Different process of Lead Generation

A lead list can be a very valuable asset. In the marketing world, a big list can mean respect, credibility, job security, power, fortune and fame. But let's be realistic, the way to measure the quality of a list is not by its size, but more importantly, by the revenue it generates.

Sales lead generation in today's business environment is a complex undertaking. There are dozens of options to choose from, from snail mail to social media. It is important to realize that some methods work better than others for the type of prospect you are trying to attract. For example, the primary objective of most Pay-per-Click B2B lead generation efforts is to get the lead to opt-in to your list. Although you may have some control defining key words and geography, for the most part you get who clicks whether the lead fits your profile or not. On the other hand, a white paper can attract a more targeted contact and add credibility at the same time.

The first task is to develop the overall Lead Generation Requirements that are right for your business. This is much more than a technical exercise. The process will require detailed answers to the following questions:


With answers to the questions above, it's time to design your lead generation deployment strategy by choosing the specific marketing programs that will help you accomplish your goals. Marketing would be much easier if you had unlimited resources and budget. But if your company is like most, this is simply not the case, particularly in the current business environment. Your deployment strategy needs to be designed to maximize the results for the minimum investment.

Focusing all your energy on one method of lead generation is generally not an optimum strategy. This may limit the overall effectiveness of your marketing program. A multi-faceted approach tends to produce more buzz in the marketplace and therefore can improve the overall results.

There are dozens of ways to generate sales leads. In the table below we listed 16 of the most effective marketing mediums that you can use to assemble your deployment strategy. Also included is the authors experience in the best application of each as well as its effectiveness in a B2B environment.

Letters and Postcardswork best when used with other mediums; Medium B2B effectiveness.

E-mail is an alternative to direct mail; Medium B2B effectiveness.

Newsletter is not a good lead generator; Low B2B effectiveness.

SEO, Key word, Meta tags, Pay Per Click can work well but can be expensive; Medium B2B effectiveness.

Report is a good bonus for opt-in and generating interest; High B2B effectiveness.

Press Releases are a relatively inexpensive way to capture traffic and create Buzz; High B2B effectiveness.

Trade Magazine Ads are a good way to attract the target market; High B2B effectiveness.

White Paper and White Paper Hosting are very good to attract specific interest; High B2B effectiveness.

Case Studies are very good for adding credibility; High B2B effectiveness.

Articles are very good to attract specific interest; Medium B2B effectiveness.

Telemarketing can work to compliment other mediums; Low B2B effectiveness.

Social Media is good for creating buzz; Medium B2B effectiveness.

Remember, the lead generation process is not complete until the lead Opts-In to your list. Capturing their attention is only half the battle. Your landing page and bonus offers must be compelling enough to complete the task. Jon Miller of Marketo reports "as high as 200% improvements in conversion rates," by optimizing the landing page.