It’s a tough job, but somebody has to do it: Lead generation during the recession

As marketers, we all realize the importance of continuing to fill the sales pipeline – but it becomes especially important during times of economic downturn. It also makes it that much more difficult. Every sale matters and every marketing dollar must be spent wisely in order to yield the highest return.

If budgets are tightening across the board, they are definitely tightening for marketers in smaller businesses as well. I came across a recent blog post from Marketing Studio which takes a look at how smaller businesses have been impacted, and it found that 60% of the respondents stated webinars, case studies/article and blogs are the most difficult lead generation tactics to execute.

I think it is safe to say that executing such lead generation tactics during this recession is a tough job for small/mid-sized/enterprise businesses alike. However, I would think it hasty to move lead generation resources away from “difficult to execute” tools such as webinars/webcasts and case studies.

TechTarget recently conducted its 2009 Media Consumption Report which observes how IT pros are consuming media during the recession. The following slide highlights the report’s findings showing that webinars/webcast & case studies are of use to IT pros during both the consideration to decision phases of their buying process.

Key findings from this report also concluded that given the recession, IT pros need content which will:

  • • CUT TO THE CHASE – Be efficient – tell them what they need to know, in order to help make their research process faster.
  • • SHOW OFF SUCCESS – Highlight content showing the proven product success or case study/vendor comparisons.
  • • BE ON THE SHELF – Maintaining presence is key given search is one constant medium which IT pros rely on throughout ALL phases of their buying cycle.

While marketers may find it more difficult to execute on lead generation tools such as webinars/webcasts and case studies – I would have to agree that they can be very effective tools during a recession. In fact, I have noticed an increase in the use of case studies in technology-focused lead generation campaigns. Often times in the form of syndication or as offers incorporated into display advertising.

What are your thoughts? How are you currently highlighting your organization’s success stories?

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