Lead generation involves identifying prospective customers and qualifying their likelihood to buy in advance of making a sales call.
Slides Outline:
1. You will know what lead generation is.
2. Understand the Lead Funnel and how it is represented in their organization.
3. Develop a lead generation plan for their organizations
4. Qualify Leads for their organizations
5. Define the Lead generation process in their organizations
2. MODULE 1: OBJECTIVES
The participants should be able to;
1.Know what lead generation is
2.Understand the Lead Funnel and how it is represented in their organization.
3.Develop a lead generation plan for their organizations
4.Qualify Leads for their organizations
5.Define the Lead generation process in their organizations
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3. LEAD GENERATION
Lead generation involves identifying prospective customers and
qualifying their likelihood to buy in advance of making a sales call.
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4. WHO IS A LEAD?
A lead is a prospect that has
some level of potential of
becoming a customer.
Not: Business Enquiry or List of
Names
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5. PROCESS OF LEAD GENERATION
It is the process of;
i. Tempting clients to you
ii. Getting them interested in your offerings and
iii. Persuading them to willingly provide their personal information.
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6. LEAD FUNNEL
Defines the stages buyers’
journey
i. Awareness
ii. Interest
iii. Desire
iv. Action
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7. DIVISIONS OF THE LEAD FUNNEL
Top of the Funnel
(TOFU)
Name: name and contact
details.
Engaged:
communication with
your company.
Target: qualified buyer
or not.
Middle of the Funnel
(MOFU)
Lead: interested in
spending on your
offerings.
Sales Lead: lead passed
to the sales team who
will then follow up with
the lead directly.
Bottom of the
Funnel (BOFU)
Opportunity: all set to
spend on your offerings.
Customer: lead who has
finally spent on your
services or products.
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8. LEAD GENERATION PLAN
PLAN
Figured out your
needs
Set your goals and
Understood what
your customer’s
want
CREATE
Create
offers,
messages
content
communication
DISTRIBUTE
Evenly distribute your
content to ensure
maximum impact.
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9. LEAD GENERATION PLAN CONTD.
CAPTURE
Capturing their
information so that you
can convert them from a
prospect to a lead.
ANALYZE
Closely track your key
performance indicators
to identify areas of
strength and discover
the areas that aren’t
performing well and
need improvement.
CULTIVATE
Constantly work on
retaining the interest of
your leads
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10. LEAD GENERATION PLAN CONTD.
CONVERT
Implement a careful plan of
approach and conversion
strategy to close new customers
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13. Lead Generation
Process
1. Set campaign objectives
◦ The number of leads expected.
◦ The degree of qualification.
◦ The time frame during which they will
arrive.
◦ The cost per lead.
◦ Lead-to-sales conversion ratio.
◦ Revenue per lead.
1.
Inquiry
Generation
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14. 1. INQUIRY GENERATION
2. ANALYZE AND SELECT
CAMPAIGN TARGETS
The tighter your targeting, the higher
your response is likely to be.
3. SELECT CAMPAIGN MEDIA
Events, internet-based lead
generation, and referral marketing
programs can also be effective.
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15. 1. INQUIRY GENERATION
4. DEVELOP A MESSAGE
PLATFORM
Keep the message simple and focus
on a single benefit.
5. DEVELOP A CAMPAIGN OFFER
Motivate the target prospect to
respond with an indication of interest
in your product or service.
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16. 1. INQUIRY GENERATION
6.CREATE COMMUNICATIONS
◦ Speed is of the essence.
◦ Inquiries should be fulfilled no later
than 24 hours after receipt
7. PLAN FULFILLMENT MATERIALS.
Speed is of the essence.
Inquiries should be fulfilled no later
than 24 hours after receipt
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17. Lead Generation Process
2. RESPONSE PLANNING
The effort you put into ensuring
your prospects’ responses are
properly handled and tracked.
3. RESPONSE CAPTURE
Internal processes must be set up
in advance to capture and record
the key codes for later analysis.
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18. Lead Generation Process
4. INQUIRY FULFILLMENT
Inquiries ask for more
information, so give it to them.
5. INQUIRY QUALIFICATION
Nothing is more important than
correctly qualifying sales leads
before they are delivered to the
sales people.
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19. Lead Generation Process
6. LEAD NURTURING
When an inquiry is only partially
qualified and does not make the
grade of readiness for the sales
team, it needs to be nurtured.
7. LEAD TRACKING
Measuring the results of the
lead-generation campaigns.
Attributing a closed sale to a
marketing campaign.
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20. Lead Generation Process
8. MARKET RESEARCH FOR LEAD
GENERATION
Lead generation is much
improved with the help of
advance research, like any
marketing activity.
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23. Question? – Break Out
What are the three(3) key lead generation strategies that can be employed within the
organization at a manageable cost, which can help generate a high level quality of leads
for the sales staff?
Explain the basis of your selected strategy.
One team member will present and the rest will take four questions from the other
teams and one from the trainer.
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