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CHAPTER: LEAD GENERATION

SECTION: INTRODUCTON TO LEAD GENERATION

LEAD GENERATION: INTRODUCTON TO LEAD GENERATION 129

LEAD GENERATION

INTRODUCTION TO LEAD GENERATION

To grow membership, we need to generate more leads. Here’s some important information about lead generation. Let’s get grounded in some basic information.

The Recruitment and Marketing teams work together to generate qualified leads in a variety of ways! Your entire project team should review this section.

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CUSTOMER LIFECYCLE

Objectives of the Customer Lifecycle Process

Let’s take a look at how lead generation fits within the Operating Model and staff accountabilities. The Customer Lifecycle is illustrated in the following diagram:

Tasks Performed

• Recruitment (Outside Sales) and Marketing are accountable for generating qualified leads in the Lead

Generation phase of the Operating Model.

• Inside Sales is accountable for converting qualified leads/opportunities into members in the Conversion

phase of the Operating Model.

• Troop Support is accountable for supporting and renewing members in the Service Delivery and

Renewal phase of the Operating Model.

• All of this works as a systematic practice to generate, convert, support, and retain more members.

Summary of Recommendations

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KEYWORDS

Objectives of the Keywords

Here are a few keywords that will help everyone use the same language to get work done. All project team members should know and understand keywords.

Summary of Recommendations

Keywords include:

Leads: Potential members who might be interested in signing up for Girl Scouts; maybe provide name

and email address but not ready to complete the Salesforce interest form.

Qualified Leads: Leads who fully complete the first screen of Salesforce (or you complete it on their

behalf), providing full contact details for the potential girl or adult member.

Conversion Rate: Number of qualified leads compared to converted members. For instance, if you

generated 10 qualified leads and 1 of those people becomes a member, you have a 10:1 or 10% conversion rate.

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SETTING QUALIFIED LEAD GOALS BASED ON MEMBERSHIP

Objectives of the Process

The objective of the Setting Qualified Lead Goals process is to generate more leads.

Duties and Responsibilities

Director of Recruitment (Outside Sales) and Director of Marketing:

• Set goals to generate leads. • Direct staff and grassroots efforts. • Regularly analyze results.

• Redirect efforts of staff team based on ongoing results.

Recruitment and Marketing teams:

• Execution/implementation of tactics to reach qualified lead goals.

Tasks Performed

The list of tasks to set qualified leads goals includes:

• Director of Recruitment (Outside Sales) + Director of Marketing review annual girl and adult membership

goal and determine a realistic conversion rate (qualified lead to member ratio) to use for planning purposes (e.g., 10:1, 3:1, etc.).

NOTE: Councils within Cohort A have seen a range of conversion rates from 10:1 to as high as 2:1, even within six months of going live.

• Determine your annual girl and adult retention rate (e.g., 50% of girl members return annually and 75%

of adults return annually).

• Apply both the annual retention rate and the conversion rate to determine the number of qualified leads

that must be identified:

o Girl Qualified Lead Goal = (Annual Girl Membership Goal x Retention Rate) x Conversion Rate o Adult Qualified Lead Adult Goal = (Annual Adult Membership x Retention Rate) x Conversion

Rate

Example 1: If your annual girl membership goal is 10,000 girls and 50% of your girl members return

annually, you need to recruit 5,000 new girls this year. Likewise, if your conversion rate is 10:1, this means that you need to generate 50,000 qualified leads to meet your 5,000 new girl goal.

Example 2: From an adult perspective, let’s say your annual adult membership goal is 1,000 adults and

75% of your adults return annually. This means that 750 adults will return this year and you need to recruit 250 new adults this year. Likewise, if your conversion rate is 10:1, this means that you need to generate 2,500 qualified leads to meet your 250 new adult goal.

You now have a qualified lead goal and it’s time to develop a plan. See the Tactics section for more information on this topic.

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Related Reports

The Council-wide Conversion Rates report provides insight into the percentage of leads that have been converted to paid members. New Adult Qualified Leads by Week and New Girl Qualified Leads by Week

reports provide a view of the number of qualified leads generated week by week. All of these reports can be used to support your goal setting.

Council-wide Conversion Rates Report

For a view of Council-wide conversion rates, search for Council-wide Conversion Rates.

