In the rush to grow leads, B2B marketers are often tempted to use "quick-fix" lead-generation tactics, says Jep Castelein in a post at the Connected Marketer blog. Bad idea, he writes. Instead, B2B pros should take a step back, breathe deeply and "look at the big picture" to determine the best way to approach lead generation.

Castelein recently took his own advice and, after some sky-gazing, came up with these five tips to improve the effectiveness of B2B lead-gen efforts:

1. Know your ideal prospect. First and foremost, paint a clear picture of who you're trying to reach, Castelein advises. "Look at your existing customers, and identify the key decision-makers and influencers," he says. "People like them are likely to be your ideal prospects."
2. Be where your prospects are. "Do prospects use the Web to learn about new solutions? If yes, focus on inbound marketing," he suggests. "Are they into magazines or tradeshows? If yes, use outbound techniques."
3. Add value, avoid quick sells. "Start with a soft-sell, offering something that will help them in their jobs," writes Castelein.
4. Make sure you get the right leads. Set up a lead-scoring profile, he suggests, to measure whether you're attracting the right type of prospect.
5. Test and measure. "I recommend keeping a detailed record of the cost of campaigns, the number of raw leads, and the number of qualified leads," he advises.

The Po!nt: Stop right there! Before you jump into your next campaign, try applying a little more method to the madness known as lead generation. It could help boost your response—and your results.

Source: Connected Marketer. Read the full post.

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