In B2B Marketing, Lead Generation is a Never Ending Game Changer

It’s the halfway point of 2012, so let’s look at the results to date, to see if you can find a hidden gem.

Being in the B2B market, I know most people are never totally happy with their lead generation activities. No matter what your situation may be, now is a good day to start the analysis on your present lead generation activities and plan for the future.

If you don’t know where to start, start thinking about analytics. I know to some people think analytics is a big scary word. Or your boss may say “we don’t have that kind of money for a so called magic potion.”

Stop and think for a minute. What if you mailed a direct mail piece to (x) amount of people, directing them to your web site, then received (y) inquires and (z) people signed up for your email newsletter? Or the email campaign that went to contacts that have not made a purchase in 90 days, received a 25% response rate from a specific industry to your offer of free shipping on an automatic reorder program?

If that previous paragraph got you thinking, all of this data is available to you today and some is even free! Use my ways of rationale when it comes to analytics – keep it simple and then add on to it when you’re comfortable with the results. This is especially important if you ever want your marketing to be more efficient.

Below is the data from a few of the marketing channels I have used since January 1. Pay attention, there is a puzzle for you to solve.

Email. The average email sent was approximately two per month. My open rate was around 25%, but has scaled back to 20%. There are only two subscriber opt-outs but only 12 new subscribers which is way below average.

Direct mail. Over the past 5 years I have used direct mail with email and sporadically sent readers to a landing page. I have approximately 1700 contacts in my direct mail database (built in the last ten years and segmented) and about 40% email addresses. I mailed a sales letter to 200 past and prospective customers to date, receiving a 5.5% response rate and one sale.

Websites. Traffic is up about 30% this year from the channels I selected. I’m averaging 530 visitors, 400 unique visitors and 900 page views per month. New visitors have increased from 145 to 383 visitors per month. The websites are updated on average, about every other month

Social media. Presently, I only use Linkedin, Twitter and Facebook. 46% of my new visitors to my blog come from Linkedin. I belong to about 30 groups and on average start a conversation or join a conversation, on average, 10 per week. I recently started a test with Twitter driving traffic to my blog and websites. The traffic is rather anemic at 4%, but lately has seen quite a few re-tweets. I have not made any decisions on Facebook and data is miniscule.

Face-to-face. I visit clients, attend industry presentations, and talked to a few associations. Anyone of these meetings will always add to my database contacts and revenue stream.

Not every business is the same but the one similar characteristic that is available to everyone is analytics. This analytical data from your present marketing and selling efforts is the backbone of your future marketing and selling ideas. Remember – your customers change and your marketing must as well. These are where the hidden gems exist.

Guessing no longer works in this day of instant communication and sneaky competitors. If you are not using analytics sign up with one such as Yahoo or Google today. You’ll thank me many times over every time you look at your analytical data.

I know what my plans are for the second half of the year, but what would you do?

Put yourself in my shoes, size 10-1/2, and jot down a few ideas you would recommend to me to increase my awareness based on the above analytical data. When done, join the analytical game changer.


 © 2012 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art or John Deuerling.




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About MarketingDoc 398 Articles
30+ years in marketing. 30+ years as a small business owner. Love music, photography, gardening and just about anything outdoors!

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