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