Lead Generation
- Introduction
- Lead generation is a business process that blends sales and marketing to
attract people to a brand and what it offers. The purpose of lead generation is
to:
- Nurture people's interest in your products and services.
- Convert them into paying customers.
- Lead generation now goes beyond cold calling, utilising digital marketing
tools, automation, and various channels to attract audiences. It offers
rewarding career opportunities, such as roles in lead generation, inside sales,
or sales representation, and can also be used to build your own business.
- Benefits of lead generation
- A good lead generation system helps grow your business by attracting
prospects, increasing efficiency, boosting revenue, and building your online
presence. Watch the Salesforce video for lead generation basics.
- Link explain - Link
- Types of lead generation
- Before generating leads, it's important to understand what a lead is and the
types of leads:
- Cold leads: Not yet interested but match your ideal customer profile.
- Warm leads: Familiar with your business, engaging with content but
not purchasing.
- Hot leads: Interested in your products, reaching out directly with intent
to buy.
- Each type requires tailored support to guide them toward becoming
customers.
- Qualified leads
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- Lead generation process
- Potential customer discovers your business through a marketing channel
(e.g., social media, digital ad).
- They respond to a call-to-action, such as clicking a "sign up" button or link to
a landing page.
- They enter their email to receive a free resource, opting into future marketing.
- You initiate a nurture sequence with valuable content to guide them toward a
purchase.
- How to generate leads for your business
- Identify Business Objectives:
- Set growth goals, define products to sell, and establish sales and lead
targets.
- Create Ideal Customer Profile:
- Understand your target customers' demographics and needs, and
create a story to align your product with their challenges.
- Research Industry Strategies:
- Adapt lead generation methods based on industry best practices.
- Offline Lead Generation:
- Attend networking events, sponsor events, request referrals, and use
physical advertising.
- Host Events:
- Offer educational or entertainment events to attract leads.
- Build Social Media Following:
- Post engaging content, use lead magnets, and foster community to
generate leads.
- Optimise Website:
- Provide valuable content, use lead magnets, streamline actions, and
add effective CTAs.
- Use Lead Generation Tools:
- Utilise tools like Unbounce, LinkedIn Sales Navigator, or hire a lead
generation service.
- Design a Lead Generation Campaign:
- Refine your offerings, set up lead capture, create nurture sequences,
and analyse results.
- Glossary:
- Sales Funnel: Journey from awareness to purchase.
- Inbound Marketing: Creating valuable experiences.
- A/B Testing: Experimenting for better performance.
- Conversion Rate: Percentage of actions taken by visitors.
- Lead Routing: Assigning leads to sales reps
