The Definitive Guide to Lead Generation
TABLE OF CONTENTS Part One: Introduction to Lead Generation Chapter One: What is Lead Generation and Why is it Important? Chapter Two: How Has Lead Generation Evolved? Chapter Three: Defining a Lead Part Two: Lead Generation Tactics Chapter Four: Content Marketing and Blogging Chapter Five: Website and SEO Chapter Six: Landing Pages Chapter Seven: Social Media and Lead Generation Chapter Eight: Email Marketing Chapter Nine: Paid Programs Chapter Ten: Telephone-Based Lead Generation Chapter Eleven: Middle-of-Funnel Lead Generation Part Three: Optimize and Measure Your Lead Generation Chapter Twelve: Testing and Optimization Chapter Thirteen: Metrics Chapter Fourteen: Lead Generation Technology Conclusion: Lead the Way! Appendix: References
TABLE OF CONTENTS
Part One: Introduction to Lead Generation
Chapter One: What is Lead Generation and Why is it Important?
Chapter Two: How Has Lead Generation Evolved?
Chapter Three: Defining a Lead
Part Two: Lead Generation Tactics
Chapter Four: Content Marketing and Blogging
Chapter Five: Website and SEO
Chapter Six: Landing Pages
Chapter Seven: Social Media and Lead Generation
Chapter Eight: Email Marketing
Chapter Nine: Paid Programs
Chapter Ten: Telephone-Based Lead Generation
Chapter Eleven: Middle-of-Funnel Lead Generation
Part Three: Optimize and Measure Your Lead Generation
Chapter Twelve: Testing and Optimization
Chapter Thirteen: Metrics
Chapter Fourteen: Lead Generation Technology
Conclusion: Lead the Way!
Appendix: References
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CHAPTER ELEVEN: MIDDLE-OF-FUNNEL LEAD GENERATION<br />
LEAD SCORING<br />
<strong>Lead</strong> Interest<br />
Scoring lead interest, often called<br />
implicit lead scoring, is done by<br />
tracking your prospect’s<br />
behaviors (e.g. online body<br />
language) <strong>to</strong> measure his or her<br />
level of interest in your product or<br />
solution. For instance, a lead that<br />
downloads a simple whitepaper<br />
has shown engagement with your<br />
brand, while downloading a<br />
pricing sheet shows true buyer<br />
intent. Implicit lead scoring can<br />
also mean inferring additional<br />
information about a prospect<br />
based on the quality of the data<br />
you have (like the location of his or<br />
her IP address).<br />
Latent Behaviors<br />
(Engagement)<br />
• Early stage content +3<br />
• Attend webinar: +5<br />
• Visit any webpage / blog: +1<br />
• Visit careers pages: -10<br />
• Decay inactivity: -1, -5, -10<br />
Behavioral lead scoring based on<br />
email and online activity<br />
Active Behaviors<br />
(Buying Intent)<br />
• Pricing pages: +10<br />
• Watch demos:<br />
• +5 overview<br />
• +10 detailed<br />
• Mid-stage content +8<br />
• Late-stage content +12<br />
• Searches for branded<br />
keyword “Marke<strong>to</strong>” +8<br />
<strong>Lead</strong> Recycling<br />
Sometimes a lead is not quite ready<br />
<strong>to</strong> buy, even after being contacted<br />
by sales. If, after contacting a lead,<br />
a rep determines that the lead is not<br />
sales-ready, the lead should be<br />
sent back <strong>to</strong> marketing—we call<br />
this “recycling” the lead.<br />
When leads get recycled, they are<br />
either returned <strong>to</strong> your basic<br />
nurturing campaign or, even better,<br />
added <strong>to</strong> a specialized nurture<br />
track. <strong>The</strong>se campaigns have been<br />
optimized according <strong>to</strong> specific<br />
information the rep collected during<br />
the sales interaction—such as the<br />
reasons why the prospect didn’t<br />
move forward, or that lead’s<br />
BANT score.<br />
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