LEAD GENERATION PLAN

Playbook & Toolkit

Follow this simple step-by-step playbook to develop a lead-generation strategy that provides
a steady flow of qualified leads to your sales team.
Table of Contents LEAD GENERATION PLAN

Framework 03

Maturity Model 04

Introduction 05

stage 1 Understand Lead Gen 06

stage 2 Plan Your Strategy 08

stage 3 Defining What a “Lead” Is 12

stage
4 Implement Technologies 14

stage 5 Lead Gen Programs 16

stage
6 Evaluate Program ROI 20

Conclusion 22

About 23
 LEAD GENERATION
Framework
Click the buttons below to access all related
Leverage the framework below to quickly empower training, tools, templates, and other resources.
your organization’s lead generation strategy.

1 UNDERSTAND 2 PLAN 3 DEFINE 4 IMPLEMENT 5 PROGRAMS 6 EVALUATE

Marketing Qualified Lead Develop Customer- Marketing

Maturity Assessment Metrics Dashboard
Funnel Calculator Definition Tool Centricity with CRM Calendar Template

Revenue Marketing Marketing Channel Lead Scoring Marketing Automation Advertising

Transformation Ranking Tool Template Software Selection Calendar & Budget

Marketing Automation Advertisement

Objectives Scorecard
Business Case Evaluation Matrix

Content Marketing Marketing Automation Advertising Plan

Plan Consulting RFP Checklist

Marketing Automation Sales Productivity

Lead Acquisition Model
Maturity Assessment Metrics

Marketing Automation Nurturing Leads

ROI Calculator with Podcasts

Marketing Automation Webinar Program Plan

System RFP

Marketing Automation Events Database

Vendor Evaluation Template

Marketing Automation Tradeshow Evaluation

Vendor Matrix Checklist

Tradeshow Lead
Capturing Form
 LEAD GENERATION
Maturity Model

STAGE 2 - Progressive
STAGE 1 - Undefined
No CRM or Marketing
Automation System in place
Metrics: #ads, #impressions
Focus on branding &
marcom activities
Viewed as cost-center
(investment in brand)
Difficult to get budget
for marketing programs
Processes are ad-hoc
STAGE 4 - World-Class
STAGE 3 - Mature
Systems are being used
to their full potential
CRM and Marketing Automation
are in place and integrated
CRM System in place with Metrics: Revenue,
reasonable rep adoption Program ROI, ROMI, CLV
Metrics: #opportunities,
pipeline, cost per acquisition
Metrics: #leads, #clicks Lead generation is scalable
Leads are well-defined with
“Leads” are passed to sales Revenue accountability
agreed-upon definition by
but don’t have set criteria
both sales & marketing
Viewed as Profit-Center
Viewed as cost center
Viewed as a Revenue Driver
(cost per lead)
Processes are constantly
tweaked to improve results
Processes are automated
Processes are defined
with marketing automation
Sales complains about lead
quality and quantity

Want to rate your organization’s Lead Generation maturity

with an interactive tool? Download our Lead Generation VIEW RESOURCE
Maturity Assessment and get started today!
 1 2 3 4 5 6
Understand Plan Your Defining What Implement Lead Gen Evaluate
Lead Gen Strategy a “Lead” Is Technologies Programs Program ROI

Introduction

How to Use this Playbook Major Outputs from this Process

This playbook consists of six stages, each with a description, steps, and
Stage 1 - Understand Lead Gen
action items. Action items include using our how-to guides and premium Lead Generation Maturity Assessment
tools and templates. Our intention with this playbook is to help you:

Stage 2 - Plan Your Strategy

Understand lead generation and identify opportuni-
ties to improve your organization’s capabilities
Marketing Funnel, Lead Acquisition Model, Strategy
Scorecard, Content Plan
Stage 3 - Defining What a “Lead” Is
Qualified Lead Definition, Lead Scoring Framework

Stage 4 - Implement Technologies

Evaluate and select the technology that will be the CRM & Marketing Automation Systems Implementations &
backbone of your lead generation strategy Integrations

Stage 5 - Lead Gen Programs

Calendar for Advertising, Email, Inside Sales, Tradeshows,
Webinars, Podcasts

Plan and craft a strategy to develop a steady flow of

qualified leads for your sales team Stage 6 - Evaluate Program ROI
Lead Generation Metrics Dashboard

