Lines vs dots: Which demand gen strategy are you using?


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I love this comment from Grant in yesterday’s post, and wanted to give more attention to a highly-important point in demand generation strategy.

Yesterday, we talked about the different between immediate-gratification expectations in lead generation efforts vs. the reality that it takes time to warm up a new prospect.

And if you’re just doing one-off campaigns, you’re actually slowing down the velocity of creating interest, awareness and credibility with prospects.

One-off campaigns are just dots on a map. They don’t relate to each other, then don’t create momentum, and they aren’t helping you build a bridge between looking like every other company that wants your prospect’s money, and someone who understands their problems and can provide real value.

Dot-centric demand generation programs will work, but the volume required, combined with consistently low response rates, make it rough going for the foreseeable future.

So what if you got rid of dots, and started drawing lines. What if you started connecting the new campaign to the last one. Think in terms of themes and continuity. Have the next campaign build upon the last one vs starting anew.

A single email can tell a very quick, point-in-time story. But the next dot might tell a different story, at which point you’re really starting over again with the prospect.

String together a series of lines and that story really starts to build. The prospect starts to listen, and eventually believe you. And in growing numbers, they’ll start to respond and engage and interact to learn more.

Using lines vs. dots is significantly more difficult to conceive and execute. It takes patience and foresight and a more disciplined form of execution.

But I guarantee the line you’ll end up with, the line you care most about, will be up and to the right.

Republished with author's permission from original post.

Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty.


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