‘Success’ will depend on what your business is trying to achieve but, put simply, a successful lead generation campaign usually means driving more leads into your sales pipeline and ensuring those leads are more likely to one day turn into customers. Ultimately, the goal is to expand your customer base and increase your revenue, but most lead generation campaigns are a little more focused on the earlier steps of finding and nurturing new leads.
To make sure you’re getting what you need out of a lead gen campaign, it will be important to define the goals of your campaign early and how you’re going to measure them (more on that in the next section).
As for what a successful lead generation campaign might look like, let’s say a pet supplies business has done the research and concluded that their most profitable and reachable customer segment are new puppy owners. Because they find that these types of customers are more likely to do lots of research online before bringing a puppy home, the business creates a free guide on how to prepare for a dog’s first week with their new family. In exchange for the guide, users fill out a form with their name, email address and dog breed.
If users fill out the form and consent to marketing communications, then they become leads. The business now knows just enough to be able to email them with relevant follow-up messaging about dog foods, toys and collars. At some point, these leads may decide to purchase products for their new puppies and will convert to customers.
If enough users download the guide and become leads, the business can say it reached its campaign goal. And, once leads start converting to customers, the business can assess how many customers the campaign helped them reach and whether they’ve achieved the return on investment (ROI) they were hoping for.
This is just one possible example, and there are all kinds of ways to generate leads. The more you know your business and your customers, the better you’ll be at identifying the most successful lead generation strategies to suit them.
So here are key steps to follow in your lead generation process: