The document discusses strategies for B2B lead generation, emphasizing the importance of providing qualified leads to sales teams through valuable content rather than traditional methods. It advocates for using diverse content types to engage potential customers and stresses the significance of linking sales outcomes to lead sources for insight into campaign effectiveness. Lastly, it recommends using quality metrics instead of just cost-per-lead to assess the true value of marketing campaigns.

1. Ideas for B2B Lead Gen

2. One of the highest ROI
marketing activities
you can undertake is
providing qualified
leads to your direct &
channel sales force

3. Traditional lead gen methods such as “bingo
cards” are no longer necessary, as any
required information can be found online in
a matter of seconds…

4. Fortunately, registration walls can be an effective
way to generate high-quality leads

5. Specialist, technical & expert
information is highly valued by
customers – valuable enough to
warrant giving away their contact
details to download it!

6. There is no one type of content that should
be used, in fact we recommend to our
clients that they use several!

7. The key to an effective campaign is to deliver
materials that potential & existing customers
truly value, avoid making it promotional

8. It’s good practice to link you
sales generated to the source
of the lead, as this will provide
insight into which methods
are proving to be the most
effective

9. Campaigns should not base
metrics on a simple cost-
per-lead basis, instead base
them on quality metrics to
get a better view of the
value that the campaign
delivers

10. Working closely with an experienced
agency such as Napier, will help you build
campaigns that deliver the best return on
your marketing investment!