Continuous Customer Capture » data management http://blog.themarketingpractice.com 10 years, 10,000 campaigns: B2B marketing strategies that really drive sales Fri, 03 Feb 2012 17:11:12 +0000 http://wordpress.org/?v=2.8.4 en hourly 1 10 things to check when designing B2B lead generation campaigns http://blog.themarketingpractice.com/how-to/10-tests-of-a-great-b2b-lead-generation-campaign http://blog.themarketingpractice.com/how-to/10-tests-of-a-great-b2b-lead-generation-campaign#comments Fri, 12 Sep 2008 06:20:48 +0000 Lindsay Willott http://blog.themarketingpractice.com/?p=119 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.

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?

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