Click the Start Download button to begin
Here are a few ways you can use this map:
Review your current channels
The best marketers approach their work as portfolio managers would run a mutual fund. Portfolio managers are constantly thinking about and testing the optimal investment strategy. How do you determine which channels are the best for generating leads and finding future customers? One approach is testing several different lead generation channels — and measuring the results.
As you look at the lead generation channel map, ask yourself a few questions:
Which of these channels are we using?
Which are our competitors using?
Do you know how each channel is performing?
Now think of what you know about your customers’ buying process. Are they working together in a complementary way to connect each step in the customer’s buying process?
Use your answers from the previous questions to identify the gaps.
Build your lead generation calendar
Create a lead generation calendar for the year. Map out anticipated marketing programs by month and quarter. At a minimum, map out your activities for each month.
Create a plan to add value every time you touch your future customers with relevant ideas, content, and resources.
Also, build an effective closed-looped feedback system to capture feedback from your sales force that can convert into actionable ideas to optimize your channels.
Optimize your current channels
Review your channels in terms of what’s working and what’s not, and make adjustments.
If you can’t measure your marketing channels in terms of return on investment to the organization — leads generated, opportunities in the funnel, and business closed — why should your company “invest in your fund?”
When was the last time you looked at your channels and asked, “How can I make this channel perform better?”