New Adult Qualified Leads by Week Report

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New Girl Qualified Leads by Week Report

Search New Girl Qualified Leads by Week to find this report:

Summary of Recommendations

Start with a conservative conversion rate (10:1) and then after your first quarter of implementing Salesforce, you can always revise the plan mid-year based on your team’s actual conversion rates.

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CREATING YOUR PLAN BASED ON YOUR QUALIFIED LEAD GOALS

Objectives of the Business Process

The objective of the Creating Your Plan Based on Your Qualified Lead Goals process is to achieve

your qualified lead goals.

Duties and Responsibilities

Director of Recruitment (Outside Sales) and Director of Marketing:

• Direct staff on tactic implementation. • Regularly analyze results.

• Redirect efforts of staff team based on ongoing results.

Recruitment and Marketing teams:

• Execution/implementation of tactics to reach qualified lead goals.

Tasks Performed

Your qualified lead goal is all set for the year—for example, 50,000 girl qualified leads and 2,500 adult qualified leads. It’s time to make a plan!

• Determine the tactics you will use to generate leads and the estimated number of qualified leads you will

generate per tactic.

• Determine who will be accountable—recruitment or marketing teams—for implementing and achieving

each qualified lead goal.

• Break down your qualified lead goal by quarter or month to realistically understand the number of

qualified leads that should be generated during each timeframe. Here’s an example of how one Council started to map this out:

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At Girl Scouts, we are just beginning to get our arms around this new big, wide world of generating leads. We know how to sign members up, but the work required to generate leads is an entirely new horizon as we’ll be putting more of a concentrated effort on generating leads and then asking an entirely different team—Inside Sales—to work their magic to get a new member signed up!

Right now, we are generating leads nationally in a few different ways; but, admittedly, all of our work and learnings are a work in progress:

Referral programs: Through our volunteer “invite a friend” programs, existing volunteers recruited over

1,800 K–5th grade new troops in November 2014. Given success with this effort in 2014 and 2015, member referral programs are definitely a proven tactic.

VolunteerMatch + LinkedIn: Through our preferred partnership with VolunteerMatch, we have recently

promoted volunteer positions across zip codes and new online spaces, like LinkedIn. In just eight weeks, we generated over 800 volunteer leads.

Digital advertising: This is a new territory for us. We’re excited to share that in fall 2014 we recruited

over 1,000 new volunteers via Facebook, and in January 2015 we closed out a Google Adwords pilot that provided unique insight into cost per conversion and messaging that resonates with potential volunteers. We’ll continue to learn from all digital advertising efforts like this to inform future lead generation efforts.

These are just a few efforts happening nationally, and as Girl Scouts of the USA shifts attention and resources, and gains more expertise in generating leads (versus just signing new members up), we know that some of these promotions will shift and change with time so that we too can be focused on generating qualified leads for placement.

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Also, one important note to share is that we have made significant progress in our tracking efforts. We’re not there yet, but for every promotion we push forward, we’re consciously and proactively thinking about how the promotion will be tracked so we can continue to learn from our recruitment efforts based on the up-to-the-minute results. As this work formalizes with more time and experience, we’ll definitely have more to share regarding tactics, staffing, and budgeting recommendations that might impact your local lead generation efforts. In the meantime, the following is a framework for thinking about generating leads, and you’ll be able to learn more about the tactics your team is implementing in the supporting sections:

Developing the plan is an important piece of this work, but regularly reviewing your results and redirecting efforts accordingly is where the magic happens and exactly how you and your team achieve your goal!

Summary of Recommendations

Plan the work and work the plan! Experiment with different tactics and continue to redirect lead generation efforts according to results.

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CHAPTER: LEAD GENERATION

SECTION: TACTICS

LEAD GENERATION: TACTICS 138

TACTICS

A variety of tactics can be implemented to generate qualified leads. The Recruitment (Outside Sales) and Marketing teams play a role in implementing tactics to generate qualified leads.

REFERRALS/PEER TO PEER

Objectives of the Referrals/Peer-to-Peer Tactic

Deploying member referral programs can support generating leads peer to peer.

Tasks Performed

TBD once Volunteer Systems is in place

Summary of Recommendations

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EVENTS

Objectives of the Events Tactic

Deploying recruitment events can support generating leads.

Tasks Performed

TBD once Volunteer Systems is in place .]

Summary of Recommendations

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SOCIAL MEDIA

Objectives of the Social Media Tactic

Deploying social media campaigns can support generating leads.

