Lead Generation For Dummies
Overview
Learn how to get your message heard above the online noise
The buying process is greatly changed. With the Internet, the buyer is in charge. If your product is going to compete, you need to master 21st century lead generation, and this book shows you how. It's packed with effective strategies for inbound and outbound marketing tactics that will generate leads in today's market. You'll learn the basics of lead generation, inbound and outbound marketing, lead nurturing, ways to track ROI, and how to score leads to know when one is "hot". Follow the steps to create your own personalized lead generation plan and learn how to sidestep common pitfalls.
- Lead generation involves a strategy for generating consumer interest
and inquiry into your product as well as a process for nurturing those leads until each is ready to buy
Lead Generation For Dummies is the extra edge you need to compete in today's technologically enhanced marketplace.
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About The Author
Dayna Rothman is the senior content marketing manager at Marketo, a leader in the marketing automation space. Dayna leads content creation and strategy at Marketo and is the managing editor for the Marketo blog, which receives more than 400,000 unique visitors per year. Dayna has also been featured as one of the top 25 content marketers to watch according to Kapost, and one of the top 50 content marketing influencers according to Onalytica.
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lead generation for dummies
CHEAT SHEET
The world of marketing, sales, and lead generation has plenty of jargon, so here's a glossary of terms to help you know what's what. Also, here is a round-up of eight incredibly useful free apps that help you with everything from evaluating your website for broken links and good search engine optimization (SEO) to determining how engaging your marketing emails are.
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Marketing
A critical part of developing a lead generation strategy that rocks is creating content to fuel your sales campaigns. But creating a content piece can be hard. Using an ebook as an example, here are the steps you need to take from idea to publication:
Formulate your idea.
What are you going to write about? Consider mapping your content to business priorities and industry hot topics, or simply ask your sales or customer service team what customers and prospects are talking about.
Think of your lead-generation testing as a scientific process. It can be fun (and even exciting, at times) to test what really makes your audience tick. Everyone eventually decides on a testing process that works for their own particular needs.
Here's a sample framework for testing lead generation:
Formulate your question
What are you testing and why are you testing it?
Marketing
To really be on top of your marketing game, you should be aware of the common pitfalls that marketers often fall victim to when measuring their program efforts:
Focusing only on vanity metrics: Many marketers track things like Facebook Likes, blog post shares, and how many names were gathered at a tradeshow. Now, these are all things to track internally on your teams, but be aware that your most-senior-level executives likely won't care that your most recent Facebook post received 500 Likes.
Marketing
To really be on your game as a marketer, you should be aware of the most common pitfalls when it comes to measuring your lead-generation-program efforts:
Focusing only on vanity metrics: Many marketers track things like Facebook Likes, blog post shares, and the number of names gathered at a tradeshow. Now, these are all things to track internally on your teams, but be aware that your highest-level senior executives likely won't care that your most recent Facebook post received 500 Likes.
When you conduct a lead-generation generation test, you're investigating your hypothesis so you can prove or disprove your theory. There are many best practices to testing and many elements to think about. The following list gives some easy-to-follow steps to conducting an A/B test:
Isolate your variable.
This test uses an example email A/B test using two different From names:
From address for the control parameter: Marketo Premium Content
From address for the test email: The personal email address of a sales rep.
Marketing
You can quickly create a content marketing empire to be reckoned with by being smart and thrifty, and understanding how your audience consumes content. Even if you come from a large company where you have a large marketing budget and content marketing has been proven, you can always learn new ways to stretch your dollars and increase your return on investment.
Marketing
A good lead-nurturing solution today includes capabilities to listen to your sales lead and respond across several different channels. Why? Your buyers circulate in multiple places. Whether they visit your website, go to one of your social channels, attend an event, or listen to a webinar, you need to be with them at every level.
Focus your lead-nurturing efforts on your existing database of sales leads. Just think about how much untapped revenue is in there right now! And consider how much money you have spent to get those leads to your database in the first place. Choose from one of these five basic lead-nurturing campaigns to turn those high-quality leads into customers.
Marketing
Inbound marketing tactics such as content marketing, social media, SEO, and website optimization are truly leading the pack when it comes to where marketers are spending their lead generation budgets.
What exactly is inbound marketing? According to Jon Miller, VP and cofounder of Marketo, inbound marketing is "the process of helping customers find your company — often before they are even looking to make a purchase — and then turning that early awareness into brand preference and, ultimately, into leads and revenue.
