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The Complete Guide To Lead Generation Campaigns

Lead Generation Is A Very Important Aspect Of Any Company.

Lead generation is the life blood of every business. Lead generation involves finding potential

prospects, and collecting their contact information - it has nothing to do with setting appointments and

closing sales! Online technologies have opened up a virtual ocean of prospects for lead generation,

however there is a potential downside. You can end up with so many poor quality leads, that is wastes

both your time and money

A lot of businesses are struggling these days and not because of stiff competition. Whether they like it or

not, there will always be other companies that will also jump into their bandwagon and then sell and

promote the same type of products and/or offering the same kind of services.

So, where is the blunder in marketing and sales? It’s in poor lead generation campaigns - or none at all.

The sad fact is, there are some companies that have a pool of highly-trained sales personnel but their

lead generation experts are not experts at all. Then, there are some companies that don’t have

anyone doing their lead generation campaigns at all. More often than not, many efforts yield results in

un-qualified leads, but as always, the best way to obtain leads is to generate your own.

Are you preparing to launch a lead generation campaign for your product or service? If so, you have

probably reviewed some of the thousands of articles addressing these campaigns; encouraging you to

generate, capture, evaluate, route, qualify, nurture, analyze and follow-up on leads. However, there

are four questions you should answer before you begin any lead generation campaign.

4 Questions You Need To Answer For Every Lead Generation Campaign.

What Are You Selling?

You know your product or service inside out. You understand every nuance, every nut and bolt

involved. That is good, however if you can’t explain it to a potential customer, all that knowledge is of

limited value. It is vital to any lead generation campaign to create descriptions that are simple, clear

and concise, and describe your product or service in language anyone can fully comprehend.

Who Needs What You Are Selling?

Study your existing customer base for a good idea of who needs what you have to offer. It may be

obvious that hydraulic engineers need your product or service, but think about other areas that are

similar, or even slightly related. Maybe a well-drilling company would benefit from what you offer. Or a

city landscaping department?

When & Most Importantly Why Do They Need It?

Some products appear to be needed more at one time than at others. There may be a large seasonal

market, or only be needed when some. These factors would prompt lead generation efforts at those

specific times.

How Do They Find You?

A very effective method for determining how potential customers look for, find and engage with

businesses is through your existing customers. Email a survey asking for details on what made them

elect to work with your company. Encourage responses by offering something in exchange for their

completed survey; a free report or a future discount - be creative!

Once you have answered these four questions you will be ready to proceed with your lead

generation campaign – and your efforts will be much more successful and profitable!

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What Is Lead Generation & Why Is It So Important.

Lead generation describes the marketing process of stimulating and capturing interest in a product or

service for the purpose of developing a sales pipeline.

In today’s complex marketing climate, lead generation has become a popular strategy to help create

demand and get your marketing messages heard across multiple channels. Lead generation helps

your company increase brand awareness, build relationships, generate qualified leads, and ultimately

close deals!

Mature companies achieve 133% greater revenue versus their plan than average companies, and

174% more than the least mature companies. Additionally, sales reps at mature companies spend 73%

of their time selling (rather than on administrative tasks, training, etc.). At companies without mature

lead generation strategies, sales reps spend only 57% of their time selling. If you can generate more

leads for your sales team, not only are you helping your company grow, but you are also helping

marketing’s credibility. You are no longer seen as a cost center, but as a viable part of the revenue

team.

The Transformation Of Lead Generation - How It Has Evolved.

Traditional lead generation has undergone substantial changes in recent years, thanks to new online

and social marketing techniques. In particular, the abundance of information readily available online

has led to the rise of the “self-directed buyer” and the emergence of new ways to develop and qualify

potential leads before passing them to sales.

In the age of that “self-directed buyer” marketers need to find new ways to reach their potential

customers and get heard through all the noise. Instead of finding customers through mass advertising

and email blasts, marketers must now focus on being found, and learn to build enduring relationships

with buyers. This massive shift has sparked a huge transformation in marketing.

With the rise of the internet, we’ve left the world of information scarcity behind, and entered one of

information abundance. The problem is that information abundance equals attention scarcity. What

information consumes is rather obvious: it consumes the attention of its recipients. This has transformed

the buying process and therefore the lead generation process. Buyers are overwhelmed by all of the

noise, so they are learning to ignore the messages they don’t want to hear, and to independently

research what they want to know.

The New Buying Process.

In the old world of information scarcity “lead generation” meant that marketing found the names of

potential buyers early on in their buying journey, and then passed those names directly to sales. Buyers

expected to be educated by the sales team, and sales expected to speak to uneducated, early-

stage buyers who weren’t always qualified.

Today, a variety of educational resources are easily found through search engines, social media, and

other online channels. Through content produced and distributed by organizations, today’s buyer can

learn a great deal about a product or service before even speaking to a salesperson.

This makes your digital presence more important than ever. Both decision makers and influencers are

now most likely to find you—before you find them.

The Definition Of A Lead – What Is A Lead?

There are many definitions of a lead, and there are even more definitions of a “good lead”. A good

lead is a qualified prospect that is starting to exhibit buying behavior. Easy enough. But a company’s

definition of a lead is not often agreed on by both sales and marketing.

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Lead Generation Tactics You Will Need To Be Focusing On.

Website

Content Marketing (Creating Authentic Content)

CTA Messaging (Calls to Action)

Blogging & Blog Sign-up Forms (opt-ins)

SEO (Search Engine Optimization )

Keyword Creation (SEO)

Landing Page Creation

Social Media Activity (i.e. Facebook & Twitter)

Peer to Peer Marketing (Referrals & LinkedIn)

Google +

Creating Slide Share Content

E-mail Marketing

PPC (Pay per Click Marketing)

Content Syndication (Publishing Content)

Direct Mail Marketing & Promotional Marketing

Event Participation & Trade Shows

Webinars

Telemarketing

Inside Sales Team

Lead Nurturing (Following – Up With Prospects)

Metrics & Testing

Lead Tracking & Scoring

Revenue Tracking