LEAD GENERATION PLAN 5

 LEAD GENERATION PLAN

STAGE 1

Understand Lead Gen

In Stage 1, you will focus your efforts around analyzing your current lead-generation capabilities,
identifying areas for improvement, and learning lead-generation best practices.
Key steps in this stage include:

STEP 1: Conduct a Lead Generation Assessment

STEP 2: Understand “Revenue Marketing” Journey
 2 3 4 5 6
Introduction
1 Plan Your Defining What Implement Lead Gen Evaluate
Strategy a “Lead” Is Technologies Programs Program ROI
Understand
Lead Gen

STEP 1 STEP 2
Conduct a Lead Generation Assessment Understand “Revenue Marketing” Journey

Action Item Action Item

Use the Lead Generation Maturity Assessment to deter- Read our How-to Guide Revenue Marketing Transfor-
mine your organization’s strengths and weaknesses mation to understand how leading consultancy, The
when it comes to generating qualified leads to your sales Pedowitz Group, transforms their clients into revenue-pro-
organization. ducing machines.

VIEW RESOURCE VIEW RESOURCE

Areas of the assessment include: Sections of the guide include:

Strategy, Process & Skills Executive Summary
Marketing Automation & Lead Management The Revenue Marketing Journey
Direct & Database Management The Four Key Stages
Website, Blog & Community The 6 Controls of the RM6 Model
Website, Blog & Community Action Plan
Conversion & Landing Pages Bottom Line
Campaign Measurement & Reporting

LEAD GENERATION PLAN 7

 LEAD GENERATION PLAN

STAGE 2

Plan Your Strategy

In Stage 2, you will develop your lead-generation strategy.
Key activities and deliverables include:

STEP 1: Create the Marketing Funnel

STEP 2: Prioritize Lead Gen Programs
STEP 3: Define Lead Gen Strategy
STEP 4: Craft Content Marketing Plan
STEP 5: Develop Lead Acquisition Model
 1 3 4 5 6
Introduction Understand
2 Defining What Implement Lead Gen Evaluate
Lead Gen a “Lead” Is Technologies Programs Program ROI
Plan Your
Strategy

STEP 1 STEP 2
Create the Marketing Funnel Prioritize Lead Generation Programs

Action Item Action Item

Use Marketing Funnel Template to calculate the number Use our Marketing Channel Ranking Tool to identify which
of leads you will need in order to meet your revenue targets lead generation programs will provide the most value for
for deals sourced by Marketing for this period. money and justify what to include in your lead generation
strategy.

VIEW RESOURCE VIEW RESOURCE

Stages in the marketing funnel include: This analysis will determine:

Prospects Touched Brand Promotion Quality
# Prospects Who Respond Lead Quality
Marketing Qualified Leads Cost Per Channel/Event
Sales Accepted Leads
Sales Qualified Leads
Deals & Revenue

LEAD GENERATION PLAN 9

 1 3 4 5 6
Introduction Understand
2 Defining What Implement Lead Gen Evaluate
Lead Gen a “Lead” Is Technologies Programs Program ROI
Plan Your
Strategy

STEP 3 STEP 4
Define Lead Generation Strategy Plan Craft a Content Marketing Plan

Action Item Action Item

Use our Lead Generation Objectives Scorecard to docu- Use our Content Marketing Plan that comes with additional
ment a brief strategy plan for your lead generation program. tools and templates to develop a content strategy that will
power your lead generation programs.

CONTENT MARKETING PLAN

Playbook & Toolkit

VIEW RESOURCE VIEW RESOURCE

Follow this simple step-by-step playbook to develop a content marketing plan

that supports your company’s goals & objectives.

Key information to include in your scorecard: Stages of this playbook include:

Objectives Identify Objectives
Programs & Activities Understand Buyers
KPIs & Metrics Identify Gaps
Target Timeframes to Achieve Goals Build Content
Organize Distribution
Measure Your Program

LEAD GENERATION PLAN 10

 1 3 4 5 6
Introduction Understand
2 Defining What Implement Lead Gen Evaluate
Lead Gen a “Lead” Is Technologies Programs Program ROI
Plan Your
Strategy

STEP 5
Develop Lead Acquisition Model

Action Item

Use our Lead Acquisition Model to build a simple process

diagram that visually communicates how your lead genera-
tion and nurturing strategy will work.

