A Lead Generation Specialist is a person who is capable of finding leads and converting them into paying customers.
Interested in becoming a lead generation specialist? If so, you’re not alone.
You may have found yourself asking these questions: “What does it take to become a lead generation specialist?”, “How do I become qualified?”, or “Where do I start?”
While there are no standard answers to these questions nor is there a one-size-fits-all formula for success, there are certain traits that are shared by all successful lead generation specialists.
Using these traits, we have developed this 7-Step Plan that anyone can follow to become an expert in lead generation.
7 Steps to Become a Lead Generation Specialist
Here are the 7 steps you can follow to become a lead generation specialist:
- Learn the basics of lead generation
- Understand the sales funnel in your company
- Be data-driven and learn to analyze data
- Enhance your soft skills
- Learn Digital Marketing
- Master Lead Generation tools
- Build relationships within your industry
Let’s learn more about each of these steps.
1. Learn the basics of lead generation
Lead generation is the process of finding and converting potential customers into paying customers. It’s a necessary skill for any business, regardless of size or industry.
In order to generate leads, you first need to understand the basics of lead generation. This includes understanding what leads are, how they’re generated, how they are nurtured, and how they’re converted into customers.
A business can be exposed to 13 types of sales leads. Understand which of these types your business gets and which of them more easily convert into paying customers.
Learn how your business distinguishes between demand generation and lead generation.
Understand what kinds of marketing campaigns generate the most profitable leads.
Learn the KPIs that your business uses to track lead generation.
Lead generation can be complicated but knowing where leads come from and how they progress through your sales funnel is an essential skill for a lead generation specialist.
By understanding the basics of lead generation in your business and industry, you’ll be able to create and implement a strategy that works for you and your company.
2. Understand the sales funnel in your company & industry
Understand the sales funnel in your company. A sale is rarely as simple as “We meet, I show you this product that costs X dollars, you buy it, and we all go home happy.” If you want to truly understand how lead generation works, you need to understand the sales funnel.
In a traditional sales process, prospects move from Awareness to Inquiry and eventually become Leads. If your business chooses not to directly convert these leads into customers or for some reason is unable to do so, then they’ll progress through a series of steps called Nurturing until they reach the Decision stage. This is how the sales funnel works.
Keep in mind that sales processes vary from industry to industry and company to company. What works in one sales process in one company or industry might not work in another and so it’s important that you understand what your customers want and need, when they need it, how much would they be willing to spend on the product or service being offered, who the decision-makers are, how long decision cycles last and what the purchasing process is.
Especially find out if a Procurement or Purchase Department is involved in the sales process. Be sure to understand what Purchase Management is and how it could benefit you or doom your chances.
3. Be data-driven and learn to analyze data
Be data-driven. The only way to truly understand how well your lead generation is working is to track the data. This includes tracking how many leads you’re generating, what type of leads they are, and how many of those leads turn into customers.
Take a granular approach in tracking data. More data is always better than less data.
You can always ignore excess data. But if you’re missing critical data, you’ll be flying blind and could end up making poor decisions.
Also, be sure you are tracking the right data. It’s very easy to track vanity metrics and pretend that things are better than they really are.
You can then use this data to adjust your lead generation strategy accordingly.
You can easily track data with CRM software. Remember, being data-driven is a mindset which you would need to embrace.
4. Enhance your soft skills
Build upon your soft skills. Everyone has soft skills, and everyone has room for improvement.
Soft skills are essential for you to succeed in almost any career and most certainly as a lead generation specialist. These are the skills that help you build relationships with customers, co-workers and suppliers.
Some of the most important soft skills include communication, problem-solving, teamwork, time management and leadership. Many companies offer training in these areas. So, find out if you can sign up for a course to enhance your soft skills.
5. Learn Digital Marketing
Digital Marketing is the process of promoting products or brands via one or more forms of electronic media.
Here are 7 common types of digital marketing.
The goals of Digital Marketing include building brand awareness, increasing traffic to online properties, generating leads, collaborating with influencers, and converting visitors into paying customers.
A good lead generation specialist must know all of the above and be able to perform Digital Marketing through email, over social media, through Search Engine Optimization, by developing Content, and through online advertisements.
6. Master Lead Generation tools
To become a lead generation specialist, you will need to become a master of lead generation tools.
Lead Generation tools are designed to help you find and attract new customers. They can provide a wealth of information about potential customers, including their contact information, interests, and buying behavior. When used correctly, Lead Generation tools can help you quickly identify qualified leads and increase your conversion rate.
Here are some of the benefits of Lead Generation tools:
- Building visibility and brand awareness
- Automating the Lead Generation process
- Expanding your customer base
- Enabling you to focus on inbound marketing, rather than outbound marketing
- Providing critical insights into the behaviors and interests of customers for more effective targeting.
Here is a detailed list of lead generation tools from Optin Monster.
Of course, you don’t need to know each and every tool available on the market. But you need to master the ones which are being used in your company.
7. Build relationships within your industry
One of the best ways to generate leads is through the relationships you build within your industry.
Industry insiders will be more likely to trust you and so to buy from you than from someone they don’t know.
The best way to build relationships with industry insiders is through networking.
Attend trade shows, join associations and connect with people on social media.
Make sure that the relationships you build are meaningful and add value to others.
If someone asks for advice, be generous with the advice you offer. They will remember it and pay you back one day.
Finally, building relationships within your industry will not just be helpful in generating leads but can also be beneficial throughout the rest of your career.
Summary
Lead Generation can be a rewarding job, but it takes hard work and dedication to be successful.
You need to have a strong understanding of digital marketing, lead generation tools and lead generation processes, and have the ability to build relationships with everyone in your industry.
By following our 7-step process you’ll be well on your way to becoming a Lead Generation Specialist.