Lead Generation Playbook
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This playbook outlines a step-by-step approach to create a lead-generation strategy to deliver consistent, qualified leads to sales teams. It includes stages for understanding lead generation, defining leads, implementing technology, executing lead generation programs, and evaluating program ROI. Additionally, it provides resources such as templates and tools to facilitate effective lead generation.
Lead Generation Playbook
- 1. 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 PLAN Playbook & Toolkit
- 2. Table of Contents LEAD GENERATION PLAN Introduction 05 Conclusion 23 Framework 03 About This Playbook 24 06 9 13 15 17 21 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
- 3. 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 Lead Gen Success Workshop Revenue Marketing Transformation LEAD GENERATION PLAN Framework 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
- 4. STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 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 GENERATION PLAN Maturity Model
- 5. 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 Gen Lead Generation Maturity Assessment Stage 4 - Implement Technologies CRM & Marketing Automation Systems Implementations & Integrations Stage 5 - Lead Gen Programs Calendar for Advertising, Email, Inside Sales, Tradeshows, Webinars, Podcasts Stage 3 - Defining What a “Lead” Is Qualified Lead Definition, Lead Scoring Framework Stage 2 - Plan Your Strategy Marketing Funnel, Lead Acquisition Model, Strategy Scorecard, Content Plan Stage 6 - Evaluate Program ROI Lead 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
- 6. Understand Lead Gen STAGE 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: Learn Secrets to Lead Gen Success STEP 3: Understand “Revenue Marketing” Journey
- 7. 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 1. Must-Have Points of Alignment 2. Nailing Down Your Processes 3. Picking the Best Targets 4. Data Management 5. Customer Buying Process 6. Leveraging the “Big Idea” 7. Lead Gen Blueprint Conduct a Lead Generation Assessment Learn Secrets to Lead Gen Success STEP 1 STEP 2 Action Item Action Item Use the Lead Generation Maturity Assessment to determine your organization’s strengths and weaknesses when it comes to generating qualified leads to your sales organization. Watch our workshop on Secrets to Lead Gen Success to understand industry-expert Eric Albertson’s 7 keys to improving your lead generation strategy & programs. Areas of the assessment include: The 7 keys to success are: V I E W R E S O U R C E SECRETS TO LEAD GEN SUCCESS eWorkshop W AT C H V I D E O 2 3 4 5 6 Plan Your Strategy Implement Technologies Lead Gen Programs Evaluate Program ROI Defining What a “Lead” Is
- 8. 8LEAD GENERATION PLAN Executive Summary The Revenue Marketing Journey The Four Key Stages The 6 Controls of the RM6 Model Action Plan Bottom Line Understand “Revenue Marketing” Journey STEP 3 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 Introduction Understand Lead Gen 1 2 3 4 5 6 Plan Your Strategy Implement Technologies Lead Gen Programs Evaluate Program ROI V I E W R E S O U R C E Defining What a “Lead” Is
- 9. Plan Your Strategy STAGE 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
- 10. 10LEAD GENERATION PLAN Introduction 2 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 Programs STEP 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
- 11. 11LEAD 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 24 addi- tional 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 Introduction 2 Plan Your Strategy 1 3 4 5 6 Understand Lead Gen Implement Technologies Lead Gen Programs Evaluate Program ROI Defining What a “Lead” Is
- 12. 12LEAD 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 Introduction 2 Plan Your Strategy 1 3 4 5 6 Understand Lead Gen Implement Technologies Lead Gen Programs Evaluate Program ROI Defining What a “Lead” Is
- 13. Defining What a “Lead” Is STAGE 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
- 14. 14LEAD 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 Parameters STEP 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
- 15. 15LEAD GENERATION PLAN Implement Technologies STAGE 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
- 16. 16LEAD 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 System STEP 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 SELECTING MARKETING AUTOMATION SOFTWARE 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
- 17. Lead Gen Programs STAGE 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
- 18. 18LEAD 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 Campaigns STEP 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 advertising 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
- 19. 19LEAD 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, Quarterly) 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 5 1 2 3 4 6 Understand Lead Gen Plan Your Strategy Implement Technologies Evaluate Program ROI NURTURING LEADS 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
- 20. 20LEAD 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 5 1 2 3 4 6 Understand Lead Gen Plan Your Strategy Implement Technologies Evaluate Program ROI Defining What a “Lead” Is
- 21. Evaluate Program ROI STAGE 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
- 22. 22LEAD 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 Dashboard STEP 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
- 23. 23LEAD 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
- 24. 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
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