4. Campaign Development Best Practices

As you begin planning your lead-generation campaigns, it’s a good idea to keep an eye on emerging developments. Thanks to experimentation on the part of business-to-business (B-to-B) marketers and their willingness to share results, we can all learn from new best practices as they come to light. This chapter discusses three examples that have proven themselves: research and testing, content marketing, and marketing automation. Each of them is now making a strong contribution to lead-generation success.

Best Practice I: Research and Testing

You have set your campaign objectives, determined your lead flow needs, and analyzed your customers’ buying processes. You may have even created a preliminary campaign ...

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