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Making Online Lead Generation Work in Your Company

If you’re a B2B company, you are probably either doing online lead generation or wondering if you should. In the last 3 years, online lead gen has gone from a niche tactic used by only very large companies to something nearly essential for every B2B company. Within the next few years, online lead generation will become table stakes – not ‘special’ - for just about every company and industry in business.

What’s the hurry?

Why has online lead generation become so important so quickly? At last count, there were 4 billion Google searches done every day (not to mention what’s happening on Yahoo and Bing) and 80% of B2B purchasers say they do an online search every time they are looking for a new vendor.
So if you aren’t online and doing something to capture some of that demand, you are flinging open the doors to your competitors and saying, “Go ahead, take those customers!” And the ever increasing number of competitors will be thrilled to do just that.

How to be successful

Deciding to do online lead generation is the first step. Success requires a little more effort though. Like every tool, lead generation is only as good as the hand that wields it. It’s like a golf club – if you’re a really good golfer, you will do well even with a poor club. And if you’re a really bad golfer, even the best club in the world will only take you so far. So it is with online lead generation.

On that note, here are a few things we’ve learned about making lead generation work in B2B companies.

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