September 26, 2011 04:00 ET

Companies Urged to Get Themselves in Shape for B2B Season

Lead Generation Expert Recommends Making the Most of B2B Online Marketing

LONDON, UNITED KINGDOM--(Marketwire - Sept. 26, 2011) -

Editors Note: There is a photo associated with this press release.

As we move into the prime selling season for B2B, companies need to get themselves in shape to make the most of the new developments in B2B online marketing and take full advantage of the opportunities out there, according to B2B lead generation specialist Profunnel, which has created a dedicated White Paper on the issue.

Managing Director of Profunnel, Matt Hall, says: "Most companies involved in B2B sales know that they need to raise their profile and engage with prospects through online marketing and lead generation. They also know that relying on cold calling and traditional prospecting alone is not enough, or indeed as effective, any longer."

According to Forrester, 98% of companies in the B2B space agree that their website is their number one source of new leads and yet so many firms treat their site as simply an online version of their corporate brochure. "So this autumn make a commitment to work harder on your web presence and make your website work harder for you," says Hall.

The first step is to make sure that the site contains the sort of vocabulary and content that your customers are looking for. Matt Hall recommends making sure your website is rich in the keywords or page content that might be used in searches. "But above all you need to make sure there is something of value on the site to make it worth the visit. Prospects will always appreciate further information they can take away for free," says Hall.

He says it is vital to capture important information about the lead, in particular an email address, otherwise you are just giving away intellectual property with no way of promoting your business in the future.

Hall advises companies to make sure their customer relationship management (CRM) is up to date. "In many cases, the sales people know the email addresses of their clients, but they are just not updating the fields in the CRM. Remember - every correct email address on a CRM has a value to your future marketing so ensure that your sales people are entering all contact details including email addresses, you will soon see the impact," he explains.

Hall says by investing in a marketing automation solution you can not only track who visits your site but also find out how often they come back and how long they stay on a given page (revealing their prime area of interest). By introducing activities and resources such as white papers or guides which entice your website visitors to download, you can then identify them on returning visits when they are ready to purchase.

A marketing automation system, like Profunnel's, enables sales people to receive alerts whenever a web visitor enters or leaves their website and to follow up on 'hot leads'. Profunnel's system enables organisations to create marketing campaigns that are specifically tailored to appeal to a definite target audience at the right time.

Profunnel's White Paper on the getting your business in shape for autumn is available for free download here.

Visit for more information.

To view the photo associated with this release, please visit the following link:

Contact Information