Let's get one thing clear up-front: performing B2B demand generation exercises isn't as simple as "1-2" punch direct marketing "campaigns". The (m)ad men technique of spraying messages far and wide is a big no-no in today's world of ROI and online reputation management. Success, for us, is not defined by how many people click through to a landing page or open an email. Of course, that would be great if everyone was literally 'ready to buy'! But we know that's not the case. Buyers in a B2B world have long and often complex journeys toward a sale. A click through is at best an indication of somebody who wants to engage. Trying to read more into DM type responses –read: call these leads- or inquiries is what is getting marketing departments in trouble.
- They've not provided enough lead information yet
- They're not far enough through the buying journey
- They've been forgotten by previous marketing
These types of campaigns require much more than just some creative spin. They require strategic planning, technical knowledge and skilled staff. That's us.