How to Generate 1000 Leads: A Case Study

Portrait of confident businesswoman with headset at computer in office
Running a lead generation campaign. Paul Bradbury/OJO Images/Getty Images

A good lead generation campaign can be incredibly helpful for salespeople. For one thing, having the leads come to you means that you won't need to do anywhere near as much cold calling as you normally would. For another, leads that come in via a lead generation campaign are usually at least partly qualified. After all, those people wouldn't be reaching out to you if they didn't have an interest in buying.

Jeffrey Gitomer, sales guru, and author of many sales books (including The Little Red Book of Selling) decided to run an "open" lead generation campaign with the goal of bringing in 1000 leads. He shared the details of this lead generation campaign to give salespeople a sort of template to use for their campaigns. Here are the basic components of Gitomer's campaign.

Sequence of email blasts

To begin his campaign, Gitomer sent out a series of three invitational emails to his entire email newsletter list. The first email went out on a Wednesday morning, the next on the following Monday, and the final email went out on the Friday of the next week (11 days later). Each email was as brief as possible, with an intriguing hook and links to Gitomer's landing page, a dedicated webpage with an embedded promotional video.

Social media posts

Gitomer already had a strong social media presence at the time of this campaign (he mentioned having over 19,000 LinkedIn connections, for example) so naturally, he used his social media network heavily for this campaign.

He made a series of Facebook posts, sent tweets every day during the campaign that included a link to his landing page, and sent daily LinkedIn messages to his contacts both including information on his promotion and asking them to forward it to their contacts.

Targeted ads

As Gitomer gleefully mentions, if you use targeted social media ads with the correct parameters, your ads will appear on your competitors' social media pages.

In other words, these ads are a way to directly siphon customers from your competitors' websites to your own. For this campaign, Gitomer use targeted ads on Facebook, LinkedIn, Twitter, and YouTube.

Blog posts and newsletter mentions

Using content to give readers a taste of what they can get from your product or service is a great way to get them interested. Gitomer used twice-weekly blog posts that included tidbits of information related to his paid product and inserted similar tips (plus a link) into his email newsletter. He also posted informational videos on YouTube to draw in yet more leads.

Testimonials 

Testimonials help to fire up a lead generation campaign by providing social proof. Gitomer used Facebook to post testimonial content (including videos) from people who'd already bought his product and benefited from it. As he put it, testimonials help to convince leads who are already interested but aren't quite sure about investigating further.

While you probably don't have the kind of pumped up network that Gitomer used for his lead generation campaign, you can still use the same format to bring in leads. You'll just have to set your goals a bit smaller until you've grown your network more.

When done respectfully, with plenty of added value, a campaign like this can help to grow your network by getting more people interested in what you have to say. Plus, a small-scale campaign is a great practice for the day when you do have a huge network to use.

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