Find out how good your Lead Generation process is by giving our carefully designed self assessment test at the end. But before you do that, let’s first understand what is Lead Generation.
Note : If you are short on time, click the tab ‘Start To Do’ (at the bottom of this page) to take the assessment.
Lead Generation is not only about attracting leads but also engaging them. In short, we refer to Lead Generation as combination of Lead Capturing as well as Lead Nurturing. In Lead Capturing we capture the leads and in Lead Nurturing we nurture the already captured leads with some relevant content.
A good Lead Generation Process consists of following important elements :
1. Attracting stakeholders (Customers/Partners/Employees) with quality content which is Personalized, delivers quick value and most importantly for FREE :
Your inbound lead generation content should be helping your organization attract your target audience. e.g. customers or partners or employees etc. It should do so by delivering FREE Value which is personalized and quickly delivered at the first point of contact.
This automatically works as your Lead qualification process as only interested leads get attracted to the content that you provide.
2. Educate target leads to solve their complete problems (not just limited to the solutions that you provide) with personalized content and access to everything at one place :
Your lead generation content should be helping your target leads to solve their end to end problems and not limited to the solution that you provide.
The Education Led Marketing that you do, should be, ideally, delivered to the target audience for FREE. It should provide personalized content. In addition, access to all the content should be at one place or link.
This is nothing but the next step in your Lead generation funnel.
3. Social / Peer Learning :
For the targeted audience, the lead generation content created by your organization should promote use of peer learning and provides technology for the same. It essentially should lead to the formation of communities of your target audience.
4. Communication between responsible functions :
Functions in your organization which are responsible for generating leads should be communicating with each other seamlessly.
e.g.
a) For Lead Capturing, your Sales and Marketing both the functions collaborate well. They jointly create right content (normally done by marketing) and send it to right audience (normally done by sales).
b) For Lead Nurturing, your Marketing and Product Management, both the functions collaborate well and create right content.
5. Visually appealing, easily seen and easily accessible content :
For the targeted audience, the lead generating content created by your organization should be visually appealing, easily seen and easily accessible.
6. Repeatable, Scalable, Seamless Lead Generation with Feedback loop :
The process with which you deliver your lead generating content to your target audience should be repeatable, scalable, well connected to the next contact point in the sales funnel. It should also have a feedback loop to make it better.
7. KPIs : Quality focused and not Quantity focused :
Your organization should have set right Key Performance Indicators (KPIs) w.r.t. to Quality of the task rather than the Quantity of the task (Quality vs Quantity).
e.g.
Lead Capturing Key Performance Indicators (KPIs) w.r.t. to attracting RELEVANT Leads and NOT the quantity of the leads,
Lead Nurturing Key Performance Indicators (KPIs) w.r.t. to ENGAGEMENT of the QUALIFIED leads to the content (e.g. course completion, lead conversion etc.)
8. Motivation to consume as well as share your content :
Your organization should have a mechanism in place to motivate your target audience to consume as well as share your content. (e.g. You use certification to encourage course completion, you provide technology so that users can share their certificates on social networks, You use gamification/leaderboards to encourage healthy competition).
9. Motivation to create quality content :
Your organization should have a mechanism in place to motivate your lead generation employees or respective functions to create quality content.
10. Automation/Semi-automation of each and every step in the Lead Generation process :
Your organization should have a mechanism in place to find and automate/semi automate each and every step in the Lead Generation Process.
Do you want to know how good is your Lead Generation process?
Answer these 10 carefully crafted questions and check out the same. Not only check out but identify areas where you need to improve to get a better Lead Generation ROI!
Click at the tab below to start the assessment!
