Download as PDF, PPTX
Lead Generation Analysis & Strategy
- 1. LEAD GENERATION STRATEGY by Anna Sharma Howto Sustainably Increase Quality Leads
- 2. Gross leads MQLs Opportunities Customers: 2,666+ 480+ 67+ 10+ LTV/CAC ANALYSIS SHOWSWE NEED 480+ MQL LEADS/YEAR TO COUNTER CHURN CURRENT MQL GOAL: 375 MQLs /year GOAL FROM LTV/CAC ANALYSIS: 18% 14% 15%
- 3. Paid Traffic -Leads Now LEVERS TO ACHIEVE OUR GOAL Controllable Not controllable Fast Slow More predictable Less predictable Inbound Outbound Bigger and easier opportunity (Not familiar with our product but needs it) Smaller subset of target market (already searching for keywords around our product) Organic Traffic - Leads Later
- 4. Paid Traffic OrganicTraffic CURRENT STATUS OF OUR MQL GOAL Current: Potential in the short term : $4,745 ~500 Source: First Page Sage Research, Average Cost Per Lead by Industry 2024 6 MQLs /year 52 ~135 $250 Current cost per lead: (from ads) Target cost per lead: (from ads) MQLs /year MQLs /year MQLs /year
- 5. 122,467 710 (0.58%) 28 (4%) 2(7%) 0 TO ACHIEVE CURRENT MQL GOAL THROUGH 100% PAID MEDIA WOULD COST $4.6M/YEAR CURRENT SPEND (SEPT 2022 - DEC 2022): $19,420 To achieve current MQL goal at this rate: $4.6M/year Impressions Current Status (Sept 2022 - Dec 2022) Clicks Gross leads MQLs Opportunities
- 6. SO WHAT SHOULD BE OURLEAD GENERATION PLAN? Short Term: Optimize paid ad conversion Long Term: Build organic traffic
- 7. SO WHAT SHOULD BE OURLEAD GENERATION PLAN? Short Term: Optimize paid ad conversion Long Term: Build organic traffic WHY? Paid is the only way to get a controllable flow of qualified traffic for brands like ours that have not yet earned organic traffic. If you want leads now, we have to pay for them.
- 8. SO WHAT SHOULD BE OURLEAD GENERATION PLAN? Short Term: Optimize paid ad conversion Long Term: Build organic traffic WHY? Though it takes time to earn and it’s is not predictable or controllable, organic traffic is without additional variable cost. Organic traffic can be built with time and consistency. It’s playing the long game.
- 9. 0.58% Impressions Clicks Gross leads MQLs Clickthrough rate Opportunities 4% 7% 15% Clickto conversion rate Gross lead to MQL rate MQL to opportunity rate EVERY STAGE OF THE FUNNEL HAS HUGE OPPORTUNITY FOR OPTIMIZATION Ongoing ad optimization of ad color, type, copy, offers, etc. Improving clickthrough rate: Landing page A/B testing for conversion rate optimization Offer type testing - webinar, ebooks, whitepapers, etc. Improving click to conversion rate: Simple update to “contact us” and “request a demo” pages to better filter submissions to only leads (send other needs elsewhere on the site) A/B test limited strategic navigation on “request a demo” page Auto rejection of “request a demo” submissions based on user input of fields that indicate dysqualification Update website copy to better clarify what we do and do not do to disqualify leads before submission Improve and test email nurture sequence Stronger, clearer call to action at end of webinars Improving gross lead to MQL rate: Better define who can benefit from our products and who cannot Improving qualify of MQLs using techniques above Improving MQL to opportunity rate: Biggest opportunity
- 10. LONG TERM: CONTINUEBUILDING ORGANIC TRAFFIC Drive SEO traffic through technical audit, keyword research, and consistent performance monitoring Capitalize on organic video traffic - lower barrier to entry and high converting Build referring domains through external publishing and influencer relationships
- 11. SUMMARY: MQL annual goalneeds to be higher to counter churn (does not include growth) Paid media is the fastest and best opportunity to get leads now Paid media needs to be prioritized and optimized to improve results Currently we have high ad spend with no results There is a lot of low-hanging fruit to improve results While optimizing ads for leads now, continue building organic traffic for even more leads in the future.
- 12.
- 13. EVEN THE SLIGHTESTOPTIMIZATION WILL YIELD BIG RESULTS 0.58% Impressions Clicks Gross leads MQLs Clickthrough rate Opportunities 0.71% 4% 4.5% 7% 13% 15% 18% Click to conversion rate Gross lead to MQL rate MQL to opportunity rate This alone increases MQL volume by This alone increases MQL volume by 22% 12.5% This alone increases MQL volume by 85% This alone increases opportunity volume by 23%