If you integrate these five powerful lead-generation tactics into your holistic lead-generation plan, you can give your campaigns that extra oomph that they need to stand out.
Engage in guerilla marketing
Guerilla marketing is a strategy that uses unconventional methods, often at low cost, to get your message across.
Sales and marketing teams work hard to generate leads, so knowing some of the major lead-generation pitfalls will help prevent those leads from falling through the cracks or turning into dust.
Not understanding your audience
Knowing your audience is one of the most important initial steps to a solid lead-generation program.
Marketing
Inbound marketing is getting a lot of buzz; the key to successful lead generation is a well-rounded marketing mix. This includes both inbound and outbound marketing techniques. Through outbound marketing programs, you actively go out to find your customers, often via paid channels.
Another distinction to make is that inbound marketing works for broad lead generation activities, but outbound is good to amplify your inbound efforts and target specific opportunities.
Marketing
Many applications and websites are available to test your lead generation techniques and strategies. From determining how to test a landing page, to seeing how your emails look on various devices, to seeing how well your website is optimized for keywords, free tools can help you do lots of things. Take a look at this list to learn about eight useful and free lead-generation applications:
Marketo's Landing Page Split Calculator: Determine how many versions of a landing page you should create for your A/B test and how long the test should take to execute.
Marketing
When it comes to testing your leads, what parameters do you test for? It'll vary, but you're sure to come up with plenty. Need some ideas? Take a look at this handy list courtesy of Dan Siroker, CEO and cofounder of Optimizely, and Pete Koomen, president and cofounder of Optimizely:
Calls-to-action
Change the CTA (call-to-action) text on your buttons to see which word works to convert more visitors.
Marketing
You have to reach your buyers where they are, and they won’t always be on your website or your channels. So how do you reach them? Content syndication is a great option to spread the reach of your content to leads who may not otherwise have shown interest.
Content syndication is the tactic of placing your high-value content assets on third-party websites, often gated with a form.
Marketing
When measuring the success of your marketing campaign, apply advanced metrics — such as single attribution and multi-touch attribution — to show how your lead-generation efforts contribute to revenue. Doing so helps ensure that marketing is considered a viable part of the revenue team and a solid contributor to the company's bottom line.
Marketing
All lead-generation campaigns need to be tested to make your campaigns better over time. By testing, you also gain insight into your programs — you'll know what's working and what isn't.
A marketing team that doesn't test often is a marketing team that is blind to what their leads are doing. So what do you do?
Your sales team is a key part of your lead-generation strategy. The sales reps are the first human touch that your leads will have with your company, so make sure that your reps understand your messaging and know what content is available to help their sales efforts. Here are some best practices to consider when enabling your sales teams:
Provide product and messaging training: As a marketer, you are constantly being tasked to create messaging around the company and any new product or service launches.
Marketing
You are armed with your goals and your lead generation plan, but now you need stakeholder buy-in. What is stakeholder buy-in? You need the support of your executive team to make your dreams a reality. Your stakeholders give you a budget, help you staff, and support your program efforts. They are also the people who very carefully watch your successes.
Marketing
It’s tough to decide which technology solution is right for your business and your lead generation efforts. And you need to remember that you can’t have them all, nor do you need them all. So beware of software sales reps trying to awe you with their platforms, and stay true to what you need as a business.
Start out small by choosing one or two platforms (at the most) that offer you the largest amount of functionality for your lead generation plans.
Marketing
Many of your lead generation campaigns are fueled by promoting your content. You can create a variety of campaigns using various lead generation tactics, but it's important to first lay out the foundation and define content's relationship with other lead generation efforts.
Email
Email is a great way to promote your content to your database.
Marketing
Content is the basis of many (if not all) of your lead generation campaigns. When you send an email blast, host an event, or launch a social campaign or pay-per-click (PPC) ad, you're providing relevant (and hopefully insightful) content.
Content helps you build trust and become a thought leader in your space.
You're ready to create your lead scoring model after you've thought carefully about scoring and how to best apply it to your own lead database. At this stage, you go through all of your implicit and explicit scoring criteria and determine how important each action or trait is to you and your business. Every business will be different.
Marketing
In order to appear on the first page of Google so that leads can find your company immediately, your website needs strong search engine optimization (SEO). Not all companies garner immediate name recognition, and even those that do still use SEO methods to introduce themselves to new audience
To determine how successful your SEO strategy is at attracting leads and increasing your position in Google's rankings, you need a solid set of metrics.
