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Ready? Here’s what you need to do.

Hammer out Your Talking Points

When beginning your campaign-in-a-box, get very clear on your talking points. These will likely include an explanation of your product benefits, your selling proposition and a call to action (this can even be a bulleted list).

Identify Your Assets to Drive Demand

Assets are valuable content such as white papers, webinars, eBooks, data sheets or an event you are promoting. At the lower level this also could be blog posts or newsletters that solve your customers’ pain points. These assets provide a reason for you to connect with your customers or partners.

Keep in mind you will need a landing page to make sure you capture the leads who download your content.

Spring Clean Your List

All of your talking points and assets are worthless if your list is out of date. Don’t spam out to your entire list. Instead, determine who should be a part of your campaign-in-a-box. Clean up any bouncing e-mails and review your LinkedIn connections to see if new contacts should be added to your list.

Create Your Demand Generation Communication

Demand generation communication includes e-mails, social media posts, banner ads and maybe telemarketing scripts based on your talking points and assets. Communications should be clear, concise and have a call to action, such as registering for an event or downloading an eBook. Plan your social media posts to compliment your e-mail or call schedule. For example, this may mean two e-mails, a social post and inclusion in your newsletter. Be sure your communication is offering your leads valuable content and not coming off as a sales pitch.

Next Steps

After you distribute your initial communication, how will you stay top of mind with your customers and partners? Develop a clear follow-up strategy to promote your event or asset — this likely involves your sales team promptly following up with your new leads — and then create a plan to keep you top-of-mind with your new leads. Stay connected with your leads by continually communicating with them and developing new content and events, which should bring value and be unique. For example, Channel Maven Consulting recently added virtual events and video campaigns as exciting content options in our Campaign In-a-Box 3.0.

While building your own campaign-in-a-box may seem like a lot of effort, keep in mind you are filling the top of the funnel to generate new customers and partners. Still seems like too much? Channel Maven Consulting’s Campaign In-a-Box 3.0 will help guide you through a lead generation or event channel marketing campaign.