Lead generation, the marketing process of gathering and capturing interest in a product or service for the purpose of developing a sales pipeline.

What is Lead Generation?

Lead generation has been around for a long time, but methods have changed from just finding a customer early on in their sales journey and sending the sales team on their place. The self-directed buyer is flooded with information, so it’s vital to find new, innovative ways to cut through the static and reach potential customers.

Beside 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 huge shift.

Why lead generation needed?

When a person shows enthusiasm in your brand’s products or services, the steps that person takes for making their first purchase just seem natural. You just guide them to fulfill a need or solve a problem. Lead generation exist within the second stage of the inbound marketing methodology. It occurs after you've engage an audience and are ready to convert those visitors into leads for your sales team.

Major components of lead generation

Lead generation programs don’t end at simply creating your leads, there are several other components that are just as important to the lead generation strategy.

Lead generation database

As leads materialize, you’ll need to be able to record, attribute them to the required source, score, and segment them to start nurturing. While you can do some of this physically, you’ll need an automated system in place if you want to extent your efforts. 

Supporting content and lead-ready channels

 Content is the major building block of your lead generation efforts. Think of content as the foundation for all of your marketing campaigns—from email, to social, to event collateral.

Analytics Engine

You can exactly track returns on your lead generation programs. But looking at only the first or last touch to decide how your overall strategy is working won’t provide you a full picture—common wisdom is that it takes seven touches to convert a cold lead to a sale.

Candidate Assessments

RPO providers determine candidates, guide them through the initiation of the recruitment process, and make sure they have the core skills, competencies, and motivators to do the job.

Tech stack

The precise lead generation technologies will save you money, help you do more with less, measure and improve your programs, and ultimately provide you to grow your lead generation programs—and company—faster.

ROI of a rewarding lead generation program

The ROI of a optimized lead generation program depends upon deciding qualified leads and moving them along the sales funnel at their own pace.

Lead generation ride content marketing

85% of B2B marketers say lead generation is their most significant content marketing goal.

Lead generation helps you to direct users to relevant content

Choosing users with content relevant to their position along the buying process gets 72% higher conversion rates.

Lead generation can increase revenue in any size company

By developing a lead generation strategy, we’ve seen developed companies achieve  133% greater revenue versus their plan  than average companies, and 174% more than the least mature companies.