LEAD GENERATION PLAN Playbook & Toolkit

Follow this simple step-by-step playbook to develop a lead-generation strategy that provides a steady flow of qualified leads to your team. Table of Contents LEAD GENERATION PLAN

Framework 03 Maturity Model 04

Introduction 05

stage 1 Understand Lead Gen 06

stage 2 Plan Your Strategy 8

stage 3 Defining What a “Lead” Is 12

stage 4 Implement Technologies 14

stage 5 Lead Gen Programs 16

stage 6 Evaluate Program ROI 20

Conclusion 22

About This Playbook 23 LEAD GENERATION PLAN Framework

Click the buttons below to access all related Leverage the framework below to quickly empower training, tools, templates, and other resources. your organization’s lead generation strategy.

1 UNDERSTAND 2 PLAN 3 DEFINE 4 IMPLEMENT 5 PROGRAMS 6 EVALUATE

Marketing Qualified Lead Develop Customer- Maturity Assessment Metrics Dashboard Funnel Template Definition Tool Centricity with CRM Calendar Template

Revenue Marketing Marketing Channel Transformation Ranking Tool Template Software Selection Calendar & Budget

Marketing Automation Objectives Scorecard Advertisement Case Evaluation Matrix

Content Marketing Marketing Automation Advertising Plan Plan Consulting RFP Checklist

Marketing Automation Sales Productivity Lead Acquisition Model Maturity Assessment Metrics

Marketing Automation Nurturing Leads ROI Calculator with Podcasts

Marketing Automation Webinar Program Plan System RFP

Marketing Automation Events Database Vendor Evaluation Template

Marketing Automation Tradeshow Evaluation Vendor Matrix Checklist

Tradeshow Lead Capturing Form LEAD GENERATION Maturity Model

STAGE 4 - World-Class STAGE 3 - Mature STAGE 2 - Progressive

STAGE 1 - Undefined Systems are being used to to their full potential CRM and Marketing Automation are in place and integrated CRM System in place with Metrics: $Revenue, Program No CRM or Marketing Automa- reasonable rep adoption ROI, ROMI, CLV tion System in place Metrics: #opportunities, $pipe- line, cost per acquisition Metrics: #leads, #clicks Lead generation is scalable Metrics: #ads, #impressions Leads are well-defined with “Leads” are passed to sales but agreed-upon definition by both Revenue accountability Focus on branding & marcom don’t have set criteria sales & marketing activities Viewed as Profit-Center Viewed as cost-center (cost per Viewed as a Revenue Driver lead) Viewed as cost-center (invest- Processes are constantly ment in brand) Processes are automated with tweaked to improve results Processes are defined marketing automation Difficult to get budget for marketing programs Sales complains about lead quality and quantity Processes are ad-hoc

Want to rate your organization’s Lead Generation maturity with an interactive tool? Download our Lead Generation Maturity Assessment VIEW RESOURCE and get started today! 1 2 3 4 5 6

Understand Plan Your Defining What Implement Lead Gen Evaluate Lead Gen Strategy a “Lead” Is Technologies Programs Program ROI

Introduction

How to Use this Playbook Major Outputs from this Process:

This playbook consists of six stages, each with a description, steps, Stage 1 - Understand Lead Gen and action items. Action items include using our how-to guides and Lead Generation Maturity Assessment premium tools and templates. Our intention with this playbook is to help you: Stage 2 - Plan Your Strategy Marketing Funnel, Lead Acquisition Model, Strategy Understand lead generation and identify opportuni- Scorecard, Content Plan ties to improve your organization’s capabilities Stage 3 - Defining What a “Lead” Is Qualified Lead Definition, Lead Scoring Framework

Stage 4 - Implement Technologies Evaluate and select the technology that will be the CRM & Marketing Automation Systems Implementations & backbone of your lead generation strategy Integrations

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

Plan and craft a strategy to develop a steady flow of qualified leads for your sales team Stage 6 - Evaluate Program ROI Lead Generation Metrics Dashboard

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STAGE 1 Understand Lead Gen

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 2 3 4 5 6

Introduction 1 Plan Your Defining What Implement Lead Gen Evaluate Strategy a “Lead” Is Technologies Programs Program ROI Understand Lead Gen

STEP 1 STEP 2 Conduct a Lead Generation Assessment Understand “Revenue Marketing” Journey

Action Item Action Item

Use the Lead Generation Maturity Assessment to deter- Read our How-to Guide Revenue Marketing Transforma- mine your organization’s strengths and weaknesses tion to understand how leading consultancy, The Pedowitz when it comes to generating qualified leads to your sales Group, transforms their clients into revenue-producing organization. machines.

