Lead Generation

What is Lead Generation?

Lead Generation is the initiation of consumer interest or inquiry into the products or services of a business. Leads can be generated for purposes such as list building for a newsletter, or acquisition of sales leads.

Generating leads depends significantly upon gathering a potential customer’s information (e.g. name, email address, phone number, etc). The process can involve a driving traffic to a landing page which contains information on a product, service, company or perhaps even a more general topic.

Typically there is a lead capture form intelligently positioned on the page where a visitor can submit their information. To entice visitors to complete the form or survey, a marketer may offer a coupon or discount, exclusive content such as an eBook or Whitepaper, or a free item or trial. The information requested in the form, or call to action, normally includes the full name, and email address. More expansive forms may include fields for a user’s address, phone number, and employment or company affiliation and position. Other information sought from the customer will depend on the business.

Once a lead is generated, the next phase is Lead Nurturing. CRM and Marketing Automation software has the ability to sort through leads and send targeted email messages that keep the potential customer informed and interested throughout the buying lifecycle.

Based on the interactions recorded throughout the lead nurturing process a lead score is assigned to filter leads that are most likely to convert into customers. – see also: What is Lead Scoring?