Lead Generation: How to Build a Winning Marketing Strategy
Lead Generation: How to Build a Winning Marketing Strategy
What you’ll learn
Skills you’ll gain
Initiating the process of generating leads for your business can feel overwhelming and ambiguous, but thankfully, building your marketing strategy is a simple and manageable first step. In this course, marketing expert and leader Kaltrina Riley walks through the process of building a winning marketing strategy that is appropriate for your organization's lead generation goals. She begins the course by describing the importance of lead generation and why it's a worthwhile investment for organizations looking to scale their business. Next, Kaltrina goes through the lead generation process beginning from the discovery phase to qualifying leads who have completed lead capture forms. Then, Kaltrina zooms in on the first phase of the lead generation process and describes various promotional marketing channels that can be used to initiate the lead generation process. Finally, Kaltrina concludes the course by sharing strategies that can be used to determine the best lead generation marketing strategy for your business. After completing this course, you'll be ready to build a winning marketing strategy to ultimately attract prospects and grow your business.
Syllabus
Download syllabus-
1
Defining a lead Not all leads are created equal – nor are they qualified in the same way. 2m
-
2
Defining lead generation The ultimate goal of lead generation is to convert prospects into customers. 1m
-
3
Importance of lead generation Lead generation can involve a significant amount of time and money, but it's critical to creating a sustainable business model. 3m
-
1
Discovery through marketing The first step in the lead generation process is when a visitor discovers your business through one of your marketing channels. 3m
-
2
Call to action After a visitor has discovered your business, the next step is to encourage visitors to take some sort of action. 2m
-
3
Lead capture forms Once on the landing page, your visitor fills out a form in exchange for the offer. 4m
-
4
Qualifying a lead Not all leads are created equal, and it's important to be able to effectively qualify a lead. 2m
-
1
Determining your strategy Every organization is going to have a different lead generation marketing strategy depending on the target audience and the organization's goals. 4m
-
2
Identify your target audience Knowing your target audience is critical to determining the appropriate lead generation strategy. 3m
-
1
Identify promotional channels Understanding promotional channels is important in driving traffic to your landing page and initiating the process of generating leads. 2m
-
2
CTAs in content and blogs Using CTAs in content and blogs are a great way to drive visitors to your landing page, product, or service. 2m
-
3
CTAs in email and ads Using CTAs in both email and ads are a great way to reach new and existing customers. 2m
-
4
CTAs in social media Social media platforms make it easy to guide your followers to take action, from the direct links in Instagram stories to Facebook bios and Bitly URLs on Twitter. 3m
-
5
Product trials You can break down a lot of barriers to a sale by offering trials of your product or service. 3m
-
6
Referral marketing Referral, or word of mouth marketing, is useful for lead generation in a different way. 2m
-
1
Assess with A/B testing A/B testing is a great way to compile data that can inform your marketing strategy. 2m
-
2
Calculating marketing ROI Prior to implementing your marketing strategy, you identified your target audience and aligned on your lead generation goals. 3m
-
3
Mistakes to avoid As a marketer, mistakes will inevitably be made, but it's how you learn and grow from them that matters. 2m
-
1
Your call to action Thank you for watching this course! 1m
Certificate
Certificate of Completion
Awarded upon successful completion of the course.
Instructor
Kaltrina Riley
Since she joined the Pride Global family as head of marketing in late 2020, Kaltrina Riley has spearheaded the development of an international team capable of reimagining and redeveloping the entire company brand— and crafting a marketing strategy that can foster sustainable growth. In addition to heading up the marketing department, Kaltrina also represents Pride Global on its Supplier Diversity Council and the steering committee of Lioness, Pride’s women's equity initiative and employee resource group. Before accepting her current role at Pride Global, she garnered more than a decade's experience at Allegis Global Solutions, where she worked her way up from recruitment coordinator to a variety of leadership roles such as global marketing director and global head of MSP marketing. Kaltrina holds master's degrees in business administration and marketing.
Kaltrina Riley
Head of Marketing
Accreditations
Link to awards
How GoSkills helped Chris
I got the promotion largely because of the skills I could develop, thanks to the GoSkills courses I took. I set aside at least 30 minutes daily to invest in myself and my professional growth. Seeing how much this has helped me become a more efficient employee is a big motivation.
