This resource provides a 7-part framework of step-by-step guidance for effective 3rd-party demand gen programs. Further, it comes on the heels of a webinar Kathy Macchi of Inverta and Kate Athmer of Integrate recently hosted on the subject, which you can watch on demand here. The webinar and guide go well together.
We created the guide after numerous conversations with B2B marketing teams pointed to the need for a resource that would help demand gen marketers better leverage 3rd-party sources to drive pipeline and revenue. These are the trends we’re seeing:
B2B marketing teams are increasingly responsible for generating pipeline and revenue.
Inbound marketing efforts can’t scale enough for most teams to hit their goals, and marketers are desperate to figure out new sources of demand that work.
Unfortunately, the pain of manual 3rd-party demand gen has scared many marketers away.
Advances in marketing strategies and marketing technology (MarTech) have greatly increased the efficiency and effectiveness of 3rd-party demand gen – if you know how to apply them correctly.
Undoubtedly, 3rd-party demand gen can be difficult without the right know-how. That’s why we created this guide.
What is 3rd-Party Demand Gen?
We define 3rd-party demand gen as any B2B marketing program that’s initiated by a 3rd-party channel or source, rather than via your own website, landing pages or social profiles. Some of the most common are:
Content syndication – Distributing your content (typically branded) to target audiences via 3rd-party sites and purchasing leads on a cost-per-lead (CPL) basis.
High-quality lead (HQL) campaigns – Buying leads (often generated via content syndication campaigns) that have been further qualified by a 3rd-party service.
External webinars – Sponsoring webinars on 3rd-party sites to acquire leads on a CPL basis.
Shared-lead campaigns – Running lead gen campaigns with partner brands/channels (where leads are captured on 3rd-party landing pages).
Product- or service-review sites – Buying leads on a CPL basis from sites that capture contact info from individuals researching relevant products and/or services.
For any of these channels to work, you must put much thought and effort into a range of activities that aren’t always applicable to inbound efforts, such as:
Selecting the right sources/partners
Aggregating, processing, cleaning and routing contact data
Developing precise nurture tracks to convert 3rd-party generated contacts
Adopting technologies to create needed efficiencies
Tracking and managing lead pacing
And much more
This guide provides a 7-part framework that walks you through each step required to ensure 3rd-party program success, saving your team from undue stress down the road while helping maximize pipeline growth from your investments.