Follow this simple step-by-step playbook to develop a lead-generation strategy that provides a steady flow of qualified leads to your sales team.

LEAD GENERATION PLANPlaybook & Toolkit

Table of Contents LEAD GENERATION PLAN

Introduction 05

Conclusion 22

Framework 03

About This Playbook 23

06

8

12

14

16

20

stage

stage

stage

stage

stage

stage

1

2

3

4

5

6

Understand Lead Gen

Plan Your Strategy

Defining What a “Lead” Is

Implement Technologies

Lead Gen Programs

Evaluate Program ROI

Maturity Model 04

Qualified Lead Definition Tool

Marketing Funnel Template

Marketing Channel Ranking Tool

Content Marketing Plan

Metrics Dashboard

Marketing Automation Software Selection

Marketing Automation ROI Calculator

Marketing Automation Consulting RFP

Marketing Automation Vendor Evaluation

Marketing Automation Vendor Matrix

Sales Productivity Metrics

Advertising Calendar & Budget

Advertisement Evaluation Matrix

Advertising Plan Checklist

Events Database Template

Tradeshow Lead Capturing Form

Objectives Scorecard

Maturity Assessment

Revenue Marketing Transformation

LEAD GENERATION PLANFramework

Leverage the framework below to quickly empower your organization’s lead generation strategy.

Click the buttons below to access all related training, tools, templates, and other resources.

Lead Scoring Template

Marketing Calendar Template

Develop Customer- Centricity with CRM

Marketing Automation Maturity Assessment

Marketing Automation Business Case

Marketing Automation System RFP

Webinar Program Plan

Tradeshow Evaluation Checklist

Nurturing Leads with Podcasts

PLAN2 EVALUATE61 UNDERSTAND

Lead Acquisition Model

IMPLEMENT4 PROGRAMS5DEFINE3

STAGE 1 - UndefinedSTAGE 2 - Progressive

STAGE 3 - MatureSTAGE 4 - World-Class

No CRM or Marketing Automa-tion System in place

Metrics: #ads, #impressions

Focus on branding & marcom activities

Viewed as cost-center (invest-ment in brand)

Difficult to get budget for marketing programs

Processes are ad-hoc

CRM System in place with reasonable rep adoption

Metrics: #leads, #clicks

“Leads” are passed to sales but don’t have set criteria

Viewed as cost-center (cost per lead)

Processes are defined

Sales complains about lead quality and quantity

CRM and Marketing Automation are in place and integrated

Metrics: #opportunities, $pipe-line, cost per acquisition

Leads are well-defined with agreed-upon definition by both sales & marketing

Viewed as a Revenue Driver

Processes are automated with marketing automation

Systems are being used to to their full potential

Metrics: $Revenue, Program ROI, ROMI, CLV

Lead generation is scalable

Revenue accountability

Viewed as Profit-Center

Processes are constantly tweaked to improve results

LEAD GENERATIONMaturity Model

V I E W R E S O U R C EWant to rate your organization’s Lead Generation maturity with an interactive tool? Download our Lead Generation Maturity Assessment and get started today!

5LEAD GENERATION PLAN

1 2 3 4 5 6

Introduction

Understand Lead Gen

Plan Your Strategy

Defining What a “Lead” Is

Implement Technologies

Lead Gen Programs

Evaluate Program ROI

Stage 1 - Understand Lead GenLead Generation Maturity Assessment

Stage 4 - Implement TechnologiesCRM & Marketing Automation Systems Implementations & Integrations

Stage 5 - Lead Gen ProgramsCalendar for Advertising, Email, Inside Sales, Tradeshows, Webinars, Podcasts

Stage 3 - Defining What a “Lead” IsQualified Lead Definition, Lead Scoring Framework

Stage 2 - Plan Your StrategyMarketing Funnel, Lead Acquisition Model, Strategy Scorecard, Content Plan

Stage 6 - Evaluate Program ROILead Generation Metrics Dashboard

Major Outputs from this Process:How to Use this Playbook

This playbook consists of six stages, each with a description, steps, and action items. Action items include using our how-to guides and premium tools and templates. Our intention with this playbook is to help you:

Understand lead generation and identify opportuni-ties to improve your organization’s capabilities

Evaluate and select the technology that will be the backbone of your lead generation strategy

Plan and craft a strategy to develop a steady flow of qualified leads for your sales team

Understand Lead GenSTAGE 1

LEAD GENERATION PLAN

In Stage 1, you will focus your efforts around analyzing your current lead-generation capabilities, identifying areas for improvement, and learning lead-generation best practices.

