The previous article in this four-part series discussed delivering an effective message through the right medium. We've also covered briefing and concepting, and how they tie together to deliver creative that's focused on generating results.

But our creative needs to go through one last stage before it can deliver measurable results: It has to match the step-by-step lead generation process.

Why Won't They Buy?

Part of being a marketer is recognizing the various stages your customers go through before they commit to making a purchase, and developing lead generation tools that both promote and facilitate that exchange.

You understand the barriers to the purchase decision—such as limited budgets, brand inertia, and, in business, the need to prove that a solution can deliver a return on investment. In response, you've developed a series of offers and promotions to help customers overcome those challenges at each stage of the buying cycle.

But that's a job half done; you still have to put these assets out into the real world to generate demand. And to get the best results, you need a structured approach that efficiently engages the target audience during the key stages of the buying cycle.

Step-by-Step Lead Generation

Results-driven creative is all about developing efficient content that delivers measurable results.

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