Posted by: Kayla Wagner, Account Manager

Like many industries, technology is under pressure in this downturned economy. Though tech marketing spending will increase this year, it will do so at a slower rate than last year due to financial concerns, according to IDC’s 2008 Tech Marketing Barometer. With 2009 just around the corner, that’s all the more reason to focus your lead generation and nurturing strategies.

As always, it’s important to tie your marketing efforts to analytical, measureable results. First, focus on the quality of your leads. Whether you choose to nurture them through a lead scoring system or an action-based system, cull out all spam and unqualified prospects. Send the sales team only those leads that are the best candidates for follow up.

Second, consider the full length of your sales cycle when assessing the success of your program. This seems obvious, but all too often revenue goals are only tied to the number of leads garnered during a defined program window. The amount of time needed to turn those leads into closed sales isn’t accounted for. If you have a four-month sales cycle, plan for a time-based ROI, and be sure to tie all sales back to original lead sources on a rolling basis.

Take note of what you’ve learned from your nurtured, qualified and closed leads to optimize your program. Use a 360 degree approach to assess everything from your SEO strategy and PPC keywords to your offers and landing pages. Technology shoppers are savvy so you’ll want to deliver what most appeals to them. White papers and other forms of educational information are strong conversion offers, for example, while a virtual trade show provides a high volume of leads that might be more suitable for a nurturing cycle.

Remember, getting low cost leads through the door is not your only focus. While you need to fill the sales funnel with leads, the most valuable ROI will come from tactics and activities that help you to build a nurturing relationship with leads over time – through integrated online and offline channels. Engage prospects for the long term, keep your campaigns fluid, and continue to add value with targeted offers.