5. Campaign Media Selection

Put a few business-to-business (B-to-B) marketers together in a room and ask them to name the best lead-generation campaign medium. Then settle back. You may be there awhile. One person will claim direct mail is best because targeted lists are so widely available. Another will staunchly advocate trade shows, where both customers and prospects are likely to be in attendance. Still others, attracted by the rock-bottom cost per contact, prefer email. And of course the telephone—so flexible and personal—will get a lot of votes.

The truth is that each medium has its strengths, weaknesses, and best applications. Your campaign must carefully harness the right medium for each job, factoring in such variables as:

The cost ...

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