Lead Generation
A lead is a claim, not a result. The work is to produce demand that a sales team can convert, and to be honest about the difference between the two.
The problem this work solves.
Volume targets produce volume. Lower the friction far enough and the form fills arrive, then sales stops working the list and the channel quietly loses its budget.
The correction is not simply asking for more information at the form. It is matching the level of qualification to the value of the sale, and connecting marketing reporting to what happens after handover.
How ProData works on it.
Most of this happens before a campaign goes live, in conversation with the people who have to work the leads.
Agree what qualified means
Written with the sales team, in their language, before campaigns are built. Marketing and sales disagreeing about lead quality is usually a definitions problem.
Channel selection
Channels chosen for the kind of demand they produce, not the volume they can produce. Some are efficient at capturing intent and poor at creating it.
Qualification in the journey
Friction placed where it filters rather than where it deters. The form is one part of that, and rarely the most important one.
Feedback loop
Sales outcomes returned to the campaign level. Without that connection, optimisation is aimed at a metric that stops mattering the moment a lead is passed on.
Cost per qualified lead
The working number is cost per lead the sales team accepts, not cost per submission. It is usually several times higher and considerably more useful.
What the work covers.
The work spans marketing and the handover into sales, because that is where quality is won or lost. Scope is agreed per engagement, and not every item applies to every client.
- Qualification criteria and scoring
- Channel and campaign strategy
- Form and landing page design input
- Offer and content testing
- Routing and speed to contact review
- CRM field and stage alignment
- Nurture sequencing where relevant
- Lead source reporting
- Sales feedback loops
- Pipeline contribution analysis
How measurement is handled.
Reporting follows the lead past the point of submission. Accepted, qualified, opportunity, closed. Each stage gives a different and more expensive answer than the last.
Where a long sales cycle makes closed revenue slow to read, earlier stage indicators are used, with their limits stated.
- Cost per lead alongside cost per qualified lead
- Acceptance and progression rates by source
- Time from enquiry to first contact
- Pipeline value attributed to campaign and channel
- Lead quality compared across sources over time
Where this service is applied.
Work that usually sits alongside it.
Talk to us about lead generation.
If sales and marketing disagree about lead quality, we can usually tell you why within a week.