Mastering the Art of Lead Generation

DEBBIE MADDEN

CEO, STRIDE

N Y C ’ S M O S T R E L I A B L E C O N S U L T A N C Y

W W W . S T R I D E N Y C . C O M

Mastering the Art of Lead Generation

Finding New Leads Is Hard

It’s Easy to Be Overwhelmed

You Need a Plan to Drive Leads to the Top of Your Sales Funnel

Generate Leads In a Repeatable, Sustainable Way

1 32Identify Your Target

Create A Portfolioof Offerings

Implement a Strategic Plan

What are your biggest challenges?

_____________________________

Generate Leads In a Repeatable, Sustainable Way

1 32Identify Your Target

Create A Portfolioof Offerings

Implement a Strategic Plan

Identify Your Target

Definition: Market Segment

Definition:

A group who shares specific needs AND who reference each other

Exercise: Define Your Target Market(s)

B2B Locations Industries Titles of key contacts Company size (revenue,

employees, years in biz) Budget (how much do they

spend annually on your product/service)

Values (theirs, not yours) Funding (none, VC backed,

etc) Organizational structure

(flat, remote, hierarchy)

B2C Locations Occupations Status (married, single,

student) Family income Budget (how much do they

spend annually on your product/service)

Values (theirs, not yours)

Exercise: Define Your Ideal Client

Values/Beliefs

Hobbies/Interests

Dislikes

Deal breakers

How they make decisions

Be as specific as possible. Personas of the individuals you want as clients.

Think of existing and pass clients.

My ideal client

High Integrity

Passionate about something

Fair to everyone

Realistic – in touch with reality*

* How I test for this

Exercise:What’s the #1 Need You Solve for your Ideal Client?

Think outside the box.

Benefits, Value, Urgent Needs, Non-Urgent Needs

Push yourself to come up with at least 10.

Now, pick the #1 urgent need that you solve.

Takeaway Challenge

How can you articulate this #1 urgent need in is as many of your sales and

marketing activities as possible?

Exercise: Why Will Your Ideal Clients Choose You?

Chances are, you’re not the only one out there solving this particular need.

What makes you so special, how do you solve this need better than anyone else?

Create a Portfolio of Offerings

The Secret

The key to successful lead generation is:

1. Know what the #1 urgent need you are solving for your target market is AND

2. Always having something to offer your target market that mirrors the level of trust you have built up with them

Marriage vs Dating

Your goal: Date

Build trust over time by continuously offering valuable bits of knowledge, connections and advice.

See

Like

Know

Trust

Buy

Exercise:When Is Your Target Market Looking to Buy?

WHEN Do Your Prospective Customers Look for You

Example: Outsourced software development

VC Funding round

Budget approved for fiscal year

Competitor launches competing product

Layoffs of full time employees

Fact

90% of your target market isn’t ready to buy you core product or service the first time they

learn about you.

That’s ok.

Buying Stages

Contact

Suspect

Prospect

Qualified Lead

Customer

Upsell

Key Takeaway

Potential clients will only engage with you in an amount that equals the amount

of trust they have in you.

For folks that don’t know you well, you must offer educational and valuable

content in a way that has extremely low barriers to entry.

Case Study: Hubspot

Free Trial

Demo

Case Studies

Library of resources

Academy

Videos

Local User Groups

Training Courses

Exercise: Portfolio of Offerings

1 Hour brainstorm session with your company

List buying stages

Everyone gets stickies, brainstorm as many offerings as you can

Dot vote to select top 5

Implement a Strategic Plan

Exercise:Where Does Your Target Market Look for You?

Online?

Offline?

What do they read?

Which events do they attend?

When they have questions, where do they look for answers? Do they ask each other? If so, how, where?

Don’t worry about getting it 100% right, just brainstorm and come up with a decent starting list.

Exercise: Choose 3 Core Strategies

Networking

Connecting

Direct Outreach

Referrals

Marketing Campaigns (Indirect Outreach)

Speaking

Writing

Sponsoring Events

Hosting Events

Partnerships

Other (create your own)

This Isn’t Magic, It’s Discipline

Time box lead gen – each week spend 3 hours on it

Set SMART goals and measure progress

Email Blast to 1500 people

Goal: 300 clicks on link to blog

10 incoming leads

1 client

Closing Deals

Prioritize

Communicate

Strategy to win

Work your butt off to close

Generate Leads In a Repeatable, Sustainable Way

1 32Identify Your Target

Create A Portfolioof Offerings

Implement a Strategic Plan

Let’s Help Each Other

Me

Acquire Customers:

CEOs, CTOs: NYC, Tech

Legacy Migration

MVP/Application Development

You

Lead Gen coaching 1:1

Other?

[email protected]

D E B B I E M A D D E N

C E O , S T R I D E

W W W . S T R I D E N Y C . C O M

@ D E B B I E M A D D E N 2 0 0

D E B B I E @ S T R I D E N Y C . C O M

Questions?