1. Lead Generation with Social Media Monitoring
Lead generation has always been a daunting task for marketers in general but it becomes all the more
difficult for B2B marketers as the prospects are highly fragmented. Hitting the nail right at the head, i.e
touching a customer right at his/her hour of need still remains an eluding goal for most marketers.
Other tactics like Paid advertizing channels (like Google Adwords) work well but the cost of acquisition
of customer touches the higher side and that is not something the marketers aspire for or are happy
with, given the competitive market. Social media monitoring and engagement is looked at more like a
Brand building and customer service tool rather than a potential lead generating tool. We at eClerx
strongly believe that Social media monitoring tools can be very effective in lead generation if used
appropriately.
Let us take an example of a case where a B2B customer that’s in the business of providing hardware
services (repairing/trouble shooting) services to IT departments across industries that doesn’t want to
hire a full time employee for the nature of the service or cannot afford to hire a full time employee.
Given such a scenario, and imagine yourself to be marketing in-charge of such an organization, what
would be your strategy to generate leads for your sales team?
Ideally, your leads would be any organization that does not have an in house hardware engineer/trouble
shooter and are looking for help with their hardware systems. Typically you would like to convert these
leads. One of the ways would be to search in job portals, organizations that are looking for hardware
engineers/trouble shooter and trying to convince them to avail your services instead of hiring one. But
hey, is this ideal? These companies already have budgets for full time hardware engineer and they have
decided to hire one. So you see; it is a daunting task to convert these leads by convincing them to avail
your service rather than hiring an engineer.
Using a Social media monitoring tool appropriately, can make it much easier to identify relevant leads
and also can reduce the cost of customer acquisition drastically, making you more competitive. If you
actively listen to the social media conversations, you can make a fair idea of who could use your services

2. by monitoring conversations where people are complaining about specific hardware services, or where
people are talking about how outsourcing hardware services can prove to be beneficial for business in
general. These leads will be ripe and very relevant for your sales team. You will be able to catch them
low in the sales funnel or you can say that you will be able to catch qualified leads.
www.SocialClout.com