Digital marketing partners for results-focused lead generation

Working with growth-minded businesses to ensure that marketing strategy aligns with sales to produce predictable, scalable, and profitable leads

Lead Generation Experts Across:

Overview

Most companies have invested in lead generation and digital marketing only to be frustrated with the results. 

That’s because success requires a multi-step approach, far beyond simply building a website or running ads.

Our 9 Steps to Successful Lead Generation is the bedrock of every client’s strategy and is what’s required to go from unpredictable/low-quality leads to scalable and qualified leads.

Step 1: Objective Marketing Analysis

Whether you’ve never invested in lead generation/digital marketing, or have years of historical data but are unsure or unhappy with the results; the first step is to look at things objectively.

By evaluating historic marketing and sales data, you can:

  • Understand the finances behind success (acquisition cost, return on investment)
  • Drill down on which customers you want more of and which products to promote
  • Unpack campaigns, channels a messaging that has been successful
  • Identify potential campaigns, channels a messaging that are yet to be leveraged

Step 2: Strategic Plan of Action

Armed with the insight from an Objective Marketing Analysis, this next step can be easily broken down across the following questions:

  • Who do you want to target?
  • What products will you focus on?
  • Where will you target/engage with them?
  • Why will they engage (pain point/value offer)?
  • How to structure campaigns for maximum effect?
  • When will all of this be executed?

As a side note for this step, the key to all successful lead generation and digital marketing is making data-driven decisions. So it’s important to set a plan whilst also staying flexible enough to adjust once data starts flowing in.

Step 3: Attract & Engage

This step is all about creating material that will attract target customers whilst promoting engagement and building credibility/authority.

Leveraging the who, what, where, why, how and when from the previous step, the key elements are ad copy, ad creative and lead magnets.

Lead magnets are pieces of content that target customers will want to engage with and are willing to share their details to do so. The key to success is to offer value and/or solve a pain point. Examples include:

  • Checklists
  • One-page cheatsheets
  • eBooks
  • Industry reports
  • Calculators

Step 4: Analytics & Reporting

Before going live with any campaign, tracking needs to be correctly installed. This includes

  • Channel integrations / pixels
  • Google Analytics configuration
  • Goal tracking
  • Conversion tracking
  • CRO (Conversion Rate Optimization) tracking

It’s also fundamental that the marketing team have visibility over the company’s CRM and sales process as this will allow for a feedback loop that accounts for pipeline progression and sales data. 

Finally, regularly clarifying the key metrics that matter for the business stakeholders and campaign management will ensure that campaigns are working towards the objectives that matter.

Step 5: Channels to Market

Circling back to the Objective Marketing Analysis and Strategic Plan of Action, it will be clear what channels to run campaigns on. Potential channels include:

  • Google Ads
  • LinkedIn
  • Meta Ads (Facebook & Instagram)
  • X
  • YouTube
  • Display
  • TikTok

In this step campaigns are created and go live. 

Remembering the importance of data-driven decisions, it’s important to stay flexible and make decisions based on the data and insights that these campaigns generate. Scale what works, whilst also being willing to divert budget away from campaigns that aren’t performing.

Step 6: Website & Landing Pages

The following are common denominators of high-converting websites:

  • Social proof
  • Authority amplification
  • Conversion pathways
  • Logical page structure
  • Good page speed
  • Responsive design

Landing Pages:

Most companies don’t gauge the role that landing pages play in successful lead generation. These pages are designed to run parallel to the existing website, but speak specifically to a campaign and its audience.

A good marketing partner will design landing pages for each campaign, thus enhancing ad conversion without the need for a costly and timing website rebuild.

Step 7: Nurture & Engage

Typically a lead will take many touchpoints before converting to a sale (the numbers vary by industry). So creating content that will nurture leads following their first engagement will comprehensively increase conversion.  This includes:

  • Email nurture sequences
  • Display retargeting
  • Meta Ads retargeting
  • YouTube retargeting 

Good nurture content is designed to build on the first engagement whilst assisting the sales process. Good marketing partners will collaborate with the sales team to achieve this effectively by proactively addressing sales questions, highlighting social proof via testimonials and increasing engagement and authority by sharing additional resources.

Step 8: Marketing Automation

Marketing automation is a broad term, but with regard to lead generation strategy it covers:

  • Automating and tailoring nurture sequences
  • Sharing marketing insight with the sales team
  • Sharing sales activity with the marketing team
  • Summarising campaign activity to assist with enhancements

There are many recurring tasks in the marketing and sales process that can be automated to not only improve a team’s capacity but also ensure accuracy and timeliness.

Step 9: Feedback & Iteration

Successful lead generation requires collaboration between sales and marketing. Which is sadly where most digital marketing relationships fail.

It’s important for a marketing partner to report transparently and on the metrics and objectives that matter most to the client. But it’s also crucial for the client to provide both quantitative and qualitative feedback on the leads being generated.

From this, strategy will continually iterate. When a great lead or eventual sale comes in, a good marketing partnership will reverse engineer it, by tracking back to the ads, copy, lead magnets, landing pages, nurture points and sales processes that contributed.

Summary & Resources

These nine steps may sound simple when broken down like this, but the vast majority of companies have failed to grasp the collective dependencies of each step.

Like a sports team, performance requires each position (step) to work together, achieving the respective roles in conjunction with the rest of the team and an overarching strategy.

If you’d like to discuss any of these steps more, book in a free strategy session with our team to better understand how this approach could enhance your business’ lead generation.

