The Seven Steps to Marketing Excellence are:
- Strategy
- Product
- Markets
- Brand
- Communications
- Lead Generation
- Sales Qualified Leads
Lead Generation
A business succeeds or fails based upon its ability to generate revenue. Revenue is generally thought of as coming from new leads or existing clients. Some businesses, depend upon referrals for their leads others, proactively look for new leads by advertising or sending email blasts. However, generating the most qualified leads with most effective use of resources is the top priority in lead generation.
Leads can be generated using email, events, conferences, seminars or webinars. Leads can be generated using direct mail, call centers, radio, television and print advertising. The ways we generate leads are many. The ones we choose must adhere to our top priority of measuring effectiveness against cost.
Effectiveness that rules the day when it comes to lead generation. It, the lead generation budget, and the manner in which buyers seek out products and move along the buyer's journey drive our choices. Today, the key is to focus lead generation messages towards people that are interested in our product or our company. And that requires us to optimize our efforts with SEO, content marketing, email marketing, social media, and, finally, website optimization.
Generating leads is not a simple science. But it is a science. It is through the analysis of product and product value propositions, the mapping of the marketplace against available resources and the ability to service unqualified and qualified leads that determines the lead generation mechanisms. It is not guesswork.
The top 5 lead generation priorities for a chief marketing officer per Marketing Sherpa are:
- Achieving an increasing and measurable ROI –– 52%
- Optimizing the marketing sales funnel –– 51%
- Gaining greater insights of audience –– 51%
- Maximizing the lifetime value of customers –– 47%
- Implementing lead tracking systems –– 29%
While CMOs can find agreement on their lead generation priorities, the manner of lead generation continues to vary greatly. Determining if the right methods were selected by your company can be measured using lead scoring and various lead generation metrics. Every lead generation program should collect metrics such as cost per lead, leads versus qualified leads, growth of sales pipeline opportunities and more.
Raven Guru Marketing can assist in looking at all the various means by which leads can be generated and provide you guidance in selecting the best ones that will work for you and your business.
Seven Steps to Marketing Excellence
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