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How to Build an Inbound Lead Generation Campaign


Marketing needs to deliver Marketing Qualified Leads (MQLs) to the members of the Sales Team to fill the funnel so that sales can be increased.  A good way to do this is to use Inbound Marketing and create MQL generation campaigns.  These campaigns need to be planned so that the right content is delivered at the right time to the right individuals.  Marketing team members must understand the buyer and keep them top of mind.

Here are some keys to creating a lead generation campaign:

  1. Clearly define your objectives and goals – Discuss with the Sales Team what is necessary in a campaign.  Who is a focus of their sales efforts.  Discuss with the relevant members of the marketing team on what is necessary and what can be done.  Document the goals, determine campaign target individuals, update the campaign calendar and create the necessary tasks in the project management solution.  Marketing should have a campaign goal to provide a certain number of Marketing Qualified Leads (MQLs) to the Sales team. Remember “the way it’s always been done” can be your worst enemy.  It is best to plan the campaigns a month before a quarter starts so that the marketing team is executing and not planning.  It is better to batch the campaign planning together and announce to the sales team and executive team what are the campaign plans for the quarter.
  2. Use your buyer personas and focus on the buyer’s journey – Marketing needs to know who the target audience is and how to speak to them.  This means that a buyer persona needs to be in place before a campaign begins.  If one does not exist, create it immediately.  If you need help check out my blog post on “Buyer Personas for Inbound Marketing Part 1 – Creation“.  Content needs to be relevant to the campaign target audience.
  3. Have a multi-channel approach – Remember that the buyers are in control and you want them to have an enjoyable consistent customer experience.  Some buyers are video people.  Some are readers.  Make sure that you have some video in the campaign.  Blog posts and case studies are also good to use in a campaign.  Have a landing page for the campaign with a clear call to action on it such as: download an eBook, attend this webinar or request a demo.
  4. Take your time – Effective campaigns take time to create, execute and deliver results.   Make sure that you have time to plan it out, determine the content that fits the buyer persona, execute the campaign and review the results as well as making any necessary adjustments.
  5. Measure and analyze often –  Every campaign needs to be measured.  And these measurements need to be analyzed (maybe weekly) to know what is working and what is not working.  With social media and other activities you might need to make adjustments to landing pages, forms, target email subject lines and what activities are being used.  We analyzed our Paid LinkedIn Sponsored Updates on a weekly basis and often made adjustments to our target audience.

In your campaigns, focus on buyer-centric content that will boost the prospect’s experience with your company, products and services to increase lead generation.  You want them to come to you when interested.  You want their permission to market and sell to them.  You want them to be educated about your company and its offerings.  Successful campaigns lead to more MQLs which lead to more sales.  Feel free to comment on these keys to creating lead generation campaigns.

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