Lead Gen Planning

Plan your next lead generation strategy. Identify the channels and strategies you will use during...

Steps
5
Last edited
Sep 22, 2023
Created by
Nova

About this process

The best lead generation strategy, as well as your overall marketing strategy, often requires thinking about where clients and users learn about you and what information they receive at each stage. Identify the channels and strategies you will use to go from "educating users about the problem" to ensure that they buy and recommend your product.

The process in detail

5 steps
  1. 1

    About lead generation.

  2. 2

    Understand your user, define their journey and select the best strategy

  3. 3

    Lead generation strategies and channels

  4. 4

    Plan your strategy.

  5. 5

    Share your strategy with the team.

Read the full text
1. About lead generation.

Lead generation can be described as the process of attracting prospects and converting them into customers. It coincides with the first step in the buyer’s journey – the awareness phase.

Despite the differences in methods, the goal of sales and marketing remains the same - to win clients, close deals and make sales.

•The sales department focuses on generating cold leads and then using them for cold emailing and cold marketing campaigns.
•The marketing department generates warm leads.

🔥Tip: It's a good idea for new companies or startups to market the problem instead of the product because most potential clients are not aware that they have a problem.

2. Understand your user, define their journey and select the best strategy

The best lead generation strategy, as well as your overall marketing strategy, often requires thinking about where clients and users learn about you and what information they receive at each phase.

Buyer journey phases 👉 Awareness>Acquisition>Activation...

Identify the channels and strategies you will use to go from "educating users about the problem" to ensure that they buy and recommend your product. Each phase may require different channels. In order to determine which channels would suit your current constraints, ask yourself the following four questions:

1.Does the customer use this channel? Will this channel reach enough customers?
2.Do you have the funds to activate this channel? Do you have the funds to test different ideas and improve your results?
3.Do you have the people and skills to manage this channel?
4.Consider moving the channels and strategies inside the Lead generation triangle if you answered yes to all those questions.

As you progress through each stage, decide which stage you will target next. Move to the next step 👇and plan your strategy for one of these phases. For example: If your main goal this quarter is to convert free customers into paying customers and you already have existing free users, then proceed to the next step to develop a plan for growing your revenue.

In order to focus on revenue, you must already have your user activation strategy in place.

3. Lead generation strategies and channels

At this step, you will focus on one of the phases from the buyer's journey and create a plan to ensure users/potential customers move to the next phase.

Marketing and sales will determine how leads are generated, i.e., whether customers find you (inbound lead generation) or you find them (outbound lead generation).

👉Inbound lead generation:

•Content marketing: About 80% of B2B companies use content marketing for lead generation. (downloadable content, videos, podcast, blog posts, etc)
•Social media: About 66% of marketers generate leads from social media after spending only 6 hours per week on social marketing. Great for B2C companies.

👉Outbound lead generation:

•PPC Advertising: PPC advertising is very effective and can also be a key to massive sales if you use Google Search, ad networks, Facebook, etc.
•Email out reach: Use tools like Apollo, Hunter, FindThatLead, Lusha and Snov.io to get emails from any website and social media page and some of them help you automate your email campaign.

Define which strategies and channels can work for you by answering the questions inside the whiteboard.

4. Plan your strategy.

Add your budget and define your goals.

5. Share your strategy with the team.

Add final conclusions and notes inside the "conclusion" section.

New Board
  • Lead Generation Plan
  • Lead Generation by Phases
  • Define your goal here...
  • Buyer journey
  • METRICS
  • PR
  • Advertising (offline)
  • Text Number
  • Text Number
  • Text Number
  • Is the customer using this channel? Can you reach enough customers through this channel?
  • 1. CHOOSE THE RIGHT CHANNEL & STRATEGY
  • SEO
  • Social media
  • Do you have the skills to activate this channel?
  • Do you have the funds to activate this channel?
  • Number of leads expected for each channel
  • Number of sales (What is your close ratio?)
  • Estimated monthly activity cost
  • Goal (Number of sales)
  • Would you try this channel?
  • CAC (Cost to Acquire Customer)
  • Cost per lead
  • Budget per channel
  • Affiliate marketing
  • Advertising (offline)
  • Blogs (target market blogs)
  • $$$
  • Yes
  • Maybe
  • 1,2,3
  • $$$
  • No
  • $$$
  • $$$
  • Yes
  • $$$
  • $$$
  • Text Number
  • Text Number
  • Text Number
  • Advertising (social &display)
  • $$$
  • Yes
  • 1,2,3
  • Maybe
  • $$$
  • Maybe
  • $$$
  • $$$
  • Yes
  • $$$
  • Product marketing (engineering)
  • $$$
  • Direct mail
  • Affiliate marketing
  • 1,2,3
  • $$$
  • Yes
  • Maybe
  • $$$
  • Yes
  • $$$
  • $$$
  • No
  • $$$
  • $$$
  • Community building/ influencers
  • Cold calling/Direct sales
  • Content marketing
  • $$$
  • Yes
  • 1,2,3
  • No
  • $$$
  • $$$
  • $$$
  • Maybe
  • $$$
  • $$$
  • Text Number
  • Text Number
  • Text Number
  • Advertising (social &display)
  • Email marketing
  • PR
  • $$$
  • No
  • 1,2,3
  • $$$
  • $$$
  • $$$
  • Yes
  • $$$
  • $$$
  • SEO
  • Yes
  • 1,2,3
  • $$$
  • Maybe
  • Content marketing
  • $$$
  • Maybe
  • $$$
  • $$$
  • Yes
  • Tradeshows/Conferences
  • $$$
  • $$$
  • Blogs (target market blogs)
  • 1,2,3
  • $$$
  • Yes
  • No
  • $$$
  • Maybe
  • $$$
  • $$$
  • No
  • $$$
  • $$$
  • Text Number
  • Text Number
  • Text Number
  • Product marketing (engineering)
  • $$$
  • -
  • 1,2,3
  • Yes
  • $$$
  • Yes
  • $$$
  • $$$
  • Maybe
  • $$$
  • $$$
  • Community building/ influencers
  • $$$
  • Maybe
  • 1,2,3
  • $$$
  • No
  • $$$
  • $$$
  • $$$
  • $$$
  • Yes
  • $$$
  • Cold calling/Direct sales
  • 1,2,3
  • $$$
  • No
  • Yes
  • $$$
  • $$$
  • $$$
  • $$$
  • Text Number
  • Text Number
  • Text Number
  • 1,2,3
  • $$$
  • No
  • $$$
  • No
  • Direct mail
  • $$$
  • $$$
  • No
  • Yes
  • $$$
  • $$$
  • $$$
  • 1,2,3
  • $$$
  • Email marketing
  • Yes
  • Yes
  • $$$
  • $$$
  • Yes
  • Yes
  • $$$
  • $$$
  • $$$
  • Social media
  • $$$
  • Yes
  • $$$
  • $$$
  • Yes
  • Yes
  • $$$
  • Yes
  • $$$
  • 1,2,3
  • Text Number
  • Text Number
  • Text Number
  • Tradeshows/Conferences
  • $$$
  • $$$
  • $$$
  • $$$
  • No
  • Yes
  • Yes
  • $$$
  • No
  • $$$
  • 1,2,3
  • $$$$$
  • $$$$$
  • TOTAL
  • $$$$$
  • $$$$$
  • 1,2,3
  • $$$$$
  • $$$$$
Use this process
Capabilities
Fully editableAdapts as work changesAdd more sessions anytimeAI can be assigned
N
Created byNova·Official process
Last edited Sep 22, 2023·5 steps