The Lead Generation Process Uncovered

The Lead Generation Process
Uncovered
How to create a powerful digital marketing
strategy that generates leads and proves an ROI
© Fresh Source Digital Limited

Introduction
Marketers are facing increasing challenges to deliver targeted leads that convert into sales and
prove an ROI on their marketing spend.
In an age of big data and open availability of performance metrics, this should be simple, but the
truth is that marketers are drowning in a sea of statistics that is stopping them from showing the
value of their work.
All of these challenges can be answered by using an integrated sales and marketing strategy that is
transparent, accountable and trackable. It understands the role of each channel in the buying
journey and knows when and how to target its audience.
This presentation will outline a process for creating an online marketing strategy that will deliver
lead generation success.

Planning Production Promotion Analysis
The Online Lead Generation Framework

The Online Lead Generation Framework
Research: Understand your target audience; their goals, challenges and buying journey
Planning: Create a strategy that engages your audience at each stage of their buying journey
Production: Create marketing content using sector specialists that creates internal thought-leaders
Promotion: Promote content through channels used by your audience on the buying journey
Analysis: Promote content through channels used by your audience on the buying journey

Learn How to Prove an ROI on Your Online
Marketing
43% of marketers* are struggling to prove the ROI of their
marketing activities.
An integrated marketing and sales strategy can
demonstrate real business results and show the true value
of marketing. Download our free eGuide to learn how.
Click to Download Now
* State of Inbound 2016 Survey by Hubspot

• Understand the customer journey from initial interest through to
purchase. This will help you to understand the type of content that
needs to be created to influence each stage of this journey.
• Create marketing personas that detail who the target audience is and
their goals, challenges and pains. This will help you to identify the
issues and challenges your content will need to address and the
channels through which your target audience will use to access this.
Research

Research – The Standard Buying Journey
Engage
Tender or proposal stage and the awarding of the contract
Decision
Deciding on specific vendors or service providers to shortlist or invite to tender
Consideration
The process of narrowing down your potential options, companies or services
Awareness
Process of researching ways to solve the specific problem?
Catalyst
An event prompts a need for change or increased education shows there is a problem

Research – Example Target Persona
Head of Risk
Reports to: They increasingly report to the board, especially in high risk
sectors such as Financial Services.
Responsibilities: To forecast and mitigate business risk within the
organisation, either through policy and process or through insurance to
transfer the risk.
Job Goals:
• Be seen as a strategic partner within the business
• Make the move from creating and enforcing rules to becoming a strategic
consultant on all areas of business growth
Job Challenges
• Their job is growing into new areas they are unfamiliar with,
such as issues around new technologies and the threat of
data breach

Planning
Sales and Marketing Strategy
Work with the sales team to create aligned marketing and sales targets
that demonstrate the business value of your marketing performance.
Understand the relationship between micro goals such as social media
reach and business goals including net new clients.

Planning
Content Strategy
Create and implement a documented content marketing strategy
• Once the buying process and personas have been identified, create a
documented content marketing strategy that aligns content to each
stage of the journey.
• This should then be promoted through channels you have identified
the influencers to be using in the decision making process

Planning – Example Content Strategy
Buying Stage Catalyst Awareness Consideration Decision Engage
Content Type
Blog posts Blog posts eGuides Case studies
Pitch and proposal
content
Infographics Infographics Webinars Accreditations
Established thought
leadership
Video Video Video
Established thought
leadership
Quizzes Webinars Direct advertising
Free offer or
consultation
Landing Pages Landing Pages
Distribution
Guest posting Guest posting
LinkedIn Sponsored
Updates
LinkedIn ads
Organic social media Organic social media Email database PPC
Conversations in
LinkedIn groups
Conversations in
LinkedIn groups
Organic social media Direct advertising
Virool (video) Virool (video) Virool (video) Remarketing
SEO SEO Facebook Ads Facebook Ads

Planning – Setting Goals
Example
Business
Targets
Revenue
Lifetime Client
Value
Net New
Clients
Example
Macro
Targets
Cost per Lead
New Marketing
Leads
New Sales
Leads
Example
Micro Targets
Website Traffic
Social Media
Reach
Conversion
Rates

