Here's the third post on my thoughts around lead and demand generation for early stage companies.  Below are points #7, #8, and #9 and here is the total list linked back where appropriate.

1. Brokered introductions
2. Partner marketing
3. Direct outreach & appointment setting
4. Tele-prospecting/tele-surveys
5. Guaranteed lead generation programs
6. Sponsored email blasts
7. On-line advertising
8. Email newsletter nurture programs
9. Direct mail
10. Events
11. Market awareness – self generated
12. Market awareness – through a PR firm
13. Analysts
14. Print advertising

7.  On-line advertising

• Google Adwords is pretty simple to set up but I'm not sure of the ROI here for enterprise products.  It drives some web traffic & clicks but conversion measuring is tough. 
• It is important to watch your budget as clicks can add up quickly especially as you bid higher and higher on specific keywords to game your placement (I shoot for top 4 or 5)
• It is also a good way to test marketing messaging as ads that get more clicks have more compelling messaging. 
• Other ad platforms: I ran pilots on both LinkedIn and Facebook.  They were pretty cheap to do but not sure how effective for enterprise products.  Facebook really struggled to hit my meager $5 per day budget.  For both I was using links to existing assets (Gartner webcast, whitepaper, and even my blog).
• Banner ads via the publishers previously mentioned:  I'm not sure how effective these are and my experience is that they get thrown into a proposal as gravy (X thousands of banner impressions).

8.  Email newsletter nurture programs

• For all of the above, you will get at least an email address.  Make sure you capture them all and drop them all into nurture program. 
• This can be very complex or way simple.  Use something like Vertical Response  or Constant Contact to manage lists, send emails, manage unsubscribes, and not be a spammer.  I even got a cool one the other day from a company called Emma.  The cost is not high to send to lists of thousands.
  
• The content of these is important as is the timing.  I shoot for every 6-8 weeks but this depends on what I have to share.  Generally I package up press releases, media mentions, and the like. 
• Place a summary in the mail and hyperlink back to your site.  Also, take the opportunity to highlight key technical differentiators, customer quotes, etc. to contribute content.
• The key is to make these meaningful and content rich.  Do not indiscriminately spam your database with each new idea or pitch as this will make people very grumpy.
• Remember, this is an indirect sales pitch platform.  You will know you are on to something when people send you new email addresses to keep receiving it when they switch jobs.

9.  Direct mail

• I’m not a huge fan of this but it can be effective.  Target this to your same nurture list but it assumes you have a physical mailing address. 
• Postcards are cheap but can get lost. 
• A letter with an insert (that falls out when opened) is pretty effective.  The insert should highlight something you can download or other call to action (discounted pricing, special deal, etc.)

Continuing my previous post on lead & demand generation for early stage companies, below are #4, #5, & #6. 

I also wanted to share that  I received a nice email from Jim Fowler, CEO of Jigsaw, about my first post thanking me for the mention.  Very cool on his part and a great example of proactive marketing.  I'll cover blog commenting and follow-up as part of #11 below.

Here's a recap of the entire list:

   1. Brokered introductions
   2. Partner marketing
   3. Direct outreach & appointment setting
   4. Tele-prospecting/tele-surveys
   5. Guaranteed lead generation programs
   6. Sponsored email blasts
   7. On-line advertising
   8. Email newsletter nurture programs
   9. Direct mail
  10. Events
  11. Market awareness – self generated
  12. Market awareness – through a PR firm
  13. Analysts
  14. Print advertising

4.  Tele-prospecting/tele-surveys

• This is a softer outreach approach not solely intended to drive to a meeting (although that can happen); mostly you will get information about your targets and possibly stumble across an active project
• There are many different vendors that can provide this service and they generally price on a per company/number of contacts defined per company model.
  
• I am a fan of defining a set of target companies and canvassing them with a 'survey' – questions that help you qualify them as a candidate for your product/service as well as provide you a bit of market research that you can a) use to sharpen and focus your sales efforts and b) package into marketing collateral for a sales tool and PR efforts (survey results)

5.  Guaranteed lead generation programs

• These programs are when you take something (a whitepaper, a webcast, survey results (per above), or the like) and push it out through a publisher (Ziff Davis, IDG, etc.) who then drives traffic to your stuff.  All horizontal and vertical publications should offer some type of option here. 
  
