How do you plan a lead gen campaign?
Gather intelligence, learn the market, and forecast potential for success.
The first stage of our integrated marketing model enables our specialists to do the homework necessary to put strategies in place and quickly start testing and revising. Its scope will vary based on factors such as business lifecycle stage, competitive advantage, growth goals, available resources and timelines. Gather intelligence about historical performance, technology infrastructure, potential for success, marketing assets, competitors, industry trends and resources in phase one.
What makes your organization unique? What’s your value proposition?
Define budgets, goals, audiences and campaign strategies.
Establishing the marketing KPI basics varies based on the size and complexity of your business. The goal: gain internal buy-in and alignment around marketing goals, budget, performance metrics, and approach.
Differentiate by doing
At this point, we set your PlayBook plans into motion, and continually test and revise. Keep resources flexible to take advantage of real-time marketing opportunities and shifts in consumer behavior.
Take a full-funnel approach to campaign development. Consider campaigns that will support KPIs at the top of your marketing funnel (such as visitors, subscribers and reach), and BOFU campaigns designed to generate leads, sales and loyalty.