Earlier this week, we hosted the first session in our current Accelerate! Virtual Workshop Series on Marketing Planning for 2012. Todd Lebo, Sr. Director of Content and Jen Doyle, Sr. Research Manager from MECLABS shared key findings from their 2012 B2B Marketing Benchmark Guide including top lead gen tactics for 2011, how we can best utilize them to generate qualified leads in 2012 and how B2B marketers are allocating their budgets given new marketing trends.
According to the MarketingSherpa research, B2B marketing challenges such as producing high-quality leads, generating the required volume of leads, conveying value, creating PR buzz, and competing in a multi-channel lead generation , are on the rise. Demonstrating marketing’s contribution to revenue is a key focus for marketers. So what tactics can help us do this?
Interestingly, the MarketingSherpa research shows that website optimization, SEO and email are the top lead generation tactics for B2B marketers. (These were also the top tactics for 2010 and 2011). There are few surprises here if you consider these trends from a recent TechTarget Study:
- The Internet remains the primary destination and source for all research done by IT professionals.
- The Internet is the preferred method by which IT professionals expect marketers to communicate the value of their brand and capture IT prospects as leads.
Although our priority as B2B marketers is on lead generation, perhaps our greatest challenge is lead conversion. In our Accelerate! session, our experts outlined a four steps to conduct a lead generation analysis which will help ensure you are focused on the right tactics to generate leads and increase conversions. View the session recording from the On Demand tab in the Virtual Velocity Auditorium – session title: Top Lead Gen Tactics of 2011 and How Best to Utilize Them in the New Year
We will continue our discussion on marketing planning with a second session on February 15th. This session will focus on making your marketing plan a reality with four tactical steps you can use to drive online conversions. Register for this session in the Virtual Velocity Auditorium