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Google’s survey tool may help improve lead generation efforts

Developing the right lead nurturing strategies can be difficult. Even after staff members have successfully made contact with potential clients, using the right sales pitches and offering appropriate information that will convince them to become full-fledged business partners is no easy task. Data is usually missing from these interactions, so one of Google's most innovative tools can be helpful for accumulating it.

Google Consumer Surveys were released in March 2012, according to Direct Marketing News, and they provide some welcome relief to companies tired of lead generation without data. These questionnaires are low-cost, information-gathering tools that can be customized to ask a single question or dozens at any point during a prospective client's visit to a commercial web page. While they may be referred to as consumer products, they can easily be applied to B2B marketing efforts.

This service allows businesses to attach more information to every lead who has expressed interest in a company's products or services. For instance, a visit to an accounting firm's website might start with one or two questions about that organization's needs. If, for example, a person has mistakenly been led to that page in search of personal financial services, they're answer to a Google Consumer Survey's questions could weed out that contact in favor of businesses searching for B2B accounting.

Sheila Kloefkorn

With more than 20 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing,, email marketing, website design, marketing plans.