The most common lead generation tactic used by business-to-business technology marketers in 2006 was trade shows and conferences. The biggest problem faced by technology marketers was the inability to generate enough leads for the sales force. Hmmmm.
This information comes from a 2007 Lead-Generation Trend Survey conducted by CMP Technology. It’s also supported by my own experience.
Clearly, many technology marketers are either a) using the wrong lead generation tactics or b) not implementing well.
In my experience it’s a combination of both. Done right, trade shows and conferences can deliver some good leads (see Are Trade Shows Worth the Marketing Effort?). However, they’re rarely the best option for lead generation.
A large percentage of our clients – when they first approach us – are either participating in one or more trade shows or they’re thinking about it. Very few are taking advantage of much more effective and efficient lead generation tactics.
What are the better lead generation tactics? Right now, they’re:
•Direct Mail
•Email
•Online & offline advertising
•Search engine marketing
How much better are they?
As an example, when we got involved with one HR software company, they were spending about $8500 (plus staff time) on an industry trade show and accumulating about 30 potential new business contacts at each show. In 3 years, only one of these leads had turned into business.
We developed and implemented an email campaign for them that resulted in 200 inbound inquires in the first month. It pulled in almost as many inquires the second month and still more in the 3rd month. Since the email campaign was sent to prospects they already had in their sales and marketing database, production cost were minimal – and they didn’t even have to leave their offices.
There are some very good reasons for participating in trade shows and conferences. But lead generation probably isn’t the best. And lead generation is your top priority, right?
Technorati Tags: technology marketing, business-to-business, lead generation, susan tatum, tatum marketing
This article was first published September 13, 2007 on the Tatum Marketing blog
The most common lead generation tactic used by business-to-business technology marketers in 2006 was trade shows and conferences. The biggest problem faced by technology marketers was the inability to generate enough leads for the sales force. Hmmmm.
This information comes from a 2007 Lead-Generation Trend Survey conducted by CMP Technology. It’s also supported by my own experience.
Clearly, many technology marketers are either a) using the wrong lead generation tactics or b) not implementing well.
In my experience it’s a combination of both. Done right, trade shows and conferences can deliver some good leads (see Are Trade Shows Worth the Marketing Effort?). However, they’re rarely the best option for lead generation.
A large percentage of our clients – when they first approach us – are either participating in one or more trade shows or they’re thinking about it. Very few are taking advantage of much more effective and efficient lead generation tactics.
What are the better lead generation tactics? Right now, they’re:
- Direct Mail
- Email
- Online & offline advertising
- Search engine marketing
How much better are they?
As an example, when we got involved with one HR software company, they were spending about $8500 (plus staff time) on an industry trade show and accumulating about 30 potential new business contacts at each show. In 3 years, only one of these leads had turned into business.
We developed and implemented an email campaign for them that resulted in 200 inbound inquires in the first month. It pulled in almost as many inquires the second month and still more in the 3rd month. Since the email campaign was sent to prospects they already had in their sales and marketing database, production cost were minimal – and they didn’t even have to leave their offices.
There are some very good reasons for participating in trade shows and conferences. But lead generation probably isn’t the best. And lead generation is your top priority, right?
Tue, Nov 3, 2009
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Written by: Susan Tatum