Hasta La Creative!

In a recent article for Ad Age, Ruth Stephens offered her “top seven” list of b-to-b marketing channels. Topping the list was website lead generation. Stephens reviews the basic ways in which businesses typically use their websites for inbound lead gen, from offering a white paper or other download in exchange for contact information, to using IP address identification software to discover which company a visitor is from and then placing a sales call to that company.

How to ramp it up

These methods will undoubtedly give you some leads, but progressive profiling will take you several steps further by tracking the activity of visitors to your site to gain insights about their specific interests. Use this knowledge to inform your telemarketing and email nurturing campaigns.

Continue reading at AdAge.com