The Lead Generation Model
Lead generation is the marketing strategy of choice for B2B companies. But how do you approach this? What tips & tricks can you apply? Find out in our lead generation model or watch our webinar below. Need help applying this model? Don’t hesitate to contact us.
8 focal points for successful lead generation model
Our lead generation model includes 8 focal points and concrete tips to achieve a successful lead generation strategy: classification, valuation, cost, conversion, nurturing, tooling, connect & data.
Classification of leads in the lead generation model
Let’s start with this already: there are different types of leads that you can put into different boxes in your lead generation model!
A hot lead is a person who has left his or her information and has specifically indicated an interest in your service or product.
A cold lead is someone whose details you have obtained, who you suspect belongs to your desired target group but is not yet at the stage of making an actual purchase or requesting a quote.
Sometimes we also call this MQL (marketing qualified lead / cold) and SQL (sales qualified lead / hot). Actually, you can make up your own unbridled classifications here: as long as it remains logical, clear, measurable and therefore usable!
More and more, we are also being asked to develop a lead generation strategy for recruitment. In that case, we refer to it as an HQL or hiring qualified lead.
Basically, you can come up with as many types of leads and layouts as make sense for your business operations.
Valuation within the lead generation model
With some creativity, you can make your lead model fully measurable in Google Analytics. This means you set up a goal measurement in line with your model. You can also associate value to each goal set up in Google Analytics. For example, an MQL might get a value of 50€ while an SQL gets a value of 150€, because the probability of sale is higher here.
If you apply this valuation, you will quickly find out which inflow channels, content and campaigns generate the highest value and can use this to start optimizing your mix. This valuation will also help Google & social media algorithms focus on the most valuable leads.
Cost of your lead generation model
If you are spending money to generate leads, you need to know exactly how much a lead may cost. A ROAS (return on ad spend) approach is a first step here, in fact you need to work with a POAS principle: profit on ad spend. A well-developed POAS calculation that takes into account yield, margin, lifetime cycles, etc. will prevent you from spending endless amounts of money with low returns.
Convert leads to customers
A SQL is actually already convinced of your offer: the ball is in front of the goal, you just need to kick it in. For the SQL, you need to make the process as seamless as possible: maximum number of options to contact, fast & quality follow-up. An accessible and user-friendly website is still underestimated here.
The MQL is a different story: not yet convinced of your offer and therefore not willing to simply leave data behind. This is where you will have to ‘take root’. What triggers (CTA or call to actions) can you offer to entice the MQL to leave data (think white papers, checklists, tools, freebees, demo, webinar, etc.).
Maintain your lead generation model with nurturing
A commonly made mistake is merely nurturing MQL. The SQL should also be followed up by the marketing team until after the offer is signed. Lead generation does not stop the moment the leads’ details are available in the database, it only begins then!
How can you ensure that each type of lead receives relevant information at regular intervals? The more frequent and relevant these touch points are provided, the faster MQL will transform into SQL and SQL into paying customers.
Leadtooling
A performance lead strategy can never do without the right tools. But the spectrum is very broad: Mailchimp, Teamleader, Hubspot, Active Campaign, etc. Make sure your leads flow into a central system automatically and in an orderly fashion (with the right tags). If not you will quickly lose control of your eco system. You can try using Outlook & Excel but this will quickly hit limits.
Leadconnect
It somewhat depends on the service and the size of the organization, but we recommend in any case, especially within B2B, to also connect via the relevant social media (e.g. Linkedin) as soon as an interesting lead enters the database. This way you generate an additional touchpoint, but create even more accessibility. Also, have no fear of simply approaching some leads directly!
Leaddata
As a capstone to your lead generation model, you should also ensure that the data your leads generate (e.g., viewing specific content) is used to make your model smarter and more efficient. The more leads, the more data!
Webinar
Watch the full webinar by Alexander on this model below.