Production
Thought Leadership
• Once the content plan is in place, content will need to be produced. Use industry
specialist writers that are familiar with both the subject matter and the target audience –
and can also write in a way that is appropriate for each channel.
• Once written, these content pieces can then be attributed to an internal “author” –
establishing them as a thought-leader in your sector.
• Content should be produced in advance to ensure that there is a library of content
scheduled in, and also allow for more reactive content to be produced quickly if there is
something newsworthy that could be created
• Online content comes in many different forms. Use designers that understand the end
result of the intended content to improve engagement

Promotion
Promotional Plan
Use a multi-channel promotional plan to promote the content you have
produced through the right channel to the right people at the right time
• These could include:
• PPC
• SEO
• LinkedIn Advertising
• Email
• Marketing Automation
• Social Media
• Facebook Advertising

Promotion
Promotional Channels
• Facebook advertising – targeted advertising to promote opportunities
to the right audience
• Remarketing – re-engage people that have previously visited the
website
• Marketing automation – creating segmented databases where
relevant candidates can receive bespoke emails
• LinkedIn Sponsored Posts to generate early stage new client leads

Analysis
Marginal Gains
Implement a marginal gains system of split testing and Conversion Rate
Optimisation (CRO) to monitor and improve performance
• Analyse the relationship between micro, macro and business goals
and report on these on a monthly basis
• Calculate the average order value of new and existing clients and
begin attributing new sales to marketing through tracking, enabling
you to demonstrate ROI

Analysis – Example of Basic Monthly
Metrics
Month 1 Month 2 Month 3
Visits 1000 1000 1500
Marketing Qualified Leads (MQLs) 100 110 165
Sales Qualified Leads (SQLs) 10 11 17
Sales 0 1.1 1.7

Analysis – Return on Investment
Sales 19
Sales value (at £10,000 each) £190,000
Example Investment in Fresh Source £36,000
ROI 428%
By implementing tracking and analysis across all of your marketing platforms and understanding where leads are
coming from, you can understand the influence of each channel on enquiries generated, track marketing
generated enquiries through the sales process and place a financial figure on the success of your marketing
strategy.

Struggling to Prove an ROI on Your Online
Marketing?
43% of marketers* are struggling to prove the ROI of their
marketing activities.
Download our free eGuide to learn how you can produce
an integrated marketing and sales strategy that
demonstrates a return on investment.
Click to Download Now
* State of Inbound 2016 Survey by Hubspot

A Fresh Alternative to the Agency Experience

About Fresh Source Digital
Fresh Source Digital is a privately run digital agency based in London
specialising in online lead generation.
We have a tried and tested formula for generating leads online which
has evolved into a company philosophy that is rooted in a culture of
high performance, complete accountability and outstanding levels of
service for our clients.
We call ourselves a fresh alternative to the traditional agency
experience – and so do our clients.

Our Philosophy
Performance
Driven
Marginal
Gains
Technology Creativity
Targets, objectives and
payment by results for
full accountability
Progressive
improvements for long
term performance
The right technology to
support and enhance
growth
Stunningly created
content, combining
brains and beauty

Payment by Results
At Fresh Source Digital, we believe that we should be held accountable
to the forecasts and targets we set. To underpin this, we work to a
payment by results model, where a portion of the monthly retainer is
held back until the end of the quarter, and only paid if we hit our goals.
This is our way of spreading the risk to the client and keeping ourselves
accountable.
These targets will be set at the end of the planning stage, once all of
our research has been completed and final strategy agreed.

Example Payment by Results Model

Looking to Improve Marketing Performance?
Work with us to design and implement an effective online marketing strategy that
generates leads and demonstrates an ROI, cementing the strength of the marketing
team within the company.
We offer a free lead generation review that analyses your current performance and
provides a report that shows areas where improvements can be made that will bring real
business results.
Click to Claim Your Lead Generation Review

The Lead Generation Process Uncovered

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