Key Issues

• Our current plan for quality lead generation is not working as well as it should
• Our sales people complain about the lack of good leads
• Our sales people are unsure how to utilize content in their day to day activities
• We don’t know what the best sources are for quality leads, or how to measure
• Our lead qualification process is not well-organized

A Lead Generation assessment sets the stage for a comprehensive plan

The next step before implementing a lead generation plan is assessing your current and past tactics, evaluating them from a success/failure standpoint, and understanding your current organizational structure.

This exercise allows us to begin thinking about how we can optimize your strategic and tactical efforts.  As a former Media Director who grew up with traditional media but since the turn of the century have embraced digital channels, Founder Paul Mosenson will evaluate ALL of your efforts with conviction.  Because Paul is a coach/consultant on lead generation, he is well-suited in communicating with your marketing folks, ad agencies, and other in-house staff.  His goal is to optimize current efforts, and increase your quality leads and sales.  It’s not about clicks mind you; it’s about revenue growth.

Marketing Tactic-Lead Generation History

We’ll take a look at your history of lead generation and media tactics such as email marketing, website activity, search marketing efforts, media strategy, and social media approach.  Once the content plan is in place, the additional marketing plans follow suit: media plan, inbound marketing plan, website plan, and lead nurturing plan.

Some of the intelligence we hope to gather from the lead generation assessment is:

• Current top lead generation tactics
• How often do you communicate to prospects and customers
• What percentage of leads come from your marketing efforts as compared to sales
• What is your prospect follow-up process
• Do you have an upsell/cross-sell plan
• Have you used microsites versus your website for landing pages
• Where do you advertise; what’s the frequency; are you tracking

From an organizational standpoint, we’ll want to know your current relationship of your sales and marketing departments, specifically:

• Do they share CRMs and understand the importance of complete data?
• Do they both agree on what constitutes a Sales Qualified Lead?
• Do you understand why we need to shift away from traditional sales model to an integrated outbound/inbound lead generation model?
• Is the sales force earning its keep?

Additionally we’ll want to evaluate your lead qualification process.

Many times, the flow of lead “names” to lead “opportunities” can be a complicated process.  Whether your leads come from inbound marketing or databases, your leads can be classified as:

• Names.  These are initial names that have either been purchased or responded to a message by submitting an email address to receive that message.
• Marketing Qualified Leads. A lead that has been qualified either through phone calls or additional web form intelligence and based on response can be deemed a qualified lead via marketing channels.
• Inactive Leads. Leads that are qualified but not ready to purchase. These leads need to be nurtured so they don’t slip out if your sales funnel.
• Opportunities:  Leads that have shown signs of purchase intent and thus sent to sales for closing.

Key Content Statement

Your message approach and content direction provides the basis for a sound lead generation tactical plan.  What your message is and where/how that message is delivered must align.

Summary of Approach

By analyzing your current marketing tactics, we’ll be able to begin the evaluation process and recommend tactics that will drive leads and sales.  The process will work much better if marketing and sales departments are aligned and share goals and successes.  We need to update the synergy between marketing and sales in order for an optimized lead generation plan to take place.

On to the next phase of our tour; traffic building tactics.

Next Stop: Traditional Media