BtoB Media Business - November 2007 - (Page 8) LEAD GENERATION If the first generation of lead generation was about lead volume, the next, now dawning, will be about quality. For example, generating a big list of names of people interested in a particular topic—whether or not they have the intent or ability to buy—may not take much more effort than posting a white paper or conducting a webinar. But locating prospects for a b-to-b product or service who are decision-makers with purchasing authority requires a very different process. It involves weeding out the unqualified, harvesting the hot leads and nurturing the rest. As b-to-b advertisers look for fewer, better-quality Another key component is developing relationships with potential buyers so leads, publishers step up with results-oriented, that they voluntarily provide information integrated lead-gen programs BY MARIE GRIFFIN about their purchasing role, requirements, budgets and time frames. nxious to connect the dots between their marketing efforts “What we’re really doing is using media to move prospects through the sales and sales—and thereby quantify their role in revenue cycle, so that we can qualify and priorigrowth and business success—b-to-b marketers increas- tize high-value leads for the marketer,” ingly are focusing on lead generation and lead quality. Hirsch said.” Like many others, he pointed out that multiple types of media have And they are turning to their media partners for help. roles in the lead-generation process. “It’s all about accountability,” said ing measured, said Dan Hirsh, VP-online “Research has shown that print is best Tom Gensch, chief growth officer at development and custom media at IDG’s for raising brand awareness,” Hirsch said. Cygnus Business Media. “Clients want to Network World. “Most marketing “Online is for researching and comparing measure the results their advertising groups are still being measured on lead solutions. Live events allow prospects to spending is bringing them.” generation, not lead conversion,” he said. ask final, individualized questions. We Even though lead generation, on its “But they are getting a backlash from see the various media working together own, may not be as useful as some mar- sales.” And although it’s not yet wide- all the time in our metrics.” keters seem to think, most b-to-b pub- spread, “marketers are starting to ask for Jeff DeBalko, chief Internet officer lishers have given up trying to argue with a number of leads at Reed Business their clients’ demands. Among the draw- against a particular Information and backs: Contact information is a precursor demographic propresident of Reed to a lead, not a lead itself; and huge num- file,” he added. Business Interactive, bers of leads are useless if salespeople Stacy Money, disummarized the imcan’t handle them. “Lead gen is right for rector of custom mepact on his media the customers who are set up to reap the dia for the 1105 company this way: benefits,” said Doug MacDonald, execu- Government Infor- Dan Hirsh, VP-online development and custom “As the marketplace media at IDG’s Network World tive director of online sales development mation Group, is rebecomes more soat Penton Media. If they don’t have a sponsible for many of the company’s phisticated about lead generation and CRM system to follow up on the leads, lead-generation initiatives. “Vendors are ROI, there’s a rapid move toward quality they won’t get results.” finding it more and more difficult to find in everything we do.” Even among clients seeking leads, decision-makers,” she said. “They’re But as clients drive to obtain more there are variants. “There’s a tension looking to us for lead and inquiry capture leads, it’s the b-to-b publisher’s responsiright now between the lead-generation more than ever before.” bility to apply the brakes when necessary. model designed to generate a mass quanBecause government purchases tend “There are ramifications to using a leadtity of leads and programs that target spe- to involve groups and committees rather generation strategy,” Hirsch said. “For excific types of leads,” said Warren than a single decision-maker, Money said ample, if vendors aren’t set up to follow up Bimblick, senior VP of Penton’s Financial vendors “are looking for more targeted with leads quickly—within 48 hours, acServices & Marketing Media Group. demographics.” She added, though, that cording to third-party research—they can Part of the problem may be what’s be- they are not asking for lead scoring yet. actually tarnish their reputations.” LEADS The Next Generation A “Most marketing groups are still being measured on lead generation, not lead conversion.” 8 | Media Business | November 2007 | mediabusinessonline.com mediabusinessonline.com
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