20 Dec

A Review of the Top B2B Lead Generation Posts of 2011

Looking back over 2011, first thank you to everyone who has taken the time to read my posts and join in the conversation and improving approaches to B2B lead generation. If you are new to the blog or a regular subscriber, I thought it would be helpful to summarize the top five B2B lead generation blog posts of 2011 based on total readership, starting with the most popular:

1.  Why Aren’t Your Sales People Following Up on Leads Provided by Marketing?  It’s true isn’t it? That’s a fairly common situation in the B2B market. When the numbers are down and falling short of target, the blame game is at its best. Marketing tries to prove its contribution to the bottom line and insists that there are enough new B2B leads being poured into the sales funnel. The sales department isn’t able to close enough deals and a sense of doom and gloom just percolates company-wide.

2.  http://www.louisfoong.com/what-is-your-demand-generation-personality-type/  As a demand generation advisor and lead generation consultant, there are often times when I wish that I could change my customers’ marketing personalities. When that happens, I find myself digging deeper and analyzing what type of demand generation personality that organization has. I remind myself of the practical advice from Ted Roosevelt, “Do what you can, with what you have, where you are.” It makes it easier for me to help a client’s organization minimize the weaknesses and maximize the strengths of their demand generation personality.  What is your personality type?

3. Comparing Centralized vs. Decentralized Marketing – Finding Common Ground. Comparing a Centralized vs. a Decentralized marketing set-up. I believe that both have their merits and an organization that finds middle ground will be the most successful overall – with lead generation, marketing programs and promotions, branding and sales.

4. Social Media and B2B Lead Generation…A Definite Work in Progress.  This sums it up – B2B lead generation experts want social media to be effective but continue to struggle to measure and monetize this strategy. There is no doubt in my mind that we will be seeing a lot more inbound leads via blogs and social media; and of course, this is a good thing. It is also natural that it is the least expensive form of getting inbound leads, because of the delivery medium and how affordable it is to any business. Some will argue that “…the great equalizer (social media) has delivered again, reduced costs and increased leads…” My concern with this type of blanket statement is based on the fact that one cannot lose sight of our definition of a sales ready lead.

5. 10 Reasons Not to Use Social Media. Yes, there’s plenty of motivation (and inspiration) for engaging in social media. In recent posts I have been analyzing and commenting on the contributions that social media technologies and tools can make to lead generation or demand generation.  However, before actually taking the plunge, consider if any of these reasons apply to your company.

What demand generation issues were top of your list for 2011? Looking forward to reading your comments!