Sales and marketing need to agree upon a methodology to determine what leads are qualified and what leads aren't. This is a critical element to successful sales and marketing alignment. You need to come up with a shared sales and marketing definition for what a good lead means.
But what happens when a lead leaves marketing's hands and goes to sales?
Marketing
Say you have a content plan that is tightly aligned with organizational objectives as well as industry trends and top keywords. Take a minute to sit down and take a few breaths. You have a good chunk of your foundation planning out of the way, and getting organized is half the battle.
But after you have your plan together, where do you start?
Marketing
An email service provider (ESP) inherently has less functionality than marketing automation. What's more important, ESPs do not provide functionality for lead management (lead nurturing and lead scoring), and they do not provide the depth of metrics that marketing automation platforms can provide.
The main function of an ESP is to send emails.
Marketing
When you're getting started with lead generation, you should familiarize yourself with a variety of basic terms. Here is a glossary of some basic lead generation and sales terms and definitions for your reference:
Bottom-of-funnel (BOFU): Prospects that are at the bottom of the sales funnel and nearing a purchase.
Marketing
No lead can turn into a customer without the help of inside sales — they are your team on the front line and are often the first people to speak directly to a lead.
What is an inside sales team? According to sales thought leader Ken Krogue, "Inside sales is remote sales, or sales in the cloud." Many B2B companies with longer sales cycles have both inside sales teams who qualify leads and set appointments (sometimes called sales development reps, or SDRs), and account executives who engage in a relationship-based in-person sell.
No matter the size of your business, you want it to grow. You need to reach your customers through different marketing channels — social media, search engines, your website, events, and more. By creating a well-thought-out lead generation strategy that maps to business priorities, you effectively grow your business by generating more leads for your sales teams to call.
Lead scoring is a shared sales and marketing methodology for ranking leads in order to determine their sales-readiness. When scoring a lead, you can determine how closely the leads fit your buyer profile, where they are on their buyer journey, and when a lead is ready to be contacted by sales.
Basically, lead scoring takes all of your lead-generation and nurturing campaigns and provides a methodology to determine how close a person is to purchasing and where she is on the buying journey.
Marketing
When you are running lead generation campaigns to drive traffic to your website, you need a way to track your results. By implementing a website traffic tool, you can determine traffic increases and decreases, conversions, content engagement, social interactions, and more. Leveraging these tools and solutions is a great way to get a complete picture of how your lead generation campaigns are affecting website traffic.
Marketing
The bread and butter of a great lead generation website are your calls-to-action (CTAs). What is a CTA? It's something that prompts your visitors, leads, or customers to do something.
But what is that action? It could be anything from contacting your sales team directly, to downloading an ebook, signing up for an event, and so on.
Marketing
The best marketing plans are created with measurements in mind before the program has even been executed. And yes, all of your lead-generation programs are indeed measureable. Even the channels you might have a tough time measuring initially, like social, can be measured. For instance, want to beef up your Facebook presence?
Aside from CTAs, having landing pages that are optimized for conversion is key to a good lead generating website. When a lead clicks on your CTA, you want to make sure that she doesn't bounce — and that certainly does happen. By ensuring that your landing page, where a lead lands after she has filled out a form, is clear and speaks directly to the CTA, you have a smaller chance of that lead bouncing.
Marketing
There is a lot of noise out there in today’s consumer's inbox. Your good reputation as a sender is critical to your e-mails actually making it into the inbox. The content of your e-mails is important too, of course, but marketers need to start paying attention to how their e-mails are being delivered as well.
Here are some steps to take to ensure that your e-mails are being delivered to your recipients and not landing in a spam folder:
Become a trusted sender: When your subscribers opt-in to receive your communications, make sure that you are clear about what he should expect.
A/B tests are probably the most common type of test that a marketer runs. These are also called split tests, and they compare the conversion rates of two assets (such as an email or landing page) by changing one element at a time.
You can also compare more than two assets by running an A/B/C test or an A/B/C/D test.
The world of marketing, sales, and lead generation has plenty of jargon, so here's a glossary of terms to help you know what's what. Also, here is a round-up of eight incredibly useful free apps that help you with everything from evaluating your website for broken links and good search engine optimization (SEO) to determining how engaging your marketing emails are.
Marketing
If you have a social strategy for lead generation (which you absolutely should), you need a social media tracking tool so you can measure and analyze your social interactions. Social media tracking tools enable you to listen and respond to customer and prospect interactions on all of your social channels.
Through deep analytics and reporting, social media tracking tools can help you engage with your audience and provide them with relevant content based on their actions.
