Five key lead generation strategies for game industry tech start-ups

Recently I was asked to pull together a simple “one-pager” on lead gen for a game industry start-up. While lead gen has been always been a big part of offline marketing (outbound marketing for sure), today any study of lead generation primarily focuses on online tactics (called inbound) lead generation. See HubSpot’s excellent ebook on the subject for instance and you’ll know what I mean. This said, I took it upon myself to think about what successful lead generation might look like both online and offline for companies providing tech solutions in the game dev space.

In my opinion, effective lead generation is a part of any creative, integrated, multi-channel marketing function that helps build brand awareness and reputation. It should provide a steady flow of qualified sales leads reflecting upon the effectiveness of your company’s marketing initiatives, both inbound and outbound.

Strictly addressing the problem from a marketing perspective, here are five ways you should address lead generation after determining the bait you are going to put on the hook to generate leads; in general lead generation offers are designed to motivate a response. The offer should provide a reason to act, or minimally, contact your organization for more information. It can be a consumer-like incentive with personal benefit to the recipient, or it can be related to solving a business problem.

Hare are my five key lead gen techniques:

  • Content marketing

Never launch anything without a blog, but your potential customers need to know the company, and especially the blog, exists, so you’ll have to work hard initially to get the word out.  Blog posts can be reseeded to analysts and game industry/enterprise industry news sites hungry for content. Start promoting your site and your blog on twitter, create a LinkedIn Group, or get very active in one in your area of expertise. Also consider answering questions on Quora as often as you can.  Write and publish white papers. Post your slide decks on Slideshare or Scribd or whichever site you like for publishing slide decks. Ask to get included in industry newsletters by writing some content. If you build any kind of tool, create repurpose-able content, or have an API or SDK you want to promote, try to get into any industry app stores, such as the Unity Asset Store  – minimally for market outreach (e.g., to send developers back over to your site to check out your product), or craft an SDK  to give away.

  • Live marketing

Do webinars. Often. Many services exist to support webinars, but if you want free ones, check out 9 Best Free Webinar Software For Marketers And Businesses. More recently Google+ Hangouts has become popular. Everyone from the tech support folks to the CEO can and should participate, time permitting. Often the webinars flow well when presented in Q&A or interview form. Attend and speak at as many conferences as you can. Many gaming and game industry small conferences and meet-ups happen in big cities such as SF and NYC, so be prepared to travel if you don’t live in a bigger city. Have your execs and top tech guys do interviews wherever you can get them in. This is not hard if you have the connections. Cold call if you have to to make the connections.

  • Channels marketing

Seek out and take advantage of any and all possible partnerships. Bring on a few choice resellers. Research and make a short list for US, Canada, Asia, Europe, LATAM and Australia. Set up an affiliate service on or off your web site. Don’t totally ignore education channels. Have a presence at a few big universities so students are aware of the company. Good way to get good interns as well, and when they join the workforce they will promote your company.

  • Social media marketing
Gleanster Social Media Deep Dive Survey
Gleanster Social Media Channels used by Top Performers

Set up a LinkedIn Group or get super active on other groups and enhance your Facebook page, or create a new one for each product. Be on twitter every day, tweet and retweet often. Create a Pinterest page of any good visuals from games helped by your tech, fun “life at my_company ” photos and/or create and pin infographics about successful customer campaigns thanks to your tech’s help. Perhaps get active on Instagram as well. Go wherever game developers hang out. Social is easy and there are many paths to great social media marketing. I would suggest trying out a lead tool such as Lead Rocket to manage this in conjunction with any email campaign strategy you are already thinking of.

  • Traditional media outreach and PR

Put out Marketwire press releases from time to time. Work the analysts. Get on the radar of a few large analysts and hopefully get mentioned in their reports, e.g., IDC, M2 Research, Newzoo (Europe), Screen Digest, NPD, Jaffe, etc. which should lead to better, pre-qualified leads. Ask analysts, thought leaders and pundits to conduct product reviews for your product specifically. Good reviews are gold, less than stellar reviews will yield useful feedback. Take out a full-page or back cover ad in Game Developer or Casual Connect magazines if you have a catchy tag-line or clever ad, but user test it before spending the big bucks this requires. Consider traditional lead gen techniques such as buying mailing lists from IGDA, GDC, IGN, GBR, etc. if possible (and if desired). Obviously host game jams and contests. Charity:  consider contributing some tech developer time to Humble Bundle and maybe get a little exposure from this while contributing to a nice cause.

Lastly, make sure everyone in your company, from the admins to the CEO know how to state your value prop and your mission clearly and succinctly, as word of mouth is still your best (and free) marketing tool.  A value proposition is a clear statement of the tangible results a customer gets from using your products or services.

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