The purposes of most marketing campaigns can be broadly classified into two main goals: acquiring new leads/customers and engaging or retaining existing customers. Whether a campaign is lead-focused or customer-focused depends on the company’s goals, target audience, and stage in the customer lifecycle..

For factoring brokers and consultants, marketing campaigns typically focus on lead generation to attract businesses that need cash flow solutions and customer engagement to build trust, maintain relationships, and generate repeat business or referrals. Here’s how campaigns can align with your goals: