10 Turnkey B2B Lead Generation Campaigns

Marketing that works

Turnkey B2B Lead Generation CampaignsFill your pipeline with leads

introductionIDS Technology Marketing is a marketing group that delivers turnkey lead generation campaigns, branding and creative services for mid-market companies.

Over the last four years we’ve designed a number of turnkey lead generation campaigns that we’ve used hundreds of times in the field. Our clients enjoy being able to “pick and choose” from a list of proven campaigns. Often they tell us these campaigns outperform any of their previous marketing efforts; they’re especially effective in B2B companies selling a high-value or complex product or service.

Why are we giving away some of our “secret sauce”?

We thought we’d share some of our expertise and knowledge with companies that can benefit from it. If you’re able to execute the programs with your in-house resources—we’re happy to “pay it forward” and glad to contribute to your success.

If you’d like to have us manage them for you, it’s our business, so email or give us a call for more details and pricing. You might be surprised at our affordability.

Phone: 877.675.8303Email: [email protected]

Executive Door Opener 4Dimensional Mailer 8Informational Microsite 12Lead Generation Webinar 16Live Event 20Promotional Announcement 24Send-A-Ball Meeting Grabber 28Trade Show Promotions & Follow–Ups 32Basic Promotional Package 36Executive Appointment Setting 40

chapter page

executive

door

opener

Chapter 1: Executive Door Opener • www.idstm.com

executive door opener (edo)Need to get the attention of those hard-to-reach executives? Reward your top sales reps with an executive door opening campaign that gets prospects’ attention with an irresistible offer. Send a “teaser” gift to 20 enterprise executives or other hard-to-reach prospects with the promise of another high-value gift for those who attend a meeting.

Pick a gift that fits your target market and the value of your leads. Examples include:

» A Kindle 2 Leather Cover as a teaser and a free Kindle 2 Wireless Reading Device for attending an appointment

» A free service analysis such as an IT assessment or ROI analysis as a teaser and a free iPad for attending an appointment

» A business travel accessories kit as a teaser and a free airline voucher for attending an appointment

After delivery, reach out to all prospects with two email invitations and up to three phone calls to schedule their appointment. This eight week integrated marketing campaign is a great way to make an impression … and move those “stuck” or hard-to-reach prospects into action!

goal

target audience

Obtain meetings with those hard-to-reach executives.

Top 20 executive prospects in your database.


typical tiMelineweek 1

week 3

week 4

week 5 – 8

week 9

week 2

Hold marketing consultation to discuss messaging

Order the door opener item

Print and hand-cut “custom” mail pieces

Assemble mailer and packaging

Seal packages with custom wraps and prepare for shipping

Ship teaser items via FedEx Ground

Go live with landing page

Send first email to prospects not yet registered for an appointment

Follow-up calls for appointment setting

Meetings with prospects

High-value gift fulfillment

Campaign debrief

Finalize copy and design for letter, collateral insert, landing page and email

Final mailing list due

Go to print


if you’d like to use our caMpaignwhatwe handle

» One-hour marketing consultation

» Design & copywriting services for high-impact creative

» Teaser item procurement

» Custom box wrap + your marketing collateral included inside the teaser mailing

» Printing, assembly & packaging to complete the door opener

» USPS priority shipping for added impact and to get the teaser into prospects’ hands quickly

» Executive gift procurement and shipping

» Create landing page for appointment request

» HTML email follow-up to reinforce message and drive to landing page

» Telemarketing of up to three calls per person for increased success in getting appointments

your responsibilities

» Deliver campaign goals and messaging direction

» Deliver an EPS high-resolution version of your logo for printing

» Deliver feedback

» Deliver mailing list with name, company, physical address, email address, and phone number

» Use our promotional email to reach out to your prospects

» Schedule meetings with interested prospects that request meetings

» Hold meetings

» Provide list of prospects attending appointments to receive gift card, including name, company and address

Chapter 2: Dimensional Mailer • www.idstm.com

diMensionalMailerNeed to get your prospects to take action? Make a strong impression by sending a custom-designed dimensional mailpiece that commands attention and demands action.

