BEST PRACTICE: Social media - the generation game?
B2B lead generation in its traditional form consists of many outbound marketing activities; for example ads, telemarketing, email marketing, and pay-per-click. All of these are broadcast in their very nature. However, some of these activities are now increasingly becoming ignored by prospects who favour one-to-one communications. This shift in behaviour effects not just the success of lead generation but your future marketing budgets.
Savvy marketers now regard social media as an important channel of the marketing mix whereby conversations and content referred to as 'inbound' marketing can attract, engage and nurture leads.
The value of social media used for lead generation in comparison to outbound marketing activities is a lot more cost-effective. What this means for small and medium sized businesses is that they can now compete with larger corporations because they can leverage social media to their advantage through effective engagement and creative content at lower costs. For larger corporations the risk is that, if they do not adopt or engage in social media, they will lose a slice of the prospect pie.