B2B Channel Surfing: Choosing the Best Platforms for Lead Generation

Marketing has evolved rapidly with the introduction of online channels. One would become an absolute stranger and miss out on better opportunities if social platforms are declined. Still, some are reluctant to make a move online, citing the surviving relevance of outbound B2B methods such as tradeshows and telemarketing. It would appear from this point that the B2B landscape is divided into two distinct camps in the midst of the online revolution.

An Ages-long Antagonism?

The outbound methods are at odds with their online counterparts, and it has been that way ever since. We can see how this alleged antagonism plays out by asking marketers their preferences. In a study by Dando, around 39% of its sample of B2B marketers finds outbound methods to be the most effective in generating quality B2B leads. Those who are more into social media are at 5%. One thing to worry about though is the cost of setting up outbound infrastructure and the grueling task of calculating its ROI.

On the other hand, JumpLead pointed out in its own study that social media channels are cheaper and lead to better customer engagements. Citing Custom Content Council, it notes that “61% of consumers say they feel better about a company that delivers custom content, they are also more likely to buy from that company.” Then again, “more likely” doesn’t necessarily correspond with present marketing realities. You just cannot expect inbound marketing channels to produce the right kind of B2B leads.

Why not Both?

From this point, one is compelled to choose between inbound and outbound marketing for the sake of drafting an efficient B2B lead generation plan. In a bid to fill the sales pipeline with the right kind of people, one is compelled to make a decision. Either this or that.

It would indeed take a lot of time and resources as you consider statistics and expert advice from experienced marketers. But the issue isn’t really about preferring one to the other. On the contrary, it is about combining these processes and leveraging their distinct advantages. Inbound processes can drive lead traffic to your sales pipeline. Outbound processes like telemarketing and email can qualify your B2B leads and warm them up for a date with an appointment setter.

Following this formula in your B2B lead generation will be a big boost to your sales performance. It is just a matter of balancing the two methods. An outsourcing company that specializes in that aspect could be considered.