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.
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.