What is Lead Gen?
For modern marketing, lead generation (or as we’ll affectionately call it, lead gen) has become a highly competitive way for companies to compete for business in B2B and B2C companies. It’s one of a few major arteries that support healthy revenue growth, increase brand awareness, build relationships, develop qualified leads, and the always important, close more deals!
“Lead generation describes the marketing process of stimulating and capturing interest in a product or service for the purpose of developing a sales pipeline.” – Marketo
Simply put, lead gen is the tactical strategy implemented by a company to bring in new business. Everyone in your company can have a part in the process of lead generation, and it is in the best interest of your business to operate this way. Lead gen particularly calls on the skill sets of the marketing and sales teams to work cohesively. Marketing stimulates interest in potential customers and sends the warm leads to sales to nurture the lead and close the deal.
Why is Lead Gen Important?
The buying process has completely changed over the past 10-15 years. With the advent of the internet, companies need to find new ways to reach buyers and have a distinguishable voice through all the noise and clutter. Instead of focusing on finding customers via email blasts and mass advertising, we must redirect focus on being found and learn to build and maintain continuous client relationships.
Through various content resources, buyers can learn a great deal about any product or service prior to ever speaking to a sales associate. The amount of content available online can be overwhelming. These days, we don’t have an information scarcity – it’s an attention scarcity! An integral part of the lead gen process is prioritizing what aspects of your business and your services are most valuable to your target audience. Logically, those key factors should be the top tier pieces of content you are marketing.
Lead Gen 101
There are 11 major lead generation strategies that could work for your business, but for this blog series we will be focusing primarily on telesales. Does your company use any of these strategies for the business? Do you think you should? That’s a question you’re going to want to ask yourself sooner rather than later. (Hint, hint: The answer is a resounding YES!)
- Content marketing and blogging
- Website and SEO
- Social media
- Pay-Per-Click (PPC) advertising
- Content syndication
- Direct mail
- Email marketing
- Lead nurturing and lead scoring
- Testing and optimization
- Lead generation metrics
“The most successful lead generation/lead management programs have dedicated phone resources whose sole job in life is to take raw inquiries and qualify them before they are sent directly to sales.” – Craig Rosenberg, The Funnelholic Blog
What is a lead? Each company will likely have their own definition of what makes up a qualified lead, but a standard definition is, “Inquiry, referral, or other information, obtained through advertisements or other means, that identifies a potential customer (prospect), “ Business Dictionary.
Armed with this information, businesses can allocate their funds, departments, and priorities accordingly. Lead generation is a crucial aspect of growing and sustaining a business, regardless of the size or market.
Over the next few months, we’re going to discuss lead gen strategies and tactics that will help increase your revenue, business growth and overall success. We’ll cover training your employees, how to find and close leads, analyzing your data and much more. Is there anything in particular you’d like to learn about lead generation? Leave us a comment below.
Stay tuned for more tips, tricks and strategies right here!