What is 3rd-Party Demand-Generation?
3rd-party demand-generation can be defined as any B2B marketing programs that are run by a 3-rd party channel or agency. This means that it is not run by your own website or social media pages. A few of the most common methods of such techniques include the following:
- Content syndication – Distributing your content to targeted audiences via 3rd-party sites and purchasing leads on a cost-per-lead basis.
- High-quality lead (HQL) campaigns – Purchasing leads (generally obtained via content syndication) that have been qualified by a 3rd-party agency.
- External webinars – Sponsoring webinars on 3rd-party websites to obtain leads on a Cost-per-lead (CPL) basis.
- Shared-lead campaigns – Running lead generation campaigns with partner brands/channels (here leads are captured on 3rd-party websites).
- 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.
You need to invest in a lot of research and efforts for any of these channels to work. These efforts often aren’t always applicable to inbound efforts. A few such activities include:
- 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
Download the ebook “Getting Started with 3rd-Party Demand Generation” to know more about how best to develop an effective 3rd-party demand gen strategy.
You May Also Like to Read:
Checklist For Evaluating Potential 3rd-Party Demand Gen Partners
List of 3rd-Party Demand Gen Do’s and Don’ts