To be successful at generating leads for a complex sale, marketers can’t rely on one specific tactic but rather they need to leverage a portfolio of tactics. It begins with a mindset that sees lead generation as an ongoing conversation – with human beings – that’s both multimodal and iterative. Not just a campaign.
I had a bit of writer’s block as I was working on my book last night. I went back my earlier mind map and I revised it. Hopefully, I made it better.
Are there any tactics/modalities that I’m missing?
Okay back to writing…
How to Use LinkedIn to Generate Leads
Lead Nurturing in 6 Simple Steps
Who Should Own Lead Generation for a Complex Sale?
I would not put PPC under SEO, rather give it a separate branch. To me they are two different things; free vs. paid, long term vs. short term, cumbersome vs. less cumbersome, slower to show result vs. instant and so on.
I would use PPC primarily if the SEO efforts fail and only if I have some kind of conversion point, such as a landing page, that can move the visitor deeper into the “funnel”.
Your lead generation mind map is simply wonderful. At our not for profit leadership and governance training centre we are trying to grapple with getting a clear direction of how to approach our lead generation campaign. After a series of staff meetings we end up being far apart on agreeing on who does what,and how should we approach the lead generation campaign. Your map clearly lights the way and I am looking forward to the opportunity of sharing it with the Senior management, my colleagues in the client strategy team and every member involved in the campaign.
Brian “your LG mind map or LG strategy map” makes lead generation campaign less of an effort in futility!
I’m glad you found it useful and you’re using the map as I hoped it would be used. I’ll be making some updates to it in the near future. Stay tuned.
Thanks for your generosity in mapping out the modalities and making that pdf available. I read a few of your articles. I enjoy reading “NEW Game” thought leaders.
Keep up the important work.
You CAN change the game.
I’ll meet you on the field.
The NEW Game of Business™
This map is a fantastic checklist of sorts for anyone trying to develop a complex sale. Well done. As for this comment about book-writing, I agree, but it can also hinder your credibility. Unless you are an excellent writer, it’s likely to come off as too much self-promotion. Even established academics from illustrious schools fall into that trap. It’s also something that takes a great deal of time and effort (and expense), so the opportunity cost is likely too high for most sales force agents.
I forgot to mention that it looks like you may have excluded book writing from your map. It’s one powerful lead generation tool. Maybe it’s on the map, but I missed it.
The map is getting more complete. My only comment is the use of the word modality. I understand it, but wonder if it’s needed to add meaning to your essential point. Why can’t it be a lead generation map, or a lead generation strategy map?
I know it’s a small point, but it struck me when I first saw the map and now too. So, I figured I’d mention it to you.
Keep up the great work.
Brian, many thanks for sharing this piece of work that has a lot of thought and time invested in it
There may be another Networking/Referral modality that is currently missing…those connections that already exist via members of the organization. (This is the whole reason companies like Spoke and VisiblePath exist.) Something to consider?
Comments are closed.