B2B spending on online lead generation is anticipated to grow at 17% through 2012. Though we have more b2b lead generation options today than ever before, online b2b media sites are not doing enough to take advantage of this projected growth in spending. There is not enough innovation in business lead generation products. The media channels are weak, measurement capabilities are frequently lacking and b2b companies do not have the resources to nurture, score and track the performance of the lead generation programs.

Here are the 3 keys to building a successful business lead generation pipeline:

1. Objectives – When examining the lack of B2B lead generation success using online media, one of the core hurdles I have found is that B2B marketing executives are unsure how to measure, score and nurture their lead generation pipeline. Sure, b2b lead generation strategy is different for every industry and business, but I would argue that every B2B marketer needs to define the objective of their lead generation programs before spending a single dollar on them.
2. Strategies – Once the overall objectives have been determined the marketer needs to identify the right media strategies and mix. Each industry and each niche will have a set of online media sources,types of programs and tools. You need to first identify the media sources and mix for your business even before allocating the marketing budget to them. Unless you spend the time to identify the media sources and mix that are required to achieve the overall objective, half the money you spend on the online media will be wasted; the trouble is, you won’t know which half…
3. Measurability – Finally, B2B marketers need to track the performance of their lead generation campaigns based on the objectives. For example, if the marketing objective is to reduce cost of sales, the marketer needs to able to measure the sales conversions by media source to determine the return on investment (ROI). On the other hand, if the objective is to create product or brand awareness. Then, I would argue that there are more effective ways to achieve your marketing objective, including standing up a website, section or portal with videos, webcasts, relevant content etc. and driving traffic to it via pay per click or SEO.

Tags: B2B marketplace, Business Leads, pay per click, sales leads, SEO

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