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Mastering the Art of Lead Generation

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The document discusses strategies for mastering lead generation. It recommends identifying a target market and their key needs. Companies should create a portfolio of offerings at different trust levels to educate prospects as they move through the buying process. The final step is to implement a strategic plan using various marketing, networking, and outreach channels to regularly generate leads in a sustainable way. The goal is to build trust over time and move prospects toward becoming customers.

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Mastering the Art of Lead Generation DEBBIE MADDEN CEO, STRIDE N Y C ’ S M O S T R E L I A B L E C O N S U L T A N C Y WWW.STRIDENYC.COM
Finding New Leads Is Hard
It’s Easy to Be Overwhelmed
You Need a Plan to Drive Leads to the Top of Your Sales Funnel
Generate Leads In a Repeatable, Sustainable Way 1 2 3 Identify Your Target Create A Portfolio of Offerings Implement a Strategic Plan
What are your biggest challenges?  _____________________________
Generate Leads In a Repeatable, Sustainable Way 1 2 3 Identify Your Target Create A Portfolio of Offerings Implement a Strategic Plan
Identify Your Target
Definition: Market Segment Definition: A group who shares specific needs AND who reference each other
Exercise: Define Your Target Market(s) B2B  Locations  Industries  Titles of key contacts  Company size (revenue, employees, years in biz)  Budget (how much do they spend annually on your product/service)  Values (theirs, not yours)  Funding (none, VC backed, etc)  Organizational structure (flat, remote, hierarchy) B2C  Locations  Occupations  Status (married, single, student)  Family income  Budget (how much do they spend annually on your product/service)  Values (theirs, not yours)
Exercise: Define Your Ideal Client  Values/Beliefs  Hobbies/Interests  Dislikes  Deal breakers  How they make decisions Be as specific as possible. Personas of the individuals you want as clients. Think of existing and pass clients.
My ideal client  High Integrity  Passionate about something  Fair to everyone  Realistic – in touch with reality* * How I test for this
Exercise: What’s the #1 Need You Solve for your Ideal Client?  Think outside the box.  Benefits, Value, Urgent Needs, Non-Urgent Needs  Push yourself to come up with at least 10.  Now, pick the #1 urgent need that you solve.
Takeaway Challenge How can you articulate this #1 urgent need in is as many of your sales and marketing activities as possible?
Exercise: Why Will Your Ideal Clients Choose You? Chances are, you’re not the only one out there solving this particular need. What makes you so special, how do you solve this need better than anyone else?
Create a Portfolio of Offerings
The Secret The key to successful lead generation is: 1. Know what the #1 urgent need you are solving for your target market is AND 2. Always having something to offer your target market that mirrors the level of trust you have built up with them
Marriage vs Dating Your goal: Date  Build trust over time by continuously offering valuable bits of knowledge, connections and advice. See Know Like Trust Buy
Exercise: When Is Your Target Market Looking to Buy?  WHEN Do Your Prospective Customers Look for You  Example: Outsourced software development  VC Funding round  Budget approved for fiscal year  Competitor launches competing product  Layoffs of full time employees
Fact 90% of your target market isn’t ready to buy you core product or service the first time they learn about you. That’s ok.
Buying Stages Contact Suspect Prospect Qualified Lead Customer Upsell
Key Takeaway Potential clients will only engage with you in an amount that equals the amount of trust they have in you. For folks that don’t know you well, you must offer educational and valuable content in a way that has extremely low barriers to entry.
Case Study: Hubspot  Free Trial  Demo  Case Studies  Library of resources  Academy  Videos  Local User Groups  Training Courses
Mastering the Art of Lead Generation
Mastering the Art of Lead Generation
Mastering the Art of Lead Generation
Mastering the Art of Lead Generation
Mastering the Art of Lead Generation
Mastering the Art of Lead Generation
Mastering the Art of Lead Generation
Mastering the Art of Lead Generation
Exercise: Portfolio of Offerings  1 Hour brainstorm session with your company  List buying stages  Everyone gets stickies, brainstorm as many offerings as you can  Dot vote to select top 5
Implement a Strategic Plan
Exercise: Where Does Your Target Market Look for You?  Online?  Offline?  What do they read?  Which events do they attend?  When they have questions, where do they look for answers? Do they ask each other? If so, how, where? Don’t worry about getting it 100% right, just brainstorm and come up with a decent starting list.
Exercise: Choose 3 Core Strategies Networking Connecting Direct Outreach Referrals Marketing Campaigns (Indirect Outreach) Speaking Writing Sponsoring Events Hosting Events Partnerships Other (create your own)
This Isn’t Magic, It’s Discipline  Time box lead gen – each week spend 3 hours on it  Set SMART goals and measure progress  Email Blast to 1500 people Goal: 300 clicks on link to blog 10 incoming leads 1 client
Closing Deals  Prioritize  Communicate  Strategy to win  Work your butt off to close
Generate Leads In a Repeatable, Sustainable Way 1 2 3 Identify Your Target Create A Portfolio of Offerings Implement a Strategic Plan
Let’s Help Each Other  Me  Acquire Customers: CEOs, CTOs: NYC, Tech Legacy Migration MVP/Application Development  You  Lead Gen coaching 1:1  Other? debbie@stridenyc.com
Questions? DEBBIE MADDEN CEO, STRIDE WWW.STRIDENYC.COM @DEBBIEMADDEN200 DEBBIE@STRIDENYC.COM

