I liked this article by Sally Roffman in the Triangle TechJournal. Roffman contends, that brand building must not be sacrificed for the sake of lead generation but rather; marketers should strive to integrate both activities together.
While Roffman’s ideas are not new, we’re reminded that a well-executed lead generation strategy can deliver value to the sales team and build brand awareness at the same time.
They key is to have a relevant dialog with the right people in the right companies based that’s timed by where they are at in the buying process. How you may ask?
I’ve distilled a few ideas below:
- Start with your sales process — don’t ignore the rich knowledge of the people on the frontlines, salespeople, inside sales and telemarketers.
- Make sure you are lead generation messages are relevant to your audience by customizing your messaging based on titles, industry verticals, anticipated business issues — i.e. show them that you "get it."
- Integrate your message by choosing the right execution vehicle, target audience (ideal customer profile) and make sure your message is aligned with your brand platform.
- Fine tune your messaging based on timing — where they are in their buying process.
How has lead generation postively impacted your brand awareness?
Leading the Way! How to Create an Integrated, Brand-Savvy Lead Generation Campaign