B2B Web Strategy Blog – eMagine

Qualifying the best prospects with brand-integral incentives

January 18th, 2007 Posted by: Bill Gadless

Posting in B2BOnline, Gary Kreissman of Precision Prospects provides some pointers for overcoming the increasing Internet inefficiency and “clutter” that many B2B marketers see as increasingly frustrating their efforts to identify new customers.

Gary suggests following the lead of consumer marketers, who have moved beyond considering an email address as a “qualifier” and are instead seeking to identify real prospects based on their emotions, motivations and opinions.  They’ve found that the secret of getting likely buyers to give this info up is offering them something of real value that is also integral to the marketer’s own brand.

In this scheme…

• what you don’t want to do is offer something like a free iPod, which has value to everyone;  you’ll certainly get lots of total leads, but the percentage of qualified leads is likely to be disappointing.
• what you should probably offer (taking a financial-industry example) are things like white papers, books, webinars or a free one-on-one evaluation;  no doubt you’ll get fewer total leads than with an iPod, but those you get should be much more qualified.

By offering what your prospects are likely to want, and asking for qualifying information that really gets you closer to them, you should be on your way to success with online lead generation!!

Entry Filed under: B2B Web Strategy,Driving Traffic,Engaging Visitors