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:
- Start by defining exactly who your target customers are, and understand what's important to them. In short, define your prospect universe.
- 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.
- That value proposition should be aligned with prospects' needs (see the first step); accordingly, it should remain consistent throughout your lead-generation efforts.
- 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.
- 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.