01 Executive Summary 02 Situation Analysis 03 Planning 04 Administration 05 Measurement 06 Budget

01 Assessment

02 Planning

03 Lead Definition

04 Technology

05 Programs

06 Metrics & ROI

Lead Generation Plan Methodology

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Follow this simple, step-by-step, methodology

to develop a lead generation strategy that

provides a steady flow of qualified leads to

your sales team.

This methodology consists of six stages, each with a description, steps and action items.

Action items include using our how-to guides and premium tools & templates. Our intention

with this methodology is to help you:

How to Use this Consulting Methodology:

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.

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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

Major Outputs from this Process:

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Lead Generation Maturity Model

Stage 1 Stage 2 Stage 3 Stage 4

• No CRM or Marketing Automation System in place

• Metrics: #ads, #impressions

• Focus on branding & marcom activities

• Viewed as cost-center (investment in brand)

• Difficult to get budget for marketing programs

• Processes are ad-hoc

Undefined Progressive Mature World-Class • CRM and Marketing

Automation are in place and integrated together

• Metrics: #opportunities, $pipeline, 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

• 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

• Systems are being used to to their full potential

• Metrics: $Revenue, Program ROI, ROMI, CLV

• Lead generation is scalable

• Revenue accountability

• Viewed a Profit-Center

• Processes are constantly

tweaked to improve results

01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

STAGE 01 – UNDERSTAND LEAD GEN

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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

05 Programs 04 Technology

Understand

STEP 1 – Conduct a Lead Generation Assessment 9 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

� Campaign Measurement & Reporting

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01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

Understand

STEP 2 – Learn Secrets to Lead Gen Success 9 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. 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

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01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

Understand

STEP 3 – Understand “Revenue Marketing” Journey 9 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.

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Sections of the guide include: � Executive Summary

� The Revenue Marketing Journey

� The Four Key Stages

� The 6 Controls of the RM6 Model

� Action Plan

� Bottom Line

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01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

Understand

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

9 Create the Marketing Funnel

9 Prioritize Lead Gen Programs

9 Define Lead Gen Strategy

9 Craft Content Marketing Plan

9 Develop Lead Acquisition Model

01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

Planning

© 2013 Demand Metric Research Corporation. All Rights Reserved.

STEP 1 – Create the Marketing Funnel 9 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.

Stages in the marketing funnel include:

� Prospects Touched

� # Prospects Who Respond

� Marketing Qualified Leads

� Sales Accepted Leads

� Sales Qualified Leads

� Deals & Revenue

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01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

Planning

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STEP 2 – Prioritize Lead Generation Programs 9 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

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01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

Planning

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STEP 3 – Define Lead Generation Strategy Plan 9 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

01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

Planning

© 2013 Demand Metric Research Corporation. All Rights Reserved.

STEP 4 – Craft a Content Marketing Plan 9 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

� Organize Distribution

� Measure Your Program

01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

Planning

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© 2013 Demand Metric Research Corporation. All Rights Reserved.

STEP 5 – Develop Lead Acquisition Model 9 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

� Lead Nurturing Campaign

� Lead Assignment

01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

Planning

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

9 Agree on Lead Definition

9 Define Lead Scoring Parameters

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

© 2013 Demand Metric Research Corporation. All Rights Reserved.

01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

Lead Definition

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STEP 1 – Agree on Definition of a “Lead” 9 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.

Key qualification criterion:

� Company (size, industry, location)

� Contact (seniority level, decision-maker)

� Buying Stage & Needs

� Spending Authority

� Recentness of Activity (web visits, downloads, call, etc.) Download

01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

Lead Definition

© 2013 Demand Metric Research Corporation. All Rights Reserved.

STEP 2 – Define Lead Scoring Parameters 9 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, automate this process with lead scoring rules.

Sample Lead Scoring Criteria:

� 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.)

01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

Lead Definition

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STAGE 03 – IMPLEMENT TECHNOLOGIES

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This stage will help you select, implement and integrate your Lead Generation technology solutions:

9 SFA/CRM System

9 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.

01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

Technology

© 2013 Demand Metric Research Corporation. All Rights Reserved.

STEP 1 – Implement a SFA/CRM System 9 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 9. CRM Administrator Job Description

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01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

Technology

© 2013 Demand Metric Research Corporation. All Rights Reserved.

STEP 2 – Implement a Marketing Automation System 9 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

01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

Technology

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:

9 Advertising

9 Email Marketing

9 Inside Sales

9 Podcasting

9 Webinars

9 Tradeshows

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01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

Programs

© 2013 Demand Metric Research Corporation. All Rights Reserved.

01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

Programs

STEP 1 – Organize Your Lead Generation Programs 9 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

� Demonstrates organizational planning Download

© 2013 Demand Metric Research Corporation. All Rights Reserved.

01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

Programs

STEP 2 – Plan Your Advertising Campaigns 9 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

© 2013 Demand Metric Research Corporation. All Rights Reserved.

01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

Programs

STEP 3 – Get Inside Sales Moving with Metrics 9 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 need to track:

� Dials/Day

� # New Prospects (set appointments)

� # Demos

Download

© 2013 Demand Metric Research Corporation. All Rights Reserved.

01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

Programs

STEP 4 – Develop a Podcasting Program 9 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.

Download

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

� Action Plan

© 2013 Demand Metric Research Corporation. All Rights Reserved.

01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

Programs

STEP 5 – Engage Targets with Webinars 9 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

� Program Measurement Download

© 2013 Demand Metric Research Corporation. All Rights Reserved.

01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

Programs

STEP 2 – Generate Leads from Industry Tradeshows 9 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

� Tradeshow ROI Calculator Download

STAGE 06 – EVALUATE PROGRAM ROI

© 2013 Demand Metric Research Corporation. All Rights Reserved.

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:

9 Building a Lead Generation Dashboard

Metrics & ROI 01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

STEP 1 – Build a Lead Generation Dashboard 9 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:

� New Leads by Channel

� Opportunities in Pipeline

� Contacts in Database

� Cost Per Lead

� Landing Page Conversion Rate

� Click Through Rates for Email Marketing

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Metrics & ROI 01 Understand 02 Planning 03 Lead Definition 06 Metrics & ROI

05 Programs 04 Technology

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9 At the end of any project, it’s always a good idea to review it and identify areas for improvement.

9 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

Conclusion

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