Core Methodology
The MARU Method: Measure → Attract → Retain → Upgrade. This proven framework ensures systematic lead generation success.
1. Measure: Data-Driven Foundation
Before launching any lead generation campaign, establish baseline metrics and tracking systems:
- Website Analytics: Track visitor behavior, conversion paths, and drop-off points
- Lead Scoring: Implement behavioral and demographic scoring models
- Attribution Tracking: Understand which channels drive highest-quality leads
- Conversion Funnel Analysis: Identify bottlenecks in your sales process
2. Attract: Multi-Channel Approach
Diversify your lead generation channels to reduce dependency and maximize reach:
Inbound Channels
- • SEO-optimized content marketing
- • Social media engagement
- • Webinars and virtual events
- • Assessment tools and calculators
Outbound Channels
- • Targeted email campaigns
- • LinkedIn outreach
- • Strategic partnerships
- • Industry event participation
3. Retain: Engagement Optimization
Keep prospects engaged throughout their buyer journey with valuable, relevant content and interactions.
4. Upgrade: Conversion Excellence
Systematically move qualified leads through your sales funnel with personalized experiences and strategic follow-up.
Lead Qualification Framework
Not all leads are created equal. Use the BANT+ framework to prioritize your sales efforts:
BANT+ Qualification Criteria
Budget
Does the prospect have allocated budget for your solution?
Authority
Are you speaking with decision-makers or influencers?
Need
Is there a clear business problem your solution addresses?
Timeline
When does the prospect need to implement a solution?
+ Fit
Does the prospect align with your ideal customer profile?
Lead Scoring Model
Implement a points-based system to automatically prioritize leads:
| Criteria | Points | Example |
|---|---|---|
| Company Size | 10-50 | Enterprise (50), SMB (30), Startup (10) |
| Job Title | 5-40 | CEO (40), Manager (20), Individual (5) |
| Website Engagement | 1-25 | Multiple pages (25), Single page (5) |
| Assessment Completion | 30-50 | Full assessment (50), Partial (30) |
Conversion Optimization
Landing Page Best Practices
Your landing pages are critical conversion points. Follow these proven principles:
Clear Value Proposition
Communicate your unique value within 5 seconds of page load
Minimal Form Fields
Request only essential information to reduce friction
Social Proof
Include testimonials, logos, and trust indicators
Call-to-Action Optimization
- Action-Oriented Language: Use verbs like "Get," "Start," "Discover," "Calculate"
- Urgency and Scarcity: "Limited time," "Free assessment," "Instant results"
- Benefit-Focused: Emphasize what the user will gain, not what they'll give
- Visual Prominence: Use contrasting colors and strategic placement
A/B Testing Tip: Test one element at a time (headline, CTA button, form length) to identify what drives the highest conversion rates.
Lead Nurturing Strategies
Most leads aren't ready to buy immediately. Implement systematic nurturing to build relationships and guide prospects through their buyer journey.
Email Nurturing Sequences
Welcome Series (Days 1-7)
Introduce your company, set expectations, provide immediate value
Educational Content (Weeks 2-4)
Share industry insights, best practices, and helpful resources
Social Proof (Weeks 5-6)
Case studies, testimonials, and success stories
Soft Pitch (Weeks 7-8)
Introduce your solutions with clear value propositions
Multi-Channel Nurturing
Don't rely solely on email. Create touchpoints across multiple channels:
- LinkedIn Engagement: Comment on posts, share relevant content, send connection requests
- Retargeting Ads: Display targeted ads to website visitors across social platforms
- Content Marketing: Create valuable blog posts, whitepapers, and webinars
- Personal Outreach: Strategic phone calls and personalized messages
Performance Measurement
Key Metrics to Track
Volume Metrics
- • Total leads generated
- • Leads by source/channel
- • Monthly lead growth rate
- • Cost per lead (CPL)
Quality Metrics
- • Lead-to-opportunity conversion rate
- • Sales-qualified lead (SQL) rate
- • Average deal size
- • Customer lifetime value (CLV)
ROI Calculation
Lead Generation ROI Formula
Example: If you spend $10,000 on lead generation and generate $50,000 in revenue, your ROI is 400%.
Common Mistakes to Avoid
❌ Focusing Only on Volume
Generating thousands of unqualified leads wastes sales time and resources. Prioritize quality over quantity.
❌ Neglecting Lead Nurturing
80% of leads require 5+ touchpoints before converting. Don't abandon leads after the first interaction.
❌ Poor Sales-Marketing Alignment
Misaligned teams create friction and lost opportunities. Establish clear lead handoff processes and shared goals.
❌ Ignoring Mobile Experience
60%+ of web traffic is mobile. Ensure your forms and landing pages are mobile-optimized.
Success Tip: Implement these best practices gradually. Focus on one area at a time, measure results, and iterate based on data.
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