B2B Lead Generation

Set targets through the customer journey

• Develop strategies to work with sales to agree realistic targets
• Learn techniques to map your key customers’ journey
• Set up realistic and measurable KPIs for each stage
• Work out realistic return on investment analysis of your campaigns

Identify your audience

• Find ways to analyse your current best customers to target your best prospects
• Explore options to use 3rd party data to fill your prospect pool
• Plan how to blueprint your main target companies and key buyers
• Use a foolproof B2B persona template to help you define your buyers and guide your media selection and content needs
• Utilise Account Based Marketing techniques to focus on the most rewarding opportunities

Plan every stage

• Adopt techniques to help ensure your marketing works in-synch with your sales team
• Create turnkey campaign plans for every element, to ensure everything works together
• Templates to help you effectively budget for every element, and avoid overspends
• Review tools to help manage automated campaigns

Accurately qualify leads

• Learn techniques to confidently and accurately assess the quality and potential of a lead
• Review tools that are available to help you measure the level of intent shown by prospects
• How you can work effectively with sales people to perfect the process
• Understand how to use technology to boost the process

Proposition development

• Use techniques to create strong value propositions for each audience that get right to their pain points
• Explore research opportunities to identify the winning propositions and find your content sweet spot
• Look at how to develop response propositions that will maximise engagement with key prospects
• Learn to use landing page optimisation techniques to find the best way to engage and gather valuable data

Create content that works

• Develop robust plans of exactly what content to create for each of your key target audiences
• Learn which type of content works best for key job functions, and ways to create it with small budgets
• Look at ways to Identify the right partners to help create and promote your content

Select the right media

• Review the current digital media landscape and recent trends
• Develop a media plan that takes full advantage of all digital opportunities
• Adopt social selling techniques within your programme
• Learn ways to gauge how to use each media type in each stage of the customer journey
• Integrate the use of online and offline media to maximise reach and responses
• Find out how to maximise performance on a limited budget