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 dissatisfied, and put a halt to perfectly
successful initiatives.
The Global Associates is a unique full
service sales and marketing organization offering Customized Strategic and
Tactical Sales Solutions to Organizations, Globally.
