There are numerous ways of generating leads, many of which have been around for a very long time; including direct mail, advertising, third party referrals, telemarketing, networking and PR. These can be effective in promoting brand awareness and in taking a prospect on their journey towards the decision to purchase.
The online environment has created additional wide-ranging opportunities for lead generation in the B2B arena. A well-structured business website, with excellent content and benefiting from the support of proactive SEO strategies, can act as a powerful element in this process.
Once attracted to a website, an individual’s engagement with a company’s web content has invariably been assessed by the website owner through contact initiated by a website visitor. This could possibly be actioned via filling in an onsite information request form or by subscribing to a newsletter. The visit would then be established as having generated a warm lead.
However, website tracking tools have now been developed that will allow businesses to monitor and analyse any potential warm leads before direct contact of any kind has been made. With today’s new lead generation technology you can engage with a website visitor and nurture their interest in your products and services at a much earlier stage than previously possible.
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