Are you ready to launch your next B2B product or service? Be sure you're also ready to extend the steady, lasting, often diversified, effort to generate sales leads.
-DON'T assume that one tactic alone, be it enhanced SEO or pay-per-click (PPC) advertising or whatever, will meet your lead generation needs... that is not likely
-DO know that, for every message point you need to deliver, you should employ multiple media to reach more ears and wallets
-DO accordingly plan that you must make the most of every marketing dollar, which may drive some of the techniques you employ
-DO leverage every form of digital marketing appropriate – considering as well that digital marketing can be very cost-effective – leveraging your own website (including the home page), creating an ongoing stream of relevant content marketing including a blog, issuing eblasts to your stakeholders, boosting both organic and paid SEO, and taking full advantage of social media relevant to your launch
-DON'T neglect more traditional venues, from trade shows and speaking engagements, to print and digital media relations, print and digital advertising, and direct mail to key decision-makers; being contrarian can separate you from the crowd
-DO encourage industry experts to vet and review your new offering, but not until you're confident it's ready
-DON'T stop. The old adage is still true: When you are sick and tired of delivering that same message, your intended audience may just be starting to pay attention
-DO get help. Launch marketing and lead generation is both science and art, and you will maximize your ROI by working with a strong, qualified launch marketing team.
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