In order to consistently market your B2B brand, you need a good mix of short and long-term initiatives aimed at creating a consistent pipeline. This involves implementing a multi-channel approach that blends both digital and traditional tactics. A comprehensive marketing plan includes a long-term strategy aimed at building SEO and online presence through consistent content creation and distribution and short-term outreach campaigns geared toward specific audiences. Here we take a look at how to consistently market your B2B brand.
Short-Term Lead Generation Campaigns
If you’re looking to give a quick boost to your lead generation efforts, a combination of teleprospecting, email, and paid advertising can be very effective. These types of campaigns typically last 12 weeks and are designed to provide your sales team with qualified appointments in a short period of time. While each technique can be used independently, your campaigns will be more effective if you leverage all three channels together. Developing call guides, email messaging, and ads that align with your premium offers will allow you to reach your prospects in various ways through their preferred channel.
Long-Term Content Marketing And Lead Nurturing Campaigns
It can take some time to build up a library of content assets. Once you have a comprehensive content library in place and have established a consistent social media posting strategy, it can bring you leads for years to come. Many of the leads gained through digital campaigns require further qualification. That’s where lead nurturing campaigns come in. These can consist of email workflows along with teleprospecting outreach. They are designed to take those prospects who have some level of interest but are not yet ready for an appointment and guide them through the decision-making process.
Establishing A Consistent Pipeline With A Multi-Channel Approach
In order to provide a consistent flow of leads to your sales team, it is best to incorporate both digital and traditional marketing tactics into a multi-channel approach. This allows you to reach a larger percentage of your target audience through their preferred channels. A blended approach will provide consistent leads over time through content initiatives while still generating immediate leads through a variety of outbound campaigns that may involve advertising, webinars, email, and teleprospecting.
Winn has over 30 years of experience leveraging multiple channels to create and implement end-to-end integrated marketing plans for B2B technology firms. Contact us today to learn more.