Book a Free Strategy Session

ROI-Focused & Data-Driven

Everything we do is linked to ROI. We don’t just report on the number of leads, we focus on the quality of the leads and the revenue, gross profit and return generated from them. 

Our campaigns continually leverage this financial feedback loop and combine it with traditional campaign data to ensure you don’t just get leads… you get profitable, qualified leads from scalable campaigns.

Combining Sales & Marketing

Success in lead generation requires sales and marketing strategies to be aligned. So we develop, execute and iterate a strategy that runs parallel with that of your sales team.

We proactively leverage sales data and feedback whilst providing marketing insights to assist your team’s conversion. We scale campaigns that produce winnable deals and factor in your sales process and capacity.

Digital Marketing Partners

The traditional digital marketing agency model does not work… hence we created an approach whereby we are our client’s Marketing Partners, operating as if we were in-house.

This means more focused account management and implementation, collaborative strategy, transparent reporting and a long-term approach to ensure the best return for your marketing investment.

Focusing on Qualified Leads

Most digital marketing produces underwhelming results by failing to understand the relationship between sales and marketing. The marketing department works in isolation to the sales department, resulting in poor lead generation and a lack of strategy.

Alternatively, at Qualified Leads we see the sales team as an extension of the marketing team and vice versa. Our approach is to ensure that marketing data and insights influence the sales strategy whilst sales data and insights influence marketing strategy.

We tailor strategy to our client’s objectives and resources. We combine the latest digital marketing expertise with leading software and tools and apply our proven approach to develop a predictable and scalable flow of quality leads.

What Do We Mean by “Marketing Partners”?

Clients per

Account Manager

Reporting

Strategy

Campaigns

Implementation

Percentage (%)

of Ad Spend

QualifiedLeads
2 - 6
Business English
Bespoke
Constantly Iterating
Dedicated Senior
Marketer
0%
Traditional Agency
20 - 80
Marketing Jargon
Cookie-Cutter
Set & Forget
Outsourced and Passed
to Juniors
5 - 40%
We choose for our team members to handle less clients, allowing them to immerse themselves in
that business.
Our reporting is tailored to each client to ensure we’re focused on the metrics, objectives and tangible results that matter to them.
Every business has customers, products, objectives and resources that are unique to them – so we make sure its strategy is too.
Campaign environments change daily. To keep up, we’re constantly iterating, seizing every opportunity to maximise the potential of your strategy.
We ensure that the person you speak with is the person developing and implementing your strategy, rather than a junior you’ve never met.
We don’t take a percentage of ad spend as it results in a misalignment of incentives. When we advise you to scale, it’s because it’s right for you, not because we want to bill more.

What Do We Mean by “Marketing Partners”?

Clients per Account Manager

We choose for our team members to handle less clients, allowing them to immerse themselves in that business.

Qualified
Leads

2 - 6

Traditional
Agency

20 - 80

Reporting

Our reporting is tailored to each client to ensure we’re focused
on the metrics, objectives and tangible results that matter
to them.

Qualified
Leads

Business
English

Traditional
Agency

Marketing Jargon

Strategy

Every business has customers, products, objectives and resources that are unique to them – so we make sure its strategy is too.

Qualified
Leads

Bespoke

Traditional
Agency

Cookie-Cutter

Campaigns

Campaign environments change daily. To keep up with new trends, we’re constantly iterating, seizing every opportunity to maximise the potential of your strategy.

Qualified
Leads

Dedicated
Senior
Marketer

Traditional
Agency

Outsourced & Passed on
to Juniors

Implementation

We ensure that the person you speak with is the person developing and implementing your strategy, rather than a junior you’ve never met.

Qualified
Leads

Dedicated
Senior
Marketer

Traditional
Agency

Outsourced & Passed on
to Juniors

Percentage (%) of Ad Spend

We don’t take a percentage of ad spend as it results in a misalignment of incentives. When we advise you to scale, it’s because it’s right for you – not because we want to bill more.

Qualified
Leads

0%

Traditional
Agency

5 - 40%

Proven Lead Generation

Industries

Our team specialises in generating not just leads, but qualified leads, and have done so in the following industries:

We’ve successfully generated leads in:

Senior Team. Dedicated Specialists. Proven Results.

Our team is made up of senior digital marketers, each with years of experience in their respective fields. They each embody our core values of accountability, adaptability, transparency, stewardship, collaboration and being results-oriented.

To achieve the best results for our clients, we combine strategy, media buying, creative, analytics, integrations and development, all through a unique model that ensures results.

Beyond digital marketing expertise, we place huge importance on the simple act of being a good person, someone whom our clients are proud to consider their marketing partner.

Simon Anderson - Qualified Leads
Simon Anderson
Managing Director
Jared Laidlaw - Qualified Leads
Jared Laidlaw
Head of Growth & Operations
Lara Tarroballes - Qualified Leads
Lara Tarroballes
Content & Creative Manager
Noah Te Ao - Qualified Leads
Noah Te Ao
Head of CRM & Integrations
Lucca Sharplin - Qualified Leads
Lucca Sharplin
Creative & Content Specialist
Jonathan Thompson-Bean
Senior Digital Growth Manager
Filipe Ferrao - Qualified Leads
Filipe Ferrao
Senior Digital Growth Manager
Dhiaksa Adiwyakto - Qualified Leads
Dhiaksa Adiwyakto
Lead Digital Growth Manager

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