Tasks Performed

TBD once Volunteer Systems is in place

Summary of Recommendations

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PUBLIC RELATIONS/EARNED MEDIA

Objectives of the Public Relations/Earned Media Tactics

Deploying public relations/earned media programs can support generating leads.

Tasks Performed

TBD once Volunteer Systems is in place

Summary of Recommendations

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ADVERTISING

Objectives of the Advertising Tactics

Deploying advertising can support generating leads.

Tasks Performed

TBD once Volunteer Systems is in place

Summary of Recommendations

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ONLINE AND INTERACTIVE

Objectives of the Online and Interactive Tactics

Deploying online and interactive programs can support generating leads.

Tasks Performed

TBD once Volunteer Systems is in place

Summary of Recommendations

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CHAPTER: LEAD GENERATION

SECTION: LEAD MANAGEMENT SYSTEM

LEAD MANAGEMENT SYSTEM 144

LEAD MANAGEMENT SYSTEM

Objectives of the Lead Management System Process

TBD once Volunteer Systems is in place

Identify system or process to manage and email leads.

Duties and Responsibilities

Director of Recruitment (Outside Sales) along with Director of Marketing:

• Determine system to manage and email leads not yet ready to be qualified. • Determine consistent process for follow-up.

Tasks Performed

1. Identify system to manage, track, and communicate with leads not yet ready to be qualified.

NOTE: Salesforce is only available to track qualified leads.

2. Once you have determined a system to manage, track, and communicate with leads: TBD once Volunteer Systems is in place

Summary of Recommendations

Determine a common platform to track leads as well as a consistent follow-up process to move leads to qualified status by completing the interest form on Salesforce. Regularly evaluate consistent Council-wide process and redirect efforts accordingly.

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MARKETING CAMPAIGNS

A marketing campaign is implemented to generate new leads. Marketing campaigns can be used as a planning tool to know and understand which specific recruitment activities are happening at any given time across your Council to generate leads and can be used to track which specific recruitment efforts generate the most qualified leads.

CREATING A STANDARD MARKETING CAMPAIGN

Objectives of Creating a Standard Marketing Campaign

The objective of creating a Standard Marketing Campaign process is to set up marketing campaigns in Salesforce so that we can track which efforts generate the most qualified leads.

Duties and Responsibilities

Director of Recruitment (Outside Sales) and Director of Marketing work together to set direction on how to:

• Leverage marketing campaigns locally.

• Collaborate to determine which metrics will be used to measure campaign results. • Redirect efforts according to results.

Recruitment (Outside Sales) and Marketing staff enter standard marketing campaigns in Salesforce according to the Council-designated process and then implement marketing campaigns locally to generate qualified leads.

Task Performed

1. Create marketing campaigns in Salesforce according to the “Creating a Standard Marketing Campaign” process below.

Summary of Recommendations

Align all efforts to generate qualified leads Council-wide to understand which efforts are generating qualified leads and at what costs.

Step-by-Step Instructions

Complete the following steps for Creating a Standard Marketing Campaign.

STEP

ACTION

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STEP

ACTION

2. On the Select Record Types window, for a Marketing Campaign:

• From the Campaign Record Type drop-down, select Standard Campaign.

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STEP

ACTION

3. Click Continue.

4. In the Campaign Information section, complete the following actions:

• The Campaign Owner field should default to your name or the name of the person who is

managing this specific marketing campaign.

• In the Campaign Name field, type the Council-specific name of the campaign; for example,

Volunteer Fair at Cigna Health.

• In the Parent Campaign field, click the Lookup icon to search for a national campaign to

be consistent based on seasonal element; for example, NCCP—2015 Fall. Refer to steps below for conducting a search.

• From the Status drop-down list, select one of the following options: In Progress, Completed, Aborted, or Planned.

• To conduct a search, in the Parent Campaign field, click the Lookup icon. • From the Search Within drop-down list, select appropriate campaign option. • In the Keyword field, type any related search words.

• Click GO!

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STEP

ACTION

5. To assign the campaign to an account:

• Click the Lookup icon.

• Select the Account name (this is usually your Council; for example, Girl Scouts of West

Central Florida).

• Click Search.

• Select the account, then click Save.

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STEP

ACTION

following table.

NOTE: The attributes are all nationally consistent pick lists.

