The Lead Generation Process

Understanding the lead generation process can help companies realize how they can tailor their strategy to notice positive sales growth. Learning why it is important to define your target audience and knowing the difference between inbound and outbound marketing are only a few of the many considerations within the lead generation process.


Establish a Solid Foundation

The lead generation process begins by defining which prospects fall into your target category. These prospects are included due to characteristics such as industry, role and more. These prospects are in your target because they have the potential to become purchasing customers. Determining their specific traits can help you plan out ways in which you can best reach them as well as which strategies are most successful in encouraging them to become valuable customers.

Narrow Your Focus


Narrow Your Focus

Once you have determined which customers fall into your target profile, you will need to start narrowing down the list of prospects to find those who are most qualified. Qualified prospects differ from “unqualified” prospects because they have specified their interest in your company. In addition to interest, qualified prospects also have budget, authority, need and timing. Based on these characteristics, qualified prospects are more likely to make a sale and increase your company’s revenue.


Incorporate Strategic Tactics

There are several unique tactics your company can utilize to help you make the most of the lead generation process. Creative and successful ideas include relevant social media interaction, informative on-site content and easily accessible contact information. Gathering information such as where your prospects are and which methods of communication work best for different types of prospects will help you discover which tactics can be combined to develop a strategic plan that will optimize your lead generation process.

Analyze Efforts and Outcomes


Analyze Efforts and Outcomes

Arguably, the most important part of the lead generation process is the analysis of tactics to determine where your time will be more efficiently spent in the future. Noting things such as which platforms produce the most profitable leads, and which employees are best at sales calls can indicate the aspects that should be focused on and encouraged. If and when you discover errors, use that information to adjust your strategy and streamline the process to produce the best outcomes.

Inbound vs. Outbound Marketing


Stay Top-of-Mind

It is important to consider feasible alternatives when profits aren’t as great as expected or when a strategy needs to be diversified. Inbound marketing is one option that uses platforms like social media and blogs to encourage conversion. In contrast, outbound marketing targets specific prospects through tools such as email, webinars and even in-person events. Each company needs a unique marketing strategy to fit specific needs. Why not try out various marketing tactics to see which work best for your company?

Lead generation isn’t a one size fits all process. Companies can benefit first from understanding the essential characteristics of the process. Boost sales and reduce legwork by tailoring and enhancing aspects of lead generation that are most relevant to your own company and customers.

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