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    GGBA: Business Tips, Calendar and More!

    Marketing Ecosystem: A Crash Course

    By Kristin Mehiel–

    Investing in an effective lead generation program is pivotal to organizations, both big and small. Establishing an official lead generation plan will astronomically boost sales and, ultimately, your bottom line. Simultaneously, your sales team will maintain a laser focus as they work through a consistent lead development system.

    The cornerstone of a lead generation strategy is gaining a solid understanding of the marketing ecosystem. A truly successful marketing strategy fires on all components of the ecosystem to generate leads from all six channels, which are: Digital Marketing, Content Marketing, PR & Branding, Events, Demand Generation and Social Media.

    Once you are firing on all components, it is essential to measure which channels are yielding the most qualified leads for your sales team and organization. Then, it’s a matter of “wash, rinse, repeat, and refine.”

    For example, invest in a booth display at an industry trade show and hand out a one-pager that discusses your company’s products or services. Measure how many people stopped by your booth and signed up for your email newsletter, then determine how many of those first contacts turned into legitimate leads, and ultimately, customers or clients. If you find that this didn’t yield the leads you expected, next time put more effort and budget into hosting an educational seminar to gain close access to those who are already initially interested in your company’s services.

    Bottom Line

    Lead generation comes from a variety of marketing channels. Develop a plan and tactics under each of the six components, then measure the tactics and refine the plan based on your results. Expect to continually refine your tactics to increase your bottom line.

    Kristin Mehiel is a relationship builder, lead generation master and fearless motivator at Collaboration business consulting:


    Membership Has Its Benefits!

    The Golden Gate Business Association (GGBA) is the world’s first LGBTQ Chamber of Commerce, and is now one of 65 around the globe advocating for positive economic, social and political change for LGBTQ businesses to prosper, create jobs and to have economic equality.

    Our mission is to champion opportunity, development and advocacy for our LGBTQ & Allied business community.

    We empower our small business entrepreneurs and professionals by creating opportunities for marketing, networking, procurement and referral-based business growth. We also collaborate with other non-profits and engage with business and civic leaders to support policies that foster a more inclusive and welcoming business community, thus creating greater opportunities for our member businesses.

    If you are an LGBTQ or Allied business person looking for a place to make sincere connections that can lead to greater success and a sense of community, the GGBA is the place for you. We encourage you to visit our next event to see for yourself.  

    See GGBA online ( for more details.

    GGBA Calendar

    October Make Contact
    Tuesday, October 9
    6 pm to 8 pm
    Perform 4 Life
    61 Gough Street, San Francisco

    Stand Up & Speak OUT!
    Bi-Weekly Workshop on how to be a more effective Speaker and Communicator
    Featuring National Award-Winning Speaker, Gina Grahame
    Wednesday, October 17
    3 pm to 5 pm
    Offices of the U.S. Small Business Administration
    455 Market Street, 6th Floor, San Francisco
    Register at

    8th Annual California Cable Diversity Expo
    This one-on-one matchmaking event connects Minority, Women, LGBT, Service Disabled Veteran and Disability-Owned businesses with potential procurement opportunities with Charter Communications, Comcast and Cox Communications.
    Friday, November 2
    8:30 am to 2:30 pm
    The Westin South Coast Plaza Costa Mesa
    686 Anton Boulevard, Costa Mesa
    For information, e-mail:


    GGBA Annual Meeting 2018 Held at Gap Inc.