Provide the right content to the right person at the right time in the right media
That’s the essence of lead generation programs – B2B lead generation in a nutshell, if you will. And as this chart shows, sales lead generation addresses the top challenge of Chief Marketing Officers today.
But that statement has profound questions:
- How can we know we are producing the “right” content?
- How do we know who is the right person?
- When is the right time?
- Which media do we use?
It also starts with good marketing research. The better you know your buyers, the better you can communicate with them. You also need to learn the principles of human nature – what do people enjoy? You need to watch and adapt to changing behaviors – to draw inferences from what they are doing online. And you need the ability to offer content in many different media – so they can choose.
Here’s are a few places where you can learn more about these topics:
Here’s are a few places where you can learn more about these topics:
- Buyers Personas and the LSL Model
- Lead Nurturing and Digital Body Language
- Content marketing and Lead Scoring
I hope you find this helpful. Please post a comment and tell me what you think.