REVENUE MARKETING VIEW RESOURCE VIEW RESOURCE TRANSFORMATION How-to Guide

Areas of the assessment include: Sections of the guide include: Strategy, Process & Skills Executive Summary Marketing Automation & The Revenue Marketing Journey Direct & Database Management The Four Key Stages Website, Blog & Community The 6 Controls of the RM6 Model Website, Blog & Community Action Plan Conversion & Landing Pages Bottom Line Campaign Measurement & Reporting

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STAGE 2 Plan Your Strategy

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 Plan STEP 5: Develop Lead Acquisition Model 1 3 4 5 6

Introduction Understand 2 Defining What Implement Lead Gen Evaluate Lead Gen a “Lead” Is Technologies Programs Program ROI Plan Your Strategy

STEP 1 STEP 2 Create the Marketing Funnel Prioritize Lead Generation Programs

Action Item Action Item

Use Marketing Funnel Template to calculate the number of Use our Marketing Channel Ranking Tool to identify which leads you will need in order to meet your revenue targets for lead generation programs will provide the most value for deals sourced by Marketing for this period. money and justify what to include in your lead generation strategy.

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Stages in the marketing funnel include: This analysis will determine: Prospects Touched Brand Promotion Quality # Prospects Who Respond Lead Quality Marketing Qualified Leads Cost Per Channel/Event Sales Accepted Leads Sales Qualified Leads Deals & Revenue

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Introduction Understand 2 Defining What Implement Lead Gen Evaluate Lead Gen a “Lead” Is Technologies Programs Program ROI Plan Your Strategy

STEP 3 STEP 4 Define Lead Generation Strategy Plan Craft a Content Marketing Plan

Action Item Action Item

Use our Lead Generation Objectives Scorecard to docu- Use our Content Marketing Plan that comes with additional ment a brief strategy plan for your lead generation program. tools and templates to develop a content strategy that will power your lead generation programs.

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Key information to include in your scorecard: Stages of this playbook include: Objectives Identify Objectives Programs & Activities Understand Buyers KPIs & Metrics Identify Gaps Target Timeframes to Achieve Goals Build Content Organize Distribution Measure Your Program

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Introduction Understand 2 Defining What Implement Lead Gen Evaluate Lead Gen a “Lead” Is Technologies Programs Program ROI Plan Your Strategy

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 genera- tion and nurturing strategy will work.

VIEW RESOURCE

Components of the model can include: Campaigns Indirect Marketing Communications Registration or Activation Lead Scoring Lead Nurturing Campaign Lead Assignment

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STAGE 3 Defining What a “Lead” Is

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. 1 2 4 5 6

Introduction Understand Plan Your 3 Implement Lead Gen Evaluate Lead Gen Strategy Technologies Programs Program ROI Defining What a “Lead” Is

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

Action Item Action Item

Use the Qualified Lead Definition Tool to agree with Sales Use the Lead Scoring Template to customize a frame- leadership on the key criterion required for a lead to be work for scoring leads on a manual basis. If you have a considered qualified for sales. marketing automation system, automate this process with lead scoring rules.

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Key qualification criterion: Sample Lead Scoring Criteria: Company (size, industry, location) Company (size, industry, location) Contact (seniority level, decision-maker) Contact (seniority level, decision-maker) Buying Stage & Needs Buying Cycle Stage Spending Authority Interest Recentness of Activity (web visits, downloads, call, etc.) Actions (page views, pricing page visits, etc.) Recentness of Activity (web visits, downloads, call, etc.)

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STAGE 4 Implement Technologies

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 14 1 2 3 5 6

Introduction Understand Plan Your Defining What 4 Lead Gen Evaluate Lead Gen Strategy a “Lead” Is Programs Program ROI Implement Technologies

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

Action Item Action Item Use the following guide and 9 tools and templates to imple- Use the following guide and 7 tools to implement a Marketing ment a SFA/CRM system. Automation system.

