Lead Generation Programs

The old view of marketing interaction often involved campaigns-one time activities meant to garner sales leads. B2B marketers have since embraced lead generation software which supports a broader view–a program view. Those programs are made up of many campaigns, include multi-touch flows, and shake hands with other programs. We call these lead generation programs.

Good lead generation programs yield strong benefits from the get go. But beware. Careful planning and sure-footed execution are essential to avoid costly errors and delays. The critical time during which you select and install your lead generation program and deploy your initial campaigns can mean the difference between success and failure. We help you plan effectively based on both software requirements as well as strategy goals.

When evaluating marketing automation platforms, it’s quite critical to ask these questions of the proposed lead generation programs:

How do you know what you need in a system?
How do you find a system that has those needs?
What should you do before deployment so you can hit the ground running?
How should you select initial marketing campaigns that deliver great value quickly, striking a balance between immediate results and long-term business improvement?

Marketing automation is not simply bells and whistles. The way in which the platform interacts with your existing lead generation programs, as well as your strategic road map, is a core pillar in selecting a scalable lead generation system.

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