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 FOUR: CONTENT MARKETING<br />
THE CONTENT PLANNING PROCESS<br />
Mapping Your Buying Stages<br />
Now that you’ve defined your<br />
personas, you need <strong>to</strong> create a<br />
buying journey that will convert these<br />
personas in<strong>to</strong> cus<strong>to</strong>mers. A buying<br />
journey maps a buyer’s decision<br />
making process during a purchase.<br />
Mapping this allows you <strong>to</strong>:<br />
• Understand the process your<br />
buyers go through when<br />
considering your product<br />
or service<br />
Here’s a great example of a buyer<br />
journey template, created by Sales<br />
Benchmark Index:<br />
BUYING<br />
PHASE<br />
BUYING PROCESS MAP<br />
NOT IN THE<br />
MARKET<br />
STIMULATED<br />
PROBLEM<br />
DEFINITION<br />
OPTIONS EVALUATION PREFERRED<br />
FINAL APPROVAL IMPLEMENTATION<br />
RECOMMENDATION<br />
• Develop a content strategy that<br />
speaks directly <strong>to</strong> buyers,<br />
regardless of their stage in the<br />
buying journey<br />
KEY BUYER<br />
ACTIONS<br />
Observe Market<br />
Trends<br />
Track Competitive<br />
Activity<br />
Event Occurs<br />
Problem Surfaces<br />
Problem Studied<br />
Consequences of<br />
Problem Identified<br />
Is it worth solving<br />
Indentify and<br />
involve<br />
stakeholders<br />
Research possible<br />
options<br />
Establish<br />
functional<br />
requirements<br />
Draft ROI<br />
Explore promising<br />
options<br />
Narrow down the<br />
list of options<br />
Reconfirm<br />
functional<br />
requirements<br />
Refine the<br />
business case<br />
Conduct detailed<br />
evaluation of short<br />
listed options<br />
Secure<br />
stakeholder<br />
consensus about<br />
preferred option<br />
Finalize the<br />
business case<br />
Finalize<br />
contractual and<br />
commercial terms<br />
Check references<br />
Reconfirm<br />
decision<br />
Finalize internal<br />
request <strong>to</strong><br />
purchase<br />
Submit final<br />
proposal <strong>to</strong> formal<br />
approval process<br />
Implement chosen<br />
solution<br />
Achieve expected<br />
benefits<br />
Validate decision<br />
<strong>to</strong> buy<br />
Can it be solved<br />
What Options are<br />
Available<br />
Sales Benchmark Index Buying Process Map<br />
26
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