B2B Lead Generation: Launch an Integrated Program in 30 Days or Less.

Fri, Nov 6, 2009

Conversion Optimization, Traffic

   Written by: Susan Tatum

B2B Lead Generation: Launch an Integrated Program in 30 Days or Less.
So you’ve decided you’re ready to launch that lead generation program you’ve been thinking about for a while, and you want a program that:
a) brings you the most immediate high quality results, and
b) provides a system in which to nurture the leads that aren’t quite ready to buy yet.
Where do you start?
Here’s a 6-step process that is a proven fast path to consistent, sustainable lead generation.
1.Get your positioning and messaging right. This involves looking closely at your customers, your competition and yourself. Who are your customers? Why do they really buy products and services like yours? Why should they buy yours instead of one of your competitors? Get this right first because nothing else matters if you claim a position or a benefit no one cares about.
2.Create a free report that provides enough value to your prospects that they will give you their contact information in exchange for access to the information. Note: this is rarely product information – prospects expect to get that without having to give up their names and email addresses.
3.Set up an Adwords (Google pay-per-click) campaign OR arrange to run an ad for your report on a website that your prospects frequently visit. (Assuming you don’t already have a database of quality prospects, online advertising is by far the fastest way to start creating inbound inquiries. It’s also a great way to test messaging.)
4.Build a web landing page specifically for this campaign. This is where you send prospects to download your free report. Its ONLY purpose is to get prospect contact information in exchange for the report. Give prospects an opportunity to request a sales person contact them via the web form.
5.Create a series of email messages that you will send to your prospects over the six months following the day they download your report. Be prepared to send the first message out immediately (at minimum within 24 hours) after download.
6.Launch.
Technorati Tags: lead generation, b2b marketing, lead nurturing, susan tatum, tatum marketing

This article was first published  August 24, 2007 on the Tatum Marketing blog

So you’ve decided you’re ready to launch that lead generation program you’ve been thinking about for a while, and you want a program that:

a) brings you the most immediate high quality results, and

b) provides a system in which to nurture the leads that aren’t quite ready to buy yet.

Where do you start?

Here’s a 6-step process that is a proven fast path to consistent, sustainable lead generation.

1. Get your positioning and messaging right. This involves looking closely at your customers, your competition and yourself. Who are your customers? Why do they really buy products and services like yours? Why should they buy yours instead of one of your competitors? Get this right first because nothing else matters if you claim a position or a benefit no one cares about.

2. Create a free report that provides enough value to your prospects that they will give you their contact information in exchange for access to the information. Note: this is rarely product information – prospects expect to get that without having to give up their names and email addresses.

3. Set up an Adwords (Google pay-per-click) campaign OR arrange to run an ad for your report on a website that your prospects frequently visit. (Assuming you don’t already have a database of quality prospects, online advertising is by far the fastest way to start creating inbound inquiries. It’s also a great way to test messaging.)

4. Build a web landing page specifically for this campaign. This is where you send prospects to download your free report. Its ONLY purpose is to get prospect contact information in exchange for the report. Give prospects an opportunity to request a sales person contact them via the web form.

5. Create a series of email messages that you will send to your prospects over the six months following the day they download your report. Be prepared to send the first message out immediately (at minimum within 24 hours) after download.

6. Launch.

    Technorati Tags: lead generation, b2b marketing, lead nurturing, susan tatum, tatum marketing

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