Lead Gen Basics
Lead generation describes the marketing process of stimulating and capturing interest in a product or service for the purpose of developing sales pipeline.
Lead generation 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.
Qualified Leads are the Holy Grail
In order to effectively make sales, you have to have qualified leads. Lead generation is the act of establishing interest in products or services among a target market. If you want your message heard through more than one channel, it’s important to establish a strategy that creates some demand, which is what lead generation strives to do. It’s all about brand awareness, pulling down leads and making sales.
There are several steps in generating leads just as there are several levels of interest a person might have in what you are offering. The interest can vary between non-existent to ready to buy. However, most lead generation techniques involve some level of nurturing.