Build a winning lead generation programme
- Improve the quality and quantity of your leads
- Make your sales team eager to see your MQL list
- Assess if your lead generation metrics are aligned to your business objectives
- Fix current lead gen issues
- Avoid a ‘leaky lead bucket’.
B2B marketers are constantly being challenged to explore new ways of generating and nurturing quality leads for their sales team, and therefore need to be constantly keeping up with the pace of technological change, as well as market changes and skill shifts. The pace of this evolution complicates their ability to evaluate their organisation’s lead generation capabilities and compare them to best practice guidelines.
We’ll start this one-day course by reviewing terminology and dimensions that describe lead generation. We’ll examine the role those key elements play in building each stage of a robust lead generation programme, from planning to nurturing and finally handing over to the sales team.
Once the context is set, we’ll discover how to turn data into quality leads. You’ll be able to choose from 1800 pieces of marketing software and tools that best fit your company’s needs, and learn how to get started with a number of tried and tested techniques for targeting, segmentation, and choosing the right content for the right person at the right stage of the funnel.
You’ll also learn how to set up campaigns following the SOSTAC and RACE models, and how to deploy best practice guidelines for lead qualification and scoring by evaluating the lead propensity to convert. We’ll also examine the ROI of the lead generation programme and track the progress of your success, along with the best KPIs to evaluate revenue performance management and its future developments.
You’ll also learn how to...
- Apply lessons learned from award-winning case studies
- Create and refine a scoring system
- Manage your campaign using SOSTAC and RACE models
- Demonstrate the ROI of your lead generation programme.
We can also deliver this course in-house, and tailor the content to your goals. Get in touch to discuss your particular requirements.
Shane is an independent consultant with over 30 years' international B2B direct & digital marketing experience. Shane provides strategic consultancy and practical training to both end users and DM suppliers; clients include Lexis Nexis, ITV plc, Telefonica, Sika Services AG and the IDM. Specialising in data, databases and analysis, Shane enjoys helping large and small businesses use integrated marketing to significantly improve the bottom line. Increasingly, Shane’s time is spent on advising large business transformation projects such as MA and customer experience.
In addition to her consultancy business, Shane also holds a number of non-executive directorships and board advisory roles including Livingstone Partners, SharkGate, and Consumer Intelligence.
Shane has an honorary fellowship at the Institute of Direct Marketing and was awarded Educator of the Year in 2015. She also lectures worldwide on topics including CRM, lead generation, and B2B analysis; as well as international marketing. She is the past chair of the IDM's B2B council, industry roles have included vice chair of FEDMA, UK DMA board director, and sales and marketing director of Mardev (a Reed Elsevier company).