Cityscape

Date

10th April 2022

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61% of B2B marketers say generating high-quality leads is their biggest challenge.

And as a responsible B2B Marketer, you need to know exactly where your leads are coming from and how they are generated.

Unfortunately, though, lead generation is increasingly being clouded by smoke and mirrors. In recent years, lead generation has been seen as more of a 'dark art' due to such a wide variety of methods and tactics being employed by suppliers to generate those much-needed leads.

However, buying lists of data and focusing on lower-cost leads is a false economy, as inaccurate data and poor-quality leads are costing technology companies millions. Whether you use a lead generation provider or employ your own methods, remaining in control of the process is paramount.

Our ungated Quality Lead Generation Checklist dives into the key questions and considerations you need to ask any potential supplier to ensure your lead generation campaigns result in genuine, quality leads that increase your ROI and put you ahead of your competition.

As a marketing professional, it’s important to ensure you have full visibility of the data you're receiving. Many suppliers aren't transparent about their lead generation processes, and therefore, B2B technology marketers find themselves questioning the quality of the leads they receive.

With questionable suppliers, you can’t be sure your leads are genuine or if they will ever translate into sales opportunities. 

B2B marketing experts discussing quality lead generation strategies

Quality Content Syndication Lead Generation

Suppose you're managing content syndication campaigns across multiple channels and platforms as one of your content distribution strategies.

In that case, you'll want to know how your leads are generated for each activity. One of the most significant factors to consider with any lead generation campaign is the quality of your data and ensuring that your leads explicitly opt-in to hear from your company directly.

For example, if you're running a whitepaper download campaign on LinkedIn, you'll probably have a good sight of the exact source of your leads. 

However, let's say you are increasingly frustrated with the high costs of LinkedIn or with all the personal email addresses you keep receiving (instead of business emails). So you decide to look at working with a 3rd party supplier for your content syndication lead generation. Perhaps you have chosen to investigate promoting content with a publisher or a lead generation specialist. However, with some suppliers, you may face less transparency over where your content is being hosted and, ultimately, where your downloads and leads have come from.

Therefore, it's essential to choose a lead generation specialist who is transparent about how they syndicate your content and generate your leads.

How to Generate High-Quality Leads

You must ask several questions of any lead gen provider using content syndication, as the quality of leads can vary significantly. 

For example, you need to ask how and when your leads interacted with your content, who owns the data and seek proof of consent and data validation. 

Download our comprehensive checklist of questions to help you when researching potential lead generation suppliers. Any reputable supplier should be able to answer every question, and you should only choose a lead generation supplier you can trust.

Want to know more? Our quality lead generation checklist is taken from our annual Complete Guide to B2B Lead Generation for Technology Companies in 2023, which you may also find helpful. 

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