playbook for lead generation teams

1. Follow this simple step-by-step playbook to develop a lead-generation strategy that provides
a steady flow of qualified leads to your sales team.
LEAD GENERATION PLAN
Playbook & Toolkit

2. Table of Contents LEAD GENERATION PLAN
Introduction 05
Conclusion 23
Framework 03
About 24
06
09
13
15
17
21
stage
stage
stage
stage
stage
stage
1
2
3
4
5
6
Understand Lead Gen
Plan Your Strategy
Defining What a “Lead” Is
Implement Technologies
Lead Gen Programs
Evaluate Program ROI
Maturity Model 04

3. LEAD GENERATION
Framework
Leverage the framework below to quickly empower
your organization’s lead generation strategy.
Tradeshow Lead
Capturing Form
Marketing Automation
System RFP
Webinar Program Plan
Nurturing Leads
with Podcasts
Marketing Automation
ROI Calculator
Tradeshow Evaluation
Checklist
Marketing Automation
Vendor Matrix
Marketing Automation
Vendor Evaluation
Events Database
Template
Revenue Marketing
Transformation
Marketing Automation
Business Case
Advertisement
Evaluation Matrix
Objectives Scorecard
PLAN2 EVALUATE61 UNDERSTAND
Marketing Automation
Consulting RFP
Advertising Plan
Checklist
Content Marketing
Plan
Qualified Lead
Definition Tool
Develop Customer-
Centricity with CRM
Marketing
Calendar Template
Maturity Assessment
Marketing
Funnel Calculator
Metrics Dashboard
Marketing Automation
Software Selection
Marketing Channel
Ranking Tool
Advertising
Calendar & Budget
Lead Gen Success
Workshop
Lead Scoring
Template
Marketing Automation
Maturity Assessment
Lead Acquisition Model
IMPLEMENT4 PROGRAMS5DEFINE3
Click the buttons below to access all related
training, tools, templates, and other resources.
Sales Productivity
Metrics

4. Want to rate your organization’s Lead Generation maturity
with an interactive tool? Download our Lead Generation
Maturity Assessment and get started today!
V I E W R E S O U R C E
LEAD GENERATION
Maturity Model
STAGE 1 - Undefined
STAGE 2 - Progressive
STAGE 3 - Mature
STAGE 4 - World-Class
No CRM or Marketing
Automation System in place
Metrics: #ads, #impressions
Focus on branding &
marcom activities
Viewed as cost-center
(investment in brand)
Difficult to get budget
for marketing programs
Processes are ad-hoc
CRM System in place with
reasonable rep adoption
Metrics: #leads, #clicks
“Leads” are passed to sales
but don’t have set criteria
Viewed as cost center
(cost per lead)
Processes are defined
Sales complains about lead
quality and quantity
CRM and Marketing Automation
are in place and integrated
Metrics: #opportunities,
pipeline, cost per acquisition
Leads are well-defined with
agreed-upon definition by
both sales & marketing
Viewed as a Revenue Driver
Processes are automated
with marketing automation
Systems are being used
to their full potential
Metrics: Revenue,
Program ROI, ROMI, CLV
Lead generation is scalable
Revenue accountability
Viewed as Profit-Center
Processes are constantly
tweaked to improve results

5. 5LEAD GENERATION PLAN
1 2 3 4 5 6
Introduction
Understand
Lead Gen
Plan Your
Strategy
Defining What
a “Lead” Is
Implement
Technologies
Lead Gen
Programs
Evaluate
Program ROI
Stage 1 - Understand Lead Gen
Lead Generation Maturity Assessment
Stage 4 - Implement Technologies
CRM & Marketing Automation Systems Implementations &
Integrations
Stage 5 - Lead Gen Programs
Calendar for Advertising, Email, Inside Sales, Tradeshows,
Webinars, Podcasts
Stage 3 - Defining What a “Lead” Is
Qualified Lead Definition, Lead Scoring Framework
Stage 2 - Plan Your Strategy
Marketing Funnel, Lead Acquisition Model, Strategy
Scorecard, Content Plan
Stage 6 - Evaluate Program ROI
Lead Generation Metrics Dashboard
Major Outputs from this ProcessHow to Use this Playbook
This playbook consists of six stages, each with a description, steps, and
action items. Action items include using our how-to guides and premium
tools and templates. Our intention with this playbook is to help you:
Understand lead generation and identify opportuni-
ties to improve your organization’s capabilities
Evaluate and select the technology that will be the
backbone of your lead generation strategy
Plan and craft a strategy to develop a steady flow of
qualified leads for your sales team

