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B2B Lead Generation

B2B Lead Generation

I recently responded to a LinkedIn question asking about the most important B2B sales lead generation tools for 2011. As B2B decision makers (as well as consumers) increasingly seek answers and ideas using search engines, the most important way to reach prospective customers is by contributing valuable, non-promotional, credible content to online portals like trade publications and industry-focused discussion boards.

I recently responded to a LinkedIn question asking about the most important B2B sales lead generation tools for 2011.  As B2B decision makers (as well as consumers) increasingly seek answers and ideas using search engines, the most important way to reach prospective customers is by contributing valuable, non-promotional, credible content to online portals like trade publications and industry-focused discussion boards.

Don’t get me wrong – SEO is essential. A company’s website and corporate blog should maintain high rankings to be found. But as important are all the other sites that appear in search results. The convincing information is the credible content that surrounds what is put forth in the voice of the corporate brand.

This content can take the form of thought leadership pieces contributed to online industry trade publications, blog posts on topics about which you or other executives are knowledgeable, or even speaking at events where the media is present to write, tweet, or otherwise circulate what you’re saying.

In short, it’s about putting good content out there so the people you want as customers can not only find your company, but also be convinced of your leadership in the marketplace.

Amy Epstein is Managing Director, Americas at ABI marketing public relations. You can reach her at +1 212-529-4757 and aepstein@abipr.com.

by by Amy Epstein