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B2B Lead Generation: Focus On Quality, Rather Than Numbers

 B2B lead generation works well only for those marketers who see the big picture and are not too concerned about quick results. For those who think otherwise, even successful campaigns would seem like great disappointments.

More and more organisations operating in the B2B space are focussing on generating traffic for their website, and frankly speaking, are simply not concerned with anything else! This is precisely the reason most of the B2B lead generation they indulge in, do not get the kind of results that were expected. What makes matters worse is that the top management, too, seems to be very keen on enhancing traffic without increasing the marketing budgets or changing the hiring practices. This essentially means that both the in-house as well as outsourced staff struggles to show their money’s worth.

The realisation of the difference between offline and online B2B lead generation is yet to sink in, and this is the main reason why so many organisations are not satisfied with the success rate. It is essential to understand that the difference between conventional advertising and marketing channels, and the new age concepts of email marketing and online advertising. Not only is it blatantly obvious, but also a very important realisation that needs to be inculcated in the management’s thought process.

However, the fact that online marketing does not deliver the kind of results that conventional advertising does, should not lead one to believe that it is ineffective. Online marketing is still a very dependable medium of B2B lead generation, and the reason is that it does not require the mammoth levels of investment that are required for conventional advertising like TV or print. Coming back to the real world scenario in the B2B domain, the industry standard is a conversion rate of 0.1%, which means that out of 1000 visitors that were led to the website via email marketing, if one sale has been made, it is a pretty decent return. The failure to understand this is the primary reason why so many business entrepreneurs are dissatisfiedFree Articles, and put a halt to perfectly successful initiatives.

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