Our jobs as marketers are tough. We wear a lot of hats within our organization, from handling social media to managing conferencing planning. We’re expected to maintain a low cost per lead, but we have limited resources and budget. We are responsible for managing multiple lead generation tactics on a daily basis, along with having a great understanding of the technology being used. All the while, we are supposed to bring in more marketing qualified leads (MQLs) that can be transitioned to sales qualified opportunities (SQOs). It gives me a headache just thinking about it!
Marketers use an average of 14 different lead generation tactics to attract prospects.While all these might reach different segments, one of the major struggles of our job is to find the right balance of managing these tactics for the largest return on investment (ROI).
Our daily activities might include promoting our brands through several content marketing platforms, but the ultimate goal of our jobs is lead generation, plain and simple. The true ROI for our efforts is realized when we can have an actual conversation with our prospects that provides value, instead of simply pushing content their way. And we’re evaluated on how quickly we can have that interaction and pass it on to sales.
According to the Content Marketing Institute, 62 percent of all B2B markets now use webinars to prospect or nurture leads.This real-time interaction provides an intimate feel with the brand by directly connecting prospects with the marketing team. When compared to other lead generation tactics, the overall cost of a webinar lead is generally higher. However, webinars deliver more qualified leads and have higher conversion rates, leading to a higher ROI in the long run. In essence, webinars provide an opportunity for marketers to interact with highly engaged, targeted prospects and increase the likelihood of a sale.
It is our philosophy here at ReadyTalk that quality of leads is better than quantity of leads. Higher quality leads translate to a shorter lead nurturing phase, more dollar signs and a happier marketer. And webinars are one of the best tactics for lead generation efforts to pay off. This whitepaper discusses how and why the cost of a webinar lead is justified in your marketing budget. Let me know what you think.