From the course: Advanced Lead Generation
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Channel plan and mapping
From the course: Advanced Lead Generation
Channel plan and mapping
- [Instructor] Based on research we conducted two years ago that has only been reinforced since, the magic in driving velocity of prospect interest isn't in adding more and more channels. It's in how you integrate those channels together. This includes an integrated approach to messaging as well as a thoughtful plan for how those channels get sequenced. Let's take programmatic or retargeting ads, for example. Now, this often means using cookies or third-party data to proactively put advertising in front of specific prospects at specific companies. Most of these ads show up as banner ads. But when's the last time you clicked on a banner ad? Was it years ago? Was it decades ago? All kidding aside, these ads can play a crucial role in creating cost-effective awareness in a very precise way prior to launch of your direct response efforts. Nobody clicks on banner ads. But we see and notice them, if most often subliminally, and…
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