How to Evaluate B2B Lead Generation Media Opportunities
by MGB2B
When it comes to getting fresh leads in the pipeline, B2B media outlets can be a great resource. Whether it’s webinars, white papers, email blasts, or something completely different, the media publishers are staffed to provide relevant content to their readers. These types of executions can help increase brand awareness, establish thought leadership, and generate qualified sales leads. However, they are often much more expensive than running a print or banner ad, so making the wrong choice can really cost you. Here are some tips on how to effectively evaluate B2B lead generation media opportunities.
Get more than one proposal. Most competing publications will offer similar lead generation products, so don’t talk to just one group. If you get an offer from one publisher, go get one from their competitor. And let them know it; they’ll put their best foot forward if they know they have to win the business.
Be involved. Generally, the sponsor’s input is welcome in content pieces. Suggest topics like a relevant product or installation. However, especially if it’s something for the continuing education world, know that publications will have certain editorial guidelines to meet. This is a good thing, as educational (non-advertorial) material keeps readers coming back, and ultimately, interacting with your content.
Demand guaranteed leads. Ask if the publication can guarantee a certain number of leads. If they can, cost per lead is a great way to compare proposals. But be wary if the CPL is too good to be true. Try to work with publications that you have a relationship with and trust. Or, at least with an established brand. And don’t be afraid to….
Test with smaller bites. Publications should be eager for you to test them. Explain that you want to test their audience with a smaller execution, like an email blast, before you spend big bucks on a full blown CEU course or a custom webinar.
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Tags: B2B marketing, B2B media strategies, cost per lead, email blasts for B2B, lead generation