Valentine’s Day is here and it has been a hive of activity at the dnx offices as cards and flowers are delivered from secret admirers and loved ones. Yes, it is a bit of fun and everyone has had a giggle but we mustn’t forget that it was only last week we were complaining about the whole thing being ‘a marketing ploy’ and saying ’I don’t need Valentine’s Day to show him how much I care’.
Exactly the same logic applies to lead generation. A one off campaign may generate some quick wins, some instant admiration, but it isn’t the foundation for a long term relationship – this takes time, effort & a lot of nurturing! So when thinking about your next lead generation campaign treat it in the same way you do Valentine’s day – an opportunity to let someone know you are thinking about them (and gain some extra brownie points!) but not an excuse to stop making an effort for the rest of the year. Integrated campaigns that incorporate multiple touch points throughout the year are much more likely to deliver long-term results than one-off tactical campaigns.
In 2009, 60% of Marketing Directors said generating high quality leads was their priority. In 2010, it was 75%*. In 2011, the figure will go even higher.
Of course, it’s not just about identifying senior decision makers within target accounts. You also need to discover innovative ways to engage with them – and for that you need an agency partner that is up to the challenge.
You then need to understand and generate BANT qualified (that’s Budget, Authorised, Need, Timeline) opportunities, develop the future pipeline and deliver sales intelligence all at the same time. Again, we can help you. We can even show you some unexpected places where you’re likely to find some grade A leads and break down the barriers between your sales and marketing departments. There’s nothing quite like crunching numbers with the sales guys.
So, how can you turn lead generation from thankless task to opportunity?
You need targeted and innovative campaigns that engage your prospects and take them on a journey through the buying cycle. Be it by traditional means or via the latest digital platforms and gizmos, quality lead generation is going to be bigger than ever in 2011. For us it’s a big, big thing. What about you?
*Source: MarketingSherpa 2010 and 2011 B2B Marketing Benchmark Report
Darren and Lisa are our latest experts to express their point of view – and it just so happens they’re on opposing sides of the aisle. Darren believes that ideas are everything, Lisa believes it’s all in the data.
Watch Darren and Lisa go head to head as they discuss the relative merits of creativity and science. Then cast your vote in our online poll and join the debate.
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