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switched from cost-per-
click to cost-per-lead.
This is largely due to
changes in the US,
notes Chris Bagnall, MD Market research
EMEA of DWA,
observing that they are Knowledge is power
the trendsetters in this
field. This is
advantageous, he
observes, as where
previously a marketer
could not be certain on
the number of leads they
By Andrew Dalglish
director,
would get for their
Circle Research
payment, now the
guaranteed cost-per-lead Here’s a positive voice amongst the gloom:
model gives them more ‘Recession is about change and with change
certainty. “It’s utterly comes opportunity.’ Marketing is no exception
predictable and you have to this.
a good idea of what What is the change? As marketers seek
you’re getting for your more immediate ROI there has been a clear
like HP, Samsung and Adobe. money,” agrees Elliot. shift of focus from brand building to sales-
The major benefit of sites like EWeek is The value of the lead will vary depending based activities such as lead generation.
that brands can take advantage of the loyal on the stipulations and filters you apply for And the opportunity? To adopt a new
readership these publications have already a relevant lead. For leads without approach that makes you stand out more
established, and leverage the trust they qualifications you could pay as little as £15 than ever. On this point, I was recently
have in the content of the site, says Steven – £50, but for a more bespoke lead you discussing the role of research in lead
Elliot, managing director at tech marketing could look at anything up to £200-£300. generation with Lindsay Willott of The
agency Banner Corporation, which often Do be clear what you’re paying for, Elliot Marketing Practice. The roles can be seen in
advises clients – including Symantec, heeds. The term ‘lead’ can be misleading full on her blog (blog.themarketing
Novell and Avaya – to take the lead (no pun intended!) so clarify what you practice.com). But here are three questions
generation approach. expect from your supplier and adjust prices you might like to consider when planning
Jenny Bracken, marketing manager at accordingly. Leads can vary from a mere your next campaign:
the Business Application Software contact name potentially 18 months away 1. Do you fully understand who makes
Developers Association (BASDA) agrees, from buying, to a qualified lead hot to decisions about your product. And if so, how?
adding “It’s important how well promoted purchase the next day. Another lead quality Often the presumed ‘decision maker’ really
the site is to the people you’re trying to issue to consider is the fact that leads are just follows someone else’s recommendation.
target.” She stresses the importance of not always exclusive; some vendors will sell But you can dramatically improve your
things like SEO, and advises doing a one lead to multiple clients. success rate if you know who really drives
Google search on your product to see how The regularity your supplier provides supplier choice and their hot buttons.
the lead generation sites rank. “To get the you with leads is something else to take 2. Are you able to open the discussion by
best results you must use a site that is into consideration. “You can sometimes get talking about them, not you? Prospects are
going to reach your target audience,” she a trickle rather than an avalanche,” says much more likely to sit up and take notice if
recommends. Barlow suggests that the Elliot, which may be a problem if you have you share information of value. These can
inverse is equally as important. “If you’re an immediate need for a lot of leads. It’s include insights into their market and how
going to post a white paper, make sure it’s not necessarily a bad thing though, he adds their brand is perceived, or identifying a new
relevant and interesting,” he says. “You – the slower feed will allow time to qualify opportunity. Only then do you earn the right
need to give people relevant content; [this the leads and deal with them properly, to talk about how you can benefit them.
tool] doesn’t work without it.” especially as they have the tendency to get 3. Are you farming the customers you already
stale quickly. Make sure that you have the have? Often it’s the case that suppliers are
Cost effective back-end process in place before pigeon holed. Worse still, they rarely seek
Barlow suggests that lead generation can purchasing leads, Elliot stresses. more business. Here’s three simple questions
be more cost effective than other lead you should ask every key account:
generation alternatives, for example buying Future of lead generation A. Do you know about all the services we
email data. People researching topics or One way to take this is a step further, is to offer?
voluntarily opting in to ebulletins do so use these tools for lead nurturing, suggests B. What would make you buy more from
because they want to keep up-to-date, Bagnall. Not all leads are going to be in the us?
rather than forcing content on a prospect final stages of the buying cycle, and many C. Who else in your organisation should we
that can easily unsubscribe. “In theory, the might require repeat purchases further be talking to?
leads generated should be further along the down the line, depending on the product. So let’s view the current turbulence as an
buying cycle if they’ve shown interest in In a time where measurability is opportunity, and make the most of
your topic (by searching for it in everything, marketers will continue to turn knowledge as our most important ally.
whitepaper libraries),” observes Elliot. to technologies like these in order to prove
Pricing for such services has recently their accountability.
B2BM APRIL 09 – www.b2bm.biz
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