6. Understand Lead Gen
STAGE 1
LEAD GENERATION PLAN
In Stage 1, you will focus your efforts around analyzing your current lead-generation capabilities,
identifying areas for improvement, and learning lead-generation best practices.
Key steps in this stage include:
STEP 1: Conduct a Lead Generation Assessment
STEP 2: Learn Secrets to Lead Gen Success
STEP 3: Understand “Revenue Marketing” Journey

7. 7LEAD GENERATION PLAN
Introduction
Understand
Lead Gen
1
Strategy, Process & Skills
Marketing Automation & Lead Management
Direct & Database Management
Website, Blog & Community
Website, Blog & Community
Conversion & Landing Pages
Campaign Measurement & Reporting
1. Must-Have Points of Alignment
2. Nailing Down Your Processes
3. Picking the Best Targets
4. Data Management
5. Customer Buying Process
6. Leveraging the “Big Idea”
7. Lead Gen Blueprint
Conduct a Lead Generation Assessment Learn Secrets to Lead Gen Success
STEP 1 STEP 2
Action Item Action Item
Use the Lead Generation Maturity Assessment to
determine your organization’s strengths and weaknesses
when it comes to generating qualified leads to your sales
organization.
Watch our workshop on Secrets to Lead Gen Success
to understand industry-expert Eric Albertson’s 7 keys to
improving your lead generation strategy & programs.
Areas of the assessment include: The 7 keys to success are:
V I E W R E S O U R C E
W AT C H V I D E O
2 3 4 5 6
Plan Your
Strategy
Defining What
a “Lead” Is
Implement
Technologies
Lead Gen
Programs
Evaluate
Program ROI

8. 8LEAD GENERATION PLAN
Executive Summary
The Revenue Marketing Journey
The Four Key Stages
The 6 Controls of the RM6 Model
Action Plan
Bottom Line
Understand “Revenue Marketing” Journey
STEP 3
Action Item
ReadourHow-toGuideRevenueMarketingTransformation
tounderstandhowleadingconsultancy,ThePedowitzGroup,
transforms their clients into revenue-producing machines.
Sections of the guide include:
V I E W R E S O U R C E
Introduction
Understand
Lead Gen
1
2 3 4 5 6
Plan Your
Strategy
Defining What
a “Lead” Is
Implement
Technologies
Lead Gen
Programs
Evaluate
Program ROI

9. Plan Your Strategy
STAGE 2
In Stage 2, you will develop your lead-generation strategy.
Key activities and deliverables include:
STEP 1: Create the Marketing Funnel
STEP 2: Prioritize Lead Gen Programs
STEP 3: Define Lead Gen Strategy
STEP 4: Craft Content Marketing Plan
STEP 5: Develop Lead Acquisition Model
LEAD GENERATION PLAN

10. 10LEAD GENERATION PLAN
2
Plan Your
Strategy
Prospects Touched
# Prospects Who Respond
Marketing Qualified Leads
Sales Accepted Leads
Sales Qualified Leads
Deals & Revenue
Brand Promotion Quality
Lead Quality
Cost Per Channel/Event
Create the Marketing Funnel Prioritize Lead Generation Programs
STEP 1 STEP 2
Action Item Action Item
Use Marketing Funnel Calculator to calculate the number of
leads you will need in order to meet your revenue targets for
deals sourced by Marketing for this period.
Use our Marketing Channel Ranking Tool to identify
which lead generation programs will provide the most
value for money and justify what to include in your lead
generation strategy.
Stages in the marketing funnel include: This analysis will determine:
V I E W R E S O U R C EV I E W R E S O U R C E
Introduction
3 4 5 6
Defining What
a “Lead” Is
Implement
Technologies
Lead Gen
Programs
Evaluate
Program ROI
1
Understand
Lead Gen

11. 11LEAD GENERATION PLAN
STEP 3 STEP 4
Objectives
Programs & Activities
KPIs & Metrics
Target Timeframes to Achieve Goals
Identify Objectives
Understand Buyers
Identify Gaps
Build Content
Organize Distribution
Measure Your Program
Define Lead Generation Strategy Plan Craft a Content Marketing Plan
Action Item Action Item
Use our Lead Generation Objectives Scorecard to docu-
ment a brief strategy plan for your lead generation program.
Use our Content Marketing Plan that comes with addi-
tional tools and templates to develop a content strategy
that will power your lead generation programs.
Key information to include in your scorecard: Stages of this playbook include:
V I E W R E S O U R C E V I E W R E S O U R C E
2
Plan Your
Strategy
Introduction
3 4 5 6
Defining What
a “Lead” Is
Implement
Technologies
Lead Gen
Programs
Evaluate
Program ROI
1
Understand
Lead Gen

