What's lead generation?

Noun: the action or process of identifying and cultivating potential customers for a company's products or services. Work with your sales team to identify strategies that are most likely to generate leads. Lead generation is the process of generating consumer interest in a product or service with the aim of converting that interest into a sale. In online marketing, this generally involves collecting a visitor's contact information (called a “lead”) through a web form.

B2B lead generation is the process of identifying ideal customers for your product or service, and then attracting them to buy. It's an essential activity for B2B sales and marketing teams. A lead generator is any marketing-related activity aimed at publicizing the availability of a supplier's product or service. Lead generators can be as simple as print advertising in a specialized newspaper or magazine, or as formidable as an industry showcase.

It is increasingly important for companies not only to generate new leads, but also to develop and foster relationships with them. Lead generation is also important for e-commerce and other businesses, as email marketing remains one of the most effective channels for online marketing, and collecting a prospect's contact information allows the company to market it later, even if it doesn't make a purchase right away. You may need to modify the score and criteria until you find the formula that works, but once you do, it will transform your lead generation into customer generation. Constantly update the page with engaging content and ensure there is a clear call to action for potential customers.

Potential customers with a clear intention to purchase your product, have the finances and means to do so, and meet the parameters set by you are considered quality leads. But looking only at the first or last touch to determine how your overall strategy works won't give you the full picture. The common wisdom is that it takes seven touches to turn a prospect into a sale. These are questions that you should be able to answer and that you can do with the right lead generation tools.

The more you modify and test each step of your inbound lead generation process, the more the quality of leads will improve and revenue will increase. The goal of all these tasks is for the B2B leader to agree to attend a product demonstration, which is conducted by a BDM. This is done for one simple reason: you pay money for traffic and you want your business prospects to be as focused and enriched as possible right from the start. Typically, this involves identifying key buyers and creating content that is engaging and useful for generating quality leads.

If a company focuses on the quality of leads, the chances of converting a prospect into a customer increase dramatically. Now that we've covered the definition of lead generation and why it's important, it's essential to explain why generating inbound leads, versus generating outgoing leads, is the best approach for your business, no matter your industry. While you won't generate leads from this channel right away, social media can help you reach people (rather than your competitors) who will become qualified leads. With the introduction of modern marketing tools, software, and social media platforms, marketers can hone their skills to acquire high-quality leads.


Jenifer Dockter
Jenifer Dockter

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