Join Dayna Rothman for an in-depth discussion in this video Lead generation plan, part 2, part of Advanced Lead Generation.
- [Instructor] In addition to prioritizing your overall objectives, you need to think through your lead generation channel mix. So, what are the different channels that you want to be active on? The objectives you have prioritized will actually help you define your channel mix. So, all the answers to the previous questions, where have you struggled, where you're focusing, that will help you think through how each channel fits into your sales funnel and where you want to spend your time. So, here's an example of a strategy and channel mix as it relates to areas in the funnel or places where you might want to focus.
And this again not an exhaustive list of all the channels that you can engage one, however, it's a pretty solid list of some of the things that you might be thinking of, and then how that maps to your sales funnel. At the beginning of every good lead generation program you want to make sure that you have documented objectives and goals. That no matter who in your organization whether it's a team member or an executive can go into some type of document and understand exactly what the marketing team is doing. In this plan might include topline objectives and goals, which channels you currently are engaging in, program tactics and proposed calls to action.
So within each channels what are the programs that you're doing? What are the offers? What are the calls to action. What is the cost for each of these programs? What is an expected versus actual lead goal? So every time you go and you do a paid program or an event you want to make sure you have a forecasted amount of leads, and a forecasted amount of MQLs that you're expecting. So that you can further build your plan especially if you have an overall topline objectives for lead MQLs and opportunities, which most marketing organizations have.
You have to be to work backwards from there. So here's an example of what something like this could look like. This particular plan was created in a spreadsheet, super simple for anybody to have. As you see here on the left, there are different programs, and there are different paid programs that this organization is engaging in. There's a channels that you can see what channel each of these programs are on. What are the offer notes? So what are the different things that they're offering whether it's a content, a demo.
Owner, you might want to put who on your team owns this program. What segment, so who are you selling into? Who's your target audience for this program? What's the date? Are you committed? So as in have you signed a contract for these or not? You might want to put what the cost is so the estimated cost and the actual cost. And then you might want to put in here projected program successes. So, when this successes means actual leads. So projective, like what are you forecasting for each of these different programs? And then you want to put the actual.
So how close was your projective forecast to your actuals? By having some type of document like this for all the different programs that you're running, you will have a very concise all in one place view of your channel mix. And that's incredibly important to your marketing planning. So just to kind of dig into this a little bit more and focus on kind of a monthly channel goal tracker, in addition to having that type of spreadsheet, you also want to call out these different goals for your team from a channel perspective.
So not just on a per program basis. So thinking through with your team members how many leads you expect to generate from each of these different channels? You might have different goal for your website, social, content syndication of events, and so on. By boiling it down to this type of level well help your team determine what different programs they need to run on each channel. And then also if you are setup appropriately to back into your lead goals or to back into your MQL or op goals, so not only can make this lead gen goals for each channel but you also include in here we are expecting x amount of MQL sourced from this channel.
Or x amount of opportunities sourced from this channel. So once you understand the goals that you're setting out for lead generation, and have a real documented plan, then you can actually dig in to some of the various tactics on each channel. But by having a documented plan for your team and for the organization, you will stay much more organized and on top of everything you're doing as a marketing team.
- 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