B2B Lead Generation: Mobile’s The Way To Go

It all began with tele-marketing. Scores and scores of agents calling prospects around the world, and that’s how B2B lead generation came into being. For a good many number of years, this was the perfect channel of getting new business. However, with the passage of time, there was a need to go the extra mile and create a new means to reach out to prospective customers, and email marketing was born. Next came search engine marketing, and everything seemed to be going perfectly fine for companies. However, that too, outlived its utility as the internet’s usage grew among the global population. The latest fad, so to speak, is B2B lead generation via mobile.

This means that every professional involved in B2B lead generation must give special attention to creating blog posts, being active on social media and getting more and more leads via the online channel. Smartphones are the order of the day, and one can only do so much to deny that they are the future of the industry. As per a 2012 survey by Pew Research, almost half of the American adult population owns a smartphone, of which 90% use a handheld device to access the World Wide Web. These figures clearly depict how important a mobile marketing strategy is for any organization.

Quite obviously, to fully leverage B2B lead generation for mobile, one needs to have a mobile version of the landing page. The same must also be optimized for different kinds of devices as well as browsers. A dedicated mobile site can also be looked at. Also, one can utilize SMS, MMS, etc. for getting more relevant leads without putting in much effort. Integrating mobile with the email, online social media and tele-sales strategies virtually guarantees success, as the former does not work as a standalone campaign!