B2B marketing objectives begin with attracting brand interest and nurturing relationships to increase conversion rates and shorten the sales cycle. These are best served through demand and lead generation campaigns. Often used interchangeably, lead generation focuses on capturing prospect information while demand generation focuses on creating demand for a brand’s products or services. The best results occur when both programs happen in sequence, using transparent tactics that build relationships.
Today’s B2B marketer faces an overwhelming number of digital and traditional platforms to implement generation campaigns. These include email marketing, social media, webinars, content syndication, pay per click (PPC) advertising, trade show sponsorships, cold calling, direct mail and print advertising. In this course, you will examine each option and learn to evaluate the channels that can create the most demand and deliver the best leads. You will learn how to implement B2B tactics for demand generation and lead capture, scoring and nurturing. We’ll discuss strategies and best practices as well as the marketing automation tools you’ll need to streamline the entire process. The end result: B2B communications tied directly to sales conversion.