| The Highway Code for B2B Lead Generation |  | |  | | | | | | | | Your sales people's productivity can be increased dramatically by providing a steady stream of qualified leads resulting from the implementation of the following principles. Meanwhile, you can avoid wasting of 90% of your marketing budget. | | | | 1. Setting campaign objectives | | You won’t be able to recognise success unless you clarify exactly where you are heading. The following steps will help you set lead generation objectives and determine success factors. You will be able to clearly define what you want to achieve, and how to approach the campaign using a step-by-step process. Select from this list the most appropriate objectives for the campaign - select one primary objective and no more than two secondary objectives.
| | Objectives | Examples* | Goal | | Number of leads expected, A, B, C type | 1,000 leads | | | Number of leads qualified | 80% of all leads | | | Number of leads contacted | 60% of qualified leads | | | Leads-to-sales conversion ratio | 30% of contacted leads (or 18% of qualified leads) | | | Timeframe for sales to close the order | 3-6 months | | | Cost per lead | £200 to £1,000 average B2B cost-per-lead | | | Average order value | £10,000 | | | Average order value to cost per lead ratio (ROI) | 50x to 10x | | |
* Numbers for demonstration purposes only
It’s very important to make the objectives very specific - decide in advance how many leads you expect the campaign to produce and at what cost. It’s also important to generate only the number of leads that the sales team can handle (it’s a fact that 90% of leads don’t get followed up by sales). If they throw them away, you’ve wasted time and budget. If you give them too few leads, they won’t make their targets. Use the table below to calculate the exact number of leads needed.
| | | Metrics | Formula | Examples* | Your numbers | | A | Sales target per salesperson | Your number | £1,000,000 | | | B | Percentage of target self-generated | Your number | 50% | | | C | Sales target requiring lead support | A * (100% - B) | £500,000 | | | D | Average order value | Your number | £10,000 | | | E | Number of sales required | C / D | 50 | | | F | Conversion rate for qualified leads | Your number | 30% | | | G | Qualified leads required per salesperson | E / F | 167 | | |
* Numbers for demonstration purposes only
Step 1 Examine the sales quota of each territory concerned and subtract out the amount that will be self-generated through the natural course of territory management.
Step 2 The remaining amount is what needs to be supported by lead generation programmes from marketing.
Step 3 Divide this amount by the average order size in your company or category to arrive at the number of closed leads required.
Step 4 Then divide again by the lead-to-sales conversion rate, to arrive at the number of qualified leads required per salesperson. | | | | | |
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