Your lead generation plan depends on having a stellar marketing team to put it all in action. Learn how to find skilled specialists, expand current roles and train your current team.
- [Female Instructor] One of the most critical factors to having a lead generation plan that really rocks is building out your lead generation team. Thinking through who are these people on your marketing team that are going to deploy these programs and what are their roles? Having an incredible team will make or break your lead generation efforts. I definitely can not stress this enough. But your team is a critical part to making sure you're successful with these initiatives. What are some hiring options that you have? Finding skilled specialists, so looking outside your organization to find people that can fill these roles.
Lead generation does have a lot of specializations that you need to have on your team. There is a very specialized set of skills that are important to carry out these programs and to do it right. Finding external skilled specialists that you're hiring onto your team is one great option. You can also expand current roles. Think about what your current team make-up is. Is there any way that you can expand roles to include some of these things? Along the same lines is training your current team.
Is there somebody on your team that you think would be good for a specific function in lead generation? Would they be willing to be trained to fit what you're looking for? Then always look for potential not just exact expertise in this area. This is a really important point. You might not find somebody that has 10 years in marketing automation and account-based marketing. You might somebody that has only a few years in one area. However by looking at what they've done in their career, they've really shown to have a lot of potential.
You might be able to find some real diamonds in the rough that you can train to be exactly what you're looking for. What are some of the key hiring traits for demand gen and for lead generation? What are some things that you need to be looking at? An understanding of technology is critical. As I said, marketing is changing so fast and the technology landscape for marketing is just vast. There's so many different types of platforms that you as a marketer need to quickly learn.
So an understanding of technology is key. The ability to go into a new piece of software and pick it up very quickly. Communication skills. These people should know how to write. They should know how to speak. They should know how to present. That's super important. You do want a team that is adept at all these different things. You do not want a lead generation program manager who can't write an email. It's really important that you are testing for these things and that you make sure that that's a critical component to hiring.
You also want to make sure that these people are analytical. Again, marketing is changing very fast and gone are the days where marketing was viewed as arts and crafts or as a cost center. Instead we're now viewing marketing as a real revenue driver. But in order for that to be shown, a person has to understand how to analyze marketing performance. This person has to be very metrics driven. Being analytical is something that you can train on a current team if those skill sets don't exist, but there does need to be a real desire there to learn analytics.
Creativity is another critical piece of lead generation. Just because somebody is analytical or very technologically driven, they also need to be creative because you need to stand out from the crowd. All the different programs that you're going to be creating need a level of creativity. If you don't have that on your team you'll just be doing the same old things that all your competitors are. Then, finally, execution. Making sure that you choose a team that's very execution oriented is very important when it comes to the type of volume of programs that lead generation will need.
You need a team of people that's not afraid to just get stuff done and get it done quickly. If you have a bunch of tire-kickers on your team, you will have problems getting things out the door when they should be going out. That will ultimately effect the type of volume of incoming leads that you'll be able to generate with your programs. I personally always look for people that are very high execution and very biased towards action.
- Identifying funnel stages
- Defining key goals and metrics
- Deciding on an approach
- Building a lead generation plan and a team
- Aligning with stakeholders
- Choosing a lead generation technology
- Building attractive content
- Generating leads with blogs and social media
- Creating an SEO strategy
- Tracking ad performance
- Increasing visibility through events
- Using paid ads and direct mail
- Qualifying leads
- Measuring campaign effectiveness