WHY LEAD GENERATION MATTERS TO B2B MARKETERS — EMARKETER
More B2B marketers are getting wise to the benefits of lead generation technology, with many noting the tools help them increase the volume of warm leads created, better segment those prospects and improve targeting efforts to reach them.
Based on the results of a July 2016 survey conducted by Salesforce’s Pardot and emedia, B2B marketers have realized a number of benefits from their lead nurturing programs.
More than a third (36%) emphasized the programs are helpful simply because they generate a greater volume of leads — this was the most popular response.
Another 26% mentioned the ability of lead nurturing programs to segment prospects based on their interests and behaviors, while 26% also noted the programs’ ability to improve targeting and segmentation.
As it turns out, the ability of lead generation programs to simultaneously maximize the volume of new potential customers while still maintaining high levels of quality is critical for B2B marketers. An August 2016 survey of B2Bmarketer goals by Ascend2 found that improving the quality of leads and acquiring new customers were the most significant goals.
As more B2B marketers rely on lead generation programs to generate business, many are also experimenting with content marketing strategies to help find new business. A separate June 2016 study by Ascend2 emphasized the popularity of content marketing as another key lead generation tool for B2B marketers.
The industry has been comfronted with a number of powerful technologies to optimize lead generation in digital marketing strategies. Opentopic, with Watson, provides a digital marketing software that leverages Watson’s natural language processing abilities to provide recommendations of key content to return to specific target audiences. Since using the Opentopic software on their homepage and social media, Manfrotto, a leading camera manufacturing company, has successfully increased lead generation conversation by 60%. Manfrotto has placed an emphasis on increasing both lead generation and session duration for visiting traffic.
Lead generation is a key goal for companies across industries. Recently, however, technology has made for some smart investment opportunities.