Lead Generation Programs
A lead generation program is more than a form on a page. I design the offer, the capture path, the tracking and the handoff to sales as one system, so the leads you count are leads your team can actually work.
Lead generation work covers everything between a prospect's first click and the moment a qualified contact reaches your sales or membership team. That means choosing an offer worth an email address and deciding what the form asks and when. It also means defining what counts as a qualified lead and making sure each lead lands in the CRM with its source attached. I have run campaigns for leads and conversion in biotech and acquisition campaigns for subscription web communities, and managed digital marketing programs in healthcare, so I know the definition of a good lead changes with the business.
I start from the end of the funnel and work backward. What does sales need to know to act on a lead, and how quickly? Those answers set the qualification criteria, which set the form fields, which set the offer and the traffic sources worth paying for. Every program gets a KPI set agreed up front, usually lead volume, qualified lead rate and speed of follow-up, plus an A/B testing plan for the steps where conversion drops.
My consulting work runs from the persona-based content strategy that attracts a prospect to the landing page that captures the lead. I work inside your existing team structure. Sales or membership owns the follow-up, your developers own the forms and tracking code, and I own the plan, the briefs and the readout. Requirements arrive as tickets with acceptance criteria, and every form and tracking event is tested before traffic goes live.
What a lead generation program includes
Lead Qualification Criteria
A written definition of a marketing qualified lead for your business: the required form fields, the behavioral and firmographic signals that qualify, and the disqualifiers. Sales signs off so both teams count the same thing.
Offer and Funnel Map
A diagram of every lead path from traffic source through offer, capture form, confirmation and follow-up, showing which asset earns the contact at each stage and where prospects currently drop out.
Capture Form Specifications
Field-by-field requirements for each form in the program: validation rules, progressive profiling, consent language, hidden source fields and the destination record in Salesforce or Mailchimp. Each specification is written for the developer who builds it.
Lead Attribution Setup
UTM conventions, campaign naming standards and the analytics events that tie each lead back to its channel, campaign and page, documented so Google Analytics and the CRM report the same numbers.
Sales Handoff Workflow
The routing rules, notification triggers, response time expectations and feedback loop between marketing and sales, written as a process document. No lead sits unworked, and rejected leads feed back into the criteria.
Lead Quality Readout
A recurring report that pairs lead volume with qualified rate, cost per lead by channel and downstream conversion, with a short list of where to shift budget and effort next.
How I build the program
Agree on what a lead is
I sit with marketing and sales to define a qualified lead, the data it must carry and how fast it needs follow-up. That definition becomes the program's acceptance test.
Design the offer and the path
I choose or sharpen the offer, map the capture path and specify the forms, tracking and CRM fields. Each piece becomes a brief for content, design or development, with acceptance criteria.
Launch with tracking verified
Before traffic arrives I submit test leads through every form and follow each one from the page through analytics to the CRM record, fixing gaps so the first data is trustworthy.
Review quality, then tune
Once leads flow I compare volume against qualified rate by source, run A/B tests on the weakest steps and adjust offers, fields or channels based on what sales reports back.
Where this comes from
In my consulting practice I define persona-based web and omnichannel content strategies, with KPIs and A/B tests to lift engagement, discoverability and lead generation. I also build and optimize campaign landing pages that drive leads and conversion. At Bio-Techne I prioritized multichannel campaigns for awareness, leads and conversion and coordinated landing pages, tracking and A/B tests in an Agile team. Earlier, at TN Marketing, I led acquisition and retention for subscription web communities through multichannel and direct-mail campaigns and partnerships.
See my experienceBrittany has a wide array of digital marketing skills. She is proficient in Google Analytics, campaign creation and execution, and can compile results and make recommendations for next steps. She is also willing to make the extra effort to get the job done.
Director of Marketing, Membership Corporation of America
Worked on the same team
Frequently asked
What counts as a lead in your programs?
Whatever marketing and sales agree it is, written down before anything launches. I define the qualifying fields and signals with both teams, then build the forms and the reporting around that definition. A lead in the dashboard then means the same thing as a lead in the CRM.
Do you run the paid media and email as well?
I can manage the channels myself or define the program and brief the teams or agencies already running them. Paid search, email and social each have their own page on this site. The lead generation program is the layer that connects those channels to a qualified lead and a sales handoff.
Can you work with our CRM and marketing automation setup?
Yes. I have worked in Salesforce and Mailchimp, and I specify the fields, routing and source data a program needs rather than rebuilding your stack. Where your platform differs, I write the requirements and work with your administrator to implement and test them.
How do you handle lead generation in a regulated industry?
I plan for compliance review from the start. At UnitedHealth Group I ensured healthcare content met strict regulatory, risk and security standards while managing programs across email, social, display, SEO and SEM. Consent language, data handling and approval cycles go into the form specifications and the timeline rather than being added at the end.
Related services
Multichannel Campaign Management
A campaign only works when every channel points at the same audience, the same offer and the same page. I plan, launch and run multichannel campaigns so your email, search, social and display behave as one program with one set of results.
Learn moreEmail and Marketing Automation
Email is the channel you own outright. I design email programs and automated journeys that match what a subscriber has actually shown interest in, then measure every send against the goals you set.
Learn moreLanding Page Optimization
A landing page has a single job. I plan, build and improve campaign pages so the visitor who arrives from an ad, an email or a search result finds the offer they expected and a clear next step.
Learn moreLet's talk about your lead pipeline
Tell me where leads come from today, how many turn into real conversations and where the handoff breaks. I will tell you plainly what a program would involve and what to fix first.