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Multi-channel Marketing! Simple put, communicate with your prospect in multiple ways - direct (phone, email, direct mail, events, networking); indirect (website, blog, PR, SEO/SEM) and partners (resellers, referrals, endorsers). There are two levels of multi-channel marketing in B2B lead generation, one is across the main major channels, direct, indirect and partner and the other is within each channel with utilizing multiple communication methods and, in the case of partners, lead sources. As an example, let's take the direct channel. If your lead generation program is only teleprospecting/telemarketing and the networking you do, you are failing to reach a large percentage of your audience. Studies continually show that people respond to B2B marketing differently. Some answer their phone regularly, but will never respond to emails. Others never pick up the phone, have effective screeners, but will read and respond to much of their email. This higher up in an organization you go, you'll find that executives like to network with their peers at events. Therefore, when you are working hard to deliver your finely tuned, very specific marketing message to the right target at the right time with a great unique value proposition and a fantastic call to action, all communicated in a relative manner to their industry and their role within the company - - DON'T WASTE IT BY NOT COMMUNICATING THROUGH MULTIPLE CHANNELS AND COMMUNICATION METHODS. As for indirect and partner channels, ensure that your message flows consistently throughout and is clear for all audiences. If this task seems just a bit too much to handle or manage with your current resources, there are many fine business marketing services and marketing consulting firms out there to help you along.

Marketing Challenges - The TOP 5 Marketing Sherpa recently published their 6th annual B2B Marketing Benchmark Report. In the report, there were many very interesting findings. Among those, here are the Top 5 challenges for B2B marketers responding to the research: * Generating high quality leads * Marketing to a lengthening sales cycle * Creating perceived value * Generating a high volume of leads * Marketing to a growing number of people in the buying process These top five challenges strongly endorse everyone to focus on the following items in their marketing: * Marketing strategy * Custom list building - having the right contacts, keeping your database clean * Meaningful marketing campaigns - plan an integrated approach * Lead generation offers - content development * Marketing messaging to each of the different buyers - address their pains and challenges * Lead nurturing * Multi-channel marketing to reach as many target prospects as possible If you are interested in more, visit their website. Apollo's central hub for up-to-date B2B marketing, lead generation and nurturing information and best practices: http://blog.apollosmg.com Apollo Sales & Marketing Group http://www.apollosmg.com