eMedia Daily

Online Lead Generation

As a former Lead Generation Marketing Manager, I am distinctly, and sometimes painfully aware of the importance of generating high-quality, high-volume leads. Webcasts, whitepapers, eBooks, podcasts and more are now being sold in the B2B marketplace with marketing campaigns and guaranteed lead programs.

In order to compete in the B2B market, your online publication must offer some sort of lead generation/registration campaign.

Here are some things to consider:
- Cost to entry: using simple registration pages, whitepapers typically have the lowest cost to entry. They’re also the most common in the market
- Development time: The more complicated the registration page and process, the longer it will take to develop
- Audience size: Knowing the size of your audience can help you determine how to set lead generation goals.
- Guarantees versus Advisories: I highly recommend setting lead advisories, with a range of leads to generate.

When setting up your programs, start by doing some test campaigns with your own house products, or for your biggest spenders. Test a variety of registration page styles, types of programs, and marketing efforts.

We will be discussing lead generation a great deal moving forward - one great resource to review in the meantime is the Online Lead Generation Association.