Lead Generation Plan Methodology

Lead Generation 01 Executive Summary
01 Assessment
02 Situation Analysis
Plan Methodology 02 Planning
03 Planning
03 Lead Definition
04 Administration
04 Technology
05 Measurement
Follow this simple, step-by-step, methodology
05 Programs
06 Budget
to develop a lead generation strategy that
06 Metrics & ROI
provides a steady flow of qualified leads to

your sales team.

© 2013 Demand Metric Research Corporation. All Rights Reserved.

How to Use this Consulting Methodology:
This methodology consists of six stages, each with a description, steps and action items.

Action items include using our premium tools & templates. Our intention with this methodology

is to help you:

1. Understand lead generation and identify opportunities to improve your organization’s capabilities.

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

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


Major Outputs from this Process:
Stage 01 – Lead Generation Maturity Assessment

Stage 02 – Marketing Funnel, Lead Acquisition Model, Strategy Scorecard, Content Plan

Stage 03 – Qualified Lead Definition, Lead Scoring Framework

Stage 04 – CRM & Marketing Automation Systems Implementations & Integrations

Stage 05 – Calendar for Advertising, Email, Inside Sales, Tradeshows, Webinars, Podcasts

Stage 06 – Lead Generation Metrics Dashboard


Lead Generation Maturity Model

Stage 1 Stage 2 Stage 3 Stage 4

Undefined Progressive Mature World-Class
• No CRM or Marketing • CRM System in place with • CRM and Marketing • Systems are being used to to
Automation System in place reasonable rep adoption Automation are in place and their full potential
integrated together
• Metrics: #ads, #impressions • Metrics: #leads, #clicks • Metrics: $Revenue, Program
• Metrics: #opportunities, ROI, ROMI, CLV
• Focus on branding & • “Leads” are passed to sales $pipeline, cost per acquisition
marcom activities but don’t have set criteria • Lead generation is scalable
• Leads are well-defined with
• Viewed as cost-center • Viewed as cost-center (cost agreed upon definition by • Revenue accountability
(investment in brand) per lead) both sales & marketing
• Viewed a Profit-Center
• Difficult to get budget for • Processes are defined • Viewed as a Revenue Driver
marketing programs • Processes are constantly
• Sales complains about lead • Processes are automated tweaked to improve results
• Processes are ad-hoc quality and quantity with marketing automation

01 Understand 04 Technology
Understand 02 Planning 05 Programs
03 Lead Definition 06 Metrics & ROI

STAGE 01 – UNDERSTAND LEAD GEN
In this Stage, 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:

1. Conduct a Lead Generation Assessment
2. Learn Secrets to Lead Gen Success
3. Understand “Revenue Marketing” Journey



STEP 1 – Conduct a Lead Generation Assessment
 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.

Areas of the assessment include:

 Strategy, Process & Skills
 Marketing Automation & Lead Management
 Direct & Database Management
 Website, Blog & Community
 Conversion & Landing Pages Download
 Campaign Measurement & Reporting



STEP 2 – Learn Secrets to Lead Gen Success
 Action Item – 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.

The 7 keys to success are:

1. Two Must-Have Points of Alignment
2. Nailing Down Your Processes
3. Picking the Best Targets
4. Data Management
5. Customer Buying Process
Download
6. Leveraging the “Big Idea”
7. Lead Gen Blueprint



STEP 3 – Understand “Revenue Marketing” Journey
 Action Item – Read our How-To Guide, Revenue Marketing Transformation to understand how leading
consultancy, The Pedowitz Group, transforms their clients into revenue producing machines.

Sections of the guide include:

 Executive Summary
 The Revenue Marketing Journey
 The Four Key Stages
 The 6 Controls of the RM6 Model Download
 Action Plan
 Bottom Line

Planning 02 Planning 05 Programs

STAGE 02 – PLAN YOUR STRATEGY
In this Stage you will develop your lead generation strategy. Key activities and deliverables include:

 Creating the Marketing Funnel
 Prioritizing Lead Gen Programs
 Defining Lead Gen Strategy
 Crafting Content Marketing Plan
 Developing Lead Acquisition Model



STEP 1 – Create the Marketing Funnel
 Action Item – use Marketing Funnel Template to calculate the number of leads you will need in order to
meet your revenue targets for deals sources by Marketing for this period.

Stages in the marketing funnel include:

 Prospects Touched
 # Prospects Who Respond
 Marketing Qualified Leads
 Sales Accepted Leads Download
 Sales Qualified Leads
 Deals & Revenue



STEP 2 – Prioritize Lead Generation Programs
 Action Item – Use our Marketing Channel Ranking Tool to identify which lead generation programs will
provide the most value for money and justify which to include in your lead generation strategy.

This analysis will determine:

 Brand Promotion Quality
 Lead Quality
 Cost Per Channel/Event

Download



STEP 3 – Define Lead Generation Strategy Plan
 Action Item – Use our Lead Generation Objectives Scorecard to document a brief strategy plan for your
lead generation program.

Key information to include in your scorecard:

 Objectives
 Programs & Activities
 KPIs & Metrics
 Target Timeframes to Achieve Goals Download



STEP 4 – Craft a Content Marketing Plan
 Action Item – Use our Content Marketing Plan Methodology that comes with 24 additional tools &
templates to develop a content strategy that will power your lead generation programs.