More Related Content

Mastering the Art of Lead Generation

  • 1. Mastering the Art of Lead Generation DEBBIE MADDEN CEO, STRIDE N Y C ’ S M O S T R E L I A B L E C O N S U L T A N C Y WWW.STRIDENYC.COM
  • 3. It’s Easy to Be Overwhelmed
  • 4. You Need a Plan to Drive Leads to the Top of Your Sales Funnel
  • 5. Generate Leads In a Repeatable, Sustainable Way 1 2 3 Identify Your Target Create A Portfolio of Offerings Implement a Strategic Plan
  • 6. What are your biggest challenges?  _____________________________
  • 7. Generate Leads In a Repeatable, Sustainable Way 1 2 3 Identify Your Target Create A Portfolio of Offerings Implement a Strategic Plan
  • 9. Definition: Market Segment Definition: A group who shares specific needs AND who reference each other
  • 10. Exercise: Define Your Target Market(s) B2B  Locations  Industries  Titles of key contacts  Company size (revenue, employees, years in biz)  Budget (how much do they spend annually on your product/service)  Values (theirs, not yours)  Funding (none, VC backed, etc)  Organizational structure (flat, remote, hierarchy) B2C  Locations  Occupations  Status (married, single, student)  Family income  Budget (how much do they spend annually on your product/service)  Values (theirs, not yours)
  • 11. Exercise: Define Your Ideal Client  Values/Beliefs  Hobbies/Interests  Dislikes  Deal breakers  How they make decisions Be as specific as possible. Personas of the individuals you want as clients. Think of existing and pass clients.
  • 12. My ideal client  High Integrity  Passionate about something  Fair to everyone  Realistic – in touch with reality* * How I test for this
  • 13. Exercise: What’s the #1 Need You Solve for your Ideal Client?  Think outside the box.  Benefits, Value, Urgent Needs, Non-Urgent Needs  Push yourself to come up with at least 10.  Now, pick the #1 urgent need that you solve.
  • 14. Takeaway Challenge How can you articulate this #1 urgent need in is as many of your sales and marketing activities as possible?
  • 15. Exercise: Why Will Your Ideal Clients Choose You? Chances are, you’re not the only one out there solving this particular need. What makes you so special, how do you solve this need better than anyone else?
  • 16. Create a Portfolio of Offerings
  • 17. The Secret The key to successful lead generation is: 1. Know what the #1 urgent need you are solving for your target market is AND 2. Always having something to offer your target market that mirrors the level of trust you have built up with them
  • 18. Marriage vs Dating Your goal: Date  Build trust over time by continuously offering valuable bits of knowledge, connections and advice. See Know Like Trust Buy
  • 19. Exercise: When Is Your Target Market Looking to Buy?  WHEN Do Your Prospective Customers Look for You  Example: Outsourced software development  VC Funding round  Budget approved for fiscal year  Competitor launches competing product  Layoffs of full time employees
  • 20. Fact 90% of your target market isn’t ready to buy you core product or service the first time they learn about you. That’s ok.
  • 21. Buying Stages Contact Suspect Prospect Qualified Lead Customer Upsell
  • 22. Key Takeaway Potential clients will only engage with you in an amount that equals the amount of trust they have in you. For folks that don’t know you well, you must offer educational and valuable content in a way that has extremely low barriers to entry.
  • 23. Case Study: Hubspot  Free Trial  Demo  Case Studies  Library of resources  Academy  Videos  Local User Groups  Training Courses
  • 32. Exercise: Portfolio of Offerings  1 Hour brainstorm session with your company  List buying stages  Everyone gets stickies, brainstorm as many offerings as you can  Dot vote to select top 5
  • 34. Exercise: Where Does Your Target Market Look for You?  Online?  Offline?  What do they read?  Which events do they attend?  When they have questions, where do they look for answers? Do they ask each other? If so, how, where? Don’t worry about getting it 100% right, just brainstorm and come up with a decent starting list.
  • 35. Exercise: Choose 3 Core Strategies Networking Connecting Direct Outreach Referrals Marketing Campaigns (Indirect Outreach) Speaking Writing Sponsoring Events Hosting Events Partnerships Other (create your own)
  • 36. This Isn’t Magic, It’s Discipline  Time box lead gen – each week spend 3 hours on it  Set SMART goals and measure progress  Email Blast to 1500 people Goal: 300 clicks on link to blog 10 incoming leads 1 client
  • 37. Closing Deals  Prioritize  Communicate  Strategy to win  Work your butt off to close
  • 38. Generate Leads In a Repeatable, Sustainable Way 1 2 3 Identify Your Target Create A Portfolio of Offerings Implement a Strategic Plan
  • 39. Let’s Help Each Other  Me  Acquire Customers: CEOs, CTOs: NYC, Tech Legacy Migration MVP/Application Development  You  Lead Gen coaching 1:1  Other? debbie@stridenyc.com
  • 40. Questions? DEBBIE MADDEN CEO, STRIDE WWW.STRIDENYC.COM @DEBBIEMADDEN200 DEBBIE@STRIDENYC.COM

