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Lead generation

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In marketing, lead generation (/ˈld/) is the initiation of consumer interest or enquiry into products or services of a business. Leads can be created for purposes such as list building, e-newsletter list acquisition or for sales leads. The methods for generating leads 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.[1]

Leads may come from various sources or activities, for example, digitally via the Internet, through personal referrals, through telephone calls either by the company or telemarketers, through advertisements, and events. A 2015 study found that 89% of respondents cited email as the most-used channel for generating leads, followed by content marketing, search engine, and finally events.[2] A study from 2014 found that direct traffic, search engines, and web referrals were the three most popular online channels for lead generation, accounting for 93% of leads.[3]

Lead generation is often paired with lead management to move leads through the purchase funnel. This combination of activities is referred to as pipeline marketing.

A lead is usually allotted to an individual to follow up on.[4] Once the individual (e.g. salesperson) reviews and qualifies it to have potential business, the lead gets converted to an opportunity for a business. The opportunity then has to undergo multiple sales stages before the deal is won. The evolution of lead generation from newspaper to radio, radio to modern computers, computer to mobiles and social media, which generates the leads for sales in action.

Lead

A lead usually is the contact information and in some cases, demographic information of a customer who is interested in a specific product or service. There are two types of leads in the lead generation market: sales leads and marketing leads.[citation needed]

Lead scoring

Quantitative way to qualify a lead is known as lead scoring.[citation needed]

Lead qualification status

Business leads are often grouped into segments to the level of qualification present within an organization.

Marketing qualified leads (MQLs) are leads that have typically come through Inbound channels, such as Web Search or content marketing, and have expressed interest in a company's product or service. These leads have yet to interact with sales teams.

Sales qualified leads (SQLs) are leads screened by salespeople, oftentimes Sales Development Representatives (SDRs), for appropriate qualifying criteria to be followed-up with. Qualifying criteria include need, budget, capacity, time-frame, interest, or authority to purchase.

Online lead generation

Online lead generation is an Internet marketing term that refers to the generation of prospective consumer interest or inquiry into a business' products or services through the Internet. Leads, also known as contacts, can be generated for a variety of purposes: list building, e-newsletter list acquisition, building out reward programs, loyalty programs, or for other member acquisition programs.

Blogs

Blogging is an easy option to collect leads.[citation needed]

Social media marketing

With the rise of social networking websites, social media is used by organizations and individuals to generate leads or gain business opportunities. Many companies actively participate on social networks including LinkedIn, Twitter and Facebook to find talent pools or market their new products and services.[5]

Email marketing

Email remains one of the main ways that businesses communicate with clients & vendors.[citation needed]

Online advertising

There are three main pricing models in the online advertising market that marketers can use to buy advertising and generate leads:[citation needed]

Healthcare

"The number of Cyberchondriacs has jumped to 175 million from 154 million last year, possibly as a result of the health care reform debate. Furthermore, frequency of usage has also increased. Fully 32% of all adults who online says they look for health information "often," compared to 22% last year." said Harris Interactive in a study completed and reported in August 2010 with demographics based in the United States of America.[6]

Lead nurturing

Lead nurturing is the process of continuously contacting the potential buyer to update information and to improve the knowledge of the customer throughout the buying process. All lead information tends to change or become obsolete as time passes. To keep the information up to date, the Lead Manager needs to continuously contact the leads' contact to update the information, to deepen the information in a are often grouped into segments to the level of qualification present within an organization.[7]

See also

References

  1. ^ Shanaka Thanapathy (23 February 2014). "How lead generation services can help your business". Archived from the original on 24 February 2014. Retrieved 3 March 2014.
  2. ^ "Marketing Tactics Used by US B2B Marketers to Generate Demand". eMarketer. 19 October 2015. Retrieved 19 October 2015.
  3. ^ Marvin, Ginny (24 March 2014). "First Touch: In 9 Of 10 Industries Search Tops Lead Generation, Social Shortens Marketing Cycles". Marketing Land. Retrieved 12 September 2015.
  4. ^ "Exclusive Mortgage Leads | Software & Marketing by leadPops". mortgage.leadpops.com. Retrieved 1 September 2020.
  5. ^ Vijay Gupta (12 September 2019). "Are You Wasting Time with Social Media for Lead Generation?". salesbie.com. Retrieved 12 September 2019.
  6. ^ "Harris Interactive: Harris Polls > "Cyberchondriacs" on the Rise?". harrisinteractive.com. 4 August 2010. Archived from the original on 19 March 2014. Retrieved 3 March 2014.
  7. ^ Julio Mario Camacho (25 October 2017). "LEAD NURTURING, LA TÉCNICA PARA HACER MÁS EFECTIVA LA CAPTACIÓN DE CLIENTES". performland.com. Retrieved 21 July 2019.

Further reading