DEVELOP SELECTING CUSTOMER- MARKETING CENTRICITY VIEW RESOURCE AUTOMATION VIEW RESOURCE WITH CRM SOFTWARE How-to Guide How-to Guide

How-To Guide: Develop Customer-Centricity with CRM: How-To Guide: Selecting Marketing Automation Software: CRM Readiness Assessment Tool CRM System RFP Template Marketing Automation Business Case CRM Program Strategy Scorecard CRM Vendor Evaluation Matrix Marketing Automation Consulting RFP CRM Maturity Assessment CRM Program Metrics Marketing Automation Maturity Assessment CRM Business Case Template Dashboard Marketing Automation ROI Calculator CRM Consulting Services RFP CRM Administrator Job Marketing Automation System RFP Description Marketing Automation Vendor Evaluation Marketing Automation Vendor Matrix

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STAGE 5 Lead Gen Programs

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 1 2 3 4 6

Introduction Understand Plan Your Defining What Implement 5 Evaluate Lead Gen Strategy a “Lead” Is Technologies Program ROI Lead Gen Programs

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

Action Item Action Item

Use our Marketing Calendar Template to plan and organize Use our Advertising Calendar & Budget to plan your adver- all of your lead generation activities and then provide to your tising campaigns, sponsorships, and other paid media sales team so they can keep abreast of Marketing’s activities. programs.

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Benefits of using a marketing calendar: Here are a few additional advertising resources: Provides summary of all activities Advertisement Evaluation Matrix Visualizes lead generation programs Online Advertising Plan Template Breaks down all activities by month Online Advertising ROI Calculator Shows Sales how Marketing adds value Advertising Plan Checklist Demonstrates organizational planning

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Introduction Understand Plan Your Defining What Implement 5 Evaluate Lead Gen Strategy a “Lead” Is Technologies Program ROI Lead Gen Programs

STEP 3 STEP 4 Get Inside Sales Moving with Metrics Develop a Podcasting Program

Action Item Action Item

Use our Sales Productivity Metrics (Daily, Monthly, Quar- Use our How-To Guide: Nurturing Leads with Podcasts to terly) to train inside sales reps on which metrics will be learn how you can develop a solid podcasting program and tracked and what they need to do on a daily basis to be add a new type of interactive content to your lead gen mix. successful.

NURTURING VIEW RESOURCE LEADS WITH VIEW RESOURCE PODCASTS How-to Guide

Following are some key metrics you need to track: Here is what you will learn in this guide: Dials/Day What is a Podcast? # New Prospects (set appointments) Business Benefits of Podcasting # Demos Attracting Listeners to Podcasts How to Record a Podcast Action Plan

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Introduction Understand Plan Your Defining What Implement 5 Evaluate Lead Gen Strategy a “Lead” Is Technologies Program ROI Lead Gen Programs

STEP 5 STEP 6 Engage Targets with Webinars Generate Leads from Industry Tradeshows

Action Item Action Item

Use our Webinar Program Playbook that comes with tools Use our Events Database Template to document all the and templates to map out a webinar program that keeps tradeshows and events happening in your industry and then your prospects and customers engaged. select the best ones to attend to generate hot leads.

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Stages of this playbook include: Here are a few additional tradeshow resources: Objectives & Buy-In Tradeshow Evaluation Checklist Pre-Webinar Planning Tradeshow Evaluation Matrix Webinar Execution Tradeshow Lead Capturing Form Post Webinar Marketing Tradeshow Program ROI Calculator Program Measurement Tradeshow ROI Calculator

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STAGE 6 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:

STEP 1: Building a Lead Generation Dashboard 1 2 3 4 5

Introduction Understand Plan Your Defining What Implement Lead Gen 6 Lead Gen Strategy a “Lead” Is Technologies Programs Evaluate Program ROI

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.

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Following are some key metrics to analyze: New Leads by Channel Opportunities in Pipeline Contacts in Database Cost Per Lead Conversion Rate Click Through Rates for

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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]

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About This Playbook

The 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 23 LEAD GENERATION PLAN

About This Playbook

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

LEAD GENERATION PLAN 24 © Demand Metric Research Corporation. All Rights Reserved. www.demandmetric.com

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