Key steps in this stage include:

STEP 1: Conduct a Lead Generation Assessment

STEP 2: Understand “Revenue Marketing” Journey

7LEAD GENERATION PLAN

Introduction

Understand Lead Gen

1

Strategy, Process & Skills

Marketing Automation & Lead Management

Direct & Database Management

Website, Blog & Community

Website, Blog & Community

Conversion & Landing Pages

Campaign Measurement & Reporting

Conduct a Lead Generation AssessmentSTEP 1

Action Item

Use the Lead Generation Maturity Assessment to deter-mine your organization’s strengths and weaknesses when it comes to generating qualified leads to your sales organization.

Areas of the assessment include:

V I E W R E S O U R C E

2 3 4 5 6

Plan Your Strategy

Implement Technologies

Lead Gen Programs

Evaluate Program ROI

Defining What a “Lead” Is

Executive Summary

The Revenue Marketing Journey

The Four Key Stages

The 6 Controls of the RM6 Model

Action Plan

Bottom Line

Understand “Revenue Marketing” JourneySTEP 2

Action Item

Read our How-to Guide Revenue Marketing Transforma-tion to understand how leading consultancy, The Pedowitz Group, transforms their clients into revenue-producing machines.

Sections of the guide include:

REVENUE MARKETING

TRANSFORMATION How-to Guide

V I E W R E S O U R C E

Plan Your StrategySTAGE 2

In Stage 2, you will develop your lead-generation strategy.

Key activities and deliverables include:

STEP 1: Create the Marketing Funnel

STEP 2: Prioritize Lead Gen Programs

STEP 3: Define Lead Gen Strategy

STEP 4: Craft Content Marketing Plan

STEP 5: Develop Lead Acquisition Model

LEAD GENERATION PLAN

9LEAD GENERATION PLAN

Introduction2

Plan Your Strategy

Prospects Touched

# Prospects Who Respond

Marketing Qualified Leads

Sales Accepted Leads

Sales Qualified Leads

Deals & Revenue

Brand Promotion Quality

Lead Quality

Cost Per Channel/Event

Create the Marketing Funnel Prioritize Lead Generation ProgramsSTEP 1 STEP 2

Action Item Action Item

Use Marketing Funnel Template to calculate the number of leads you will need in order to meet your revenue targets for deals sourced by Marketing for this period.

Use our Marketing Channel Ranking Tool to identify which lead generation programs will provide the most value for money and justify what to include in your lead generation strategy.

Stages in the marketing funnel include: This analysis will determine:

V I E W R E S O U R C E

1 3 4 5 6

Understand Lead Gen

Implement Technologies

Lead Gen Programs

Evaluate Program ROI

Defining What a “Lead” Is

V I E W R E S O U R C E

10LEAD GENERATION PLAN

STEP 3 STEP 4

Objectives

Programs & Activities

KPIs & Metrics

Target Timeframes to Achieve Goals

Identify Objectives

Understand Buyers

Identify Gaps

Build Content

Organize Distribution

Measure Your Program

Define Lead Generation Strategy Plan Craft a Content Marketing Plan

Action Item Action Item

Use our Lead Generation Objectives Scorecard to docu-ment a brief strategy plan for your lead generation program.

Use our Content Marketing Plan that comes with additional tools and templates to develop a content strategy that will power your lead generation programs.

Key information to include in your scorecard: Stages of this playbook include:

V I E W R E S O U R C E V I E W R E S O U R C E

Introduction2

Plan Your Strategy

1 3 4 5 6

Understand Lead Gen

Implement Technologies

Lead Gen Programs

Evaluate Program ROI

Defining What a “Lead” Is

11LEAD GENERATION PLAN

STEP 5

Direct Marketing Campaigns

Indirect Marketing Communications

Registration or Activation

Lead Scoring

Lead Nurturing Campaign

Lead Assignment

Develop Lead Acquisition Model

Action Item

Use our Lead Acquisition Model to build a simple process diagram that visually communicates how your lead genera-tion and nurturing strategy will work.

Components of the model can include:

V I E W R E S O U R C E

Introduction2

Plan Your Strategy

1 3 4 5 6

Understand Lead Gen

Implement Technologies

Lead Gen Programs

Evaluate Program ROI

Defining What a “Lead” Is

Defining What a “Lead” IsSTAGE 3

In Stage 3, you work with Sales to standardize the definition for a “lead”.

Key activities include:

STEP 1: Agree on Lead Definition

STEP 2: Define Lead Scoring Parameters

NOTE: The lead scoring model from this Stage should be incorporated into a Marketing Automation system.

