Lead Generation Planning

Lead Generation Strategies and Planning

1. Defining Lead Generation

"Lead generation is repeatedly making ourselves and our work known to the best suited people effectively enough to win work with them."

This emphasizes three key components:

1. Focusing on the "best suited people" - those most likely to become clients or partners. Broadly casting a wide net rarely works as well.

2. Repeatedly exposing potential clients to your work through consistent outreach methods over time.

3. Doing so effectively enough that some of these people choose to work with you.

2. Planning Your Lead Generation Strategy

Next, Chris leads a reflective discussion to plan each member's lead generation strategy.

Goal: Understand what has/hasn't worked before to build an intentional plan for the future.

Members take 3 minutes to silently reflect and write down:

1. What lead generation methods they've used consistently in the past 6 months.

2. What has worked and generated leads.

3. What has not worked or needs improvement.

Members then share one key lesson and goal to build upon. This seeds new ideas and holds each other accountable.

3. Mapping Your Lead Generation Plan

Chris advocates mapping out a specific plan breaking activities into:

- Daily

- Monthly

- Quarterly

This provides structure and consistency vs. random, sporadic efforts.

Members add what currently works for them as a starting point before brainstorming new ideas. Planning specifics like channel, day, and month keeps efforts focused.

4. Brainstorming New Lead Generation Tactics  

Members brainstorm additional potential lead generation tactics to incorporate into their plan:

Outbound Methods:

- Attend in-person industry events like trade shows  

- Speak at local chamber of commerce meetings on relevant topics

- Send direct emails or mailers to prospects

Inbound Methods:  

- Offer free digital content (like ebooks) on your website and social profiles

- Create how-to videos on YouTube

Hybrid Methods:

- Network and get referrals through local business organizations

- Advertise on LinkedIn targeting relevant prospect profiles

5. Filling Out Your Lead Generation Plan

With brainstorming complete, members fill out their specific plan:

- Map out daily/weekly outbound and inbound activities  

- Block out monthly community involvement and content dates

- Set quarterly goals like speaking engagements or product launches

Ensure all tactics align activities to the best prospect personas while varying channels and cadence.

6. Implementing and Tracking Your Plan

- Commit to consistently implementing your mapped lead generation activities. Effort happens through actions.

- Track results in a CRM and analytics to measure pipeline growth and return on efforts. Continually analyze metrics to optimize tactics.

- Seek opportunities to expand your expertise and network through additional education, roles, partnerships that fuel future lead sources.  

- Be willing to adjust and improve your plan over time based on results and changing markets or specialties. An agile approach leads to continuous learning.

Action Steps

1. Map out your ideal prospect personas in detail

2. Audit your past 6 months' efforts and results

3. Fill in an initial daily/weekly/monthly lead gen plan  

4. Commit to implementing your plan for at least 90 days

5. Track and analyze results, making data-driven improvements

‍