Create a Lead Generation Strategy
Learning Objectives
After completing this unit, you’ll be able to:
- Define lead generation.
- Identify key lead generation metrics.
- Build a measurement framework.
What Is Lead Generation?
Lead generation is not only about driving quality leads into the sales funnel or pipeline, but also managing the growth of your company through inbound marketing. So why is lead generation important? Most businesses depend on the inbound flow of leads, so the ability to appropriately manage that inbound flow is crucial.
Find Your North Star Metric
To help manage the flow of leads, it’s important to have the right tools—such as analytics and strategy. And perhaps even more importantly, your team must be fully aligned to your north star metric and willing to build a measurement framework to help reach that metric. What’s a north star metric? It’s a metric that indicates growth for your business, can be tied to increased product engagement, and, eventually, results in revenue. In other words, it’s a pretty powerful way of measuring your lead generation success.
See How We Approach Lead Generation at Salesforce
For Salesforce, our north star metric is when an opportunity reaches stage two—which means a prospective customer has been qualified by our sales development org and verified by our sales lead. Taking the time to identify and commit to your own north star metric ensures you spend the right amount of money, in the right areas, and towards the right people. Easier said than done, right? Let’s hear Zand Ushijima, Senior Director of Field Growth Marketing, explain how we approach lead generation at Salesforce.
Key Timestamps
0:00 - Salesforce on Salesforce Intro
0:43 - What is Lead Generation?
1:47 - Tip #1: North Star metric framework
3:50 - Tip #2: Not all leads are created equal
5:57 - Tip #3: Test. Learn. Iterate. Scale.
Test What You Learned
Now that you watched the video, test what you learned about lead generation by taking the quiz to earn this badge.