Lead Generation: Is It Part of Marketing?

Lead generation is an essential part of marketing, and sales are responsible for closing leads. In the digital age, this responsibility is shared between the sales and marketing teams. There are many channels and platforms for digital interactions, and customers are constantly bombarded with new offers. To execute effective digital marketing campaigns in the B2B space, marketers must prioritize lead generation.

It's how companies can attract customers and accompany them along the buyer's journey, from the point of knowledge until the customer makes a purchase. Lead generation is a specific strategy within the framework of digital marketing. It focuses on creating a process that attracts strangers and potential customers to your brand, products and services, with the goal of converting them into customers. First and foremost, sales and marketing must agree on what constitutes a qualified lead, and when that lead should be delivered.

To do this, metrics should be chosen that show how marketing is increasing effectiveness across the board, generating qualified leads, amplifying the speed of the sales process, and improving sales and marketing alignment by leveraging lead generation software. Qualified product leads are contacts who have used your product and have taken steps that indicate an interest in becoming paying customers. Qualified sales leads are contacts who have taken steps that expressly indicate their interest in becoming paying customers. Digital marketing techniques can be adjusted to meet lead generation goals.

Lead scoring and nurturing should be used to qualify leads before sales can do their job. Buying leads is easier but more expensive than generating them organically. Content creation offers a way to build thought leadership, which makes your brand trustworthy. Find out how lead generation fits your inbound marketing strategy and how you can start generating leads for your company.

Use the sales funnel to nurture potential customers interested in your business and push them to take buying action. Google receives 3.5 billion searches a day, making it a prime location for any advertising campaign, especially lead generation. Aspects of your lead generation campaign should reflect everything else on your website, on your blog, and within the product that you will eventually try to sell.

Vera Lepore
Vera Lepore

Evil beer fanatic. Friendly social media expert. Avid social media trailblazer. Extreme internet aficionado. Award-winning food fanatic. Proud travelaholic.