12. 12LEAD GENERATION PLAN
STEP 5
Direct Marketing Campaigns
Indirect Marketing Communications
Registration or Activation
Lead Scoring
Lead Nurturing Campaign
Lead Assignment
Develop Lead Acquisition Model
Action Item
Use our Lead Acquisition Model to build a simple process
diagram that visually communicates how your lead genera-
tion and nurturing strategy will work.
Components of the model can include:
V I E W R E S O U R C E
2
Plan Your
Strategy
Introduction
3 4 5 6
Defining What
a “Lead” Is
Implement
Technologies
Lead Gen
Programs
Evaluate
Program ROI
1
Understand
Lead Gen

13. Defining What a “Lead” Is
STAGE 3
In Stage 3, you work with Sales to standardize the definition for a “lead”.
Key activities include:
STEP 1: Agree on Lead Definition
STEP 2: Define Lead Scoring Parameters
NOTE: The lead scoring model from this Stage should be incorporated into a Marketing Automation system.
LEAD GENERATION PLAN

14. 14LEAD GENERATION PLAN
Company (size, industry, location)
Contact (seniority level, decision-maker)
Buying Stage & Needs
Spending Authority
Recentness of Activity (web visits, downloads, call, etc.)
Company (size, industry, location)
Contact (seniority level, decision-maker)
Buying Cycle Stage
Interest
Actions (page views, pricing page visits, etc.)
Recentness of Activity (web visits, downloads, call, etc.)
Agree on Definition of a “Lead” Define Lead Scoring Parameters
STEP 1 STEP 2
Action Item Action Item
Use the Qualified Lead Definition Tool to agree with
Sales leadership on the key criterion required for a lead to
be considered qualified for sales.
Use the Lead Scoring Template to customize a frame-
work for scoring leads on a manual basis. If you have a
marketing automation system, automate this process with
lead scoring rules.
Key qualification criterion: Sample Lead Scoring Criteria:
Defining What
a “Lead” Is
3
V I E W R E S O U R C E V I E W R E S O U R C E
Introduction
4 5 6
Implement
Technologies
Lead Gen
Programs
Evaluate
Program ROI
1
Understand
Lead Gen
2
Plan Your
Strategy

15. 15LEAD GENERATION PLAN
Implement Technologies
STAGE 4
Stage 4 will help you select, implement and integrate
your Lead Generation technology solutions:
STEP 1: Implement a SFA/CRM System
STEP 2: Implement a Marketing Automation System
NOTE: This playbook assumes you have a solid understanding of the systems mentioned in this Stage
and you already know the business benefits that can be derived from implementing & integrating them.
LEAD GENERATION PLAN

16. 16LEAD GENERATION PLAN
CRM System RFP Template
CRM Vendor Evaluation Matrix
CRM Program Metrics
Dashboard
CRM Administrator Job
Description
Implement
Technologies
4
CRM Readiness Assessment Tool
CRM Program Strategy Scorecard
CRM Maturity Assessment
CRM Business Case Template
CRM Consulting Services RFP
Marketing Automation Business Case
Marketing Automation Consulting RFP
Marketing Automation Maturity Assessment
Marketing Automation ROI Calculator
Marketing Automation System RFP
Marketing Automation Vendor Evaluation
Marketing Automation Vendor Matrix
Implement a SFA/CRM System Implement a Marketing Automation System
STEP 1 STEP 2
Action Item Action Item
Use the following guide and 9 tools and templates to imple-
ment a SFA/CRM system.
Use the following guide and 7 tools to implement a Marketing
Automation system.
How-To Guide: Develop Customer-Centricity with CRM: How-To Guide: Selecting Marketing Automation Software:
V I E W R E S O U R C E V I E W R E S O U R C E
Introduction
5 6
Lead Gen
Programs
Evaluate
Program ROI
1
Understand
Lead Gen
2
Plan Your
Strategy
3
Defining What
a “Lead” Is

17. Lead Gen Programs
STAGE 5
In Stage 5 you will be organizing your key lead generation programs
by creating a Marketing Calendar.
Additionally, we have included resources for the following lead generation channels:
STEP 1: Organize Your Lead Generation Programs
STEP 2: Plan Your Advertising Campaigns
STEP 3: Get Inside Sales Moving with Metrics
STEP 4: Develop a Podcasting Program
STEP 5: Engage Targets with Webinars
STEP 6: Generate Leads from Industry Tradeshows
LEAD GENERATION PLAN

