The Benefits of Integration

Using your lead-generation tactics in an integrated campaign allows you to plan and coordinate your lead-generation efforts around common themes and goals. To begin with, you can do all your up-front planning for the campaign in a single stroke. Once you determine your target audience and their demographics, you can coordinate a series of tactics toward gaining leads from that audience.

If you do an integrated campaign of multiple tactics, you can create a common message, call-to-action, etc., and build your creatives for each tactic around those themes. You can create one creative brief that each of your internal marketers can work from in developing marketing collateral for each tactic. Or you can share this creative brief with agencies, consultants, interns, and other participants, who can then do the work for you.

Also, if you use a series of tactics, you don’t necessarily have to spend equal budget, time, and energy on each of them. You can spend the bulk of your time and money on a primary tactic that you know will work well for you, while devoting a little less time and money to secondary tactics. You can even test one or two test tactics against a baseline primary tactic (see Chapter 5) to see how well the test tactics work.