How Small Organizations Can Start Lead Generation | Pasquale Gentile & Grainne Callan | NIO Summit, by NextAfter

How Small Organizations Can Start Lead Generation | Pasquale Gentile & Grainne Callan | NIO Summit is a FREE course courtesy of NextAfter

1 Lesson / 14 Minutes / FREE

Pasquale Gentile, First Engagement Manager at Greenpeace International and Grainne Callan, Head of Supporter Recruitment at Greenpeace UK sat down with Brady Josephson at our annual NIO Summit to share a few insights on getting started with lead generation. Greenpeace is a sophisticated organization that does tons of testing, and here’s what they shared.

First and foremost you need to care about content. Find someone on your team that can generate content for you, or find a filmmaker externally with those resources. In terms of channels, Pasquale suggests choosing at least one channel like Facebook and specializing in it. Make sure you’re spending enough to get results from it, and that you have enough content to support it and enough people to work on the data.

The most important starting point is using CRM connected with Google Analytics. Without analytics, you won’t know what your actual return on investment or cost per lead is, which means you won’t know what’s actually working.

These are the minimum elements you need in place to get started as a small organization.

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