Maximising your digital marketing opportunities
As digital marketing becomes a bigger and bigger part of a B2B marketer’s life, it is even more important to look at how integrated lead generation can benefit your company, rather than thinking about each marketing method separately.
Imagine a big golden pot.
This is your prospect pot, and you have the ability to fill it in many different ways.
You can fill it with:
- People who open your e-newsletters, or click on links within the newsletter
- People who visit your website
- People you identify as being in your target markets
- People who download articles, brochures and white papers that you publish on your website
- People that join your mailing list
The list goes on. All of these people can be put in your prospect pot, and constitute a great telemarketing list for you (or your outsourced telemarketing company) to contact.
But for all of this to happen you need three things in place.
Firstly, you need to adopt the platforms that allow you to capture all of this information. There are more and more platforms that you can use that integrate with each other (e.g. e-marketing providers that sync straight with your CRM, which in turn syncs with your website CMS system) but as long as you have a good understanding of each separate platform, you can manage them all separately.
Secondly, you need to send out newsletters and publish web pages that are informative and captivating. To fill up your prospect pot, you need to get people reading what you have to say, so invest in great copywriting and design.
Thirdly, you need to find a succinct way to record all of the information you have, and report on it so you know who is going into your prospect pot, and why. For instance, if you have 50 people in your prospect pot who have visited your website in one day, it’s always great to know which pages they visited so you can mould your message when you give them a call. It also gives you the ability to keep in contact with them – for instance, if they have downloaded a brochure from your website, are they automatically going on your mailing list so you keep in contact with them by email and phone? Much of this can be automated to save you valuable administration time.
There is absolutely still a place for traditional targeted telemarketing, but the capacity that companies now have to harness the power of various different direct marketing sources can make your prospect pot much richer.
Read more about integrated lead generation.
Written by Beth Walthew, Director at Prospect Research