Field Select one of the following options…

Event • Event—External • Event—Internal • Advertising—Postcard/Flyer/Poster/Stickers • Digital—Email Marketing • Digital—Social Media • Digital—Other Ads • Advertising—Newspaper/Magazine/Billboards • Advertising—TV/Radio • Digital—Content Marketing

• PR—Press Release/White Paper/Infographic • Advertising—SMS Texting/Telemarketing • Advertising—Products/Incentives/Promo Items • Other (Please specify)

Type • Community • Faith-Based • Service Unit • School • Referral Program • Girl/Caregiver • Volunteer Message • “I Can’t Wait To”

• “What did you do today?” • Council developed campaign • Other

Campaign Funding • Paid • Donated • Free

Promotion Type • Locally Initiated • Nationally Initiated National Promotion

NOTE: You only need to

select from this list if the specific marketing campaign is a nationally supported promotion.

• N/A

• Earned/PR Media Effort • Volunteer Social Media Ads • Volunteer Invite a Friend • Digital Paid Advertising • Multi-touch pilot • Pilot test 2 • Other

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STEP

ACTION

7. In the Planning section, enter Start Date and End Date for the campaign.

8. Click Save.

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VIEWING MEMBERS OF A STANDARD MARKETING CAMPAIGN

Objectives of Viewing Members of a Standard Marketing Campaign

The objective of the Viewing Members of a Standard Marketing Campaign process is to understand which specific members were recruited by a specific marketing campaign.

Duties and Responsibilities

Recruitment (Outside Sales) and Marketing teams can use this process to understand which members were recruited by a specific marketing campaign.

Tasks Performed

Tasks performed to view members of a standard marketing campaign include:

• Search for a standard marketing campaign.

• Review associated members to understand which specific members were recruited by a specific

marketing campaign.

Step-by-Step Instructions

Complete the following steps to view members of a standard marketing campaign.

STEP

ACTION

1. Click the Campaigns tab, then in the Search field, type the name of an existing standard marketing campaign; for example, 2014 ICWT Postcard #2.

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STEP

ACTION

2. From the Search results, to open the Campaign Detail page, click the appropriate Campaign Name.

3. Scroll down to the Campaign Members section, then review which contacts were generated by these specific marketing efforts.

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MANUALLY ASSOCIATING A SALESFORCE CONTACT TO A STANDARD MARKETING

CAMPAIGN

Objectives of Manually Associating a Contact to a Standard Marketing Campaign

The objective of the Manually Associating a Contact to a Standard Marketing Campaign process is to associate specific Salesforce contacts to a specific standard marketing campaign so your Council has an accurate view of which tactics are producing qualified leads.

Duties and Responsibilities

Periodically, Recruitment (Outside Sales) and Marketing teams may want to manually associate specific contacts to specific marketing campaigns to ensure accurate campaign tracking.

Step-by-Step Instructions

Complete the following steps to manually associate a contact to a standard marketing campaign.

STEP

ACTION

1. Click the Contacts tab, perform a search, and select the appropriate contact.

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STEP

ACTION

3. If the standard marketing campaign does not automatically display in the list, in the search field, type the campaign name, then click Go!

• To select, click the appropriate campaign name.

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157 v.4/16/2015

EVALUATING THE EFFECTIVENESS OF A MARKETING CAMPAIGN

Objectives of Evaluating the Effectiveness of a Marketing Campaign

The objective of the Evaluating the Effectiveness of a Marketing Campaign process is to determine which marketing campaigns are producing qualified leads and redirect efforts accordingly.

Duties and Responsibilities

Director of Recruitment (Outside Sales) and Director of Marketing should regularly evaluate which efforts are most effectively producing qualified leads and collaborate with their teams to redirect efforts toward qualified lead goals accordingly.

Tasks Performed

Tasks performed to evaluate the effectiveness of a marketing campaign:

• Review results at least biweekly.

• Determine which efforts are generating qualified leads. • Redirect efforts accordingly.

Summary of Recommendations

Use timely data to determine effectiveness of marketing campaigns and redirect efforts accordingly. Use and regularly review the following campaign effectiveness reports on Salesforce:

• New Qualified Leads by Source Code Report: https://na11.salesforce.com/00OG0000006mgCA • Qualified Leads by Week: https://na11.salesforce.com/00OG0000006meXF

Step-by-Step Instructions

Complete the following steps to evaluate the effectiveness of a marketing campaign.

STEP

ACTION

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STEP

ACTION

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Example Reports

REPORT NAME REPORT IMAGE

New Qualified

Lead by Source Report

Qualified Leads by Week

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