Business owners and marketers need to understand who their customer is, what they’re trying to achieve and how their product or service helps. 

A lot of people think that marketing is all about the long-term. If you need short-term results, you should speak to sales. But while it’s true that marketing often works towards long-term goals, it can drive short-term growth.

Over the past week or so, the UK lockdown seems to have entered a new phase. 

There is no one size fits all when it comes to cost-effective lead generation strategies. The methods you choose to adopt will depend on a number of factors, including your overall marketing strategy, resources, business objectives, and the type of industry you operate within.  However, if you think about inbound lead generation as a way to bring people into your sales funnel, as well as engaging and building trust with prospective customers, there are five cost-effective strategies which could fit the bill.

Many B2B businesses place more emphasis on lead generation than customer retention. This is often a mistake. Not only is it cheaper to retain customers than attempt to win new ones, it also takes less time and effort. In fact, it can cost 5 times more to acquire a new customer than retain an existing one. Furthermore, as loyal customers repeatedly purchase your products and services they offer greater lifetime value, which in turn boosts revenue.