Social Media or/and Website for Lead Generation: What’s the key to success?

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How often did we hear this question in the last three years? Marketers, sales(wo)men and many C-Level’s in the B2B space have asked the question many times in seminars. I am quite happy to have found a study that actually gives some insight in a quite complex business topic.

According to a Demandbase National Marketing and Sales Study in cooperation with Focus, the company corporate website is the top source of new sales leads for consumers. The corporate website still is the primary hub to harness customer interest driven by outbound online marketing activities. However, it is only second to personal connections and referrals. Nevertheless, more than seven times more effective than social media which speaks a clear language, right…?  Well, what if referrals lead to websites via Social Media?

Executives see the website as the top online source of sales leads (23%), followed by email (14%), online advertising (7%), and finally… social media (3%). What sounds as a clear message, is more a blur. The most important factor for measuring website effectiveness is the quality of leads generated (34% vs. quantity 9%). However, nearly one-half of executives surveyed do not know where users are most likely to leave their website.

Another interesting thing is that study participants stated that the website still vastly underperforms in terms of lead generation. Although companies think they understand their sales prospects (over 60% respond knowing or understanding their prospects well), driving sales leads is still a big challenge for them. 80% of the respondents said the corporate website is not performing to its maximum lead generation.

Did you ever ask yourself how a consumer found your website? Can a website alone be enough to generate quality sales leads? What is the key to generating more leads from the web? Is it the website only? Well, once your website is ready to attract customers, it needs to get traction.

Often in the last weeks, we came across one of the main effort to get there: content generation. What makes search engines to drive (potential) customers back to your website? Content. And often marketers say: „We have tons of content! Why is no one coming back?“ The answers is easy: Content needs some systematic approach, and that can best be achieved with inbound marketing. And that’s were Social Media comes into the game. So, the website alone is not the answer to lead generation.

„Social media may be heralded as the silver bullet to bring B2B marketing up to snuff but, despite its increasing influence, it’s important to keep in mind that no business sale is made without the buyer going to the corporate website first. Regardless of its origin–social media or e-mail, banners or search–traffic driven from online marketing initiatives always intersects at the website. And, while businesses are investing heavily in their sites, the study shows that they are then ignoring the very audience they worked so hard to attract.“ Chris Golec, CEO, Demandbase

Spot On!
The study shows that there is a lack of understanding how to optimize and generate new sales leads and demand generation. Analyzing websites and drawing the right conclusions from site performance and the clients‘ brand journey experience is what needs to be elaborated on. Obviously, many marketers still have „better things to do“ or not the time to verify the back-end. Marketers need to understand that their web strategy should be focusing on connecting website experience and the brand journey towards it. This in the future will be mainly driven through inbound activities that could find a catalyst in referals. Companies just need to elaborate on the interconnection between website and Social Media. That’s where the answer to lead generation is hidden…

Don’t you agree…?

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