Data-Driven B2B Lead Generation

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BusinessOnline case study

Company: BusinessOnline

Published: 31 January 2014

Business Area: Conversion & ROI

Format: Portable Document Format (.pdf)




Lead generation is the lifeblood on which most B2B businesses are built and sustained – but traditional techniques have become anemic when it comes to producing quality leads.

With the generally accepted rule-of-thumb that acquisition costs 5 to 7 times that of retention, the pressure is on for marketers to place "acquisition bets" wisely to avoid costly missteps, generate profitable ROI and optimize marketing budgets.

View DIRECTV for Business case study and see how they were able to achieve 68%
increase in click through rates and a decrease in cost per lead of 45%.

B2B lead generation is no longer a funnel-like process ending at the sale.
It's a circuitous winding journey involving many individuals in a company and the need to be "always on" – reaching your prospective customer with the information they need in any format, at any time in their journey.


In this White Paper, we take a look at how data and analytics can transform into value at each phase of the company buying journey and help to catalyze a marketer's lead generation efforts.

Using data-driven analytics to understand prospects, guide content, focus efforts and deepen connection throughout this journey is the key to optimizing engagement and thus lead gen efforts.

By leveraging data – and taking a few baby steps forward, B2B lead generation can become a consistent pillar of B2B marketing success.
Start by understanding and leveraging data throughout the customer journey to translate marketing activities into the most valuable and fruitful ones – iteratively, quickly and based on an unbiased view of the facts. Smart B2B marketers use data-driven techniques to outpace competition and effectively engage, connect and convert with prospects and customers.

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