Marketers Not Making The Most Of Lead Generation

Research by the Internet Advertising Bureau (IAB) has highlighted a lack of understanding surrounding lead generation within the marketing sector, as reported by The Drum.

The poll has found many of the 125 marketers questioned to lack a thorough understanding of lead generation and how it can be employed most effectively – 52% believe they are not taking full advantage of the marketing tool.

Chair of the Lead Generation Council, Trine Buus, identifies that “online lead generation is proven yet misunderstood”. He also suggests that the relationship between lead quality, conversion rates and ROI needs to be clearer.

Integrating a B2B lead generation platform such as Profunnel can assist in eradicating the current misunderstanding amongst marketers and focus on a successful campaign. The tool can track known and anonymous visitors on your website, monitor their actions and feed this information in real-time to marketers. The detail in this data allows marketers to send targeted emails to prospects, creating greater potential for new customers. Additionally, the lead generation software can be tailored for individual business requirements, providing a clearer ROI.

Visit Profunnel for more information on online lead generation.

Tension Over Customer Data Reclaim

The new government scheme to be introduced at the beginning of 2012 will allow customers to access their personal information held by companies.

Midata is proposing to generate new services and to help customers make informed decisions, creating a two-way trust for businesses and their customers, with the hope of leading to growth in the economy.

As reported in Marketing Week, there could be doubt in this scheme from businesses as many companies find that data is a fundamental aspect in making their business successful and gives them an advantage over their competitors. Many businesses use the information as a marketing strategy – targeting products and services relevantly to customer interest. This is a useful and successful way to build trust with customers.

Profunnel’s B2B lead generation solution allows marketers to identify customer interest by monitoring their website activity. The technology will track which pages known and anonymous customers visit, how long for and how often. As real-time alerts are fed to sales and marketing, online lead generation is increased as the warmest leads are being highlighted. With email marketing solutions, sales people can send targeted messages containing information relevant to the prospects’ interests. The personalisation can increase engagement and trust with the recipient, leading to more sales and a clearer ROI.

Visit Profunnel for more information on lead generation

Businesses Focus More on the Customer Journey

As reported in Marketing Week, major businesses have discussed their drive to focus on the path customers take from initial research of a product through to the final purchase.

Global brands such as Kraft and O2 have implemented new marketing strategies to understand their customer buying process and their interaction with products. This allows the organisations to analyse the most effective point to develop investment. Making this a business focal point is hugely beneficial to companies wherever there is a product or service to market – whether in B2C or B2B.

Investing in a customer journey tool will radically improve awareness of website activity and ensure businesses optimise their resources for the most interested prospects. Profunnel offers demand generation marketing software which can track and continually monitor visitor activity on a website – providing information on the trails they take and the products they’re interested in. The technology also combines a lead scoring system, ranking the most frequent visitors and sending this information to the sales and marketing team – increasing online lead generation.

With the relevant data and warmest leads to hand, sales representatives can create targeted email marketing messages to approach customers with significant information regarding their interests – allowing companies to build their client body and increase their ROI.

Visit Profunnel for more information on demand generation

Businesses opt for B2B Email Marketing

Research conducted by Econsultancy has found that the chosen method for companies to communicate with their customers is through email marketing.

The findings indicate a wide range of areas for which email marketing is preferred for customer engagement. 86% of the businesses questioned choose this channel for corresponding offers, 80% for product and service news, 76% opt for email marketing when requesting feedback and 60% prefer this channel when offering customer service.

As illustrated by these statistics, the majority of companies consider email marketing to be most valuable. However it’s important to implement the correct strategy in order to generate successful communication and build relationships with customers.

By integrating email marketing solutions into their campaign, businesses can increase the effectiveness of their messages. From a single demand generation platform, Profunnel offers solutions which incorporate automatic tracking of visitors to the website and real-time alerts highlighting the interests of these visitors to the sales and marketing team. This process improves online lead generation as only warm leads are referred to the sales team. The information retrieved through Profunnel’s demand generation software can assist sales in creating tailored email messages to achieve successful engagement with customers.

Visit Profunnel for more information on email marketing.

Online Marketing Prospers

The latest report by IPA/BDO Bellweather has shown a significant increase in companies turning to internet marketing and predicts a 2.9 per cent boost in online advertising and social media spending.

Online marketing is fast becoming the preferred approach for companies due to the advanced functionality and clearer ROI delivered by activities such as email marketing, social media tracking and online lead generation. However, this can be time consuming and costly when using multiple software applications. Profunnel offers all of these services and more from just one platform, allowing companies to economically optimise targeted email marketing solutions and online marketing activity through the latest demand generation technology.

For more information on B2B lead generation from Profunnel, please click here

LinkedIn Favourite Social Media Channel For Marketers

According to a recent research report by BtoB, LinkedIn is the favourite social media channel among marketers.

The study revealed that out of all of the social media channels 26% of respondents preferred LinkedIn, followed by Facebook with 20%, blogging (19%) and customer communities (14%). Surprisingly, Twitter was favoured by only 13% of marketers.

Whatever the channel, social media has become an integral part of B2B marketing and is most effective when used in collaboration with other marketing activities. Social media tracking is an effective method for companies to employ to ensure they get the most out of social media activity.

Profunnel offers a social media marketing package, which incorporates various systems to optimise your use of Social Media channels. The software offers services on; creating marketing campaigns, tracking the impact of blogs and building pages to track and capture incoming traffic.

For more information on the technology available click here.

Online Journey – Key to Marketing Success

Web forensics enables marketers to track the activity of individuals and companies that visit their web site and to direct them to information that relates to their area of interest. The technology monitors visitors, collating information that builds knowledge on customer interests.

These details are essential for online marketing, but what turns a visit into a sale is the identification and recording of the customers’ online journey - not just the information required to hit a person’s mailbox.

With lead generation technology, businesses are able to understand their customers’ behaviour and respond with targeted actions. Companies can create campaigns and nurture leads, building relationships and developing trust with potential buyers, which in turn leads to more successful outcomes.

For more information on the technology available click here.