Marketing
How you present your emails is going to be what makes or breaks you in the world of email marketing. The more engaging your emails read and feel, the more likely you are to delight your leads and keep them coming back for more.
Writing a compelling subject line
Your email subject line is what drives open rates, so this is one of the most important aspects of good email design.
Marketing
Visual design is an important component to creating an email that converts. What is good visual design? You want to not only include compelling images, but also make sure that your email is formatted properly.
When an email comes into an inbox, a subscriber has to turn on the images so that they come through. The good news is that 55 percent of consumers surveyed by The Relevancy Group say that they turn on images in the emails they receive.
Marketing
According to digital marketing agency Knotice, 81 percent of people read emails on their mobile devices. However, MarketingSherpa reports that 58 percent of marketers are not designing emails to be mobile-friendly. Yikes! That is a huge opportunity that marketers are missing to reach leads and customers where they are reading — their phones and tablets.
Marketing
Facebook ads provide highly targeted opportunities to reach your audience. On Facebook, your ads show up on the right side of the News Feed, making them highly visible. Facebook ads are similar to traditional pay-per-click (PPC) ads — you can place a bid for how much you are willing to pay per click, or you can pay per thousand people who will potentially see your ad.
Marketing
Facebook provides great analytics through their Page Insights. There you can track engagement and ad performance directly in their dashboard. Your Facebook Page Insights dashboard and Admin panel appear at the top of your Facebook company page. To dial down deeper into your analytics, click the See Insights button that appears on the top of your Admin panel.
Marketing
When it comes to Facebook marketing, you can pay attention to two metrics in order to determine how effective your content is: the engagement rate and the People Talking About This rating.
Your engagement rate is used to measure what share of your audience is engaged with your content. It can easily be determined by the following two metrics:
Engagement rate for posts: People who Liked, commented, shared or clicked on your post divided by people who saw your post
Engagement rate for pages: Total engagements (which is the sum of all Likes, comments, and Shares) divided by total fans
By using these engagement metrics, you can determine whether the content you are posting is working, and you can compare the quality of different posts.
In the past, it was difficult to tie social media to lead generation, but today's social strategy includes specific tactics for generating leads through social channels. With 60 percent of business-to-business (B2B) companies having acquired customers through LinkedIn, it's the perfect place to showcase your thought leadership and become known as an industry expert.
Marketing
LinkedIn remains the largest professional network with more than 161 million members in more than 200 countries. LinkedIn is perfect for networking and influencer-building opportunities. What’s more, most LinkedIn users visit the site for pure business purposes — to connect with like-minded professionals, to read industry news, and to connect with their favorite companies.
Marketing
Many marketers dismiss Facebook due to its perceived reputation as a personal social network. And although it may be true that Facebook is used to connect with family and friends, businesses can also tap into the huge value that Facebook offers. More than 800 million people use Facebook every day, so if you can show value for your followers, your lead-generation efforts can have a true network effect.
Marketing
Companies that don't have a Twitter strategy and a lead-generation plan are missing out on a huge opportunity. Twitter, which has more than 200 million active users, is a vibrant community where businesses can interact with leads and industry thought leaders to discuss hot topics and trends.
A recent study published by Mediabistro's All Twitter found that 82 percent of leads generated through social media are referred from Twitter.
Marketing
Social media gives businesses the perfect platform to share their expertise in a personal, human way. And because the nature of social media lends itself well to content sharing, you can get access to the networks of your followers through an emphasis on peer-to-peer influence marketing.
A recent study from Nielsen showed that only 33 percent of buyers believe what a brand has to say about itself because people view brand-to-buyer communication as advertising.
Marketing
Twitter allows you to place promoted tweets in timelines targeted to followers and users who are similar to your followers. These are very similar to Promoted Posts on Facebook. You can take one of your standard tweets and promote it to add that extra boost. These tweets appear in both the timelines of your targeted audience and in search results.
Marketing
A key to using Twitter as a part of your social media lead-generation strategy is making sure that your results are trackable. If you have a marketing automation tool, you can build landing pages and specialized links, so if a lead comes in from a social campaign, you can look at the campaign performance. You want to know what opportunities came in as a result of a social interaction, and whether social engagement affected an opportunity before it became a closed/won deal.
Marketing
To attract new leads or close deals, webinars need to be well coordinated so you can plan them in conjunction with your other programs. Plan events far in advance so you can send out promotions and follow-ups, and think about who is going to run your webinars and what platform you want to use.
