Traditional forms of lead generation are becoming increasingly ineffective and expensive relative to the multitude of new tactics now in play like content marketing. With a focus on outbound marketing, traditional sales methods simply don't get the same cut-thru as leads presented to a sales team that have already been nurtured and are at the decision point of their purchase lifecycle.
Content marketing driven demand generation focuses on building inbound interest based on providing the audience with engaging and relevant content - displaying industry thought leadership and credibility. In order to execute a successful inbound strategy, businesses must embrace the latest marketing technology trends and be prepared to learn on the fly. Search engine marketing is one example of a medium for driving targeted traffic to a landing page where users can download an asset, for example an eBook or whitepaper, in exchange for their contact information. Larger companies with more complex strategies may find they will benefit from the use of marketing automation systems that can further define established content marketing strategies and automatically push qualified leads to sales.
The old model of campaigns based on stimulus is quickly fading away. Businesses need to be prepared for the new model and begin investing in meaningful content in small quantities over a sustained period to get maximum effect.
To find out more about content marketing and lead generation, download the Streetwise Guide to Content Marketing eBook.