Most Widely Used Lead Gen Tactics and Measurement

There are dozens of ways to market a company's products. All the different channels and tactics are vying for the all important marketing budget.

The effectiveness of each channel has to be measure so that a marketer can allocate the money in the right way. More money where things work - less where it isn't working.

Marketing Sherpa has analysed and reported on the most widely used channels companies use for marketing B2B. The chart is shown below.

What's really important from a measurement perspective is that Admeter can measure the response rates from all of these channels. The system can measure email responses and telephone calls. It's pretty simple therefore, to work out which channel is working and which isn't. Which message is on target and which isn't.

If you are marketing through lots of different channels the it's a good idea to measure responses offline as well as offline...as B2B clients mainly use the phone and email to make enquiries. Call tracking software will help you...particularly when it is Admeter's call tracking system, because we can also track emails!

Most companies will have a large range of channels in use to get people to buy. There is a nudge effect of using a range of channels...people will research and search through a lot of information before they buy...so it makes sense to analyse which channel helps fire the final trigger...there's nothing worse than taking the winning channel out of the marketing equation!

So before you ditch any part of your marketing...make sure you know for a fact if it is not working...and every time you want to test something else the best thing to do is to test it by tracking and measuring the response rates.

PS we can help with that!