Lead generation refers to the marketing process that involves the arousal of customer interest in a particular product or service and subsequently capturing it with the specific targeted purpose of developing a sustainable sales pipeline. Lead generation now relies heavily on technology and as that evolves, so do mothods of generating leads. One recent trend includes social media use alongside professional business websites. This article is meant to explore the versatile world of lead generation, its present state, and what the future holds for it in the coming decade.
Lead generation is the marketing process that involves the invocation of customer interest in a particular product or service and subsequently capturing it with the specific targeted purpose of developing a sustainable sales pipeline. Lead generation relies on technological advances in telecommunication and those alike. Recent trends include social media use alongside professional business websites.
The volume of information available on the internet allows for the customer to be “self-directed”. The customer does their own research and the power is theirs to make their own buying decisions. Because of this, even the seemingly best Lead Generation plans can prove to be ineffective.
Most of us know that lead generation is one of the most valuable pieces to the growth of any new business, and even those long-existing companies as well. While dozens or even hundreds of lead generation issues exist as potential problems with marketing and sales, here are a few of the most common that can be found with today’s online marketing and promotional strategies:
- Lead generation services are presumed to be a guarantee
- The use of the cold call is still a potential quality lead collection
- Measurement of lead quantity over quality – Failure to properly analyze results
- Lack of focus on the target audience or lead – In all locations of the marketing piece
- Improper content, distribution or lack of direction to the landing page for collection of contact info