Business-to-Business Internet Marketing, Fourth Edition - Lifecycle ...

42 BUSINESS-TO-BUSINESS INTERNET MARKETING
2
Generating and Qualifying
Leads with Your Web Site
42
The lead generation and qualification process is common to virtually
every business-to-business marketer, large and small, regardless of industry
or target audience. Most marketers know they could be doing it
better, and many have now learned that the Internet can significantly
improve the process.
This is the first of three chapters that discuss lead generation and
qualification in the context of the Age of the “e.” Here we discuss the
use of your Web site. In the next two chapters, we will cover the use of
online advertising and e-mail. The basics of lead generation and qualification
remain the same, but you will see how to integrate Internet marketing
into the mix to make the lead generation process faster and more
cost-effective.
This chapter discusses how to make the best use of your Web site
with Internet-enhanced lead generation and qualification techniques.
Your company is probably investing a good sum of money in its Web
site, and the key issue is whether or not you are getting a true return on
that investment (ROI). To obtain a marketing ROI from your Web site,
you need to be able to prove to yourself and to your management that it
is achieving measurable results. This means your Web site must be struc-