industrial lead generation

Manufacturers Use Evaluation Kits for Effective Lead Nurturing

Lead nurturing plays an important role in industrial lead generation programs because it is rare that an industrial sale is completed on the first call or the first visit to the manufacturer’s website. Forrester, CSO Insights and Marketo reported that lead nurturing produced much better results. Here are some of the significant findings from their …

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Using E-mail Marketing for Lead Generation

Most manufacturers and industrial companies use email marketing as a way to keep in touch with new leads and existing customers. This usually means sending out a bi-weekly or a monthly email newsletter. It has been my experience within the industrial sector that these companies rarely use email marketing proactively for lead generation. Here I …

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Subscribers to Free Content are NOT Leads

I’ve heard some of my manufacturing clients call their subscribers to free content leads. I’ve also read articles by other industrial marketers where they recommend using free content to generate new leads. That is good advice and it is a proven tactic for inbound marketing. However, I do have a problem with classifying these new …

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Marketing Automation vs. Inbound Marketing

If you believe everything you read (and lately there’s been a lot) about marketing automation, you’d think it is the killer app to solve all your lead generation problems. Then there are scores of B2B marketers who swear by inbound marketing as the path to lead generation nirvana. How do you separate hype from reality, …

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7 Key Components of a Successful Lead Generation System

After evaluating lead automation solutions from several vendors, I have developed my own list of seven key components that make up a successful lead generation system. A strategic lead automation system will lower your cost per lead; boost ROI and closely align sales and marketing. A unified lead definition leads to objective scoring and qualifying, …

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Greater Emphasis Placed on Lead Generation in a Tough Economy

While it is generally true that generating more high-quality sales leads is by far the most important objective of all business-to-business marketing programs, it becomes even more critical in the current tough business climate. B2B marketers in all types of companies are under tremendous pressure to generate high-quality leads that convert to sales. It is …

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