Lead generation. It’s the holy grail for every marketer, and in the eyes of management, those seemingly elementary words are the measure by which marketing success is judged.We’re in constant pursuit of new leads. We want better leads. And, we’ll take them however we can get them. We focus a lot of time, effort, and money on generating leads – finding ways to appease the incessant cravings of our lead hungry sales force.
An ecosystem is a network of interconnected (emphasis of connected) systems and your lead generation ecosystem should consist of three systems:
All roads lead to and from your website. It provides the fuel for your lead generation activities.
The workhorse of lead generation for manufacturers is by far your marketing automation technology. It’s where the “magic” happens.It takes all your leads, no matter where they’re from, and works to turn them into paying customers. It leverages data from your CRM and depends on your website to provide valuable content.
Each system, be it your website, MAT, or CRM, can exist alone as its own entity. But, like a lot of things in life, systems perform better when they work together.
In our lead generation ecosystem, one system does not carry more weight than the other. They are equals, performing their own function. Feeding off each other. Making each other better.
That’s the beauty of a lead generation ecosystem. It’s a well-oiled machine, that once set up, works automatically to produce new leads for your company. Sure, it needs routine maintenance and attention, but it is by far the most successful way for you to start generating high-quality leads that make a real impact on your company.
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