Don’t Let Focusing on Lead Generation Torpedo Your Branding, Part 2
While the tough global economy has served to torpedo branding efforts at many organizations, the sometimes sticky relationship between sales teams and marketers can also torpedo a company’s lead-generation efforts. If you’ve found you still need more ammo to achieve your organization’s goals aside from the tips mentioned in part one of this article, here are some more ideas on how sales and marketing can work together to achieve revenue and client wins.
Hoist your colors through branding
Just as ships once used flags in battle to differentiate their fleets, it’s important for your business to distinguish its offerings from competitors’ products or services that appear similar on the surface. Branding becomes important as a differentiator, especially in tough economic times. You want to be considered a safe choice — branding can help you do that.
Consider investing in marketing programs that offer lead generation and branding at the same time, such as a visible presence in online directories or sponsorship opportunities for e-newsletters or online events. The more you spread your marketing mix, the more familiar your brand will become to prospects.
Build your content armada
The internet is a vast ocean. Becoming and remaining visible within it requires a constant influx of content in the form of fresh insight and information. That can work in your favor since most B-to-B products and services require an education process. Help prospects learn about your industry and product category as a whole by producing a regular stream of quality content. Doing so will help you generate leads while building the brand.
You want to make some content available for free with no strings attached as a taste of what you have to offer. Then offer the rest to prospects who are willing to complete a short form with basic lead-qualifying questions. For example, start an industry blog that's open to anyone, but also offer webinars, whitepapers, application notes and other information to those who fill out your form. Promise to treat their information with care and respect. Resist the urge to treat what should be a quick questionnaire like an in-depth survey.