It’s important to think of lead generation as a process, rather than an isolated event, or a series of campaigns. You can optimize demand generation with ongoing testing and refinement. This will help you generate higher quality results more cost-effectively (i.e. reduce expense-to-revenue ratio) and improve overall ROI.
Think about your lead generation process as being controlled on a mixing board. Let’s start with 5 of the biggest dials on the board so that we can start to tune in and turn up our lead generation ROI:
Dial 1 – “Turn up” lead quantity.
Increase your program response rates across multiple lead generation channels to drive more inquiries. Get more of the right people in the right companies to respond across multiple tactics through testing.
Dial 2 – “Turn up” lead quality.
Dial 3 – “Turn up” sales team pursuit and feedback.
Dial 4 – “Turn up” the number of certified opportunities in the pipeline.
Dial 5 – “Turn up” closed sales.
Focus on developing pipeline acceleration programs to shorten your time-to-revenue. This requires marketing to go beyond demand generation to help sales reduce friction in order to close more sales.
The mixing board analogy seems even more appropriate as you think about continuous process improvement. As the process develops you will need to consistently make adjustments to the dials as you respond to feedback and spikes in the flow. This is not a “set it and forget it” endeavor.
I hope this gets you thinking about making beautiful music.