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Lead Generation Campaigns vs. Branded Landing Zones

One point of clarification for my followers...

The Lead Generation Showcase Program that I designed will meet the lead generation goals for clients with a limited set of marketing assets [1 or 2], or where the client’s marketing objective can be met by a single engagement with a content asset. We provide targeted online campaigning within WBG, across the ZDE online network and through our network of targeted newsletters to showcase specific assets and meet the required lead generation goal.

The Branded Landing Zone program is designed to meet more complex demand generation objectives – especially where the product marketing objectives are best served by encouraging buyer engagements with multiple educational assets that build a business case. The BLZ helps to structure the seller’s online sales pitch and the IT buyer’s research process. The BLZ program is designed to engage IT buyers at all stages of the buying process and move them to the next logical step to accelerate the sales process and move prospects closer to a purchase.

The Branded Landing Zone Program actually includes all elements of the Lead Generation Showcase [i.e. we provide the same targeted campaigning to showcase key assets and to meet the lead generation goal]. In additional, the BLZs also provide the following unique features:

[1] Structuring to the online sales pitch: through the development of a dedicated microsite

[2] Lead Nurturing: Effective online strategies designed to encourage additional buyer engagements [link maps and triggered e-mail follow-ups]

[3] Additional Behavioral Data: additional intelligence to support any Lead Scoring Model

As always, send me your questions at barry_ harrigan@ziffdavis.com.

BH

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