Quality Leads Using Organic Search and Email

As someone who has generated thousands of leads over a career as a direct marketing executive, I am always awake when a headline reads, "B2B Marketers Choose Quality."

I don't really recall ever a situation where the VP of Sales wanted anything but quality leads. Defining "quality" is always challenging and assigning a value to each lead is an expensive series of hand-offs that can result in a significant number of leads, many qualified, falling through the cracks and a high per qualified lead cost as opposed to the cost per lead.
Research recently cited in the Center for Media Research's Research Brief of February 16th, 2017, doesn't really address the how and whys of quality lead generation processes and programs, but it does make it clear that delivering quality leads is the number one marketing objective:

Is it yours?

What do else is on the top burner?  They report that "63% of B2B marketers say organic search drives revenue, tying email at the top spot for the first time." And very good news, "Frustrations about proving ROI appear to be waning."  The numbers folks have been satiated for the time being opening the way to allocating more resources to generating quality leads creatively and effectively.

And for all of us direct turned digital marketers, especially those in the emerging .tv space, it's all about video and blogs, marketers choosing them at 82% each.

Organic search, email, blogs, and video are the ingredients, now for some recipes that work.

Ruth Ann Barrett, Digital Savvy, Portland, Oregon, February 16, 2017




@digitalsavvyite