Buyer’s guide listing and resource center: By having multiple thought leadership offers appearing in multiple areas on a network, you can speed the time it takes to generate leads and also generate a higher quantity of quality leads over time. 5. Confirm Your Content is a Match For The Network For performance based models, it’s important to confirm your content will be attractive to the target audience. Your vendor should have enough historical knowledge of past campaigns to know what will and will not perform prior to launching. This takes two forms: 1. Review: Send them your thought leadership asset (white paper, webinar, podcast, etc.) for their expert review. Also have them review your headline, offer, and any abstracts. 2. Modify: If they find areas where your content or abstracts might not be a fit, work with them to refine the assets used and the offer headlines and abstracts. Conclusion If you can check down these five principles, you should greatly reduce any uncertainly on what you spend for leads and the quality you get in return for your investment. How To Use This Information As you go to get approval for launching an online lead generation program, you now have a framework that will answer any questions the key stakeholders have and establish a definable outcome for your successful campaign!
