smart or self-driving cars (which are amalgamations of many ‘things'). When we are looking at the world of IoT, we should take a step back, look at the big picture. What value are these devices providing. IoT is not about the devices, its about the data consumed and generated. The devices are tools, mechanisms, conduits. This paper discusses the considerations when dealing with the...