Exercise 2: How do you generate inbound leads today?
A higher altitude marketing process map covers all stages from the selection of channels through which a potential customer can reach out to you to become a lead and continue through prioritization to becoming sales-ready. Mapping your marketing process should also include who is doing what and which tools are used.
Map all the activities, tasks, and steps of your marketing process based on your marketing playbook or any other documents that provide guidelines and instructions for your marketing efforts. You should also interview employees responsible for marketing. Your employees will be your main source of information if you do not have any internal documents about your marketing efforts.
During mapping of your existing marketing process, you have to answer the following questions:
What are your current marketing channels?
What is the number of inbound leads per month/year per channel?
What is an overall the number of inbound lead per month/year across all channels?
What is your monthly/annual budget per channel?
What are your inbound leads’ prioritization criteria per channel?
How many leads are handled to sales team as sales-ready per channel?
Who is responsible for each channel?
What tools do you use for each channel?
What is your average cost of acquiring each lead per channel?
What is your average cost of acquiring each qualified lead per channel?
Use the following template to map your marketing efforts or any tool that supports such functionalities.
|||Channel 1||Channel 2||Channel 3||…|
|Budget per month|
|Leads per month|
Additionally, you should know the answers for the following questions:
Is your website in English?
Is your website Search Engine Optimized (SEO)?
Do you have a content marketing strategy?
Do you have any content in English?
Do you use social media? If yes, how often?
Do you have a lead nurturing process?
Do you have a lead scoring system?
Who should perform this task:
Founder | Marketing Manager