The use of email marketing in the B2B environment has grown explanatory over the past few years, with endless articles, books, hints and tips on best practice, split testing, eye tracking heat maps and much more all in the hope to increase the percentage of click throughs and engagement from your email campaign recipients.

If you’re a Marketer you must have heard the hype that video and engaging content are going to be big in 2013, but how do you capture more leads and measure real ROI from these activities. Prospects now expect to be able to access fast, consist, engaging information from video, whitepapers, case studies, product demos, how to’s and much more. Adding such content to your website greatly increases SEO which in turn will drive more visitors to your website.

It’s the beginning of a New Year and the country’s come to a standstill due to the ‘Big Freeze’, this can be very representative of a large percentage of businesses sales pipleline. With the start of a New Year trying to generate those leads to keep you going throughout the first quarter can be a difficult task in itself. The final month of the year is notoriously quiet for most B2B organisations, not to mention the time taken off over the Christmas and New Year period, meaning your sales pipeline has frozen and can be difficult to get the ball rolling again.

When it comes down to it marketing it’s all about generating Leads and Sales opportunities for your business! Marketers spend endless hours creating awareness for their product or services through email campaigns, content and article campaigns, SEO, PPC, social media campaign, banners and much more, driving traffic to their website, hoping these visitors have built up enough awareness and interest in your company to take the next step and make contact, which then converts to a lead, then past onto your sales team for sales engagement, job done, but is it that easy, the answer, No.

So 2013 is upon us, a time for a fresh start and reflect on the years past, reviewing your marketing highs and lows and planning for the year ahead can seem daunting. The B2B marketing landscape has changed dramatically over the past 12 months with a shift towards social media marketing and more personalised relevant content to targeted groups.

Understanding the journey your website visitors have taken is important to build up a profile of their interests and requirements from your business. You may see a high volume of ‘bounce rates’ this means the visitor left after visiting the first page, would you consider this a lead? Or has the visitor just accidently stumbled across your website when browsing the internet, or did they leave because your content isn't engaging enough?

It's that time of year where the sales leads go quiet in the run up to Christmas and no one wants to answer your cold calls, but still targets have to be met and sales pipeline has to be made, and theoretically you have few weeks due to annual leave inorder to generate business.

It’s a Sales Managers dream, ‘Hot’ leads emailed directly into their inbox ready for sales engagement, no fuss, no trolling through your CRM system to cold call target companies in the vain hope they are interested in your product or service, no need to wait for those inbound sales calls, just pure ‘Hot’ leads directly from your website, bliss.

WOW Analytics works alongside a large number of IT and Comms companies from across the Globe. Companies such as Azzurri Communications, AlwaysON, Britannic Technologies, CCT plus many others use our innovative ‘IP Look Up’ Solution to identify the company names of their website visitors, turning their once anonymous website traffic into ‘Hot’ sales opportunities.

Within the current tough economic climate marketing spend is becoming increasingly scrutinised and reviewed to ensure maximum return on investment, cutting the less successful mediums and injecting more marketing spend in the most successful avenues.