Managing a lead generation campaign

In a recent survey carried out in the United States by MarketingSherpa, of 277 marketing professionals interviewed;

83% said their CFOs (Finance Directors) did not understand the importance of lead generation
Most said their CFO had no clear way of measuring the success of lead generation.

According to some further research by the Forrester Group they say “companies spend a disproportionate amount of funding on marketing that has no measured Return on Investment (ROI). Perhaps CFOs have got a point to make regarding the lead generation activities. However, a well constructed lead generation programme will overcome these criticisms."

Before embarking on any lead generation campaign set some objectives. If you don't, how do you know if the campaign is successful? These objectives could be volume related, value related or both; they could be about new business or about new products or services. Then:-

Identify target markets, customers, and the names of the individuals you want to reach
Build or buy a database but ensure that every contact is cleared for electronic communication (in some countries it is illegal to electronically contact people if they have specifically requested they should not be)
Identify the business issues or opportunities you wish your campaign to address
Ensure your web site is up to date and that there is plenty of appropriate customer focused information to read and download. You must do everything you can to keep your visitors attention
Select the method(s) for reaching your targets
Prepare your material. Content is king! Your headline should grab attention – contentious, challenging or humorous are best for this. Summarise the subject you are addressing and make your solution financially beneficial to the reader, and finally, include a call for action
Execute your campaign
Record all actions and click throughs to your website

Follow up every lead, request and action within two working days. If you don't the lead will go cold. It has been proven that a well managed lead follow up programme produces a better conversion rate than those that are loosely controlled

Cost your campaign

At the end of the campaign - review it! Not just the financials, but what worked and what didn't, what could have been better etc. Check your follow up rates, and measure

The number of raw leads generated
The cost per raw lead
The cost per qualified lead, and
The cost per every pound sterling (or your local currency) of revenue/gross margin generated

This will then give you some real benchmark numbers to improve on in your next campaigns. It will certainly focus your spend and garner the support of your CFO.

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Edition three now available...

Managing a lead generation campaign