18. 18LEAD GENERATION PLAN
Lead Gen
Programs
5
Provides summary of all activities
Visualizes lead generation programs
Breaks down all activities by month
Shows Sales how Marketing adds value
Demonstrates organizational planning
Advertisement Evaluation Matrix
Online Advertising Plan Template
Online Advertising ROI Calculator
Advertising Plan Checklist
Organize Your Lead Generation Programs Plan Your Advertising Campaigns
STEP 1 STEP 2
Action Item Action Item
Use our Marketing Calendar Template to plan and organize
all of your lead generation activities and then provide to your
sales team so they can keep abreast of Marketing’s activities.
Use our Advertising Calendar & Budget to plan your
advertising campaigns, sponsorships, and other paid
media programs.
Benefits of using a marketing calendar: Here are a few additional advertising resources:
V I E W R E S O U R C E V I E W R E S O U R C E
Introduction
6
Evaluate
Program ROI
1
Understand
Lead Gen
2
Plan Your
Strategy
3
Defining What
a “Lead” Is
4
Implement
Technologies

19. 19LEAD GENERATION PLAN
STEP 3 STEP 4
Dials/Day
# New Prospects (set appointments)
# Demos
What is a Podcast?
Business Benefits of Podcasting
Attracting Listeners to Podcasts
How to Record a Podcast
Action Plan
Get Inside Sales Moving with Metrics Develop a Podcasting Program
Action Item Action Item
Use our Sales Productivity Metrics (Daily, Monthly,
Quarterly) to train inside sales reps on which metrics will
be tracked and what they need to do on a daily basis to
be successful.
Use our How-To Guide: Nurturing Leads with Podcasts to
learn how you can develop a solid podcasting program and
add a new type of interactive content to your lead gen mix.
Following are some key metrics you need to track: Here is what you will learn in this guide:
V I E W R E S O U R C E V I E W R E S O U R C E
Lead Gen
Programs
5Introduction
6
Evaluate
Program ROI
1
Understand
Lead Gen
2
Plan Your
Strategy
3
Defining What
a “Lead” Is
4
Implement
Technologies

20. 20LEAD GENERATION PLAN
STEP 5 STEP 6
Objectives & Buy-In
Pre-Webinar Planning
Webinar Execution
Post Webinar Marketing
Program Measurement
Tradeshow Evaluation Checklist
Tradeshow Evaluation Matrix
Tradeshow Lead Capturing Form
Tradeshow Program ROI Calculator
Tradeshow ROI Calculator
Engage Targets with Webinars Generate Leads from Industry Tradeshows
Action Item Action Item
Use our Webinar Program Playbook that comes with tools
and templates to map out a webinar program that keeps
your prospects and customers engaged.
Use our Events Database Template to document all the
tradeshows and events happening in your industry and then
select the best ones to attend to generate hot leads.
Stages of this playbook include: Here are a few additional tradeshow resources:
Follow this simple step-by-step playbook to develop
a webinar program that supports your company’s goals & objectives.
WEBINAR PROGRAM
Playbook & Toolkit
V I E W R E S O U R C E V I E W R E S O U R C E
Lead Gen
Programs
5Introduction
6
Evaluate
Program ROI
1
Understand
Lead Gen
2
Plan Your
Strategy
3
Defining What
a “Lead” Is
4
Implement
Technologies

21. Evaluate Program ROI
STAGE 6
Now that you have trained organized all of your lead-generation programs, you need to develop a
dashboard for collecting key metrics and determining program ROI.
Steps in this Stage include:
STEP 1: Building a Lead Generation Dashboard
LEAD GENERATION PLAN

22. 22LEAD GENERATION PLAN
Evaluate
Program ROI
6
New Leads by Channel
Opportunities in Pipeline
Contacts in Database
Cost Per Lead
Landing Page Conversion Rate
Click Through Rates for Email Marketing
Build a Lead Generation Dashboard
STEP 1
Action Item
Use our Lead Generation Metrics Dashboard to collect
metrics and report on the success of your lead generation
program efforts.
Following are some key metrics to analyze:
V I E W R E S O U R C E
Introduction
1
Understand
Lead Gen
2
Plan Your
Strategy
3
Defining What
a “Lead” Is
4
Implement
Technologies
5
Lead Gen
Programs

23. Conclusion
At the end of any project, it’s always a good idea to review it and identify
areas for improvement.
Demand Metric has the tools and expertise to help you build an effective
lead generation program:
Create or audit your existing lead generation processes
Implementing CRM or Marketing Automation solutions
Developing content to fuel your lead generation programs
To learn more, contact Demand Metric: info@demandmetric.com
LEAD GENERATION PLAN

24. LEAD GENERATION PLAN
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