Lead Generation Operations

What You Will Learn

• 1 Learn the foundational principles of lead generation operations, including how leads move through a pipeline, how marketing and sales align, and what separates high-performing programs from reactive ones.
• 2 Understand how to define and build accurate ideal customer profiles and buyer personas so that every campaign, message, and channel targets the right audience from the start.
• 3 Apply proven inbound lead generation strategies, including content marketing, SEO fundamentals, and website conversion optimization, to attract qualified prospects organically.
• 4 Implement outbound lead generation tactics, including cold email sequencing, social prospecting, and cold calling frameworks, to proactively reach target accounts.
• 5 Develop a lead scoring and qualification system that prioritizes high-intent prospects, reduces wasted sales effort, and creates a shared definition of a qualified lead across teams.
• 6 Build and manage a lead generation technology stack, covering CRM configuration, marketing automation platforms, and data enrichment tools, to run efficient and scalable operations.
• 7 Analyze lead generation data and key performance metrics to identify what is working, where leads are dropping off, and which optimizations will have the greatest impact on pipeline.
• 8 Create and execute multi-channel lead generation campaigns that coordinate email, paid advertising, social media, and events into a unified prospect experience.
• 9 Explore account-based marketing principles and apply them to focus resources on high-value target accounts through personalized outreach and coordinated go-to-market motions.
• 10 Understand lead nurturing strategy and apply automated and human-touch sequences to move prospects from awareness to sales-readiness without losing relationship quality.
• 11 Implement lead generation compliance and data governance practices, including consent management, list hygiene, and regulatory requirements, to protect the organization and build prospect trust.
• 12 Discover how to build, manage, and scale a lead generation team, including hiring for key roles, structuring incentives, establishing processes, and creating a culture of continuous improvement.