Are there ever enough leads coming into your company? The answer is no, because companies have an insatiable appetite for revenue growth. Yet the most important aspect of lead generation is not the quantity of leads coming in, it’s the quality of those leads.

In the GlobalSpec 2010 Marketing Trends Survey of the industrial sector, marketers were asked to rank the importance of factors when determining where to allocate their marketing dollars. Quality of leads was the most important factor, while quantity of leads came in sixth.

If it’s quality leads you’re looking for—and it should be—here are four ways to increase the number of qualified leads you generate for your sales team.

1. Produce (or reuse) relevant content

Just as your sales team is hungry for good leads, your potential customers are hungry for relevant information that will help them do their jobs more effectively. Your job then is to produce and reuse content that engages your target audience in channels such as online marketing campaigns, timely white papers, technical articles, blog posts, e-newsletters and online events.

The reason you need this type of content is that prospects are much more willing to exchange their contact information if they believe they are getting something valuable in return. If what you are offering looks useful to them, they’ll be more willing to “pay” for it by answering a few questions on a registration form, helping to increase the number of qualified leads.

2. Support campaigns with targeted landing pages
Instead of driving Web traffic to your homepage, send them to a specific landing page related to each campaign offer. You have a greater chance of capturing a qualified lead if you create a landing page around the value of the offer and focused on converting the prospect, whether your offer is a white paper, Webinar, ROI calculator, or other content of value. A landing page centered around your offer will prevent prospects from getting distracted by other information or clicking away to other pages or other Web sites.

Ensure that the registration form is easy for prospects to fill out. Require only the minimum amount of information that will allow you to get back in touch with the prospect with a relevant follow-up response. Name, company, e-mail address, and area of interest may be all you need to capture at this point. You can fill in additional information as you engage with the prospect.

3. Try a new marketing tactic
It might be time to retire some of your traditional media marketing channels such as print ads and direct mail and start reaching out more to your prospects where they are today—online. If you’re trying to connect with hard-to-reach prospects in an industry sector that may not know about your company or products, try advertising in a third-party e-newsletter that targets only that specific audience. Don’t forget about the focused landing page that prospects will come to after clicking on your ad.

You could also add an e-event to your marketing portfolio this year. E-events, or online tradeshows, offer excellent interactivity with a specific target audience and allow you to track visitor behavior so you know exactly what your prospects are interested in. Just like with an on-location trade show, you can give out marketing collateral, engage in conversations, and presentations. Plus you’ll get detailed reporting and lead information from registered attendees.

4. Work with media partners who deliver leads
A marketing program that doesn’t deliver useful leads with contact information and area of interest isn’t much of a marketing program. When planning marketing strategies, work with media partners that can demonstrate they have the attention of your target audience, can offer you a variety of programs and channels to connect with your audience, and can provide you with qualified leads in near real-time that contain all the information you need for follow-up.


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