LEAD GENERATION PLAN

13LEAD GENERATION PLAN

Company (size, industry, location)

Contact (seniority level, decision-maker)

Buying Stage & Needs

Spending Authority

Recentness of Activity (web visits, downloads, call, etc.)

Company (size, industry, location)

Contact (seniority level, decision-maker)

Buying Cycle Stage

Interest

Actions (page views, pricing page visits, etc.)

Recentness of Activity (web visits, downloads, call, etc.)

Agree on Definition of a “Lead” Define Lead Scoring ParametersSTEP 1 STEP 2

Action Item Action Item

Use the Qualified Lead Definition Tool to agree with Sales leadership on the key criterion required for a lead to be considered qualified for sales.

Use the Lead Scoring Template to customize a frame-work for scoring leads on a manual basis. If you have a marketing automation system, automate this process with lead scoring rules.

Key qualification criterion: Sample Lead Scoring Criteria:

Introduction

Defining What a “Lead” Is

3

V I E W R E S O U R C E V I E W R E S O U R C E

1 2 4 5 6

Understand Lead Gen

Plan Your Strategy

Implement Technologies

Lead Gen Programs

Evaluate Program ROI

14LEAD GENERATION PLAN

Implement TechnologiesSTAGE 4

Stage 4 will help you select, implement and integrate your Lead Generation technology solutions:

STEP 1: Implement a SFA/CRM System

STEP 2: Implement a Marketing Automation System

NOTE: This playbook assumes you have a solid understanding of the systems mentioned in this Stage and you already know the business benefits that can be derived from implementing & integrating them.

LEAD GENERATION PLAN

15LEAD GENERATION PLAN

CRM System RFP Template

CRM Vendor Evaluation Matrix

CRM Program Metrics Dashboard

CRM Administrator Job Description

Introduction

Implement Technologies

4

CRM Readiness Assessment Tool

CRM Program Strategy Scorecard

CRM Maturity Assessment

CRM Business Case Template

CRM Consulting Services RFP

Marketing Automation Business Case

Marketing Automation Consulting RFP

Marketing Automation Maturity Assessment

Marketing Automation ROI Calculator

Marketing Automation System RFP

Marketing Automation Vendor Evaluation

Marketing Automation Vendor Matrix

Implement a SFA/CRM System Implement a Marketing Automation SystemSTEP 1 STEP 2

Action Item Action Item

Use the following guide and 9 tools and templates to imple-ment a SFA/CRM system.

Use the following guide and 7 tools to implement a Marketing Automation system.

How-To Guide: Develop Customer-Centricity with CRM: How-To Guide: Selecting Marketing Automation Software:

1 2 3 5 6

Understand Lead Gen

Plan Your Strategy

Lead Gen Programs

Evaluate Program ROI

DEVELOP CUSTOMER- CENTRICITY

WITH CRM How-to Guide

SELECTINGMARKETING

AUTOMATIONSOFTWARE

How-to Guide

V I E W R E S O U R C E V I E W R E S O U R C E

Defining What a “Lead” Is

Lead Gen ProgramsSTAGE 5

In Stage 5 you will be organizing your key lead generation programs by creating a Marketing Calendar.

Additionally, we have included resources for the following lead generation channels:

STEP 1: Organize Your Lead Generation Programs

STEP 2: Plan Your Advertising Campaigns

STEP 3: Get Inside Sales Moving with Metrics

STEP 4: Develop a Podcasting Program

STEP 5: Engage Targets with Webinars

STEP 6: Generate Leads from Industry Tradeshows

LEAD GENERATION PLAN

17LEAD GENERATION PLAN

Introduction

Lead Gen Programs

5

Provides summary of all activities

Visualizes lead generation programs

Breaks down all activities by month

Shows Sales how Marketing adds value

Demonstrates organizational planning

Advertisement Evaluation Matrix

Online Advertising Plan Template

Online Advertising ROI Calculator

Advertising Plan Checklist

Organize Your Lead Generation Programs Plan Your Advertising CampaignsSTEP 1 STEP 2

Action Item Action Item

Use our Marketing Calendar Template to plan and organize all of your lead generation activities and then provide to your sales team so they can keep abreast of Marketing’s activities.

Use our Advertising Calendar & Budget to plan your adver-tising campaigns, sponsorships, and other paid media programs.

Benefits of using a marketing calendar: Here are a few additional advertising resources:

V I E W R E S O U R C E V I E W R E S O U R C E

1 2 3 4 6

Understand Lead Gen

Plan Your Strategy

Implement Technologies

Evaluate Program ROI

Defining What a “Lead” Is

18LEAD GENERATION PLAN

STEP 3 STEP 4

Dials/Day

# New Prospects (set appointments)

# Demos

What is a Podcast?

