How to Build a Better Lead Generation Campaign from Top to Bottom

Today’s guest post comes from Brad Shorr, Director of Content Strategy at Straight North, a Chicago-based SEO, PPC and web design company. With over 25 years of experience in sales and marketing, he has written for top online publications including American Marketing Association, Entrepreneur and Moz.

The “Lead Generation Ecosystem” infographic shown below, created by digital marketing agency Straight North, illustrates how the many components of an online marketing campaign should fit together. When pieces are missing or connected in the wrong way, campaign effectiveness always declines. Common weaknesses include:

  • Relying on one campaign rather than also testing others systematically (see the second row)
  • Failing to incorporate multiple content types into the company website (see the large COMPANY WEBSITE hexagon in the center)
  • Failing to track phone conversions (look just below the COMPANY WEBSITE)
  • Failing to do lead validation to separate sales leads from non-leads (see third row from the bottom)

If your campaign is structured properly, you will experience an increase in online lead generation. We hope this infographic helps you do just that.

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