10-1 doesn’t always equal 9. When it comes to running lead generation campaigns, you need to get 10 things right – leave any one of these out and 10 minus 1 will give you a 0 return. Below are the 10 areas that you need to get right.
1. Does your campaign align completely with the business’ strategy?
2. Is it thoroughly researched, does it use market and audience understanding as its starting point?
3. Does it have contact strategies for both the buyers and the influencers? Do you understand the specific types of people you are hitting and have you built communications to influence them as people?
4. Does your campaign take a holistic approach to demand generation, considering the end to end sales process?
5. Is it targeted and pragmatically creative, and does it focus on demand generation as the goal. Not every contact should be designed to generate leads, but whole programmes should be focused around moving prospects through the sales funnel.
6. Does your campaign have an integrated contact strategy? Does it maximize the recipient’s familiarity with your organization, whilst building consistency and credibility through multiple channels?
7. Does it have a ccontinuous campaigning strategy at its heart; are communications focused on building a long term relationship (lots of bites of the cherry), not sending out a one hit wonder?
8. Is it closed loop? Does it focus on lead nurturing and sales support along the length of the pipeline? Does it have a sensible and effective marketing data management process?
9. Have you set goals at the beginning of the programme that you will critically measure against at the end?
10. Will the campaign move your organisation’s understanding of its market forward at every stage?
2 comments
I’m not sure if I want to add one, or just have it as a principle the hangs over all of the points, but I think we also have to consider measurement. Many of these points are, in their way, about breaking the overall goal (i.e. a qualified lead ready to be pursued by the sales team) into achievable stages that we can persuade the audience to follow. But when we start to break it up into these stages, we need to make sure that each stage has its own goals that we can measure to make sure we’re on track.
So if I did add an 11th check, it would be to make sure there are set review points along the way and to panic/act as soon as one is missed.
It’s so important to understand your audiance and prepare for the campaign…..but its also vital to ensure that this is executed through the lead generation process. Telemarketeers in particular are inclined to wander from this process very quickly and its important to keep them on track.
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