Lead generation is the marketing process of stimulating and capturing interest in a product or service in order to develop a sales channel. It is a one-to-many approach, focused on your target market, and it allows companies to promote objectives until they are ready to buy. Lead generation can be useful for any type or size of business, both B2C and B2B. In B2B lead generation, the process involves identifying ideal customers for your product or service, and then attracting them to buy.
It's an essential activity for B2B sales and marketing teams. Lead generation is also used in online marketing, where it generally involves collecting a visitor's contact information (called a “lead”) through a web form. Lead management focuses on cultivating and nurturing leads with the goal of creating awareness and interest in your target market to generate leads over time. If all marketing does is send leads to the sales team without feedback, they'll assume sales are taking place and continue to generate leads.
Demand generation marketers need accurate data in their target accounts to create and promote content that converts. Once a lead is created, if the customer is in the target market, the prospect becomes a qualified marketing lead (MQL) and the digital marketing team will start nurturing the lead through marketing campaigns. Inbound lead generation attracts potential customers by providing them with valuable content that solves their pain points. The higher a lead's score, the closer they are to becoming a sales-qualified lead (SQL), who is just one step away from becoming a customer.
Google receives 3.5 billion searches a day, making it a prime location for any advertising campaign, especially lead generation. Having a solid and streamlined lead generation process is one of the most effective ways to grow your business. An effective sales lead generation process allows you to create a target audience of leads, develop relationships with that audience, and ultimately convert a percentage of those people into customers. If you want to automate your processes, there are high-quality lead generation tools available. The more you modify and test each step of your inbound lead generation process, the more the quality of leads will improve and revenue will increase.
With modern marketing tools, software, and social media platforms, marketers can hone their skills to acquire high-quality leads. Sign up to receive helpful sales tips, tips and resources from KLA straight to your email every week.