VIEW RESOURCE

Components of the model can include:

Direct Marketing Campaigns
Indirect Marketing Communications
Registration or Activation
Lead Scoring
Lead Nurturing Campaign
Lead Assignment

LEAD GENERATION PLAN 11

 LEAD GENERATION PLAN

STAGE 3

Defining What a “Lead” Is

In Stage 3, you work with Sales to standardize the definition for a “lead”.
Key activities include:

STEP 1: Agree on Lead Definition

STEP 2: Define Lead Scoring Parameters

NOTE: The lead scoring model from this Stage should be incorporated into a Marketing Automation system.
 1 2 4 5 6
Introduction Understand Plan Your
3 Implement Lead Gen Evaluate
Lead Gen Strategy Technologies Programs Program ROI
Defining What
a “Lead” Is

STEP 1 STEP 2
Agree on Definition of a “Lead” Define Lead Scoring Parameters

Action Item Action Item

Use the Qualified Lead Definition Tool to agree with Sales Use the Lead Scoring Template to customize a frame-
leadership on the key criterion required for a lead to be work for scoring leads on a manual basis. If you have a
considered qualified for sales. marketing automation system, automate this process with
lead scoring rules.

VIEW RESOURCE VIEW RESOURCE

Key qualification criterion: Sample Lead Scoring Criteria:

Company (size, industry, location) Company (size, industry, location)
Contact (seniority level, decision-maker) Contact (seniority level, decision-maker)
Buying Stage & Needs Buying Cycle Stage
Spending Authority Interest
Recentness of Activity (web visits, downloads, call, etc.) Actions (page views, pricing page visits, etc.)
Recentness of Activity (web visits, downloads, call, etc.)

LEAD GENERATION PLAN 13

 LEAD GENERATION PLAN

STAGE 4

Implement Technologies
Stage 4 will help you select, implement and integrate
your Lead Generation technology solutions:

STEP 1: Implement a SFA/CRM System

STEP 2: Implement a Marketing Automation System

NOTE: This playbook assumes you have a solid understanding of the systems mentioned in this Stage
and you already know the business benefits that can be derived from implementing & integrating them.

LEAD GENERATION PLAN 14

 1 2 3 5 6
Introduction Understand Plan Your Defining What
4 Lead Gen Evaluate
Lead Gen Strategy a “Lead” Is Programs Program ROI
Implement
Technologies

STEP 1 STEP 2
Implement a SFA/CRM System Implement a Marketing Automation System

Action Item Action Item

Use the following guide and 9 tools and templates to imple- Use the following guide and 7 tools to implement a Marketing
ment a SFA/CRM system. Automation system.

VIEW RESOURCE VIEW RESOURCE

How-To Guide: Develop Customer-Centricity with CRM: How-To Guide: Selecting Marketing Automation Software:
CRM Readiness Assessment Tool CRM System RFP Template Marketing Automation Business Case
CRM Program Strategy Scorecard CRM Vendor Evaluation Matrix Marketing Automation Consulting RFP
CRM Maturity Assessment CRM Program Metrics Marketing Automation Maturity Assessment
CRM Business Case Template Dashboard Marketing Automation ROI Calculator
CRM Consulting Services RFP CRM Administrator Job Marketing Automation System RFP
Description
Marketing Automation Vendor Evaluation
Marketing Automation Vendor Matrix

LEAD GENERATION PLAN 15

 LEAD GENERATION PLAN

STAGE 5

Lead Gen Programs

In Stage 5 you will be organizing your key lead generation programs
by creating a Marketing Calendar.
Additionally, we have included resources for the following lead generation channels:

STEP 1: Organize Your Lead Generation Programs

STEP 2: Plan Your Advertising Campaigns
STEP 3: Get Inside Sales Moving with Metrics
STEP 4: Develop a Podcasting Program
STEP 5: Engage Targets with Webinars
STEP 6: Generate Leads from Industry Tradeshows
 1 2 3 4 6
Introduction Understand Plan Your Defining What Implement
5 Evaluate
Lead Gen Strategy a “Lead” Is Technologies Program ROI
Lead Gen
Programs

STEP 1 STEP 2
Organize Your Lead Generation Programs Plan Your Advertising Campaigns

Action Item Action Item

Use our Marketing Calendar Template to plan and organize Use our Advertising Calendar & Budget to plan your adver-
all of your lead generation activities and then provide to your tising campaigns, sponsorships, and other paid media
sales team so they can keep abreast of Marketing’s activities. programs.

