[February 23, 2007]

Internet Lead Generation Tops Marketing Initiatives in 2007

Lead generation programs are leading the way for companies’ Internet marketing initiatives in 2007. During 2006, a measurable increase in Webinar and white paper sales occurred. It is predicted that 2007 will be a big year for lead generation as companies demand measurable ROI from their campaigns.

Building online branding and marketing campaigns has clearly become an integral part of business-to-business companies’ plans. An online campaign that attracts a target audience providing valuable leads which are easily measured and allow for quick changes to ensure success have significant value.

Two of the strongest leaders in achieving success in online branding and lead generation are Webinars and white papers. Both establish a company as an authority of industry while capturing pertinent information for follow-up prospecting.

Industry executives now not only recognize the success in Webinars in lead generation for customer acquisition but for customer retention in cross-promotion and upgrading opportunities as well.

“Webinars are a growing marketing trend. As companies realize the value of conducting their own Webinar, they discover they can reach their prospects delivering their company message, establishing direct contact with prospects and realizing quality targeted leads,” noted Rick Bisesto, Director of Web Events, at Technology Marketing Corp. “As 2006 progressed, the number of companies taking interest in conducting Webinars grew every month. The Webinar business grew three-fold in 2006 as compared to 2005 and is expected to continue growing rapidly.”

White papers are also a leading marketing initiative for companies to deliver their message, create branding and capture prospects. White paper lead generation is growing in popularity for several reasons. The digital age is upon us and Web presence is no longer an option but mandatory for any company’s growth. Capturing valuable information from visitors who are looking for information and are willing to subscribe to read it, can only mean that they have serious interest in this product. Customers coming to your company for information are the strongest leads obtainable.

“Fifty solid white paper leads versus 1,000 pay-per-clicks for example have a greater value for the money. White papers not only generates absolute results but gives the company a better perception to the potential buyers as being an authority to turn to for solutions instead of merely being seen as a sales pitch,” stated Kevin Noonan, vice president of TMC (News - Alert). “A white paper provides valuable information to the potential buyer.”

In marketing, perception is everything and being perceived as an authority of industry by providing valuable information will hold more bearing in the minds of a Web visitor than a pay-per-click ad.

Across the board, business to business companies have found online branding and lead generation critical in Internet marketing strategies. Looking ahead in 2007, online marketing will grow exponentially as more companies utilize Webinars and white papers to lead the way for successful branding and sales prospects.

Jan Pierret, Marketing Manager for TMC, has a marketing background encompassing the world of cable television, satellite operator and high tech industries.

TMCnet is the leading communications and technology Web site in the world with over one million unique visitors monthly, according to WebTrends. Learn more by visiting www.tmcnet.com.

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Discussions:


	Hi Folks; Great article! Indeed white papers are very hot right now. Lots of research shows folks love to read white papers. Mike Stelzner www.writingwhitepapers.com/blog/