Don’t discount the role email can play in lead generation
While a company's most valuable clients might be the ones that have been doing business with you for a long time, it's essential to keep searching for new contacts. Lead generation is a constant activity that should never end, which is why it's important to diversify efforts to capture additional qualified leads. Therefore, it might come as a surprise to some to hear email is an important lead generation tool.
Email is the leading B2B lead generation tool for marketers, according to a study by eMarketer. Nearly 60 percent of companies cite it as the best method for developing and nurturing leads, which is much more than the 18 percent that rely on paid searches and 11 percent that prefer social media.
This seemingly old-fashioned approach to lead marketing is useful because of its staying power. Consider a client that happens upon a website. To read a white paper, receive updates or simply learn more about a product or service, she will give an email address. It is now possible to follow-up with that potential client with exclusive offers, email newsletters and other messages. In fact, when email lead generation is coupled with customer relationship management (CRM) software, it's possible to develop a profile and history of a company's email contacts. This makes tailoring messages intended to create leads much more effective.