Monday, March 14, 2005

Lead generation: Combination of tactics

Brian Carroll's blog on B2B lead generation has this map of all the different tactics a marketer must use in order to generate leads for the complex sale (click image to expand).



As publishers, we're certainly doing our part to try to help our advertisers generate leads.

But after looking at this map, I'm struck with two thoughts:
  • it's unfair for advertisers to hang the lack of leads on publishers when there are clearly so many other levers that marketers must work in order to generate leads.
  • Print branding is a such crucial part of the lead generation strategy. It occupies a mere branch on this rather big tree in the diagram above, but if they've never heard of you, it makes it that much harder for the rest of the lead generation marketing machinery to work right.
Posted by Dave Newcorn at 7:59 PM I'm reading: Lead generation: Combination of tacticsTweet this!

3 comments:

  1. That is a really nice map that shows the complexity of getting a message out. Your point about branding is valid, but not far reaching enough. Advertising, as well as other messages, is overwhelmingly poor in B2B. So many companies put out stuff that has no eye appeal, no call to action and often no story to tell. The number of ads I see from companies that I don't know, and still don't know what they do after viewing their ad, boggles my mind.

    Publicity often seems geared more to massaging executive egos than getting a message out. I'm in an engineering-oriented industry. Engineers read (if it's something interesting to them). White papers long on technical fact and light on sales pitch actually have great appeal and validity. That's just one thought.

    You're also right that companies blame magazines and other media for lack of response when often it's their own creative approach that turns people off. Or, they've never invested in brand building. They need to take a leaf or hundred from the pages of consumer marketers.
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  3. Hello, you have a great blog here! I'm definitely going to bookmark you!
    I have a work at home lead site. It pretty much covers work at home lead related stuff. Check it out if you get time :-)
    ReplyDelete

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