January 10

A Brand Saavy Approach Lead Generation

Lead Generation


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

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing.

He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

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