Below are five brief considerations, all essential, for B2B marketers planning a media-driven lead generation promotion with social media and Web 2.0 in mind.

1. Market planning – develop strategies that leverage existing marketing assets. Identify, at the onset of the planning process corporate and channel assets to deliver your message.

2. Sales personalization – Personalizing messages when possible will drive performance. Make sure that critical content is being delivered by subject matter experts, whether they are in-house or credible third parties. Always follow up with any communication and support your efforts with strong 360 customer contact.

3. Branded media – Branded media is the anchor for any media-driven lead-generation campaign. Branded media should be considered the primary audience acquisition strategy to cast a wide net around prospects. Large media companies offer extensive reach through a range of publications with databases of subscribers of magazines and online newsletters across specific niches. Even relatively small marketers can improve their audience acquisition efforts in a big way by partnering with publishers in a more strategic manner.

4. Supplemental lists and opportunistic buys – make sure to tap into buying networks and partners to get the word out. This is where ad word purchases, banner placements and other non-branded sponsorships fits to drive an audience. Here, too, make sure to link to any social media programs that are in place.

5. Database development and analysis – make sure to catalog as much data as it is possible to collect. Associate the data with the individual prospect, keeping in mind prevailing privacy best practices. This data helps create smarter campaigns by tracking how well the elements work and those elements include media placement.

Marketers who develop programs that engage the customer will find themselves best able to take advantage of these opportunities.