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What Is Lead Generation?

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When it comes to effective lead generation, brands need to consider not only how they’re going to capture attention, but how they’re going to captivate their audience in such a way that it inspires further engagement.

Lead generation is the process of transforming a new visitor into someone who actively shows interest in your product or service. It’s like hitting “go” on the conversion process.

Sales Leads

Sales leads are generated based on demographic criteria such as FICO score (United States), income, age, household income, psychographics, etc. Sales leads are typically followed up through phone calls by the sales force. Sales leads are commonly found in the mortgage, insurance, and finance industries.

Customer Engagement

Most customers begin researching their purchase long before they ever talk with a company representative. David Edelman and Marc Singer described the customer-led sales experience as a “journey” and emphasize the importance of being part of that journey. By creating customized, relevant, interactive, and engaging content for each step of the research process, products and companies can be a guide to customers before they are ready to engage with sales staff.

Some of your content should be in a short form, like blog posts, tweets, photos, and short video clips, that requires no barrier to read, view, or consume, while some of your content should be in a longer form that requires a sign-up form to access like an eBook, free course, whitepaper, infographic or an instructional video.

Once a lead has made it to the point of interest in viewing a long-form piece of content, they fill out a sign-up form becoming a part of your contact management system, email list, or both. This visitor is now a newly acquired lead.

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