Stages of this methodology include:

 Identify Objectives
 Understand Buyers
 Identify Gaps
 Build Content Download
 Organize Distribution
 Measure Your Program



STEP 5 – Develop Lead Acquisition Model
 Action Item – Use our Lead Acquisition Model to build a simple process diagram that visually
communicates how your lead generation & nurturing strategy will work.

Components of the model can include:

 Direct Marketing Campaigns
 Indirect Marketing Communications
 Registration or Activation
 Lead Scoring Download
 Lead Nurturing Campaign
 Lead Assignment


Lead Definition 02 Planning 05 Programs

STAGE 03 – DEFINING WHAT A “LEAD” IS
In this Stage you work with Sales to standardize the definition for a “lead”. Key activities include:

 Agreeing on Lead Definition
 Defining Lead Scoring Parameters

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



STEP 1 – Agree on Definition of a “Lead”
 Action Item – Use the Qualified Lead Definition Tool to work with Sales leadership on the key criterion
required for a lead to be considered qualified for sales.

Key qualification criterion:

 Company (size, industry, location)
 Contact (seniority level, decision-maker)
 Buying Stage & Needs
 Spending Authority Download
 Recentness of Activity (web visits, downloads, call, etc.)



STEP 2 – Define Lead Scoring Parameters
 Action Item – Use the Lead Scoring Template to customize a framework for scoring leads on a manual
basis. If you have a marketing automation system, create this framework in your system instead.

Lead Scoring Criteria:

 Company (size, industry, location)
 Contact (seniority level, decision-maker)
 Buying Cycle Stage
 Interest Download
 Actions
 Recentness of Activity (web visits, downloads, call, etc.)


Technology 02 Planning 05 Programs

STAGE 03 – IMPLEMENT TECHNOLOGIES
This stage will help you select, implement and integrate your Lead Generation solutions:

 SFA/CRM System
 Marketing Automation System

NOTE: this methodology 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.



STEP 1 – Implement a SFA/CRM System
 Action Item – Use the following guide and 9 tools & templates to implement a SFA/CRM system.

How-To Guide: Develop Customer-Centricity with CRM

1. CRM Readiness Assessment Tool
2. CRM Program Strategy Scorecard
3. CRM Maturity Assessment
4. CRM Business Case Template
5. CRM Consulting Services RFP
6. CRM System RFP Template
7. CRM Vendor Evaluation Matrix
8. CRM Program Metrics Dashboard Download
9. CRM Administrator Job Description


STEP 2 – Implement a Marketing Automation System
 Action Item – Use the following guide and 7 tools to implement a Marketing Automation system.

How-To Guide: Selecting Marketing Automation Software

1. Marketing Automation Business Case
2. Marketing Automation Consulting RFP
3. Marketing Automation Maturity Assessment
4. Marketing Automation ROI Calculator
5. Marketing Automation System RFP
6. Marketing Automation Vendor Evaluation
7. Marketing Automation Vendor Matrix
Download


Programs 02 Planning 05 Programs

STAGE 05 – LEAD GEN PROGRAMS
In this Stage 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:

 Advertising
 Email Marketing
 Inside Sales
 Podcasting
 Webinars
 Tradeshows



STEP 1 – Organize Your Lead Generation Programs
 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.

Benefits of using a marketing calendar:

 Provides summary of all activities
 Visualizes lead generation programs
 Breaks down all activities by month
 Shows Sales how Marketing adds value Download
 Demonstrates organizational planning



STEP 2 – Plan Your Advertising Campaigns
 Action Item – Use our Advertising Calendar & Budget to plan your advertising campaigns, sponsorships,
and other paid media programs.

Here are a few additional advertising resources:

 Advertisement Evaluation Matrix
 Online Advertising Plan Template
 Online Advertising ROI Calculator
 Advertising Plan Checklist Download



STEP 3 – Get Inside Sales Moving with Metrics
 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.

Following are some key metrics you want to analyze:

 Dials/Day
 # New Prospects (set appointments)
 # Demos

Download



STEP 4 – Develop a Podcasting Program
 Action Item – 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.

Here is what you will learn in this guide:

 What is a Podcast?
 Business Benefits of Podcasting
 Attracting Listeners to Podcasts
 How to Record a Podcast Download
 Action Plan



STEP 5 – Engage Targets with Webinars
 Action Item – Use our Webinar Program Methodology that comes with an additional 24 tools & templates
to map out a webinar program that keeps your prospects and customers engaged.

Stages of this methodology include:

 Objectives & Buy-In
 Pre-Webinar Planning
 Webinar Execution
 Post Webinar Marketing Download
 Program Measurement



STEP 2 – Generate Leads from Industry Tradeshows
 Action Item – 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.

Here are a few additional tradeshow resources:

 Tradeshow Evaluation Checklist
 Tradeshow Evaluation Matrix
 Tradeshow Lead Capturing Form
 Tradeshow Program ROI Calculator Download
 Tradeshow ROI Calculator


Metrics & ROI 02 Planning 05 Programs

STAGE 06 – EVALUATE PROGRAM ROI
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:

 Building a Lead Generation Dashboard


Metrics & ROI 02 Planning 05 Programs

STEP 1 – Build a Lead Generation Dashboard
 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 you want to analyze:

 New Leads by Channel
 Opportunities in Pipeline
 Contacts in Database
 Cost Per Lead Download
 Landing Page Conversion Rate
 Click Through Rates for Email Marketing


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, simply contact Demand Metric: info@demandmetric.com


Lead Generation Plan Methodology

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Lead Generation Plan Methodology