Lead generation is one of the most important aspects of business development. It helps build your brand, gain awareness and most importantly, gets you that much closer to closing deals. With the rise of tools like social media, marketing automation systems, and pay-per-click advertising, which lead generation channel has the most potential to convert the most leads? That depends on your product and business.

We spend much of our time managing multiple channels in our lead generation campaigns, and over the years, we’ve learned a few things! Which lead generation channel is right for you? In reviewing success across multiple clients, we can give you the inside scoop!

The Demand Gen Waterfall

Let’s start by examining the SiriusDecisions Demand Generation Waterfall – the bible of sales and marketing for today’s modern marketer. The waterfall tells us that there is a distinction between inbound and outbound marketing, which can be reflected to pass on higher and more qualified leads.

  • Outbound Marketing: this includes print advertisements, television advertisements, radio advertisements, tele-prospecting, trade shows, and e-mail blasts.
  • Inbound marketing: This can be anything from blogs, eBooks and whitepapers to viral videos and Search Engine Optimization (SEO).

The SiriusDecisions waterfall tells us, no matter how the inquiry came in, it will go through a marketing automation system. Then, once scored, it will be passed on to the proper sales team for proper followup.

Something to keep in mind is the pipeline and Marketing Qualified Lead (MQL) nurture stream – as all inquiries will not close upon first touch (as mush as we wish they would).

Multiple Channels

There are many lead generation channels. Many, if not all, convert leads with the proper amount of time and effort put in when following the SiriusDecisions waterfall. According to Salesforce State of Marketing 2015, email is keeping a high profile as “an integral touchpoint along the customer journey for the majority of marketers.” While this is from a few years ago, HubSpot data has found a resurgence in email in 2020 as a result of the COVID-19 pandemic.

Whatever the channel, best practice on follow up time (within business hours) is generally considered 20 minutes. This is key to keep in mind if you have an inbound marketing campaign running – have your sales reps ready to follow up within 20 minutes.

The main takeaway I want you to get from this blog is, no matter what lead generation channel you use – inbound, outbound or both – ensure it is followed up by the proper sales or marketing representative in order to close the deal. And don’t hesitate to reach out for more insights or to see how we can help with your lead generation.

Marlene Keay, Senior Manager, Business Development | marlenek@v-causeway.com | www.linkedin.com/in/marlenekeay