We’ve all heard the old adage ‘failing to plan, is planning to fail’ – and with lead generation it’s no different. In order to see the best results from a lead generation strategy, there needs to be comprehensive research and planning before the first marketing communication is sent.
There are two key areas which will require your consideration during the planning stage, and the first one is historical data. In order to make informed decisions and determine your confidence in conversion rates, you need to gather every piece of data you can find. You’ll be surprised how much is actually available, but you’ll need to collate it all in order to benefit your future lead generation plans.
By analysing all of the information that is available to you, you’ll be able to identify patterns and trends of both successes and failures. Obviously you’ll look to repeat the successes and learn from failures. The more data you can uncover and review now, the more empowered you’ll be to make reasoned estimates of conversion rates in your planning spreadsheet.
The second key area you’ll need to consider is the database. Without this, the majority of marketing activities would cease to exist. This therefore means that when establishing a database, you need to give the process the due care and attention.
Make sure that the database you establish is always segmented. At a minimum, this might include…
- Vertical – the contact’s industry
- Decision-maker and influencer types – For example, CEO, HR director or a commercial director
The reason it’s vital to segment your data is so that you can laser-focus your marketing messages depending on the segmentation. For example, when trying to sell your product/service, the marketing approach and massaging would differ greatly between a HR director (decision-maker) and a PA (influencer). Creating the right message for the right people increases your chances of a sale.
In addition, ensure that you are ‘allowed’ to contact the people in the database. For example, have the contacts opted-in to receive email communications? If they haven’t, then you can’t email them. If you don’t have the right permissions to contact someone in a database and you proceed to do so, you could end up suffering some harsh penalties. To find out the laws and regulations around marketing, simply refer to the Data Protection Act and the Privacy and Electronic Communications Regulations (PECR).
We know that lead generation can be a complex and difficult task, which is why we’ve tried to make it easier for you. Click the link below to download your free lead generation manual which tells you how to gather all of the information you’ll need and how to start planning. We’ve also created a planning spreadsheet which you can use to input your own data and measurements (see inside the manual for details).