Add a custom landing page with trackable personalized URLs (PURL) so your prospect can take the next step, whether it’s to download a valuable whitepaper or register for a free consultation.

The sky’s the limit of what you can send … the best mailpieces reflect the offer and have that Wow factor. In the past we’ve created a custom piece that resembles an exact replica of an Apple iPadTM to encourage prospects to register for a sales appointment during which they’ll actually receive a free iPad.

We’ve also created a rotating cost-savings wheel, giving prospects a taste of what they might experience from completing a custom savings analysis.

After you send the dimensional mailpiece, follow up via email and the phone to get your prospects to take action.

goal

target audience

Make a strong impression to entice key prospects to register for a specific service or appointment.

Prospects on your current list or new prospects to uncover.



week 3

week 4

week 5–9

week 10

week 2

Hold marketing consultation to discuss target audience, messaging and campaign creative

Review concepts and copy for all components of campaign

Signoff on design and copy

Go-live with landing page

Send mailpieces

Send follow-up emails

Commence follow-up calls & telemarketing

Hold meetings

Award incentive giveaway

Finalize campaign details

Create concepts



» One-hour marketing consultation to design the campaign and select the dimensional mailpiece

» Design & copywriting services for high-impact creative

» Printing, assembly & packaging to complete mailpiece

» USPS priority or FedEX shipping for added impact and to get the mailer into prospects’ hands quickly

» Create landing page for call-to-action or appointment request




» Confirm campaign goals and messaging direction

» Deliver an EPS high-resolution version of your logo

» Deliver mailing list with name, company, physical address, email address, and phone number

» Follow-up with your prospects to schedule meetings

» Hold meetings and deliver incentives if included


INFORMATIONALMICROSITE

Chapter 3: Informational Microsite • www.idstm.com

proMotional Microsite & pay-per-clickNeed to add some “meat” to your website or promote a special offering? It’s a common request from many companies selling technology, professional services or market to other businesses. Your site should evolve as you add new offerings and launch new campaigns to deliver a clear and consistent message to your selling and marketing.

To accomplish this, build a content-specific microsite onto your existing website and optimize it to maximize search engine traffic. After it’s complete, announce the site to your market in an online, search-optimized press release and deliver a special offer to help get the word out, drive appointments or registrations.

PLUS, the microsite is yours to continue promoting and driving traffic for future lead generation activities.

goal

target audience

optional proMotional Methods

Beef up your website with a content-specific microsite and use it as part of a promotional announcement to your market.

New and current prospects.

Add telemarketing, pay-per-click or banner advertising for a wider reach.



week 3 – 4

week 5

week 6 – 8

week 2

Campaign planning: discuss microsite content, announcement, website technology and pay-per-click campaign

Copywriting and coding of microsite

Procurement of hosting and URL if needed

Copywriting, design & development of HTML email

Selection of keywords and setup of Google Adwords campaigns

Go live with microsite

Send email promotion

Launch Google Adwords campaigns

Google Adwords campaign monitoring and reporting

Lead follow-up and appointment setting

Campaign debrief

Microsite design & layout

Circulate and edit overview of content to be included on page

Signoff on microsite page components - content, supplemental materials and design



» One-hour marketing consultation to determine content to add and strategy

» Messaging strategy & copywriting (microsite & email)

» Microsite design & programming

» Copywriting, design and development for lead generation HTML email

» Email blasting services & management – 4 blasts to all prospects

» Keyword research and ad copywriting for Google Adwords pay-per-click (PPC) campaign

» Management and reporting on your online PPC campaigns


» Deliver microsite content direction and feedback

» Deliver general direction and feedback on keyword research and online ad development

» Deliver access to existing website back-end to help with coding and integration

» Deliver house email/contact list of customers and prospects if available

» Assist with announcement offer and handle responses

LEAD GENERATIONWEBINAR

Chapter 4: Lead Generation Webinar • www.idstm.com

lead generation webinarNeed to fill your pipeline with qualified leads? Build awareness for your offering by holding an informational online webinar that educates your target market and produces qualified leads.

