Marketers are under increasing pressure to generate leads and make a direct and measurable contribution to revenue. It all starts with lead generation. But many of the traditional methods are no longer effective.
According to analyst firm Sirius Decisions, 70% of the B2B technology buying process is complete by the time a prospect is ready to talk to sales. Buyers are more discerning and better informed. They tend to rely more on their own research and less on the sales person for education. This makes the marketer’s job more difficult and much more important than in the past.
In order to generate qualified leads today, marketers need a customer-centric marketing strategy.
Improving Marketing ROI
There is compelling evidence about the return on investment (ROI) of effective lead generation.
Hinge Research found that firms who generate at least 60% of their leads online are 2 times more profitable than firms that generate less than 20% of their leads online.
In latest HubSpot study, 41% of marketers confirmed that inbound marketing produces measurable ROI. A whopping 82% of marketers who blog said they see positive ROI for their inbound marketing.
When combined with a solid marketing strategy, inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound leads. Cost per lead using inbound tactics is also substantially less than outbound tactics.
Inbound Marketing is Necessary but Not Sufficient
For financial firms and fin-tech providers, inbound marketing is necessary, but not sufficient for lead generation. We find that the best approaches combine both outbound and inbound techniques in an integrated marketing strategy.
Integrated Marketing Campaigns
The best lead generation strategies combine a mix of inbound and outbound techniques that integrate with each other to tell a consistent story. For example, a firm might use a content program around a compelling business theme that runs across multiple marketing tactics to generate a steady stream of leads:
- Offer: White paper or research study about an important industry theme related to your firm’s offering.
- PR: Publish press releases around the story with links to the research, pitch the press and provide access to the results of the study.
- Video: Create a short video sharing some of the compelling findings from the research and share it on YouTube and other sites.
- Microsite: Create a microsite containing content related to the offer along with landing pages to catch registrations for the premium offer.
- Blog: Blog about the premium content, using excerpts and other content to build the story – linking the blog articles back to the microsite or offer landing page.
- Articles: Publish by-lined articles in industry publications about the research with links back to the microsite.
- Social media: Share information about the research, video and the blog posts to attract an audience.
- Events: Host a live or online event sharing some of the results and discussing insights related to the research.
- Email: Run email marketing campaigns promoting the video, blog posts and offer.
Running integrated campaigns helps to raise awareness, attract visitors to your site, and improve conversions from visitors to leads. Click here to learn more about how to create an integrated content marketing program.