Lead funnels require constant attention. They’re like Goldilocks from Goldilocks and the Three Bears.

Pipeline too full?
Leads fall through the cracks, or salespeople don’t have enough bandwidth for thorough follow-up. This results in revenue left on the table and potential for poor user experience.

Pipeline too empty?
Revenue goals can slip, and friction between sales and marketing can negatively impact internal workflow.

How to get the pipeline just right.
As a B2B veterinary marketer, it can feel daunting to get demand gen just right. Funnel success is more than just launching the right campaigns (though that’s important, too, of course). Before you start kicking off demand gen campaigns, here are a few tips to set you up for success:

• Define lead types, such as marketing-qualified leads (MQLs) and sales-qualified leads (SQLs). This will ensure you have a shared language between sales, marketing, and management when discussing lead type and quality. Typically, MQLs are less expensive to attract than SQLs, and each lead type requires a different campaign type for activation.
  
  
• Establish target lead goals by lead type. Create monthly goals for the number of leads you need at each funnel stage. This will help you determine what campaigns are needed to drive the target demand.
  
  
• Create dashboards and reports to monitor lead gen by lead type in real time. This will help you make quick pivots when campaigns aren’t landing well with the market.

Now, to the long list of B2B veterinary marketing campaign ideas.

After you’ve established how many leads you need and what kind, it’s time to decide what campaigns will help you achieve your goals. Use this comprehensive list of campaign ideas to get started.

Keep in mind that you can run multiple campaigns simultaneously if the target audiences are different. So, for example, you may run an MQL campaign to top-of-funnel leads at the same time you run an SQL campaign to middle-of-funnel leads.

The key to all of these campaigns is that they’re gated behind a form. This means the prospect has to fill out a form to access the content or to request a demo/meeting. If we’re trying to hit lead-gen numbers, we need a mechanism to add the lead to our database. The easiest way to do this is to put the content or request behind a form.

Campaigns that Generate MQLs

Use these ideas to grow your database and add engaged prospects who you can nurture into SQLs through in-house nurturing strategies.

• Educational downloadables (eBooks, protocols, cheat sheets)
  These can be short or long-format. Shorter “snackable” content tends to perform better on paid social, so consider your channel strategy when deciding what kind of downloadable content to build. If you want to drive higher lead volumes, then focus on a broad top-of-funnel topic. Conversely, if you care more about lead quality, consider a more niche topic that closely aligns with your product or service.
  
  
• Quizzes
  Veterinarians love interactive content. Especially quizzes that evaluate their knowledge on a specific subject. If you need help developing and deploying a quiz, the Clinicina’s Brief team can help!
  
  
• Quick reference tools (treatment algorithms, point of care reference tools)
  These are typically 1- or 2-page tools designed for use at the point of care. For best results in top-of-funnel lead generation, ensure the tool's utility isn’t dependent on the prospect already having your product.
  
  
• Surveys
  Interactive surveys are a great way to gather both leads and market intelligence that you can use to refine your marketing approach or repackage into a state-of-the-industry guide. Don’t have access to a large email marketing database? No problem, the Clinician’s Brief team can help you design and deploy your survey.
  
  
• State of the industry guides
  Repackage findings from industry surveys or market research into valuable reports for veterinary professionals.
  
  
• Tradeshow giveaways
  Live event promotions can be a great way to attract new prospects into your database. Leads from high-volume giveaways are typically not very qualified and require nurturing.
  
  
• Clinical challenge campaigns
  The Clinician’s Brief team can help you create interactive clinical challenge campaigns to test veterinary professionals' knowledge and generate leads.
  
  

MQLs with Some SQLs

These campaigns are good at activating both the top and middle of the funnel, resulting in a mix of MQLs and SQLs.

• Non-CE Webinars
  While CE webinars are valuable, some topics aren’t appropriate for CE approval, such as product demos, ask the expert, and informal panel discussions. Non-CE webinars can also be appropriate for webinars you plan to produce in-house or when turnaround times are too short to get RACE approval.
  
  
• RACE-approved CE webinars
  CE webinars often drive higher attendance numbers. Often, these webinars feature a key opinion leader, a well-recognized authority on the topic. Contact the Clinician’s Brief team today to get more information about our turnkey CE webinar programs.
  
  
• ROI calculator
  Create an interactive ROI calculator that requires the prospect to enter their contact information to see their custom ROI. These are typically high-quality leads and should be handed off directly to sales.
  
  

SQLs

These campaigns are designed to schedule high-intent sales meetings with prospects. Often, these campaigns work best when targeted at an audience of engaged users who are already familiar with your product or service.

• Incentives for product demos
  Demo incentives range from gift card giveaways to drawings to win larger prizes, such as staff lunch or free products.
  
  
• Free trials/pilot programs
  These campaigns are more commonly used for capital equipment products, where implementation, utilization, or clinical efficacy are top concerns for prospects. These trial programs typically have a stringent qualification process, well-documented procedures for making them succeed, and eligibility requirements for product returns.
  
  
• Lunch and learns
  Educational presentations are very common in the animal health industry. These lunch-and-learns typically do not include CE and allow representatives to educate on clinical topics and how their products or services fit into overall treatment plans.
  
  
• Tradeshow demo booking campaigns
  Live events offer a great opportunity to connect with prospects live and book in-person demos when decision-makers aren’t present at the conference.
  
  
• Distributor campaigns
  Co-brand distributor-specific sales campaigns to drive in-office demos. Collaborate with your distribution partner to ensure the campaign is something their team can get excited about.
  
  
• Customer upsell/cross-sell campaigns.
  Launch targeted campaigns to customers to create sales opportunities for other products in your portfolio.
  
  
• Referral campaigns
  Your biggest fans are usually your current customers. Develop a campaign to incentivize your current customers to refer their friends and peers to your company for a demonstration.
  
  

Nurturing for Contacts in Database

Use these ongoing nurture campaigns to drive higher engagement from your current prospects and accelerate their journey down the sales funnel.

• Email nurture sequences by persona
  Develop emails that surface your highest-performing content based on persona. You can also include middle and bottom-of-funnel content, such as ROI calculators and case studies, in these sequences.
  
  
• Retargeting campaigns for site visitors and content engagers
  Develop email and social media campaigns to retarget engagers with high-value content and messages to drive them to the next steps in the funnel.
  
  
• Trade show pre-/post-event campaigns
  Live conferences offer an opportunity for high-value connections, but follow-up with warm leads often falls off after the show ends. Create automated emails to keep these leads engaged. Share middle- and bottom-of-funnel content to drive sales meetings.

Reach the Clinician’s Brief Audience with Your Lead Gen Content

Great campaign ideas are just the starting point for successful lead generation. A strong content distribution strategy is required to make sure your message reaches the right audience. The Clinician’s Brief team has a large suite of services available to help you achieve your lead generation goals:

• Turnkey lead gen programs
• Lead guarantee programs
• Promotional support
• Content creation
• Webinar programs
• Interactive content packages
• And more

Contact the Clinician’s Brief team today to discuss how we can help!