When initially creating your webinar program, think conservatively.
Marketing
Email marketing helps create personalized relationships with buyers over time. Without a focus on a middle-of-the-funnel strategy, many of your leads dry up and never become customers. Email marketing is a great way to keep in touch with leads already in your database. Send emails to your leads when you are launching a new product or service, promoting a new content asset, attending an event, and so on.
Marketing
Once you set upfront goals for each of your sales campaigns and have a sense for what sales metrics you you might want to measure, it’s time to create a sales road map. Where are your sales now and where do you want them to be in six months, one year, or two years? It's important to develop your milestones and create a plan of attack.
Marketing
Most companies typically define their buyer stages as early-, mid-, and late-stage buyers — or top-of-funnel (TOFU), middle-of-funnel (MOFU), and bottom-of-funnel (BOFU) buyers. Take a look at the following figure, which shows you how a sales funnel can map to buying stages.
A sales funnel and buying stage map.
Marketing
Everyone works for an organization that is at one level or another involved with a lead generation strategy. Some of your companies may be brand new and not yet active on social channels; others might have some lead generation campaigns in place, but not a complete strategy. Your wish list very much depends on where you are currently in your lead generation journey.
Marketing
A buyer persona is a representation of your various buyers and influencers. Basically, who is buying your product or service? Understanding these buyer definitions is critical not only to your content creation, but to your lead generation efforts as a whole.
A persona uses data to help everyone that is creating content to focus on a tangible representation of a buyer, versus a nebulous, formless one.
What kind of content do you want to send to your persona and when? It is crucial to send the right piece of content at the right time. This is why you want to map your organization's buying stages.
Someone who is just learning about your company isn't ready for a case study, so don't send him one. Conversely, a prospect may not want another educational asset if they are ready to buy.
Marketing
Before you even start creating your lead generation blueprint and building your business case, you need to define your key metrics. What are you looking to get out of lead generation? How will lead generation affect your organization and what are you trying to achieve?
You then need to determine where you are now, what your sales and marketing teams have historically been doing, and whether it has been effective.
In sales and marketing, lead nurturing is the process of building relationships with qualified sales prospects regardless of their timing to buy. Your goal is to earn their business when they are ready to purchase. Many of your lead-generation tactics will be very top-of-funnel, meaning you're hopefully casting a wide net and generating a lot of new leads.
After you have a good idea who your best leads are, the next step to defining your lead generation process is to define your sales funnel — knowing where a prospect is in his buying journey so that you can align it directly to your marketing and sales processes. Mapping your lead generation efforts to your funnel is extremely important as it dictates your campaigns, messaging, and expected metrics.
Marketing
Lead scores are based on numerical values placed on factors such as active and latent buying behavior. When you're scoring a sales lead, you must understand the difference between the two buying behaviors:
Active behavior involves sales readiness and purchase intent.
Latent behavior describes a behavior that shows less engagement and sales readiness.
Marketing
When marketers rank leads to determine the lead's sales-readiness, they use a method called lead scoring. Two types of lead scoring: explicit (fit) and implicit (interest) scoring are particularly important for most marketers.
Explicit scoring data is created from observable or collected information via an online form.
Marketing
Not all sales leads are created equal. And it is critical before you embark on your lead generation journey to determine what your definition of a good lead is. And it's not just your definition that matters. What is your sales department's definition of a good lead? After all, salespeople are the ones who are following up and closing deals.
Marketing
The key to a successful direct mail campaign is creative execution: in other words, what your direct mailer looks like. Think outside of the box for your direct mail pieces, have an eye-catching design and theme, and don't be afraid to use some mixed media by sending out packages instead of postcards. And because you are hopefully sending out your direct mail pieces to a targeted list, you can get a bit more creative and have a bit of a higher budget to make your mail pieces really pop.
Marketing
Webinars are a splendid way to generate new leads, as well as nurture leads that are already in your database. Webinars are delivered via the web and can happen in real time or on-demand, by viewing a recording.
Typically lasting for about 30–60 minutes, webinars can include one speaker or even a full panel, and enable interaction amongst participants in the form of questions or polls.
Marketing
The key to effective direct mail is approaching it in the right way and integrating it with other outbound and inbound lead-generation strategies to make it part of a full campaign. In fact, direct mail can be highly personal and creative, depending on your mode of attack and how you target your list. If you're skeptical, take a look at some of these convincing stats:
Seventy-three percent of U.
