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How to create one kick-ass lead generation program in just 5 steps

Guest post by: Jeff Ogden

Article Overview: As business struggle to create quality sales leads for sales teams, Jeff Ogden, President of the B2B lead generation consultancy Find New Customers (http://www.findnewcustomers.com) shares 5 key to creating a great lead generation campaign.

How to create one kick-ass lead generation program in just 5 steps

Recently the President of the B2B lead generation consultancy, Find New Customers, visited a 1/2 billion dollar business intelligence company who was looking for a global leader for lead generation. They rejected me, saying "the team did not think you are the one to create our lead generation campaigns."

This is why this blog topic is how to create a kick-ass lead generation campaign. We can show the world how to create great lead generation campaigns.

Let's get started.

1. Start with great research
   
   The most important thing you need to do is great research to determine your ideal customer profile. Who are the target buyers? What problems are they trying to solve? What questions do they need answered to buy? Whom do they prefer and would they buy from us?
2. Find thought leaders and keywords
   
   Who are the respected thought leaders in the industry? When searching for a solution to the problem we solve, what words do people use in search? Network with those thought leaders and use those keywords in your content.
3. Map and develop content
   
   You are looking to create content to move prospective buyers through a buying process - which is called "Content Marketing." So you need to map content to buying stage, decision role, industry, product line, etc. The goal is to create modular content that can be used as needed on a one to one basis. Keep in mind that content marketing is an ongoing strategy. You cannot stop.
4. Build landing pages and develop attraction strategies
   
   We suggest thought leadership using a blog and personality, such as humor, interviews and so forth. Also, as you create content, you'll want to reuse the keywords you devised in step 2.
5. Launch, measure results, and continually refine
   
   Now we are ready to launch. But you need to measure results and continually refine and improve the program. Marketing is the process of continual experimentation and refinement.

Do those five steps and watch the quality sales leads stream in and your business prosper.

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Article Tags: b2b demand generation, b2b lead generation, btob demand generation, btob lead generation, lead generation companies, sales lead generation, sales leads



Related Forum Posts
Re: Kevin's Case Study #6 - Marketing an information resource? - Hey Sebastian, Congrats are starting to think beyond whats currently being done. My question is why do you want to get away from lead generation if that is where you make your money. What if you just because THE SOURCE for lead generation and high value content/information? Then you'd get more business because franchisors would HAVE to be listed with you.... J
Re: Kevin's Case Study #6 - Marketing an information resource? - [quote="Evan":3ndb7usp]Hi Sebastien, I'm wondering about two things: 1) What is your current revenue model? 2) Why would franchise owners choose to sign up with you over the lead generation companies? Is there some kind of quality control certification that you could award them to say that they are a World Franchising certified franchise? I'm not clear on what benefits a company seeking to franchise would really get from your site beyond the lead generation component.[/quote:3ndb7usp] Hello Evan, 1. We currently make money from what you may call lead generation. Franchisors pay us a fee to be on our websites and in our top seller franchise guides. We also generate money from other avenue; mostly by selling hard-to-get information about franchising (UFOCs, etc...) 2. That's exactly what I'm trying to answer.... I want to get away from the lead generation perception. I want to be seen as a good information resource, which we are. I have started to take the association angle and I am now looking to provide great benefits to our Members (used to be called clients). I think I'm on the right way. I made a lot of progress the last couple days.
Re: Kevin's Case Study #6 - Marketing an information resource? - Hi Sebastien, I'm wondering about two things: 1) What is your current revenue model? 2) Why would franchise owners choose to sign up with you over the lead generation companies? Is there some kind of quality control certification that you could award them to say that they are a World Franchising certified franchise? I'm not clear on what benefits a company seeking to franchise would really get from your site beyond the lead generation component.
Re: Anyone good with CPA affiliate here? - How would you advise promoting a CPA affiliate program? I mean, if you place it on your front page it will be in competition with your own lead generation form, if you have one (as you should). Perhaps it would be a better idea to capture leads for yourself first and then offer CPA links via your newsletter or membership site? Any thoughts on that?
Re: What Do You Outsource Mostly? - I outsource some lead generation for an affiliate program through a Co-op. This saves me time as I don't have to actively market and advertise to bring in the leads myself. It's important to note, however, that you need to use some discretion when choosing a particular co-op. In my case, the co-op is ran by one person, and I pay for each affiliate received, rather than a monthly fee paid to a firm with no guarantee of receiving any affiliates. In the future I plan to outsource some article writing, which will be used for affiliate marketing and building backlinks to my website. Blog posts on my own blog, and guest blog posts are all written by me only. I like to have control over that content. On the flip side, I have work outsourced to me as well. David was kind enough to mention about it above. Offering a freelance service gives me the joy of helping others. It's also nice to know that my service is needed and appreciated.


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