Drive registration and attendance via a multi-touch campaign consisting of telemarketing, Google AdWords, email marketing and special incentives. Moderate and record the event on one of the popular webinar platforms and generate near-term pipeline opportunities with follow-up telemarketing to set live customer appointments.

Registration, attendance and qualified prospect results depend upon your offering and geography, but our campaigns tend to average

Plus, the recorded webinar makes a great long-term marketing asset to extend your reach and increase your visibility and lead flow.

goal

target audience

Drive prospects to attend an informational webinar and convert interested webinar attendees into appointments.

Prospects on your current list and new prospects to uncover.

» 150 Registrations

» 50 Attendees to the Live Event

» 10 Qualified Leads

LEAD GENERATIONWEBINAR



week 3

week 4

week 5 – 8

week 9

week 10

week 2

Hold marketing consultation to discuss presentation, target audience, messaging and campaign

Review campaign copy

Circulate design for all components

Go live with AdWords campaign, landing page and email blast

Commence telemarketing

Continue promotions

Prepare presentation for live webinar

Reminder emails sent

Presentation held and recorded

Recorded webinar distributed

Follow-up telemarketing to set appointments

Award incentive giveaway


Pick webinar date and decide on presenters

Start building lists

Write campaign copy for landing page, AdWords campaign and email blast



» One-hour marketing consultation to determine webinar plan

» Assistance in shaping the webinar content, presentation and flow

» Messaging strategy & copywriting (telemarketing scripts, email & landing page)

» Telemarketing to register prospects for the event

» HTML email design & development


» HTML registration page design & development

» 24-hour reminder email & telemarketing

» Webinar hosting, dry run, conference call fees, live event management & recording

» Post-event landing page updating and on-demand management

» Post-event HTML email management & blasting services

» Post-event telemarketing

» Incentive promotion and procurement


» Deliver messaging direction and feedback

» If you have a house list, deliver mailing list with name, company, physical address, email address and phone number

» Use our promotional email to reach out to your existing customers and prospects

» Contact and secure any guest speakers or customer success stories for the event

» Attend webinar dry-run meeting to prepare for the live event

» Create and deliver webinar presentation


» Hold meetings


5LIVEEVENT

LIVEEVENT

Chapter 5: Live Event • www.idstm.com

live in-personeventNeed to get in front of a collection of targeted c-level or managerial-level executives? Hold an informative and fun event—in a professional and exclusive atmosphere that builds credibility, drives interaction and provides follow-up sales opportunities.

Drive registration and attendance via a multi-touch campaign consisting of direct mail invitations, telemarketing and email marketing along with an event registration landing page. Handle all day-of-event promotional items, such as name badges, table cards, signage and brochures, along with the logistical and live-event items like room setup, refreshments and attendee takeaways.

goal

target audience


Generate new sales leads. The number depends upon the event size, venue and target market.

Prospects on your current list and new prospects we uncover.

Add a press release and Google AdWords for a wider reach.



week 3

week 4

week 5 – 8

week 9

week 10

week 2

Hold marketing consultation to discuss event theme, location, venue and target audience size

Determine all day of event details

Design event materials

Procure attendee incentives

Send invitations

Go live with registration page

Commence telemarketing to drive registrations

Continue promotions

Prepare presentation for live event

Reminder emails and telemarketing

Setup venue

Hold live event

Follow-up with key attendees and schedule appointments

Finalize event location, theme and venue

Copywriting, design and layout for invitation, email and registration landing page



» One-hour marketing consultation for event planning and development

» Planning and coordination of each event, including venue room selection, meal and refreshments, audio/visual and interface with venue staff

» Acquisition and management of any incentive giveaways

» Dedicated project management resource

» Copywriting, design and printing of a professional, high-level invitation mailed to executives to help build their interest and garner their RSVP

