LEAD GENERATION describes the marketing process of stimulating and capturing interest in a product or service for the purpose of developing sales pipeline.
Often uses digital channels, and has been undergoing substantial changes in recent years from the rise of new online and social techniques. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new techniques to develop and qualify potential leads before passing them to sales.
It’s important because the buying process has changed, and marketers need to find new ways to reach buyers and get heard through the noise. Instead of finding customers with mass advertising and email blasts, marketers must now focus on being found and learn to build continuous relationships with buyers.
In the old world of information scarcity, the concept of LEAD GENERATION meant marketing found the names of potential buyers and passed them to sales. Buyers expected that they would have to talk to sales and sales expected to speak to uneducated early stage buyers that may not yet be qualified. This has all changed. Today, buyers can do their own research online and can find a variety of educational resources through search engines, social media, and other online channels. Through content resources, today’s buyer can learn a great deal about a product or service before ever having to even speak to a sales person. So businesses must make sure that they build their digital presence.
Creating a solid LEAD GENERATION strategy will help you build trust and capture the interest of your buyer before they are even ready to contact sales.If you can generate leads for sales, the process is easier and you will see more of your leads being turned into revenue faster.
Many marketing departments are allocating more budget to lead generation tactics. Inbound marketing spend in particular has been growing as companies need to find more creative ways to get in front of the customer and break through the noise.
You can break LEAD GENERATION up into two main categories: inbound and outbound. And as discussed above, you need to make sure that you keep in mind your nurture and customer retention marketing strategies as part of a holistic strategy.
By: Alejandra Ros