A Look Back at Lead Generation
The ever-broadening definition of what makes up a qualified prospect has led to a tremendous growth in lead generation services in recent years. Lead generation varies so widely between different companies because each business industry has a completely different idea of what constitutes as a “lead”. Whether it is the social aspect or the need for customization, let’s take a look into some of the most important agents of change to see why lead generation is much more than a singular definition.
In its initial phases, lead generation omitted the aspects of customization that make it so successful today. The process began with buying a list of thousands of names and sending a mass email, and leads were taken into consideration due to a mere email response alone. Not only was the lack of individualization and connection a weakness, but misalignment also became a prominent issue. Both the sales and marketing teams were looking into these “random” leads with differing criteria. For example, the marketing team would provide leads without any significant basis, so the sales team would follow up on people who actually had no interest or did not meet the company’s qualifications. The discrepancies in these two teams’ outlooks led to disagreement regarding each lead’s potential.
Thus, lead generation gained a reputation of indecisiveness and ineffectiveness. The “mass media” factor of lead generation made companies question the service’s true worth, and companies were having difficulties differentiating lead generation companies from one another.
In response, lead gen set on a path to prove itself by becoming more specific. The new focus was creating a well-outlined process of learning about a new customer that could then be tailored to each project. This more thorough, project-oriented approach helped differentiate companies and assisted in improving the reputation and results that are apparent today.
Potency of Social and Data
The capabilities of social media in the modern world have affected almost every facet of business. The ability to connect with people on platforms such as LinkedIn has become one of the most important social advantages for generating prospects.
Additionally, the importance of data has increased the use of metrics for proving the worth of lead generation. Filtering through databases and determining who has potential can help companies eliminate extraneous outreach. As long as companies continue to take their past experiences into consideration, incorporate what has worked and modify what has not, lead generation can continue to thrive.
Lead Generation to Us
Today, we think of a successful prospect as a well-researched, qualified, interested and ready-to-buy consumer. In addition to this broad definition, we still tailor our strategies and programs to each company by looking at the big concept of lead generation, applying our knowledge to scripting, interacting personally with consumers, and lastly, letting our customers know who is a qualified lead. Finally, differentiating ourselves in the transition from consumer to company ensures complete disclosure and provides a smooth, customized and successful experience.
Although lead generation is still considered an umbrella term, the growth in variation of the phrase has been tremendous. Whether called prospecting, blueprinting or lead generation, consumers and companies can rest easy that the process will be credible, allowing companies to reach their full selling potential
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