» Design and develop an online registration page where interested prospects can learn more about the event – including the agenda, date & time, location, topics being covered, and hosts – and RSVP immediately

» Execute a 4-5 week targeted telemarketing campaign into a list of approximately 300 prospects to drive real-time registrations for the event

» Phone follow-up to all event registrants 24-hours prior to the event to remind them of the time and location and confirm their attendance

» Creation of event deliverables, such as name badges, table name cards, 24x36” signage


» Event planning participation



» Use our promotional email to reach out to your warm prospects

» Arrange and coordinate guest speakers and/or customer success stories

» Develop your presentation for the event

» Host the live event

» Follow-up with appointments and confirm and host meetings

6PROMOTIONALANNOUNCEMENT

Chapter 6: Promotional Announcement • www.idstm.com

proMotionalannounceMentNeed to get the word out regarding a special promotion, new product launch or other important announcement? Grab a platform and choose the most impactful media to ensure your target audience hears not only hears your news, but also acts on your call-to-action to add new leads to your sales funnel.

Start with an online press release, sent live on the newswire, customized for organic search engine effectiveness and optimized for social media so you’ll get maximum online presence. Then send out an email blast and follow-up with telemarketing to make sure your message is driven home and you get the kind of responses you set out for.

goal

target audience


Get the word out for a special message.

New and current prospects.

Add Google AdWords for a wider reach.6PROMOTIONALANNOUNCEMENT



week 3

week 4

week 5 – 8

week 2

Hold marketing consultation to discuss announcement, target audience, messaging and campaign



Go live with landing page and email blast and press release


Continue promotions and schedule appointments



Write campaign copy for landing page, email blast and press release



» One-hour marketing consultation to determine announcement and strategy

» Messaging strategy & copywriting (press release, email & landing page)



» Optimizing press release for search and social media and distribution on the wire


» Telemarketing


» Deliver announcement and messaging direction

» Deliver feedback



» Follow-up with registrations

7SEND-A-BALL

MEETING

GRABBER

Chapter 7: Send-A-Ball Meeting Grabber • www.idstm.com

send-a-ballMeeting grabberNeed to increase your reach? Get a meeting with your top prospects, or maybe those prospects who are “stuck,” with an attention-getting, fully-inflated red ball delivered straight to their desk via US postal services—with your custom message on it.

The popular “red ball” campaign is a memorable way to invite prospects to schedule a meeting to learn more about your offering, register for an event, thank them for business, or inform them about a new offering or product launch. The message on the ball drives prospects to a custom landing page for them to register for an appointment, with the promise of an incentive such as a $20 gift card from the vendor of your choice for attending a meeting.

To maximize the campaign’s effectiveness, you’ll then reach out to all prospects with two email invitations and up to three phone calls to schedule their appointment. This eight week integrated marketing campaign is a great way to make an impression … and get the meeting!

goal

target audience

Obtain meetings with your top prospects.

Top 100 prospects in your database.7SEND-A-BALL

MEETING

GRABBER



week 3 – 4

week 5

week 6

week 7 – 8

week 2


Deliver and review initial drafts of mailer and landing page copy

Ship red balls


Send second email to prospects not yet registered for an appointment

Telemarketing to remaining prospects

Host meetings with prospects

Fulfill and deliver gift card incentives

Finalize copy and design for direct mailer, email and landing page

Finalize mailing list

Order “Send-a-Ball” direct mailers




» Design & copywriting services for red balls, landing page and email

» Procure and deliver Send-A-Ball to grab attention and drive to landing page

» Create landing page for appointment setting



» Gift card purchase and fulfillment



» Deliver mailing list with name, company, physical address, email address, phone number

» Confirm scheduled meetings with interested prospects

» Hold meetings


8Hello, my name is

TRADE SHOW PROMOTIONS

AND FOLLOW-UPS

Chapter 8: Trade Show Promotions & Follow-Ups • www.idstm.com

trade show proMotion and follow-upNeed to have a presence at your industry trade show? Build your own, personalized “Trade Show In-a-Box” to make sure you get people to your booth and follow-up appointments after the show.

