crash course in lead generation
TRANSCRIPT
Crash Course in Lead Generation
How to Fill Your Pipeline and Win More Business
Our Agenda
• How lead generation works
• How to pull together your strategy
• Tools to make you more efficient
BONUS: Measuring your lead generation success!
What is a lead?
A lead is a potential customer who is
not yet ready to buy …
but is interested enough to give you an
email address.
What is lead generation?
Lead generation is an ongoing process
designed to keep the lines of
communication open with promising
leads while gently guiding them to
qualify themselves.
The Marketing Funnel
SEO Networking Advertising
Social media Direct mail Cold calling
Leads Website form
Initial conversation
Leads
Marketing Qualified Leads Engaged, genuine lead
Trigger action
Leads
Marketing Qualified Leads
Sales Qualified Leads Good fit? • Budget
• Authority• Need• Timeframe
Leads
Marketing Qualified Leads
Sales Qualified Leads
Opportunities Proposal
Leads
Marketing Qualified Leads
Sales Qualified Leads
Opportunities
Clients Yay!
Prospecting
Lead
Nurturing
Leads
Marketing Qualified Leads
Sales Qualified Leads
Opportunities
Clients
The moral of the story:
If you don’t have a plan for moving
leads through your funnel, you might
get lucky … but it won’t be sustainable.
What should your lead generation plan look like?
Who are your customers?
Your Buyer Persona(s)
Obstacles?
Role/Responsibilities?
Age?
Income?
Family?
Goals?
Challenges?
Title?
Where do they
go when they
have questions?
Awareness Consideration Decision
What questions do your buyer personas have at
every stage of their journey?
Your Buyer’s Journey
Awareness Consideration Decision
I have a sore throat
and a fever. What’s
wrong with me?
Awareness Consideration Decision
I have a sore throat
and a fever. What’s
wrong with me?
Aha – I have strep throat! What should
I do?
Awareness Consideration Decision
I have a sore throat
and a fever. What’s
wrong with me?
Aha – I have strep throat! What should
I do?
I can go to a
clinic or see
my doctor.
The clinic can
see me
sooner, so I’ll
do that.
Awareness
Something’s not working about our website, but
we’re not sure what?
Consideration
Where should we focus our SEO efforts?
Decision
How much should we budget to overhaul our
website?
How do I put this plan into action?
Make your website work for you!
The framework for website lead generation
OFFER CALL-TO-ACTION LANDING PAGE FORM
The mechanics of website lead generation
OFFER CALL-TO-ACTION LANDING PAGE FORM
High-value content:
• Ebooks
• Whitepapers
• Free consultations
• Coupons
• Product demonstrations
The mechanics of website lead generation
OFFER CALL-TO-ACTION LANDING PAGE FORM
Button, text or
image:
• Tells people about
your offer
• Directs them to a
landing page with
more details.
The mechanics of website lead generation
OFFER CALL-TO-ACTION LANDING PAGE FORM
Specialized
webpage:
• Explains your offer
and why it’s
valuable
• Includes a form to
download the offer
The mechanics of website lead generation
OFFER CALL-TO-ACTION LANDING PAGE FORM
Captures
information:
• Visitor gets the offer
• You get the visitor’s
email address!!
Use buyer personas and the buyer’s
journey to figure out:
Where
What
When
How
What does success look like for you?
It’s important to measure your lead
generation results:
What’s working Do more of this
What’s not working Fix it or stop it
Lead Generation Metrics
• Overall list growth
• List growth by buyer persona
• List growth by type of lead (MQL, SQL, Opportunities, etc.)
• Email opens
• Email click-throughs
• Website visitors
• Landing page views
• Call-to-action click-throughs
• Form submissions
• Proposals sent
• Total revenue growth
• Average revenue per customer
• Cost per lead
• Cost per customer