Pre Scaling Checklist
Are you one of those businesses that have some leads coming in? They don’t have to be consistent, but you’ve got your first customers and have an eye on scaling and want to start growing your Lead Generation Process… along with many other parts of your business, in order to move into the growth phase?
This article isn’t for those companies that are just getting started, who don’t have any Lead Generation at all. This is specifically for those companies that have some leads coming in.
In this article, I’ll go over what Pre Lead Gen is and the steps you should take to start scaling your business.
The first thing you’re going to need, specifically if you’re looking to scale is “Persona.” Unfortunately, a lot of people don’t have enough detail…when looking to scale.
You have a product or platform and the Head of Sales or VP of Sales. That’s it, that’s all the detail they have. But that’s not enough. You need specifics.
Where are they geographically based? They need 10 SDR’s in their team. Where are inbound leads coming from?
In just that small amount of info, you’ll find there’s a massive difference in that Head of Sales or VP of Sales daily lives, their pains, their goals and what they’re trying to achieve.
Inbound Leads vs. Outbound Leads
Again, there’s a massive difference in how that decision maker views the world and therefore your product. You have to understand the differences and the impact it can make.
Scalable Acquisition Channel:
Next on the checklist is…”Do you have a Scalable Acquisition Channel and what does that mean?” In the beginning, people start with using their network, P.R. and maybe even conferences, which can sometimes be hard to scale.
It might be ok, using your network. It might be ok for 5 and 10, but then what happens when you want to grow to 15 and 20? It can be very limited and very hard to scale. Same with P.R. you’ll need new elements of P.R. coming out. Is it the best ROI? Plus, it can be very erratic and non consistent.
Conferences, sometimes there are only so many conferences out there, and again, difficult to scale.
So, you’ll have to have a channel that can grow at the rate you want and at the capacity you need it to grow to.
That’s why we’re big fans of paid media, paid acquisition channels. Ie: Google Ads, Facebook, Linkedin, Twitter, Reddit and 3rd party blogs and what’s great is… it’s scalable. If you’re spending a certain amount and getting a certain amount of leads, you can double your spend and double your leads and it can grow.
When a channel is chosen, look at what you’re offering.
Are you driving people to a landing page or offering a lead ad? Do you understand the differences? Because the next step is…what are you offering? Is it a demo? Are you wanting them to sign up for a white paper, a report or an educational resource of some kind? Do you want them to read content or have them sign up for a newsletter, on your blog? You need to match the two up. So, what are you offering and how are you offering it?This is key along with knowing the cost of how those pieces fit together.
If asking for a demo request, you’ll typically pay more than if it’s a white paper download or educational resource, because it’s a greater level of intent and requires more touch points. Their is also more remarketing. There’s also an important part in how we structure it.
Maybe start with an educational resource, so you gain touch points through email and you’re not as reliant on paid media, to bring cost down. So, then you can compare a demo to a white paper to see the impact of cost to your business.
Which leads me to the final point.
Know your Numbers & How They Stack Up
What’s your cost per lead? You’ll need to know more than that when scaling your Lead Gen and ultimately scaling your business.You’ll need to know: Cost per lead/Breakdown of leads.
You have 100 leads from a paid media channel. They will either fit into:
1) Past sales & sales ready now
2) Need further nurturing
3) Bad fit
You’ll need to know percentages, knowing the breakdown, means you’ll know if you can improve those figures over time. Can you reduce the number of “bad fit” leads? Can “sales ready” leads be increased? You’ll be able to improve the metrics with the data , which tells you what you need to spend & acquire to hit growth targets.
There you have it. Everything that’s on our Lead Scaling Checklist.
By Dan Wheatley, Co-Founder
CEO/Co-Founder of Straight Talk Consulting, a business consultancy that gets our hands dirty. We work with organisations to achieve product market fit before transitioning into scalable and repeatable growth