Tuesday, April 20, 2010

The challenges of lead generation in B2B publishing

Praetorian Group CEO Alex Ford was quoted in a recent cover story for BtoB Magazine about lead generation. In the article, he touches on the challenges of dealing with customers whose primary method for evaluation is leads, and how we've had to educate them on the bigger picture of sponsorship.

“We've stayed away from cost-per-lead and cost-per-click programs,” says Alex. “A lot of the companies we work with say they're only measuring online advertising by the number of sales leads they get. If we're working off that metric, how do we value everything else we're doing?"

Find out what else Alex had to say – take a look at the full article here:


Unknown said...

I think that publishers, who operate over this approach in striking position to anticipate new ways of doing business and give customers more knowledgeable and effective solutions will be standing when the economy finally rebounding. But if companies do not change the culture inside, they may be among those left in the dust.

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