Lead generation
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Lead generation is a marketing term used, often in Internet marketing, to describe the generation of consumer interest or inquiry into products or services of a business. Leads can be generated for a variety of purposes; for example: list building, e-newsletter list acquisition or for winning customers. There are many tactical methods for generating leads. These methods typically fall under the umbrella of advertising, but may also include non-paid sources such as organic search engine results or referrals from existing customers. Businesses strive to generate 'quality' leads.[citation needed] Quality is usually determined by the propensity of the inquirer to take the next action towards a purchase.
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[edit] Service industries
A presence on the Internet, along with effective search engine optimization, is utilized by many companies in service industries to generate leads. Companies also heavily rely on referrals, telemarketers, and advertisements to generate leads.
Some use a phony local address to fool the search algorithm, as is liberal posting of the lead generator's NAP, name, address and phone number, on the internet.[citation needed] The practice is used in other industries such as auto glass replacement, roofing, or carpeting. Similar practices are used in Yellow Pages ads as well.[1]
[edit] Lead generation organizations
[edit] See also
[edit] References
- ^ David Segal (July 9, 2011). "Picking the Lock of Google’s Search". The New York Times. http://www.nytimes.com/2011/07/10/your-money/lead-gen-sites-pose-challenge-to-google-the-haggler.html. Retrieved July 10, 2011. "...with relatively rare exceptions these operations aren’t in Seattle at all. They are phone banks, typically set up in far-off places, often in other countries. Call them and they’ll dispatch a locksmith."
[edit] Further reading
- The B2B Refinery by J. David Green & Michael C. Saylor (ISBN 0976864703)
- Lead Generation for the Complex Sale by Brian J. Carroll (ISBN 0-07-145897-2)
- Marketing Management by Philip Kotler (ISBN 0-13-033629-7)
- Marketing for Dummies (ISBPN 5-7645-562-0)
