The Lead Generation Process Map
It helps to have the big picture of all of the moving parts you need to address in order to market a product and to secure a sale:
- Targeting - A big issue that must be addressed early on. Ultimately means you should understand how well your product can fair in a marketplace of customers and competitors.
- Tactics & Programs – What methods should you use to cultivate interest, generate demand and get leads. You need to build a portfolio of tactics and programs that you use to attract and interact with your intended audience. You can see information on the basics of buiiding a marketing portfolio in my aritcle “Lead Gen 101 for B2B Technology Vendors.
- Registration / Opt-in /Systems to handle the leads - Once you garner interest how well are you converting interest into an acionable contact? Testing how well copy sells, how easy is to complete the registration transaction.
- Processing / Responding – Once you have a stream of responses, how well are they being converted into meetings (a sales ready lead) and into marketing leads.
- Sales – How well does sales execute their mission. Are they trained well enough to analyze an opportunity, position your solution, uncover objections and then close a sale?
- Marketing – Is marketing maximizing ROI on programs by consistently nurturing and recycling responses. Todays tire kicker is tomorrows buyer.
- You could say this is a map of why it can be hard to run a technology company. The point is there are a lot moving parts and it there is no “set it and forget” way to address all of this
