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Your B2B Lead Generation Budget: Start by Cutting It Into Thirds
Here is a simple and effective way to allocate your business-to-business lead generation budget.
Use the first third of your B2B lead generation budget for Internet marketing.
Start with:
- Search engine optimization (SEO) so your web pages will be found when prospects are using the leading search engines to find companies, products or services like yours
- Improving your website so it does a better job of helping visitors move from awareness to inquiry to consideration to purchase (Help yourself to my complimentary Web site design checklists for B2B marketers.)
- Adding your company and its products or services to appropriate online directories
Use the second third of your B2B lead generation budget for direct marketing.
Use it to fund:
- Building a well-targeted list of prospective customers
- Ongoing, multitouch email, postal mail or telemarketing for generating and nurturing leads until they are qualified as being sales ready
- Making offers designed to move prospects from awareness to inquiry to consideration and purchase
Use the final third for everything else.
The lion’s share of this final third should be spent on creating content (e.g., white papers, how-to guides, checklists, decision-maker kits, webinars, newsletters, articles and web page content optimized for key search terms).
[...] Your B2B Lead Generation Budget: Start by Cutting It Into Thirds [...]
Posted by: Business Development, Marketing, Promotion jobs – Bangalore | Key Concepts Marketing Wisdom | Nov 10, 2009 at 3:40 pm
[...] short piece called Your B2B Lead Generation Budget: Start by Cutting It Into Thirds on the Sales Lead Insights blog might prove inspirational if you're thinking of starting again [...]
Posted by: Your quiet marketing revolution | Nov 25, 2009 at 2:06 pm
Good Copy is very important for SEO. When hiring a copywriter you must make sure they have experience writing website content. For SEO purposes you want copy that includes your keywords in the write [sic] places and also follows SEO guidelines.
Posted by: Stephen | Dec 3, 2009 at 9:57 am
To some extent I agree that cutting the budget is an effective way to lead generation. Additionally, I think whatever budget one has main thing is to how one utilize it. Many of the people have low budgets but they still make strong allocations and carry out some of the low rate services such as Twitter, Blogs etc. I disagree to add company products or services in directories. I would rather go for Press Release.
Posted by: Sara Martin | Dec 8, 2009 at 10:09 am
[...] Your B2B Lead Generation Budget: Start by Cutting It Into Thirds [...]
Posted by: Best B2B Search Marketing Posts and Other B2B Resources for 2009 | B2B Marketing Blog | Dec 22, 2009 at 9:24 pm