International Inbound Lead Generation
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Organisational requirements What kind of resources and organisation does the method require? Any company selling B2B software-based solutions need these functions to achieve predictable and scalable revenue generation processes.
THERE ARE TWO MAIN TYPES OF ACTIVITIES REQUIRED:
The activities related to lead generation will take place primarily in marketing, sales development, and sales.
1. DEVELOPING AND PRODUCING
Content production or creation
2. POSTING AND ENGAGING ON
You will need someone, internally or externally, that can plan and produce the content. This resource belongs in the marketing department. You can have several part-time people allocated, but in total I believe the minimum should be a budget for a full time equivalent. You will probably leave video and podcast productions to external parties, but with today’s technology you can easily do it all in-house.
Posting and engaging Posting and engaging should be done by the marketing department, by the sales development representatives and the account executives. You want the SDRs and AEs to own the relationships, so it makes sense that they drive the communication with the potential customers from a certain point. You need to agree on when and how the handover from marketing to SDR to AE happens. You will also need to train and coach your marketing and salespeople – both SDRs and AEs - on how to use social media, especially LinkedIn. I don’t think that posting and engaging should require any additional resources, but it does require that your staff learn new skills.
THE CONTENT
SOCIAL MEDIA ESPECIALLY ON LINKEDIN
