Lead Generation in the Old Days Companies depended on referrals, door-to-door and being in pedestrian traffic areas where people who would be interested in their product would be. It could be a stall in an outdoor market or a shop window. Groups of artisans built networks and referred businesses to each other. While technology has changed considerably over the past few decades, the basics of marketing haven't.
In a new infographic from our friends at GroSocial, we can see that the marketing aspect of Lead Generation has existed in many forms for centuries. After the ravages of the First and Second World Wars, the middle class began to emerge. City centers became more and more commercial, as people moved to the suburbs. In the old days, the lead generation process was much simpler.
The marketing team would manually collect contact information from potentially interested consumers. They relayed that contact information to the sales team, who would then cold call each person on the list and try to make a sale. The vast majority of your potential customers will initially find your website through the content you post on search engines or the content you post on social media. Above all, today there are more ways than ever to analyze each lead generation method.
Ultimately, regardless of your industry or experience, the most effective methods of generating leads (whether online or offline) work best for your target audience. Over time, search engines and individuals will see that page as authoritative information and position the company as a thought leader for that particular topic. The way businesses find, interact and convert potential leads has changed dramatically, creating opportunities for marketers to generate leads more efficiently and for salespeople to close more deals. AI solutions also use more data to find new leads or to recommend which existing leads to pursue next.
While the most effective lead generation strategies involve inbound methods, outbound marketing can also help you find interested consumers and capture their contact information. And, given that 80% of B2B leads come from LinkedIn, it's no surprise that 92% of marketers use this platform in their digital marketing mix. Leads can come from a variety of sources or activities, for example, digitally via the Internet, through personal references, through telephone calls from the company or from salespeople on the phone, through advertisements and events. A lead is the contact information and, in some cases, the demographic information of a customer who is interested in a specific product or service.
In addition, by using social media in a specific way and focusing on the platforms where their target audience is active, companies can position themselves as industry leaders, capture interest and interact with potential prospects. However, I would like to believe that the history of lead generation began during the Paleolithic period, in the caveman era. The changing nature of the way consumers shop has meant that marketers have had to develop strategies used to identify and develop leads.