Implementing any marketing strategy can have elements of associated risk. An ideal strategy would be one which has been considered from all angles to ensure that every component works together to produce the final result.
When considering the implementation of a hybrid Direct and Digital marketing strategy it may just seem that by opting to include both lead generation approaches that the risk factor involved has simply increased. But, as in any other marketing campaign it becomes essential to consider the roles you choose to assign each of the independent pieces and how each will slot together to create the overarching structure. By combining a direct and digital approach to B2B Lead Generation we are able to combine the benefits that could be achieved with independent campaigns while mitigating the drawbacks – producing the ideal scenario. To learn more about the advantages of a hybrid approach read our last blog “The problems with an isolated approach to B2B Lead Generation.”
Reviewing all the available channels and deciding which and how best to utilise them can be a complex process but we have compiled 5 top tips to help you make the most of a direct and digital strategy.
1. SMarketing – Integrate your Sales and Marketing teams
A phrase that can never be said enough. With sales and marketing on the same page it becomes easier to outline the expectations each team has for the campaign and of each other. Discussions around how many leads marketing can produce in a month and how many sales can manage becomes much clearer and more in tune when both parties have the same goals. With both parties working towards the same outcome it becomes easier to view your available resources and allocate them appropriately across both direct and digital channels.
2. Understand the Objectives of the Campaign – both short-term and long-term
Only when you know what you hope to achieve from the campaign can you start to identify the channels that are most conducive to achieving the desired results. Both direct and digital have their own assortment of advantages and disadvantages. A campaign that requires a quick turnaround period will be delivered most effectively through direct means. Alternatively, a campaign that requires a high level of prospect engagement, where they are learning about how to resolve their challenges by consuming content over an extended length of time plays to the strengths of digital channels. By outlining the objectives of the campaign both in the short and the long term you can begin to incorporate the various channels available to you.
3. Consider implementing a marketing automation platform
A marketing automation tool, such as HubSpot, can optimise your campaign delivery method which provides benefits to the organisation as a whole as well as the individual sales and marketing teams. By imputing various rules and criteria your prospects can be delivered the right piece of information at just time across various different channels. With increased visibility and management of information it becomes easier to identify which point in the buyer’s journey an individual has reached. By creating automated marketing processes you are better able track your prospects movements through your direct and digital channels with both sales and marketing teams aware of who is responsible for furthering their progression. With all of the prospect digital interactions (web visits, email opens, social media engagements) tracked, the direct inside sales team can engage in a helpful and concise manner to qualify the prospect and assist them on their buying journey.
4. Create a closed feedback loop
A marketing automation tool can be the first step towards establishing a continuous dialogue between sales and marketing but notes in a database and emails can only go so far. Physical discussions between the two teams mean that there is regular exchange of fresh opinions, ideas, suggestions and even criticism. In order to achieve continuous improvement and to meet the objectives set by the campaign it becomes important to ensure both teams are constantly aware of what the other requires of them. As the campaign progresses objectives may be met or even changed slightly; and it is only by knowing of these advancements can the delivery of the campaign be adjusted to reflect.
5. Take stock of your own resources in comparison to what you want to achieve
Knowing where the strengths and weaknesses of your teams lie is a major contributing factor when deciding how to craft your campaign. A direct and digital approach makes available a multitude of various channels that each require various different levels of knowledge and resources to deliver effectively. With a realistic understanding of where your capabilities lie in comparison to your campaign objectives you can begin to consider the practical aspects of delivering your campaign. For the areas that fall out with the scope of your teams resources it becomes pragmatic to consider establishing partnerships with an external agency who would have the skills and resources to devote to delivering the particular aspects of your campaign most effectively.
For more information on how INCo has created a hybrid approach to Direct & Digital B2B Lead Generation down load our eBook: