Successful lead generation campaigns require more than compelling messaging, creative design, relevant offers, media placement and optimized landing pages. Behind the scenes are essential infrastructure elements and well-defined processes. Often, startups and SMBs do not have an efficient lead tracking system in place to manage and nurture the leads they generate. Excel is not the answer. To get the most from your marketing investment, follow these seven best practices before launching your lead generation campaign.
- Optimize your website and landing pages. Before investing in programs to drive prospects to your website, make sure the site is up to date with clear messaging, easy navigation, relevant offers and a call to action. See my post Is Your Website Responsive? for tips on creating a mobile-friendly site using WordPress. Set up a specific landing page or pages for the campaign which reinforces key messages and sells the offer (white paper, case study, eBook, etc.) not the product or service you are selling.
- Implement and customize a CRM system for lead tracking and metrics. Invest in a Customer Relationship Management (CRM) system such as Salesforce.com, Sugar CRM, Zoho, etc. that is accessible by all sales reps. It is essential to have this database repository to manage the leads, capture follow-up activity and forecast sales opportunities. Exel is not a scalable solution. Customize the application for your unique business requirements. For channel reps without access to your CRM system, have your lead disseminator gather feedback and enter it into the CRM system.
- Gain commitment from both marketing and sales leaders to visibly support the lead generation campaign. This includes consensus on program objectives, metrics, timeline and a commitment by sales to follow-up on qualified sales-ready leads.
- Establish and document the prospect nurturing and sales process. Clearly-define lead qualification criteria. Gain sales buyoff on the definition of a “sales-ready” lead. Map the flow of leads through the sales cycle. How will the handoff to sales occur? How will non “sales-ready” leads be nurtured? Train sales reps on the process. Begin early to seek their feedback and suggestions so they take interest in the campaign.
- Clearly define the objectives of the campaign. Quantify the optimal number of qualified sales-ready leads for each sales rep or region. In other words, work the sales funnel backwards using average or best-guess conversion rates. It is better to have fewer leads that get timely follow-up then hundreds of leads that receive no attention. Define the desired number of registrations and attendees for webinars and other events.
- Assign an owner to actively manage the campaign. If you are in a start-up with limited resources, don’t expect the VP of Sales to have the bandwidth to effectively track leads and sales followup activities. Hire an outside resource on a consulting basis, if needed.
- Provide incentives for sales feedback. Use time-based campaigns and spiffs to increase participation among sales reps. Make the campaign fun and forge some healthy competition to boost results. Incorporate lead source and lead status into the weekly sales forecast. Sales reps must update their forecast and this will increase campaign visibility and results among the executive team.
For more information about planning and executing successful lead generation and nurturing campaigns, contact Mary Gospe.