Lead Generation

What is Lead Generation?

Where traditional marketing methods such as email blasts used to be enough to draw customers, the increase of competition and information abundance is making it more difficult for companies to track, reach, and engage with potential customers. Lead generation, the marketing process of stimulating and capturing interest in a product or service for the purpose of developing a sales pipeline, allows companies to nurture targets until they’re ready to buy. Lead generation can be useful for any type or size of business, and for both B2C and B2B spaces. Sixty percent of marketers state that lead generation is a key pain point for their company. Determining a good lead is more complex than just targeting people who downloaded your white paper, and it’s important that your sales reps don’t waste their time cold calling unqualified leads when there are ways to narrow down the pool.
When you implement a lead generation program, you increase brand awareness, build relationships, generate qualified leads, and ultimately close deals. The higher quality leads you direct your sales team to, the more of those leads will result in sales. In doing this, you are helping your company grow, while also growing the credibility for your marketing department by showing tangible results and proving yourself to be a valuable part of the revenue team.
Lead generation has been around for a long time, but methods have changed from simply finding a customer early on in their sales journey and sending the sales team their way. The self-directed buyer is inundated with information, so it’s vital to find new, creative ways to cut through the static and reach potential customers. Instead of finding customers through mass advertising and email blasts, marketers must rely on being found and building relationships with their buyers. In the age of information abundance, marketing is going through a massive shift.

How to Identify Quality Leads

The definition of a quality lead will vary according to a company’s product or service. The best place to start when identifying quality leads is by tracking all inbound leads. An example of tracking lead information is through website forms and marketing campaign software like Redleosoft Software.
If your company sells multiple products like software, apps, and technical hardware, then you could add more fields to your forms to gather more info on leads. This can further categorize your leads by department, product, interests, etc.
If you plan on acquiring leads through social media or email, then you could simply keep track of your lead interactions on a spreadsheet. Make sure to include all interactions with potential customers and leads. The more information you have, the better you will be able to asses the quality of your leads.
Manually inputting your findings into a sheet can become time-consuming and difficult to manage at times, which is why it is recommended to use lead management software.
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