What is lead generation?

Strengthen your marketing strategy with effective lead generation techniques

What is lead generation?

To know what lead generation is, it is important to first know what a lead is. A lead is a person who has already come into contact with your product or service in various ways and has shown a certain interest or sought contact.

Lead generation is the process of identifying and attracting potential new customers, to then guide them towards the purchasing process using various tactics. The focus of lead generation is mainly on obtaining contact information. An example of this data collection is when a lead has previously subscribed to your newsletter. Since you now have their email address, you can reach the lead again through email marketing. This way, the lead moves further down the sales funnel, increasing the likelihood of conversion into a paying customer.

B2C vs B2B lead generation

While the general goal of lead generation remains the same, there are significant differences between Business-to-Consumer (B2C) and Business-to-Business (B2B) lead generation:

  • B2C focuses on individual consumers and a broad audience. The emphasis is often on quickly selling products or services, with a focus on quantity and fast purchase decisions.
  • B2B, on the other hand, is aimed at organizations or companies and a specific audience. The emphasis is on building long-term business relationships, with more time for decisions and a focus on quality.

Setting up an optimal load generation campaign in 5 steps

Create a clear objective for your lead generation campaign

Without a clear objective, it is like sailing in the dark. By creating a clear objective, it is clear to everyone what kind of customers you are looking for and where to find them.

Determine how your lead wants to be approached

Investigate with existing customers how they want to be approached. Analyze these customers and discover their commonalities. Talk to the sales department and interview current customers.

Define the customer journey

Identify the type of channel to use to approach potential customers and the stage they are in. Use models like the A.I.D.A model (Awareness, Interest, Desire, Action).

In each stage of the customer journey, an adapted message can be conveyed through various channels. Additionally, targeted landing pages can be developed for each stage to provide the user with sufficient information. This ensures that the potential lead gains trust in your product or service and can make an informed decision.

Set clear KPIs

Before starting your campaigns, it is important to think about KPIs. Consider what the quality of a lead is and how much it may cost.

Use a lead management system

It is advisable to purchase and implement a lead management system (CRM system), such as ZoHo, Bloomreach, or Salesforce. Learn more about our solutions on our product page.

Conclusion

Now you know what lead generation is, for whom it is intended, and what needs to be considered. Do you want personal advice? Contact us. We are happy to help set up your lead generation campaign and implement a lead management system.

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