VIEW RESOURCE VIEW RESOURCE

Benefits of using a marketing calendar: Here are a few additional advertising resources:
Provides summary of all activities Advertisement Evaluation Matrix
Visualizes lead generation programs Online Advertising Plan Template
Breaks down all activities by month Online Advertising ROI Calculator
Shows Sales how Marketing adds value Advertising Plan Checklist
Demonstrates organizational planning

LEAD GENERATION PLAN 17

 1 2 3 4 6
Introduction Understand Plan Your Defining What Implement
5 Evaluate
Lead Gen Strategy a “Lead” Is Technologies Program ROI
Lead Gen
Programs

STEP 3 STEP 4
Get Inside Sales Moving with Metrics Develop a Podcasting Program

Action Item Action Item

Use our Sales Productivity Metrics (Daily, Monthly, Quar- Use our How-To Guide: Nurturing Leads with Podcasts to
terly) to train inside sales reps on which metrics will be learn how you can develop a solid podcasting program and
tracked and what they need to do on a daily basis to be add a new type of interactive content to your lead gen mix.
successful.

VIEW RESOURCE VIEW RESOURCE

Following are some key metrics you need to track: Here is what you will learn in this guide:
Dials/Day What is a Podcast?
# New Prospects (set appointments) Business Benefits of Podcasting
# Demos Attracting Listeners to Podcasts
How to Record a Podcast
Action Plan

LEAD GENERATION PLAN 18

 1 2 3 4 6
Introduction Understand Plan Your Defining What Implement
5 Evaluate
Lead Gen Strategy a “Lead” Is Technologies Program ROI
Lead Gen
Programs

STEP 5 STEP 6
Engage Targets with Webinars Generate Leads from Industry Tradeshows

Action Item Action Item

Use our Webinar Program Playbook that comes with tools Use our Events Database Template to document all the
and templates to map out a webinar program that keeps tradeshows and events happening in your industry and then
your prospects and customers engaged. select the best ones to attend to generate hot leads.

WEBINAR PROGRAM
Playbook & Toolkit

VIEW RESOURCE VIEW RESOURCE

Follow this simple step-by-step playbook to develop

a webinar program that supports your company’s goals & objectives.

Stages of this playbook include: Here are a few additional tradeshow resources:
Objectives & Buy-In Tradeshow Evaluation Checklist
Pre-Webinar Planning Tradeshow Evaluation Matrix
Webinar Execution Tradeshow Lead Capturing Form
Post Webinar Marketing Tradeshow Program ROI Calculator
Program Measurement Tradeshow ROI Calculator

LEAD GENERATION PLAN 19

 LEAD GENERATION PLAN

STAGE 6

Evaluate Program ROI

Now that you have trained organized all of your lead-generation programs, you need to develop a
dashboard for collecting key metrics and determining program ROI.
Steps in this Stage include:

STEP 1: Building a Lead Generation Dashboard

 1 2 3 4 5
Introduction Understand Plan Your Defining What Implement Lead Gen
6
Lead Gen Strategy a “Lead” Is Technologies Programs
Evaluate
Program ROI

STEP 1
Build a Lead Generation Dashboard

Action Item

Use our Lead Generation Metrics Dashboard to collect

metrics and report on the success of your lead generation
program efforts.

VIEW RESOURCE

Following are some key metrics to analyze:

New Leads by Channel
Opportunities in Pipeline
Contacts in Database
Cost Per Lead
Landing Page Conversion Rate
Click Through Rates for Email Marketing

LEAD GENERATION PLAN 21

LEAD GENERATION PLAN

Conclusion
At the end of any project, it’s always a good idea to review it and identify
areas for improvement.

Demand Metric has the tools and expertise to help you build an effective
lead generation program:
Create or audit your existing lead generation processes
Implementing CRM or Marketing Automation solutions
Developing content to fuel your lead generation programs
LEAD GENERATION PLAN

About ANA
The ANA (Association of National Advertisers) makes a difference
for individuals, brands, and the industry by driving growth, advancing
the interests of marketers and promoting and protecting the well-
being of the marketing community.

Founded in 1910, the ANA provides leadership that advances marketing

excellence and shapes the future of the industry. The ANA’s member-
ship includes more than 1,000 companies with 15,000 brands that
collectively spend or support more than $400 billion in marketing
and advertising annually. The membership is comprised of more than
750 client-side marketers and 300 associate members, which include
leading agencies, law firms, suppliers, consultants, and vendors.

Further enriching the ecosystem is the work of the nonprofit ANA

Educational Foundation (AEF), which has the mission of enhancing
the understanding of advertising and marketing within the academic
and marketing communities.
 LEAD GENERATION PLAN

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