WHAT IS LEAD GENERATION?
Lead generation is the process of generating consumer interest for a product or service with the goal of turning that interest into a sale. In online marketing this typically involves collecting a visitor’s contact information (called a “lead”) via a web form.
Lead generation is a core part of thesales funnel for many B2B companies since their products can cost thousands of dollars and web visitors are less likely to buy their product or service directly from the website. Collecting new leads allows the businesses to educate and nurture prospective customers through e-mail marketing, before reaching out to qualified leads directly via salespeople.
Lead generation is also important for ecommerce and other businesses, as e-mail marketing is still one of the most eﬀective channels for marketing online, and gathering a prospective customer’s contact info allows the business to market to them later, even if they do not make a purchase immediately.
HOW LEAD GENERATION WORKS?
There are two main components to the lead generation process: getting traﬀic to your site and then convincing them to share their contact information with you.
The first step of the process is finding an eﬀective way to attract prospects to your website. Depending on your company’s goals and budgetary constraints, there are many ways to start attracting prospects to your site. Once visitors start arriving to your site, the next step is to convert them into leads via an online form. This can be done in using many diﬀerent lead generation tactics but involves getting users interested in your product or service and getting them to submit their contact info, often through the use of an incentive (known as a “lead magnet”).