Lead generation
Lead generation refers to the acquisition of new prospects to increase sales. It plays an important role in the sales process for many companies. A lead is anyone who has shown interest in a company’s products or services but may not yet be able to make a purchase decision. The term describes potential customers who have not yet done business with a company, but who have indicated their general willingness to do so.
The evolution of lead generation
Like many other areas, lead generation benefits from technological progress. It used to be based primarily on buying lists of names and cold calling. Today we can generate leads based on certain criteria and data. Companies collect data about potential buyers and then tailor their marketing methods and sales pitches to meet their needs. Most of this is done through digital channels, combining inbound marketing techniques with some traditional outbound marketing methods (more on this later). Successful lead generation cannot contribute to making the sales cycle more efficient, but can also lead to a higher success rate in customer acquisition.
Lead generation in the digital age
The buying journey has fundamentally changed – due to the ubiquity of the internet and easier access to information. In the past, it was part of the daily routine of sales employees to get in touch with potential buyers and present their products and services to them for the first time. Nowadays, customers can do their research by providing search engines, social media, blogs, and other online channels to research and familiarize themselves with the intricacies of a product before speaking to a company representative. Thanks to new and innovative technologies, the sales cycle should continue to develop in the future.
This vast amount of information also means that today’s customers are less willing to engage in a traditional sales pitch that doesn’t address their individual needs directly. Conversations like this can even be daunting for some customers. When it comes to generating new leads, no company can now do without a strong Internet presence. Inbound marketing methods that use techniques like SEO (search engine optimization) and content marketing can help you gain higher visibility on the web.