1. Mastering the Art of Lead
Generation
DEBBIE MADDEN
CEO, STRIDE
N Y C ’ S M O S T R E L I A B L E C O N S U L T A N C Y
WWW.STRIDENYC.COM

2. Finding New Leads Is Hard

3. It’s Easy to Be Overwhelmed

4. You Need a Plan to Drive Leads to the Top of Your Sales Funnel

5. Generate Leads In a Repeatable,
Sustainable Way
1 2 3
Identify Your Target
Create A Portfolio
of Offerings
Implement a Strategic
Plan

6. What are your biggest challenges?
 _____________________________

7. Generate Leads In a Repeatable,
Sustainable Way
1 2 3
Identify Your Target
Create A Portfolio
of Offerings
Implement a Strategic
Plan

8. Identify
Your
Target

9. Definition: Market Segment
Definition:
A group who shares specific needs AND who
reference each other

10. Exercise: Define Your Target Market(s)
B2B
 Locations
 Industries
 Titles of key contacts
 Company size (revenue,
employees, years in biz)
 Budget (how much do they
spend annually on your
product/service)
 Values (theirs, not yours)
 Funding (none, VC backed,
etc)
 Organizational structure
(flat, remote, hierarchy)
B2C
 Locations
 Occupations
 Status (married, single,
student)
 Family income
 Budget (how much do they
spend annually on your
product/service)
 Values (theirs, not yours)

11. Exercise: Define Your Ideal Client
 Values/Beliefs
 Hobbies/Interests
 Dislikes
 Deal breakers
 How they make decisions
Be as specific as possible.
Personas of the individuals you want as clients.
Think of existing and pass clients.

12. My ideal client
 High Integrity
 Passionate about something
 Fair to everyone
 Realistic – in touch with reality*
* How I test for this

13. Exercise:
What’s the #1 Need You Solve for your Ideal Client?
 Think outside the box.
 Benefits, Value, Urgent Needs, Non-Urgent Needs
 Push yourself to come up with at least 10.
 Now, pick the #1 urgent need that you solve.

14. Takeaway Challenge
How can you articulate this #1 urgent
need in is as many of your sales and
marketing activities as possible?

15. Exercise:
Why Will Your Ideal Clients Choose You?
Chances are, you’re not the only one out there
solving this particular need.
What makes you so special, how do you solve
this need better than anyone else?

16. Create a
Portfolio
of
Offerings

17. The Secret
The key to successful lead generation is:
1. Know what the #1 urgent need you are solving for
your target market is AND
2. Always having something to offer your target
market that mirrors the level of trust you have built
up with them

18. Marriage vs Dating
Your goal: Date
 Build trust over time by
continuously offering valuable
bits of knowledge, connections
and advice.
See
Know
Like
Trust
Buy

19. Exercise:
When Is Your Target Market Looking to Buy?
 WHEN Do Your Prospective Customers Look for You
 Example: Outsourced software development
 VC Funding round
 Budget approved for fiscal year
 Competitor launches competing product
 Layoffs of full time employees

20. Fact
90% of your target market isn’t ready to buy
you core product or service the first time they
learn about you.
That’s ok.

21. Buying Stages
Contact
Suspect
Prospect
Qualified Lead
Customer
Upsell

22. Key Takeaway
Potential clients will only engage with
you in an amount that equals the amount
of trust they have in you.
For folks that don’t know you well, you
must offer educational and valuable
content in a way that has extremely low
barriers to entry.

23. Case Study: Hubspot
 Free Trial
 Demo
 Case Studies
 Library of resources
 Academy
 Videos
 Local User Groups
 Training Courses

32. Exercise: Portfolio of Offerings
 1 Hour brainstorm session with your company
 List buying stages
 Everyone gets stickies, brainstorm as many offerings
as you can
 Dot vote to select top 5

33. Implement
a Strategic
Plan

34. Exercise:
Where Does Your Target Market Look for You?
 Online?
 Offline?
 What do they read?
 Which events do they attend?
 When they have questions, where do they look for
answers? Do they ask each other? If so, how, where?
Don’t worry about getting it 100% right, just
brainstorm and come up with a decent starting list.

35. Exercise: Choose 3 Core Strategies
Networking
Connecting
Direct Outreach
Referrals
Marketing Campaigns (Indirect Outreach)
Speaking
Writing
Sponsoring Events
Hosting Events
Partnerships
Other (create your own)

36. This Isn’t Magic, It’s Discipline
 Time box lead gen – each week spend 3 hours on it
 Set SMART goals and measure progress
 Email Blast to 1500 people
Goal: 300 clicks on link to blog
10 incoming leads
1 client

37. Closing Deals
 Prioritize
 Communicate
 Strategy to win
 Work your butt off to close

38. Generate Leads In a Repeatable,
Sustainable Way
1 2 3
Identify Your Target
Create A Portfolio
of Offerings
Implement a Strategic
Plan

39. Let’s Help Each Other
 Me
 Acquire Customers:
CEOs, CTOs: NYC,
Tech
Legacy Migration
MVP/Application
Development
 You
 Lead Gen coaching
1:1
 Other?
debbie@stridenyc.com

40. Questions?
DEBBIE MADDEN
CEO, STRIDE
WWW.STRIDENYC.COM
@DEBBIEMADDEN200
DEBBIE@STRIDENYC.COM