Demand Generation Machine

• B2B Lead Generation 2008: The Online Shift neil 9 June

There has been a lot of discussion on what will be the “in things” within B2B lead generation and what to look out for during the rest of 2008/2009. BtoB Magazine published an interesting article on “What is working well for lead gen”. Marketing leaders shared their views which ranged from lead management through well configured CRM systems, networking at dinner events to newsletters and blogs. There are several different takes from several different marketers on the trends within lead generation and while all of them depend on what works best for specific types of companies one thing is clear: Businesses are clearly moving a lot of focus towards online marketing.

The shift in focus from traditional outbound marketing, email marketing, tele prospecting, direct marketing towards online lead generation has seen marketing leaders allocate more resources towards blogging & online content development, landing pages & microsites, podcasts, white paper campaigns, SEO, SEM, online lead capture and nurturing and more. The whole process of how to generate more interest online, capture web leads through online form fills or downloads, optimize search results and create more awareness is clearly a common area of interest across different types of businesses this year and one that wont lose momentum any time soon.

Companies experimenting with social networks, advertising on twitter, capturing information on web visits, overhauling their websites are all going to be things to look out for over the next year. Its quite clear that the lead generation is shifting online and while there is no substitute to the cold call or the email right now it will be interesting to see how the shift towards online lead generation develops.

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