Marketing automation is a software platform made specifically for marketers, so they can run the business of marketing. It's pretty cool. In the past, marketers had to piecemeal together a variety of different software tools to create a hodgepodge of functionality.
But what is marketing automation? According to Marketo, marketing automation is "the technology that allows companies to streamline, automate, and measure marketing tasks and create workflows so they can increase operational efficiency and grow revenue faster.
Marketing
These days, there are usually buying teams that include multiple decision-influencers. You need to look at how marketing affects all of the influencers in a design process to fully track lead-generation program first-touch and multi-touch attribution to deals.
Imagine that your team is purchasing a community platform so you can engage your customers in a community environment.
Marketing
One of the first items you want to track and measure in your marketing programs is your investment. You want to think of marketing as an investment, not a cost. You don't want to be seen as a cost center. When marketers talk about investment, they're indicating that marketing is a department companies invest in.
Marketing
Marketers track many common metrics when analyzing the success of a campaign. The following metrics are a great start, and if you're taking baby steps to truly becoming a revenue marketer, make sure you at least have these measurements in place:
Marketing percentage of contribution to sales pipeline: The perc
Marketing
If you are doing a ton of top-of-funnel lead-generation tactics, you are casting a wide net and introducing people to your company very early in the buying process. But after you have plenty of leads in your database, what do you do with them? Lead generation doesn't stop at acquisition.
Your leads have a buying journey to go through, and by engaging in middle-of-the-funnel marketing tactics such as email marketing, you can ensure that you are speaking to your leads in all stages of the buying journey.
Marketing
Alignment between sales and marketing during the lead generation process is critical for success. The two teams have an extremely symbiotic relationship, and companies that understand this are ahead of the game. Traditionally, sales and marketing haven't had the greatest relationship with one another. Sales thinks marketing doesn’t give them good leads, and marketing thinks sales doesn’t follow up on its perfectly good leads.
Marketing
The first step to creating your search engine optimization (SEO) strategy is to choose your keywords. Ask yourself what you want to rank for. This can be answered after asking yourself and your team a series of simple questions:
What does my company do?
What is the key search term(s) people use when they want to learn more about my business?
Marketing
Search engine optimization (SEO) is an important part of lead generation because it makes your site more visible to potential leads. Without good SEO, you risk never being found.
However, just optimizing your website for search will not guarantee you a page one listing on a search engine. If only life were that easy!
Marketing
So who do you need for lead generation success? It varies, based on your company size and how large your marketing team is. And in fact, you may already have many of these people employed already. But for the sake of being thorough, what follows is a list of all of the different potential hires you could make for a very robust lead generation team.
Due to the fast-moving technology landscape, best practices for marketing and lead generation change constantly. Keeping up with top lead-generation blogs is a great way to stay up-to-date with the latest and greatest new tips, strategies, and channels to try. Here are ten of the best.
Ann Handley
Created by Ann Handley, Marketing Prof’s chief content officer, Ann’s blog focuses on content, social media, and lead generation.
Using social media for lead generation is an absolute must, but the problem is that many marketers have no idea how to track a return on investment (ROI) of their efforts. How should you think about tracking ROI and what should you track? Check out this list of social media metrics to help you get started:
Number of followers or friends: A good indicator of how your social channels are performing is your number of followers or friends.
Marketing
When recruiting for a rock-star lead generation team, there are specific personality traits or soft skills that you should be looking for. Beyond just looking at years of experience and degrees, you need to assess a candidate's ability to thrive in today's technology-driven marketing environment. No matter what industry you are in, whether it is hotel management, construction, or anything else, lead generation is largely done online, so you must have your finger on the pulse of the ways consumers are researching in order to know where your customers are.
Marketing
Customer relationship management (CRM) software is easy to integrate into a lead generation strategy because this is something you most likely already have this in place. This is the technology your sales team uses to track leads, opportunities, and deals. Additionally, some marketing departments might also be using a CRM currently to track programs and send emails.
When testing sales and marketing leads, consider multivariate testing, which is A/B testing's bigger (and more complicated) counterpart. A multivariate test can compare a much higher number of variables at one time. Generally, multivariate tests can also show more complex information, therefore telling you more about your campaign performance and testing results.
Marketing
Think of your website's utility and usability as the baseline for your website lead generation strategy. A website that looks great can only get you so far. You need your website to be functional. By functional, your website has to be logical to the buying personas visiting it, must do what you intend it to do (inform visitors and move them along the lead lifecycle), and should provide clear conversion paths for your viewers.
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