Dos
&
Don'ts
1. Define Lead Gen.
Do
Define Lead Gen in the context of your organization's needs. Develop a vision for your strategy and make sure your team fully understands both.
Don't
Expect it "to do too much." Your Lead Gen strategy should have one goal – driving interest and collecting contact information for Sales follow-up.
2. Clearly define and communicate your objectives.
Do
Define parameters of your Lead Gen program and set realistic expectations for performance. And then communicate both to your team.
Don't
Let the goal posts move – you may have to set and reset expectations, but communicate your objectives consistently.
3. Get to know your audience.
Do
Make sure everyone knows who you are targeting and why. Confirm you audience's data profile, develop personas and tailor your approach accordingly.
Don't
Expect that because you've identified your audience that your Lead Gen efforts will close sales for you. Stay on top of your personas and revisit them periodically.
4. Use multiple lead list sources.
Do
Use multiple sources and test sources against one another. Also test your audience criteria to adjust to changing market dynamics.
Don't
Depend on one source. Your sources should be as diverse as the audience your targeting. And they should also be reputable – all opt-in, no SPAM.
5. Be contextually relevant.
Do
Plenty of research. Whether it's indirect on roles and responsibilities or direct source interviews. Develop contextual relevance for your POV with quality insights.
Don't
Take a cookie-cutter approach that prioritizes quantity over quality and loses sight of the relevance with which you communicate your POV.
6. Automate ... everything.
Do
Integrate a MAP and CRM solution that can be geared to help you most effectively meet your goals. Then use the technology to its fullest potential.
Don't
Depend on MAP or CRM tools as a replacement for strategy. They can only be as effective as the strategies that put them into practice.

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