Business Benefits of Podcasting

Attracting Listeners to Podcasts

How to Record a Podcast

Action Plan

Get Inside Sales Moving with Metrics Develop a Podcasting Program

Action Item Action Item

Use our Sales Productivity Metrics (Daily, Monthly, Quar-terly) to train inside sales reps on which metrics will be tracked and what they need to do on a daily basis to be successful.

Use our How-To Guide: Nurturing Leads with Podcasts to learn how you can develop a solid podcasting program and add a new type of interactive content to your lead gen mix.

Following are some key metrics you need to track: Here is what you will learn in this guide:

Introduction

Lead Gen Programs

51 2 3 4 6

Understand Lead Gen

Plan Your Strategy

Implement Technologies

Evaluate Program ROI

NURTURINGLEADS WITH

PODCASTS How-to Guide

Defining What a “Lead” Is

V I E W R E S O U R C E V I E W R E S O U R C E

19LEAD GENERATION PLAN

STEP 5 STEP 6

Objectives & Buy-In

Pre-Webinar Planning

Webinar Execution

Post Webinar Marketing

Program Measurement

Tradeshow Evaluation Checklist

Tradeshow Evaluation Matrix

Tradeshow Lead Capturing Form

Tradeshow Program ROI Calculator

Tradeshow ROI Calculator

Engage Targets with Webinars Generate Leads from Industry Tradeshows

Action Item Action Item

Use our Webinar Program Playbook that comes with tools and templates to map out a webinar program that keeps your prospects and customers engaged.

Use our Events Database Template to document all the tradeshows and events happening in your industry and then select the best ones to attend to generate hot leads.

Stages of this playbook include: Here are a few additional tradeshow resources:

V I E W R E S O U R C E V I E W R E S O U R C E

Introduction

Lead Gen Programs

51 2 3 4 6

Understand Lead Gen

Plan Your Strategy

Implement Technologies

Evaluate Program ROI

Defining What a “Lead” Is

Evaluate Program ROISTAGE 6

Now that you have trained organized all of your lead-generation programs, you need to develop a dashboard for collecting key metrics and determining program ROI.

Steps in this Stage include:

STEP 1: Building a Lead Generation Dashboard

LEAD GENERATION PLAN

21LEAD GENERATION PLAN

Introduction

Evaluate Program ROI

6

New Leads by Channel

Opportunities in Pipeline

Contacts in Database

Cost Per Lead

Landing Page Conversion Rate

Click Through Rates for Email Marketing

Build a Lead Generation DashboardSTEP 1

Action Item

Use our Lead Generation Metrics Dashboard to collect metrics and report on the success of your lead generation program efforts.

Following are some key metrics to analyze:

V I E W R E S O U R C E

1 2 3 4 5

Understand Lead Gen

Plan Your Strategy

Defining What a “Lead” Is

Implement Technologies

Lead Gen Programs

22LEAD GENERATION PLAN

Conclusion

At the end of any project, it’s always a good idea to review it and identify areas for improvement.

Demand Metric has the tools and expertise to help you build an effective lead generation program:

Create or audit your existing lead generation processes

Implementing CRM or Marketing Automation solutions

Developing content to fuel your lead generation programs

To learn more, contact Demand Metric: info@demandmetric.com

LEAD GENERATION PLAN

23LEAD GENERATION PLAN

About This PlaybookThe ANA (Association of National Advertisers) makes a difference for individuals, brands, and the industry by driving growth, advancing the interests of marketers and promoting and protecting the well-being of the marketing community.

Founded in 1910, the ANA provides leadership that advances marketing excellence and shapes the future of the industry. The ANA’s membership includes more than 1,000 companies with 15,000 brands that collectively spend or support more than $400 billion in marketing and adver-tising annually. The membership is comprised of more than 750 client-side marketers and 300 associate members, which include leading agencies, law firms, suppliers, consultants, and vendors.

Further enriching the ecosystem is the work of the nonprofit ANA Educational Foundation (AEF), which has the mission of enhancing the understanding of advertising and marketing within the academic and marketing communities.

LEAD GENERATION PLAN

24LEAD GENERATION PLAN

About This Playbook

LEAD GENERATION PLAN

Demand Metric is a marketing research and advisory firm serving a membership community of over 106,000 marketing professionals and consultants in 75 countries.

Offering consulting playbooks, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction, and complete marketing projects more quickly and with greater confidence — thus boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed.

To learn more about Demand Metric, please visit www.demandmetric.com

© Demand Metric Research Corporation. All Rights Reserved.

www.demandmetric.com

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