B2B Lead Generation | How to generate leads
How to create one kick-ass lead generation campaign (from scratch)
Recently I visited a 1/2 billion dollar business intelligence company who was looking for a global leader for lead generation. They rejected me, (the President of the B2B lead generation consultancy, Find New Customers) saying “the team did not think you are the one to create our lead generation campaigns.”
So we dedicate this post to Peter Isaacson, SVP of Worldwide Marketing at Microstrategy – who concluded I was unable to create lead generation campaigns.
Want to share a comment with Peter about his conclusion? Email your comment to pisaacson at microstrategy.com.
This is why this blog topic is how to create a kick-ass lead generation campaign. We can show the world (and one clueless business intelligence software company) how to create great lead generation campaigns.
Let’s get started. Here’s how to create one kick-ass lead generation campaign:
- Start with great research
The most important thing you need to do is great research. Who are the target buyers? What problems are they trying to solve? What questions do they need answered to buy? Whom do they prefer and would they buy from us?
- Find thought leaders and keywords
Who are the respected thought leaders in the industry? When searching for a solution to the problem we solve, what words do people use in search? Network with those thought leaders and use those keywords in your content.
- Map and develop content
You are looking to create content to move prospective buyers through a buying process. So you need to map content to buying stage, decision role, industry, product line, etc. The goal is to create modular content that can be used as needed on a one to one basis. Keep in mind that content marketing is an ongoing strategy. You cannot stop.
- Build landing pages and develop attraction strategies
We suggest thought leadership using a blog and personality, such as humor, interviews and so forth. Also, as you create content, you’ll want to reuse the keywords you devised in step 2.
- Launch, measure results, and continually refine
Now we are ready to launch. But you need to measure results and continually refine and improve the program. You want to move the focus on one approach to another based on results. Marketing is the process of continual experimentation and refinement.
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