With lead generation, marketing is used to arouse interest in a product or service, then prospective targets are nurtured until they are ready to purchase. The process has been around a long time, but has evolved with the advent of the self-directed buyer in the age of information abundance. A lead generation program can create a high quantity of leads and deliver high-quality leads to sales. Note that leads need to be scored and nurtured first. Furthermore, metrics need to be chosen that can demonstrate ROI. If your lead generation program isn’t working, it could be outdated and in need of reevaluation. Lead generation software exists that can help.
Key Takeaways:
- Lead generation develops a sales pipeline, nurturing targets until they are ready to purchase.
- A lead generation program can boost awareness, build new relationships, and produce more sales.
- An outdated lead generation program needs to catch up to the era of the self-directed buyer.
“Lead generation has been around for a long time, but methods have changed from simply finding a customer early on in their sales journey and sending the sales team their way.”
Read more: https://www.marketo.com/lead-generation/
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