Standard Operating Procedure (SOP): Lead Generation for YourData365

Purpose
This SOP outlines the lead generation process for YourData365, a business specializing in Microsoft 365 (M365) Backup & Compliance solutions. The goal is to establish a consistent, measurable, and scalable approach to generating high-quality leads that convert into paying customers. This document ensures alignment across inbound and outbound channels, lead qualification, CRM pipeline management, and reporting.

Scope

This SOP applies to all marketing, sales, and business development activities aimed at generating and qualifying leads for YourData365. It includes inbound and outbound strategies, lead scoring, CRM pipeline management, follow-up cadences, and reporting. The SOP is specifically tailored to the M365 Backup & Compliance niche.

Definitions

• M365: Microsoft 365, a suite of productivity tools including Office apps, cloud storage, and advanced security features.
• BANT: Budget, Authority, Need, Timeline — a lead qualification framework.
• MEDDIC: Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion — an advanced qualification framework.
• CRM: Customer Relationship Management system used to track and manage leads.
• SQL: Sales Qualified Lead — a lead ready for direct sales engagement.
• MQL: Marketing Qualified Lead — a lead that meets specific marketing criteria but requires further qualification.

Responsibilities

• Marketing Team: Responsible for inbound lead generation, content creation, and nurturing campaigns.
• Sales Development Representatives (SDRs): Handle outbound prospecting, initial outreach, and lead qualification.
• Sales Team: Manage SQLs, conduct demos, and close deals.
• Operations Team: Maintain CRM data integrity and generate lead performance reports.

Lead Generation Channels

Inbound Channels

1. Content Marketing
   - Blog Posts: Publish 2-3 articles per month targeting M365 pain points (e.g., "Top 5 Risks of Not Backing Up M365 Data").
   - Whitepapers: Offer downloadable resources like "M365 Compliance Checklist" gated behind lead capture forms.
   - Webinars: Host monthly webinars on topics like "How to Ensure M365 Compliance with Regulatory Standards."

2. Search Engine Optimization (SEO)
   - Target keywords such as "M365 backup solutions," "Microsoft 365 compliance tools," and "Office 365 data recovery."
   - Aim for a domain authority score of 40+ within 12 months.

3. Paid Ads
   - Run Google Ads campaigns targeting decision-makers (IT managers, compliance officers) with a $5,000/month budget.
   - Use LinkedIn Ads to promote gated content to IT professionals in industries like healthcare, finance, and legal.

4. Email Marketing
   - Build segmented email lists based on industry and job title.
   - Send bi-weekly newsletters featuring case studies, product updates, and compliance tips.

5. Referral Program
   - Offer existing customers a $500 credit for every referred lead that converts into a paying customer.

Outbound Channels

1. Cold Email Campaigns
   - Use tools like Apollo.io or SalesLoft to send personalized emails to IT managers and compliance officers.
   - Target 100 new contacts per week with a 20% open rate and 5% response rate goal.

2. Cold Calling
   - SDRs to make 50 calls per day to prospects identified via LinkedIn Sales Navigator.
   - Use a script focused on M365 compliance pain points and YourData365’s unique value proposition.

3. Account-Based Marketing (ABM)
   - Identify top 50 target accounts in industries with strict compliance requirements (e.g., healthcare, finance).
   - Develop personalized outreach campaigns for each account, including direct mail and custom landing pages.

Lead Scoring Criteria

Leads will be scored on a 100-point scale based on the following criteria:

Leads scoring 70+ points are considered MQLs and passed to SDRs for further qualification.

Lead Qualification Framework

BANT (Adapted for M365 Backup & Compliance)

1. Budget: Does the prospect have a budget of $5,000-$20,000 annually?
2. Authority: Is the contact an IT Manager, Compliance Officer, or decision-maker?
3. Need: Does the prospect have a clear need for M365 backup or compliance solutions?
4. Timeline: Is the prospect ready to implement within 3 months?

MEDDIC (Advanced Qualification)

1. Metrics: What is the ROI of implementing YourData365’s solution?
2. Economic Buyer: Who controls the budget for compliance tools?
3. Decision Criteria: What factors are most important (e.g., security, ease of use)?
4. Decision Process: How does the company evaluate and purchase software?
5. Identify Pain: What compliance or backup challenges are they facing?
6. Champion: Is there an internal advocate for YourData365’s solution?

CRM Pipeline Stages

1. Lead Captured: New lead enters the CRM via inbound or outbound efforts.
2. MQL: Lead meets scoring criteria and is assigned to an SDR.
3. SQL: Lead is qualified by SDR and handed off to the sales team.
4. Demo Scheduled: Sales team conducts a product demo.
5. Proposal Sent: Proposal is sent to the prospect.
6. Closed-Won: Lead converts to a paying customer.
7. Closed-Lost: Lead does not convert; reasons are documented.

Follow-Up Cadences

1. Inbound Leads
   - Day 1: Automated email with resource download link.
   - Day 3: SDR follow-up email offering a consultation.
   - Day 7: SDR phone call to discuss needs.
   - Day 14: Final follow-up email with a case study.

2. Outbound Leads
   - Day 1: Initial cold email.
   - Day 3: Follow-up email with a relevant blog post or whitepaper.
   - Day 7: Phone call to discuss pain points.
   - Day 14: Final email offering a free demo.

Content Marketing Triggers

• Whitepaper Downloads: Trigger automated email sequences offering related resources.
• Webinar Attendance: SDRs follow up within 24 hours to schedule a consultation.
• Email Clicks: Add leads to a high-priority follow-up list.

Referral Program Structure

1. Eligibility: Existing customers with active subscriptions.
2. Incentive: $500 credit for each referred lead that converts into a paying customer.
3. Process:
   - Customer submits referral via [WEBSITE_URL]/referral.
   - SDR contacts the referred lead within 48 hours.
   - Credit is applied upon successful conversion.

Conversion Benchmarks

• MQL to SQL Conversion Rate: 30%
• SQL to Demo Conversion Rate: 50%
• Demo to Closed-Won Conversion Rate: 25%
• Overall Lead-to-Customer Conversion Rate: 3.75%

Reporting Cadence

1. Weekly Reports
   - Number of leads generated by channel.
   - MQL and SQL conversion rates.
   - Top-performing content.

2. Monthly Reports
   - ROI of paid campaigns.
   - Pipeline velocity (average time from lead to close).
   - Customer acquisition cost (CAC).

3. Quarterly Reports
   - Lead quality trends.
   - Channel performance comparison.
   - Recommendations for optimization.

Review Schedule

This SOP will be reviewed quarterly by the Marketing and Sales teams to ensure alignment with business goals and market conditions. Updates will be documented and communicated to all stakeholders.

This document is ready for immediate implementation. Fill in placeholders ([COMPANY_NAME], [WEBSITE_URL], etc.) and distribute to relevant teams.