Editor's Notes

  1. We only have 90 min, not a ton of time. We’ll go through some exercises and we can definitely talk more after the class ends if anyone wants to dig into any parts in detail.
  2. If you have current clients/leads, think about which are ideal and which are not, and think about qualities they each have. If you are a B2C business, define your target person/family instead of company All other characteristics you can think about that define your target. If you have more than one market segment, write down up to 3, we’ll pick your main one to use throughout the workshop.
  3. Now that we know who we are selling to, why they buy from us, and why we solve their needs better than anyone else, we are going to create a portfolio of offerings.
  4. This is one of the biggest things people miss. People offer their core product/service, and forget to offer something to folks that aren’t yet ready to buy that main product/service.
  5. Now that we know when they are looking to buy, and what their needs are that we are solving, we can craft a porfolio of offerings. These are going to be things that you take home from this course and try to implement for your business, so think carefully about them.
  6. For the 90% that aren’t ready to buy, where are they in the funnel? Everyone defines these stages differently. So that we have common language for this workshop, here are the categories I’ll use. Define each.
  7. Have to have an offerings for folks at each stage of the funnel. Stride – GA Course, eBook, Blog, Quora questions, Speak, LinkedIn articles, etc
  8. Best poker players fold fast, they stay in for very few hands
  9. They should be things you actually enjoy. If you hate writing, don’t blog
  10. Put it all together. Implement and have a plan
  11. People fall short here. Once you generate leads, make sure everyone in your company that’s involved in winning deals, whether it’s 2 people or 2,000, knows what your top priorities are, and what the plan is to close the deal. The longer the sales cycle the more important this is. But, regardless, always know how you plan to win your best leads. If anyone needs help closing deals, let me know and I’ll help you offline. There is a skill to closing deals, and it can be taught. I’ve taught many people how to do this over the years.
  12. To Maximize feedback, minimize confusion, fail fast and therefore find a great fit faster Failing Fast and Getting feedback Iterating without committing Sometimes you have to throw away the K high to go for the straight, now when to pivot