B2B Sales, Lead Generation and Marketing Blog

The 3 Most Important Components of a Lead Generation Campaign

Posted by Vendere Team on Tue, Aug 2, 2011 @ 10:08 AM

You hear about lead generation all the time. What is it? How is it defined? How do you do it? How important is it? Our friends at Sales Integrity would say: The Three Most Important Components of a Lead Generation Campaign are Focus, Activity Level, and Follow Through.



Your message has to be clear, concise, and to the point. Like yourself, your prospects are doing 20 different other things at the same time. Not only are you competing with the other representatives that are looking for your prospects attention, you are competing with their daily responsibilities in their personal and professional lives.


Business to business lists have to be focused, and targeted; if not, you risk wasting valuable company resources on activities that will only yield little to no results.

Time Management

Two of the most valuable resources are time and money and if you do not focus on time management you will be wasting both. Look at your schedule and set aside blocks of time for sales cold calling and appointment setting lead generation activities.

Activity Level


(25, 250, 500, or 1000) you have to know how many touches you need to reach your daily, weekly, monthly, quarterly, and annual goals and you have to set that number higher than just the average or expectations.


You have to be consistent with your activity. If you set your touch goal at 100 per day, then at the end of the week you need to have 500 touches. It is ok to get behind on your touches per day but you have to make those touches up by the end of the week.

Different Forms of Activity 

Included in your daily activities you have to find different ways to reach out to your prospect list. No longer is just cold calling an effective way to reach your prospects. You have to use different methods such as email, and internet marketing.

Follow Through


Say what you mean and mean what you say. If you say you are going to do something  . . . . do it. An advisory relationship is a very fragile thing that should be protected and nurtured. Like any good relationship, the last thing you want to do is jeopardize it. One wrong move could send it into a tailspin.


Create next steps for follow-ups (e-mails, phone calls, special offers, calls to action) and follow up. That way you can move the ball forward. After every communication with a prospect, have an action item that both you and the prospect have to do before the next step can be taken. That way you can get consistent affirmation that they are walking with you in the process and you are not pushing or pulling them along.

I am sure you could argue for and against other components entering into this mix of the three most important components of a lead generation campaign. Everything that you do to create business to business sales leads can fit into one of these three components: focus, activity level, or follow through. Lead Generation is a numbers game and the more focused you are with high activity level and follow through the more qualified sales leads you will have for your sales funnel. Thus, generating qualified sales leads for your sales representatives to follow up on.

Topics: lead generation, sales

RFI tips for b2b lead generation appointment setting