Lead Generation Goals

Establishing Lead Generation Goals – Part 2 of 3 in a Series

In part 1 of this 3 part series on Establishing Lead Generation Goals for Your Business, I introduce a series of lead generation metric questions to ask your sales and marketing team. By answering the questions in part 1, you began to formulate your lead generation goals. In this section, part 2, I discuss the process for Establishing Lead Generation Goals.

Looking back at part 1, where there any answers to the questions that resonate with you or your team? These are the building blocks to your goals. They help you determine what you are trying to accomplish with your business.

Essentially, are you seeking more social media conversions? Perhaps you are interested in increasing brand awareness with your business or product and services. Maybe you are seeking more leads or better-qualified leads that result in higher conversions.

The answers to your questions do not necessarily lead to one specific lead generation goal. It’s possible, and probable that you want to create multiple lead generation campaigns, each with their own set of goals. The questions in part 1 are just to help you understand what is important now, and what you may want to focus on at a later date.

Once your area, or areas, of concentration are established, the next step is developing measurable goals. See the article on “Writing S.M.A.R.T. Marketing Goals” for a detailed explanation on writing time-bound, measurable goals.

Finally, establishing Key Performance Indicators (KPIs) are essential for gauging success in reaching your lead generation goals.  KPIs are the litmus test to each established goal and if you are on the right path to achieving success. If you are not meeting KPIs, it’s time to make adjustments to your strategy and/or goal. If you are hitting your KPIs, then your goal may be too easy and you need to make changes to your goal. See the Sidebar below for an example of establishing KPIs.

SIDEBAR: Establishing Lead Generation KPIs

To establish Key Performance Indicators for lead generation goals, let’s assume that one of your S.M.A.R.T. lead generation goals is to generate 5 new qualified leads in your pipeline per week from a specific landing page on your website. For simplicity sake, let’s assume you are currently generating 3 qualified leads per week from this specific landing page. To acquire the 3 qualified leads, you are publishing 3 new pieces of content to you site weekly and that drives 300 unique visits to your landing page.

To get to your lead generation goal of 5 new qualified leads per week, let’s make the assumption that you need to drive an additional 200 unique visitors to your website. As a result, you need to publish 2 additional pieces of content, a total of 5 content items, per week.

The KPI you set to get to 5 new weekly qualified leads is 5 new content pieces per week. In theory, this should get you to your goal.

If you fall short of the 500 weekly unique visitors after you publish your 5 content items per week, you are not reaching your KPI, and thus, you may be at risk of missing your target goal of 5 new qualified weekly leads. At this point, you will need to explore why your KPI is lower than expected. A possible outcome could be your content is not the right subject matter for your target audience.

Next Steps

Once you establish your lead generation goals and campaigns, you are ready to develop the roadmap and plan for reaching your goals. This is the topic of part 3 in Establishing Lead Generation Goals for your Business.

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