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Lead Generation

​What is lead generation?

Lead generation is the process of building interest in a product or service and then turning that interest into a sale. Lead gen makes the sales cycle more efficient because it focuses on the strongest and most valuable prospects. The result is greater success in new customer acquisition and conversion rates.

There are three types of leads:

  • A qualified lead is a prospect who has demonstrated a genuine interest in a product or service and is more likely to convert.

  • An unqualified lead lacks the necessary interest level to become a customer.

  • A warm lead falls between these two – they’ve expressed some interest, but it’s up to sales to follow up and determine if the lead can become qualified.

The lead generation process begins with creating awareness and interest. You can start by publishing blog posts that educate your audience and engaging users through social media. You capture potential leads through sign-ups in which a person voluntarily gives you contact info to stay in touch. This can be through an email newsletter or ”gated” content such as webinars, virtual events, live chats, whitepapers, or ebooks.

Once you have leads, you can use their contact info to engage with personalized communication and targeted promotions.