Start by letting people know where and when you’ll be at the event via a multi-touch campaign consisting of telemarketing, email marketing and direct mail invites. Once you’re at the show, make sure you look the part with professional banners and signage, datasheets and marketing collateral, and fun giveaways for visitors at your booth.

Afterward, follow-up with contacts via email and the phone and set appointments to generate qualified leads ready who are fit for your pipeline and for the sale.

goal

target audience

Drive prospects to attend your booth at your industry trade show, look good at the show and follow-up afterward to set appointments.

Prospects on your current list and new prospects to uncover.8Hello, my name is

TRADE SHOW PROMOTIONS

AND FOLLOW-UPS



week 3

week 4

week 5 – 7

week 8

week 9 – 11

week 2

Hold marketing consultation to discuss trade show, target audience, messaging and campaign



Go live with email blast


Continue promotions

Prepare for trade show

Trade show

Follow-up email

Follow-up telemarketing to set appointments



Write campaign copy, telemarketing script and email blast

Begin writing datasheet



» One-hour marketing consultation to determine trade show plan

» Messaging strategy & copywriting (telemarketing scripts, email, datasheet and landing page)

» Telemarketing to invite prospects to your booth (either from your list, a new list we can procure or a combination)




» Reminder email

» Datasheet design and printing

» Fun giveaway printing and delivery

» Post-event landing page updating and on-demand management

» Post-event HTML email management & blasting services

» Post-event telemarketing


» Deliver messaging direction

» Deliver feedback



» Attend the tradeshow and collect lead information

» Select your fun giveaway


» Hold meetings

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Chapter 9: Basic Promotional Package • www.idstm.com

basic proMotionalpackageNeed to get the word out? Create a basic platform to use for any type of announcement, including appointment requests, event registrations and contests.

Start with a custom landing page for capturing registrations. Then get the word out with an online press release, sent live on the newswire and optimized for organic search and social media for maximum online presence. Finally, follow up with an HTML email blast and telemarketing to make sure your message is heard.

goal

target audience

Get the word out for a special message.

New and current prospects.9B

ASIC

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MO

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week 3

week 4

week 5 – 8

week 9

week 2

Hold marketing consultation to discuss announcement, target audience, messaging and campaign



Go live with landing page and email blast and press release


Continue promotions

Prepare for trade show

Campaign debrief



Write campaign copy for landing page, email blast and press release



» One-hour marketing consultation to determine announcement and strategy

» Messaging strategy & copywriting (press release, email & landing page)



» Optimizing press release for search and social media and distribution on the wire


» Telemarketing


» Deliver announcement and messaging direction

» Deliver feedback



» Follow-up with registrations

Chapter 10: Executive Appointment Setting • www.idstm.com

executive appointMentsettingNeed to get an appointment with those hard-to-reach executives? Get their attention with a concise “VITO” (Very Important Top Officer) letter – a proven technique for getting a message to a top executive – and to ultimately get them to request an appointment.

Invite them to a custom-designed landing page to fulfill their request, then follow-up with an email invitation and telemarketing to reinforce the message and hit your entire list.

goal

target audience

Obtain meetings with those hard-to-reach executives.

Top 100 executive prospects in your database.



week 3

week 4 – 6

week 7 – 8

week 9

week 2


Go live with landing page and mail piece


Follow-up calls for appointment setting

Meetings with prospects

Campaign debrief

Finalize copy and design for letter, landing page and email

Final mailing list due

Go to print




» Design & copywriting services for VITO letter and landing page

» Delivery of VITO letter

» Create landing page for appointment request





» Deliver mailing list with name, company, physical address, email address, phone number


» Hold meetings with prospects


[email protected]

10 Turnkey B2B Lead Generation Campaigns

Business

Transcript of 10 Turnkey B2B Lead Generation Campaigns