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How to Find Better Leads in Five Steps

by Cliff Langston  |  
February 21, 2012

In this article, you'll learn how to...

  • Create an effective lead-generation strategy
  • Use tactics, offers, and content to create a pipeline of qualified opportunities

Lead generation is hard. Why make it harder by doing it without a strategy?

The first step to building a pipeline of new business is to document your strategy. It shouldn't take longer than a half-day to create a solid lead-generation strategy.

1. Develop your strategy

When developing your strategy, you should take the following five steps:

  1. Start by defining exactly who your target customers are, and understand what's important to them. In short, define your prospect universe.
  2. Then, look at how your organization compares with competitors in delivering what's important to your customers. That's the essence of your value proposition.
  3. That value proposition should be aligned with prospects' needs (see the first step); accordingly, it should remain consistent throughout your lead-generation efforts.
  4. Next, shift your focus back to your prospects, and understand how they buy the stuff you sell. Who's involved? How long does it take? What are their concerns at each stage? When you answer those questions, you will have mapped your customer buy cycle.
  5. The final step of the strategy phase is to create a qualified lead definition. That definition should be explicit; most important, it should be agreed upon by Sales and Marketing.

2. Choose your tactics

You have your pick of great online and offline lead-generation tactics. Try them. Identify which work best for you. Vary the sequence, test, and learn.

Here's a combination that's been tested and proven to deliver great results in many B2B markets.

1. Phone

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Cliff Langston is managing principal of Leads To Sales, where he helps companies find new customers by creating a pipeline of qualified opportunities. Cliff has helped B2B marketers integrate Marketing and Sales for 23 years.

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  • by Greg Standen Tue Feb 21, 2012 via web

    Excellent info on the marketing and sales process. Very practical advise.

  • by Larry Goldman Tue Feb 21, 2012 via web

    I agree. Nice, concise framework for lead gen, with good examples and ideas.

  • by Amber King Tue Feb 28, 2012 via web

    These are great ways to generate better leads. If you integrate all of these steps, your marketing campaign will surely flourish.

  • by Essince (Royal Heir Ent) Fri Jul 6, 2012 via web

    Great article! Thank you.

  • by Akalya Fri Nov 15, 2013 via web

    Thank you

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