The Rock Annand Group, a BtoB marketing and sales consultancy, recently announced “The Ultimate ‘Live in 45’ Lead Nurturing Program,” a “guided implementation” for a lead nurturing campaign focused on the specific, practical steps to construct effective programs, beginning Nov. 1, 2011.
As BtoB marketers migrate to interactive strategies — including blogs, social, videos and webcasts — many struggle to bridge the gap between these efforts and actual lead generation. The missing link, according to Rock Annand President Henry Bruce, is a systematic, measurable approach that reliably generates leads, qualifies them and follows up with them in an appealing and effective fashion.
“Scattershot marketing brings little or no results,” Bruce said. “But if you line up all the right elements in a well-orchestrated program, you generate leads from the right audience, separate the unserious from the truly interested people and keep them engaged as you present them opportunities to buy. All along the way you’re watching and measuring so you get the greatest results not only this time, but in the future as well.”
The “Live in 45” strategy and implementation program takes place through a 6-week guided implementation of an actual campaign that each participant will develop for their company. Between sessions, participants perform a homework assignment that takes them one step closer to a finished lead generation and lead management program. They submit their homework to Bruce for personal feedback and tweaking. According to Bruce, the series is designed to provide:
- A detailed, step-by-step implementation process that helps marketers get ready to execute the first campaign in 45 days;
- A personalized, tailored lead nurturing campaign;
- Quantifiable results and qualified opportunities; and
- A proven lead nurturing approach using the “Live in 45” system.
“The series is focused on providing insights-driven takeaways that help marketers understand the key components of a well-executed nurturing campaign,” Bruce said. “We are all pressed for time, juggling many projects so we cut corners, making mistakes that lead to disappointing results. And we over-think each aspect of the campaign, the content, the audience, the steps and frequency. Searching for the perfect campaign, we only get wrapped around the axle and nothing gets done.”
Bruce highlighted the problematic mindset of BtoB marketers, where organizations focus primarily on activity when efforts should be more results-driven. “When you are focused on outcomes, the process of figuring out what works best is something you never stop trying to improve and perfect,” he said. “That is why having a very specific methodology for developing program strategy and execution steps is absolutely vital to the level of success you achieve.”
Focused on client acquisition and retention strategies for high tech companies, The Rock Annand Group works with clients including AlphaTrust, ChainLink Research, Curl Corporation, EdgeTrade, IMI Americas, Lean Logistics, Optum, Scivantage and SupplyPro.
The all-inclusive ”Live in 45” program fee is $1,997.