Offer Free Tools and Great Content for Lead Gen

David Skok, a VC with Matrix Partners, has the best blog for B2B technology companies that care about sales and marketing (which ones don’t?). In fact, his Sales Funnel article is a must read for entrepreneurs generating leads online. Here are two great takeaways:

• Offer free tools with as little friction as possible for people to try. As an example, Pardot offers the free VisitorID product so that you can learn what companies are on your website and what pages they are visiting.
• Provide great, compelling content in the form of blogs, white papers, and other online content to build credibility and trust with your target audience. Education is the highest form of marketing.

My recommendation is to read the Sales Funnel blog post and to start building a sales and marketing machine.