In my more cynical moments, I do sometimes wonder whether this is because lead generation is so inconveniently measurable.
The client immediately knows whether or not a lead generation campaign has worked. There are no convenient measures (e.g. so-called 'buzz') to hide behind. The campaign is either generating leads, or it's not.
Of course, I think the real reason why professional marketers seems uninterested in lead generation these days has more to do with what's sexy. And right now, marketing people are in love with social media.
Forgive for me being blunt. Social media is a wonderful thing. But from a business perspective, it's completely and utterly pointless if it's not contributing to the bottom line.
I don't care how much 'buzz' I'm generating on social media. I'm interested in...
- The number of business enquiries I'm getting from the web
- The nature of those enquiries
- The quality of those enquiries