1. 2013 B2B Lead Generation Plan
Template
Click to download a working version

2. Template Notes
This template is designed to help you plan better lead
generation programs for 2013 by helping you:
• Prioritize your marketing objectives
• Identify gaps in your current programs mix
• Consider new programs to include in your plan
• Outline your programs plan on a blocking chart
Please contact us if you have any questions, want help
walking through the planning process or want to share any
comments
2
Click to download a working version

3. Prioritizing Your Objectives From 1-4
3
Click to download a working version

4. List Current Programs By Objective
4
PROSPECTS MQL/SALVISITORS
ACTIVE
PROSPECTS
NURTURE
PROSPECTS
QUALIFY
SALES READINESS
ATTRACT & ACQUIRE
PROSPECTS
Click to download a working version

5. Programs Pick-List
5
NURTURE
PROSPECTS
QUALIFY
SALES READINESS
ATTRACT & ACQUIRE
PROSPECTS
 Inbound
 Resource publishing
 Blogging
 SEO
 Gated content
 Progressive forms
 Tiered opt-in
 Social
 Social publishing
 Social listening
 Paid
 PPC
 E-Blasts
 Content sponsorship
 Other
 Nurturing active
prospects
 Auto-responders
 Thank-you content
 Nurturing cold
prospects
 First visit follow-up
 Newsletters
 Other
 Contact us
 Sales Readiness Offers
 Pricing
 Quote
 Trial
 Needs assessment
 Free consultation
 Demo
 ROI Tool
 RFP/RFQ Guide
 Events
 Product Webinars
Click to download a working version

6. Offers: Target What Customers Want To Know
6
If your
customer
is asking:
What’s my
problem?
How do I fix
my problem?
Are you
right for me?
They
want:
Education
& Thought
Leadership
Solutions &
Product Suitability
Credentials &
Decision Support
What to
share
with
them:
• Trends
• Benchmarks
• Analyst coverage
• 101 Education
• How to guides
• How other people
are solving this?
• What is the solution &
how does it work?
• Solution comparisons
• Pitfall analysis
• Readiness & suitability
assessments
• How do I choose a
vendor?
• Pricing
• Bench strength
demonstration
• Case studies
• ROI/TCO
• How to buy
• Working with us
Click to download a working version

7. 7
Marketing Program Calendar
Period: JAN 2013-DEC 2013
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41
Generate Awareness & Acquire Prospects
Paid:
AdWords PPC
LinkedIn PPC
Vertical Publication PPC
3rd Party E-Blast
Referral/affiliate
Content sponsorship
Acquisition Events:
Tradeshow #1
Tradeshow #2
Partner event #1
Acquisition Webinar #1
Acquisition Webinar #2
Network
Partner co-marketing
LinkedIn
Twitter
Google+
Slideshare
YouTube
Content syndication
Discussion forums
Blog on blog
Inbound:
Resource publishing & SEO optimization
Blog
Featured Resources
Gated content
Nurture Prospect Activity
Extending the burst
Content merchandizing
Education program
Drip program
Activating a burst
Timed reactivation: first visit follow-up
Content updates
Newsletters
List reactivation & hygiene
Nurturing Events
Webinar #1
Roadshow
Tradeshows & events
Qualifying Sales Readiness
Sales Qualification Offers
Contact Me
Demos
Recorded Demo
Live Demo Request
Product Webinar
MQL Pages: Pricing, etc
OctoberAugustMarchFebruaryJanuary June JulyProgram SeptemberApril May
Click to download a working version