Tips on Lead Generation for IT Service Providers

This morning, I saw a recently released report titled "B2B Lead Generation Trends 2013".  I wanted to share the report because the findings mirror some of the feedback I hear from IT Service Providers and Managed Service Providers as they wrestle with how to improve their own marketing. Understanding the information in the report provides some insight for IT Service Providers to start revising their marketing plans to improve their lead generation efforts. Following is a link to that report that was produced by the B2B Technology Marketing Community on LinkedIn: 

B2B Lead Generation Trends 2013 

At a minimum, this report provides some insight on how to apply your limited marketing budget as an IT Service Provider. Not surprisingly, the #1 marketing challenge identified by B2B companies is generating high quality leads. More interestlingly; the company website, Search Engine Optimization, and email marketing were identified as the most effective lead generation activities followed by conferences and tradeshows.  Again probably not surprisingly, but lack of resources is cited as the greatest barrier to the successful generation of new leads.  One of the key secrets to success identified in B2B marketing is compelling content. The interesting point for me from this study is not one specific finding, but rather that this is absolutely consistent with what I hear from marketing people in IT Service Providers all the time.  Therefore, the question is what can we learn and what tips or takeaways can we highlight as it relates to lead generation for IT Service Providers. 

   Tips on Lead Generation for IT Service Providers 

• Your Website and Search Engine Optimization are critical investments
• Blogging and Social Media are relatively inexpensive means to drive more traffic to your website
• If you sustain these investments, you will enhance your brand recognition and maintain an ongoing lead generation presence
• Ensure your website is setup to capture leads through calls to action and landing pages
• This lead generation approach requires compelling content, you must not only maintain quality product collateral but also educational and informational marketing content
• Supplement this approach with limited number of online and in person events
• Simple marketing automation tools allow you to track and manage the effectiveness of your marketing activities
• You can not maintain all of the traditional marketing activities you may have done in the past and have the necessary resources to implement a new approach, reallocation is required
• This "Inbound Marketing" approach will provide you a lower cost per lead, if you maintain it over time