Key Issues

• Unclear on message differentiation
• Stale market share in competitive environment
• Not convinced what makes prospects buy from you
• Sales needs more leads; quality leads

The first step of any lead generation plan is to further define who you are; what business problems are you solving? 

We begin with a marketing assessment, or a discover session to learn about your business. The marketing assessment begins with questions; and those questions need definitive answers.  Without definitive answers, the entire lead management process could go awry.  The essence of your firm; what it stands for-and what your goals are, is crucial to our lead generation plan development.

This initial discovery assessment is conducted with me and a NuSpark Marketing Content Strategist, whether in person or virtually.  Your assigned content strategist needs to be part of the process from the beginning, because as you’ll see throughout the journey, it’s crafting the right message that will bring you quality leads ultimately.

Some of the questions we’ll ask about your business are:

• What are your business challenges?
• What makes your business unique vs. your competitors?
• What is the definition of a quality lead; does marketing and sales agree?
• What does a prospect need from you, and can you answer those needs with conviction?Are you measuring your marketing ROI?
• What metrics are you using to gauge lead and sale quality?
• What are your digital marketing goals? Online sales? Leads? Branding?

• Where does your firm stand as compared to those competitors?
• Why do you believe the quality of your solution is better than your competitors?
• Where do you stand with price and service?

Our goal is to flesh out these issues and begin the formulation of a value proposition that is truly yours.  We’ll help you with your positioning statement; bottom-line- what do we want your firm to be known for? Once we discover the “a-ha” moment, the formulation of a lead generation strategic plan begins.

After positioning, we’ll go right into your lead generation goals. 

Further, by evaluating your average sale value per customer (including lifetime value), and obtaining your estimated conversion rate, we’ll show you how an increased emphasis into inbound lead generation and content marketing will pay dividends toward reaching your overall revenue and ROI goals.

In fact, we’ll review together a comprehensive lead generation calculator, and show you how slight tweaks to your strategy can increase ROI tremendously.  You can download the lead generation calculator here.

Key Content Marketing Statement

By garnering a clear understanding of your value proposition, your business model, and your challenges, the seeds of a content marketing plan begin.  Remember, content fuels lead generation.

Affect on Sales Department

Your sales performance will improve if you’re confident in your firm’s value proposition as a solution provider, and you utilize that value proposition when engaging with prospects.

Summary of Approach

Before we start the process of evaluating your lead generation efforts and making recommendations, a comprehensive marketing assessment takes place where we get answered the above plus more questions.  If we find an opportunity that needs to be addressed, rest assured that opportunity will be acted upon.

Next Stop: Your target audience