When marketing complex products, lead generation is gaining increasing ground as a focus of marketing activities in a number of countries, including Germany. White paper and webinar marketing is a growing phenomenon that exists alongside the traditional method of a trade show presence. As a concept, webinars and white papers are quite similar: They both contain high-quality content, available free of charge, and encourage the potential target group to voluntarily provide their contact data.
In deciding the best lead generation method to use, consideration must be given to the target group that you want to reach and the cost per lead. The maximum permissible cost of a lead is determined primarily by the number of leads needed to close a sale.
