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B2B marketing and lead generation campaigns: Expert tips

This is another in an ongoing series of tips from experts in
B2B marketing
, B2B lead generation & B2B marketing automation.

Peter AltschulerMeet Peter Altschuler, AcquireB2B’s Creative Director. Peter turns business and sales objectives into provocative, compelling, and highly focused lead generation campaigns. He presents products and services (both online and off) in ways that make sense to customers. In terms they find appealing. In language they understand.

Here are Peter’s Top Three Tips about marketing campaigns:

  1. Creative is the last step. Creative has to grow out of prospects’ expectations and perceptions, so talk with those people – to understand the problems they face, the ways they expect to solve them, and the language they use to describe it all.

  2. Know who you’re talking to. The people who buy aren’t always the people who start the process and move it along. That makes it vital to understand both the stage of the buying cycle and the role of the people you need to persuade in each communication.

  3. Check everything. Make sure that everything works – mechanically to be certain that landing pages, phone numbers, links, and the like are all functional; culturally to ensure that images and language are understood the way they’re intended; and effectively by testing each effort with customers.

Worth considering:
Need help getting your B2B lead generation and lead nurturing campaigns designed, implemented or improved? Consider putting AcquireB2B’s experts to work. Learn more here.

Readers, what are your tips regarding B2B marketing and lead generation campaigns?

Comments

When the offers are very similar of difficult to compare the DMUs (decision making unit) and the gatekeepers will choose who they trust more. Now a day most of the b2b offers are close to commodities and issues other than features are considered to decide a purchase, knowing them is key of the business. That’s why I recommend to apply a business philosophy that I call Integral Marketing Relationship. You can read more about Marketeing Relacional Integral in http://solucionesrentables.com.ar/ . Unfortunately only in Spanish, try to translate it with your browser.

 

Good post – I would add that defining what a Sales qualified Lead looks like with respect to the campaign is important. It allows you to set a goal and then measure the true effectiveness.

 

That’s True Peter. First we should understand what the customers are targeting and then serve what is suitable to them.

 

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