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Definition. Lead generation is the use of a computer program, a database, the Internet, or a specialized service to obtain or receive information for the purpose of expanding the scope of a business, increasing sales revenues, looking for a job or for new clients, or conducting specialized research.
So what is the main purpose of lead generation?
Every B2B company has an idea worth selling. It can be an IT system that helps financial institutions manage an astronomical amount of data. It can be a cleaning service intended to satisfy resort managers and their guests. It can be a product for health care institutions to use in order to give patients the best services.
Basically, anything that comes off as useful to other businesses are worth selling. Convincing these businesses to make a purchase, on the other hand, is one crucial aspect of marketing worth every B2B company’s budget and which can be realized through an effective marketing campaign.
Lead generation may come in different forms could be a telemarketing call, a well-crafted email, an engagement on social media or just a nice and well optimized website. At the bottom of the drain, it is about creating brand awareness for a certain product or service that aims to sustain the business with a steady flow of clients or customers to reach or exceed its target sales and revenue.
There’s no denying the value of lead generation to companies big and small. Apparently, across the B2B marketing arena, companies and marketing experts have their way of seeing lead generation.
Interestingly, their observations are not far off from each other:
“It’s a way of warming up potential customers to your business and getting them on the path to eventually buying. tweet this! By showing an organic interest in your business, they are starting the relationship (versus the business), making it easier and more natural for them to want to buy from you somewhere down the line.”
“Lead generation describes the marketing process of stimulating and capturing interest in a product or service for the purpose of developing sales pipeline.” tweet this!
“Lead generation is a fairly core activity to marketing.”tweet this!
“It’s important to decide on what types of leads you want in the middle and bottom of your sales funnel.” tweet this!
“When it comes to lead generation, you want to make a promise to your visitor and then make sure that you keep that promise.” tweet this!
“In network marketing, lead generation is one thing that every marketer should take seriously, as it determines how much you can make with the business.” tweet this!
“There is no black magic to successfully attracting via the Web.” tweet this!
It certainly isn’t Rand. No way is it possible for companies to generate B2B leads without getting their hands on the right strategies, which is as important as merely having a lead generation campaign and bragging about it.
If anything, a marketing campaign should be designed to suit present trends and deliver results that are consistent with an enterprise’s expectations.
Aside from knowing its definition, it is more important to know what lead generation strategy still works and what’s not.
An infographic by MarketingProfs.com shows more companies want to generate more quality leads. As buyers develop and evolve their perceptions and behaviors, B2B suppliers have made it a big deal to invest in tools offering higher yields in terms of B2B leads.
MarketingProfs has revealed that about 37 percent of B2B companies are using marketing automation. The site also shows about 49 percent are currently enjoying successes in their mobile ad campaigns, and 71 percent are using content to rake in some leads (to add, about 88 percent agree that case studies are effective and 89 percent say testimonials are very helpful marketing devices).
So what is lead generation for you? What do you think is the best lead generation strategy? Share your thoughts on the comment box below!
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