When you’re in the trenches of post-click marketing, it’s easy to forget the relationship of what you’re doing to the wider context. This is especially true in lead generation because of the significant number of variables that impact success.

Whenever we lose track of the bigger picture, our landing page segmentation, engagement and conversion rates falter. You have to be in the trenches, but listening to everything around you.

Media, Tactics and Temperature

The infographic below maps media to best-fit landing characteristics—all within the context of the relative temperature of the prospect. You may characterize the temperature as relative engagement or interest level. Regardless of your preferred terminology, a prospect’s position on the scale has a direct impact on what you should say and how you should say it.

 Click image for a larger view.