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: [email protected]
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
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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.
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