Lead Generation: Full Series

This e-Learning course on lead generation equips learners with essential strategies and techniques to attract, engage, and convert potential customers. Through practical lessons and real-world examples, participants will master tools for building effective lead generation campaigns and optimising conversion rates.

Section 1: Introduction to lead generation (20+ minutes)

• Understand the definition and core concept of lead generation.
• Identify the various businesses and industries that can benefit from lead generation strategies.
• Recognise the importance of lead generation and how it contributes to business growth and sales.
• Explore real-world examples of lead generation techniques to understand their practical applications.

Section 2: Identifying and targeting the right audience (20+ minutes)

• Understand the concept of the sales funnel and identifying between different types of leads.
• Learn the distinction between outbound and inbound leads, and explore various types of leads in the lead generation process.
• Develop the ability to set SMART objectives for effective lead generation campaigns.
• Be able to analyse target audiences, competitors and how to tailor your strategies for maximum impact.

Section 3: Create compelling content to attract leads (20+ minutes)

• Recognise the importance of high-quality content in driving lead generation and engagement.
• Learn key considerations when creating content to attract and nurture leads effectively.
• Gain inspiration from various content types and case studies to enhance lead generation efforts.
• Understand the role of call-to-action, curated content, and content tasks in converting leads and guiding them through the funnel.

Section 4: Compliance and the law (20+ minutes)

• Understand the legal frameworks of GDPR and PECR and their impact on lead generation practices.
• Learn how to leverage legitimate interest for B2B lead generation, including the three-part test for qualifying legitimate interest.
• Recognise the importance of data hygiene and the soft opt-in process in maintaining compliance.
• Understand the benefits of using legitimate interest in lead generation while considering the long-term impact on your business reputation.

Section 5: The use of CRM (20+ minutes)

• Understand what a CRM is and how it can enhance lead generation and lead management processes.
• Learn how to use CRM systems to qualify, track, and understand leads, while leveraging AI tools to monitor the market.
• Know how to explore key CRM resources and the application of behavioural psychology to better understand and engage you target market.
• Discover how to use video personalisation tools, repurpose content , and optimise CRM strategies for more effective lead conversion.

Upon completion, you can log 10 CPD points as a custom activity.