Lead Generation Framework
Part of the Periodic Table of Marketing
The elements of lead generation
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Account-Based Marketing
Account-based marketing shifts the focus from a broad list to a handful of high-value accounts, allowing you to show branded messaging through ads, as well as focus on personalized outreach. This is crucial for engaging key prospects and stakeholders.
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Affiliate Marketing
Affiliate marketing provides a cost-effective way to acquire new, high-quality leads by leveraging a trusted partner’s email list, website, newsletter, or other assets. This allows you to scale your audience and drive conversions with built-in credibility.
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Brand Leveraging
Brand leveraging is a powerful lead generation strategy. It uses existing brand equity to build instant trust and credibility with prospects, which is essential for reducing friction. This makes it easier to attract higher-quality leads who are more likely to convert.
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Live Chat
Live chat provides instant, low-friction engagement with website visitors, which is crucial for capturing their interest and converting them into a qualified lead in real-time, bypassing the hurdle of sharing personal details or booking a meeting.
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Online Booking
Online meeting booking forms removes friction from the conversion process, allowing prospects to instantly schedule a meeting when their interest is highest. This is crucial for increasing speed-to-lead and boosting conversion rates.
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Performance Marketing
Performance marketing is the most accountable approach to lead generation. By paying only for results, it ensures a clear return on investment (ROI), which is crucial for efficiently scaling your efforts and making data-driven decisions.
A framework for marketing management
- Audit the components of the marketing mix
- Identify marketing risks and opportunities
- Prioritize marketing tactics
- Optimize the marketing and sales funnel
This strategic marketing framework comprises 14 Tactical Groups, all representing a vital part of a high-performance marketing engine. Each group contains Marketing Elements, each a key component to tactical success.
Investigating and documenting the status, opportunities, and priorities of each Marketing Element provides organizations with a clear marketing roadmap, showing what they should do next to push the needle.
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Practical Use
The Periodic Table of Marketing framework is used to audit, document and prioritize marketing risks and opportunities. This typically starts with a full audit or a partial audit (limited to one or multiple Tactical Groups).
The audit provides a roadmap and a visual overview in a spreadsheet, showing the current status of each Element and providing practical recommendations to improve performance. The recommendations can be implemented in-house or through an agency.
As every component of the marketing mix acts as a multiplier, every improvement leads to a more effective and robust marketing engine, improving brand equity, conversion rates, and sales.
Give it a try!
A Google Ads account is a treasure trove of information, as it touches many parts of the marketing mix: targeting, messaging, KPIs, branding, budgets, CRO, and more.
Order your free Google Ads audit to see how the Period Table of Marketing can assist you in meeting your marketing goals.
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