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Lead Generation 101

Posted by Janet Fazio on Jun 28, 2016 4:34:24 PM

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Definition:

A lead generation process describes the act of capturing and engaging interest in a specific product or service, with the overall goal of developing a sales funnel of qualified leads. 

To boost a lead generation process and optimize the quality and quantity of leads you generate, follow these steps:


Step 1: Define

Who is your target audience?  Who are the decision makers and who are the influencers? What are their unmet needs?  How does your product satisfy those needs

 

Step 2: Capture 

A lead generation process begins with a prospect's initial engagement with the business. And can include connection with your blog, downloading white papers or a discussion on a social networking site. Regardless of the platform, it's essential to capture that transaction for consideration and future nurturing.  Identify all sources of potential leads.  Sales, service, Contact Us, tradeshows 

 

Step 3: Nurture 

Leads that are not ready for a hand-off to sales need to go into the nurturing bucket, a critical part of the lead generation process. As a fair amount of these leads are often in the research phase, emails, offers and targeted content should help that process rather than focus on overt selling.  For leads that need to be nurtured, develop your drip/nurture campaign strategy including your Initial outreach email with call to action, response triage plan, your landing page for incoming responses, and your follow-up contact strategy

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Step 4: Score 

Lead quality is just as important as quantity. Lead scoring can be a valuable way to segment potential leads into various funnels based on lead quality, size, demographic, etc. Overall, leads are scored based on factors such as: demographics, source data and behavior. Leads with a sales-ready score are handed off to sales or sales development for further follow-up. Giving a lead to the sales team is not a simple hand-off. For effective delivery, include as much information about the prospect as possible to help the sales team land the sale. You should have an idea of the potential customer’s hot buttons based off responses during the nurturing process.  Feed this information to your sales team so they are prepared with how your product or service meets the customer’s needs.  Information to share with the sales team can include: what type of marketing activities has the prospect responded to best and which product are they are likely to purchase based on previous responses.



Evaluate and Refine:

To maintain a successful lead generation process, evaluate leads carefully with the sales team to refine your scoring algorithms. Continual adjustment means you can alter your initiatives based on the requirements of immediate business conditions.



 

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