Advanced Lead Generation

Course details

Join instructor Matt Heinz as he shows you how to hit your business goals with practical strategies designed to elevate the impact, sophistication, and results from demand generation programs. First, Matt covers tactics for developing goals and objectives, including a funnel model, as well as risk factors and pivot points. He then goes over how to define your target audience and understand what steps your prospects go through to evaluate, justify, and confirm purchase decisions. Matt demonstrates the steps to develop a campaign, including how to drive precise messages and offers throughout your demand generation programs. Once you’ve developed a campaign, you must execute the plan and follow up. Matt outlines playbook elements that you can introduce to your sales organization to increase efficiency and consistency in executing campaign plans, and then steps through how to support greater lead conversion by your sales teams.

Concepts

0. Introduction

01 - Create predictable demand for your organization

1. Developing Objectives and Goals

02 - Start with business objectives
03 - Build a simple funnel model
04 - Confirm goals and assumptions with sales
05 - Identify risk factors and pivot points

2. Target Audience Definitions

06 - Ideal customer profile
07 - Buyer personas
08 - Buying committee detail
09 - Buying journey development
10 - Commercial insights
11 - Messaging and content map

3. Campaign Development

12 - Buying journey stages
13 - Developing offers
14 - Conversions and intent signals
15 - Interest follow-up planning

4. Campaign Plan, Execution, and Follow-Up

16 - Channel plan and mapping
17 - Sales enablement and coordination
18 - Evaluation and refinement

Conclusion

19 - This is only the beginning