• Generally you will get a guaranteed lead count based on some qualification criteria.  You can probably also ask qualifying questions that you can fashion into "survey results" as well.
• Understand that the qualifying questions are generally not going to identify which leads are best as most people select whatever to get to the download they are seeking.
  
• Also bear in mind that these are warm contacts who have raised their hands about being interested in something about what you do, not you specifically.  It is important to properly manage internal expectations on how strong these 'leads' are.

6.  Sponsored email blasts

• These are generally available through the same publishers as above but these allow you to sponsor or promote on some type of daily, weekly, quarterly email to their subscriber base.  Have some type of marketing asset (whitepaper, case study, survey results, etc.) to promote/hyperlink to that lead to a landing page to capture contact information.
• These are pretty easy to do but offer varying degrees of success.  Again, expectations are important as a list of 40k recipients may generate only a handful of clicks and even fewer downloads.

I connected with a good friend a couple weeks ago who asked me for my thoughts on enterprise lead and demand generation for early stage companies.  I am way overdue in getting back to him and over the weekend ended up pulling together a pretty lengthy write up on the topic.  In addition to finally getting back to him, I thought I would share it here over a few posts starting with #1, #2, and #3 below.

I am a firm believer in building a layered approach to lead and demand generation where simultaneous programs are running over time to build awareness and generate interest.  Obviously, your results will be better if you have achieved product/market fit and know who you are targeting.  If you are still figuring this out, you can use these efforts to include/exclude targets and learn along the way.  Just make sure to watch your budget and ensure there is institutional patience to go through the process.

For this exercise, I came up with fourteen areas that can be used ranked based on degree of "touch" and, in many cases, dollars required:

   1. Brokered introductions
   2. Partner marketing
   3. Direct outreach & appointment setting
   4. Tele-prospecting/tele-surveys
   5. Guaranteed lead generation programs
   6. Sponsored email blasts
   7. On-line advertising
   8. Email newsletter nurture programs
   9. Direct mail
  10. Events
  11. Market awareness – self generated
  12. Market awareness – through a PR firm
  13. Analysts
  14. Print advertising

1. Brokered introductions

• The elusive warm introduction that gets you to the decision maker who has the budget and is open to doing business with someone they have never heard of.  It does happen…but rarely.
• These types of relationships are important if you are looking for your first deals.
• Some VC firms can broker these discussions based on their relationships or find you the person who use to be the SVP of something important at BigCo who knows the CEO at BigCo.  Be prepared to pay 10% of the deal value if something closes.
• You may also be able to find folks that are willing to walk you into opportunities for a cut as well.  These may be independent sales reps, retired/out of work major account managers, etc.  Be prepared to be disappointed so don't pay a retainer, pay a commission.
• There are firms that provide services like this as well.  Their models vary but generally include some type of retainer plus commission percentage
• Searching on "sales acceleration" or the like will turn up some options
• Also take a look at companies like Landmark Ventures, Insight Ventures, or the Roundtable Network which is security focused

2.  Partner marketing

• Bar none, partner leads are the most qualified you can get.  If you don’t have partners, get some
• Keep in mind partnering is time and resource consuming.  It can also be perilous so don't put all your eggs in one basket
  
• A referral selling agreement is a must have in the legal docs arsenal.  It should be short and sweet that allows both parties to get paid if they refer business to each other.  Either a fixed dollar amount per deal or something like 8-10%.  Maybe has a co-marketing or press release agreement as well.
• Companies that you combine with to offer a whole solution will be more amenable to referral agreements and I believe they are the first step to securing reseller/OEM type deals because it allows both parties to formally work together and test the market.
• Reseller/OEM relationships are more complex w/ VARs and resellers wanting 20-40% depending on how far they carry the deal.

3. Direct outreach & appointment setting

• This can be done with a dedicated inside sales person or contracted consultant.  Consider compensation tied to meetings secured, those that convert to forecasted deal, and/or those that convert to close
• This can also be done with a 3rd party although I have never seen this work well.  It will, however, rapidly generate sales pipeline activity.  They generally get the right people to the phone but rarely qualify them as interested buyers. 
  
• Lean on your own sales team to prospect and set appointments themselves.  A territory/major account plan can help with this.  Hoover's is the standby contact manager but check out Jigsaw for more meaningful/relevant contacts.