Top performing B2B sales organizations rarely employ just one lead generation tactic. According to recent research, B2B companies are using multiple lead generation tactics including, email marketing, search engine optimization, teleprospecting, inbound marketing, direct mail and trade shows. Why then are so many consultants and companies out there actively promoting inbound marketing as the dominant lead generation strategy of our time?
Inbound marketing is based on developing high quality content that attracts qualified buyers, who are in the early stages of the sales cycle. “Build it and they will come.” But can you build enough content and who will come? The same inbound marketing experts will tell you that it might take 50 blogs to impact your website visits. Despite their best intentions, many B2B companies are not able to generate the frequent high-quality content necessary to fuel an inbound marketing lead generation program.