Clicks 'n Conversions Blog

This article was first published June 19, 2008 on the Tatum Marketing blog

Since I’ve been on a streak of writing about designing a great lead nurturing system, I was especially interested in Laura Ramos’ recent interview in BtoB’s 2008 Lead Generation Guide. Laura is a principal analyst at Forrester Research.

Here’s what she has to say:

• Whitepapers and webinars still play an important role in educating prospects, but they should be used as part of an integrated marketing program – not as a standalone lead generation campaign.
• Email is good for continuing conversations with a prospect or communicating with customers. It is not as effective for new customer acquisition or for building awareness.
• B-to-B marketers worry too much about generating higher lead volume and not enough about building quality demand.
• Marketers need to nurture buyers and engage a broader number of principals in the purchase process.
• The biggest obstacles she sees to successful lead generation are: failure to constantly score or qualify leads, under-investing in technology and process, and lack of focus on the right kinds of measuring and monitoring.

If you have time, read the complete interview.

At Tatum Marketing we work hard to help our clients and our blog readers put together marketing programs and systems that do exactly what Laura is suggesting. If you want some one-on-one help, don’t hesitate to contact us. At minimum, keep reading our blog!