3
Developing Your
Lead-Generation
Strategy
THIS CHAPTER contains an overview of how to plan and execute a lead-generation marketing strategy. It introduces the themes of strategy that I talk about throughout the book. In this chapter, I’ll assume that at least one of the three following scenarios applies to your company. (Ideally, all three should apply.)
1. You are currently using one or more lead-generation tactics (e.g., direct mail, e-mail marketing) but would like to learn how to use them more effectively to increase the number of qualified leads you get from each tactic.
2. You would like to adopt new lead-generation tactics (e.g., social advertising, search engine marketing) that your company has not used before.
3. You would like to integrate your lead-generation marketing tactics so that they will work in conjunction with each other (and with your brand) to achieve a higher level of success.
To achieve these goals, you first need to understand the three levels of strategy that apply to lead-generation marketing:
1. Tactical Strategy: You use this strategy to plan and execute campaigns using individual tactics. For example, you would use a tactical strategy to plan and execute an e-mail marketing campaign. I’ll talk extensively about tactical strategy in Chapter 4, and in each chapter on a specific lead-generation tactic.
2. Integration Strategy: This is the strategy of using two or more lead-generation tactics in conjunction with each other (and with your brand), as part of an integrated lead-generation marketing campaign. For example, you might use direct mail, e-mail marketing, and search engine marketing as part of an integrated campaign. I’ll talk about how to develop an integrated campaign strategy in Chapter 16.
3. Lead-Generation Management Strategy: Use this strategy to manage your overall lead-generation marketing efforts.
These three levels of strategy are interconnected. To achieve success in lead-generation marketing, you need to apply all three levels simultaneously.