What is lead generation?

Find out what lead generation is, who it is for and how to set up an optimal campaign to generate more leads and convert them into paying customers.

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 been in contact with your product or service in various ways and in doing so has shown a particular interest or sought contact.

Lead generation is identifying and attracting potential new customers, and then using various tactics to lead them toward the buying process. In particular, the focus of lead generation is on obtaining contact information. An example of this data collection is that a lead has previously subscribed to your newsletter. Because you now possess the email address, you can use email marketing to reach the lead again. This moves the lead further and further down the sales funnel, increasing the likelihood that the lead will convert to a paying customer.

B2C vs B2B lead generation

While the overall objective of lead generation remains the same, there are significant differences between Business-to-Consumer (B2C) and Business-to-Business (B2B) lead generation. In B2C marketing, the emphasis is often on reaching a large number of consumers and creating engaging content that appeals to them. This may involve targeting emotional triggers and encouraging direct purchases. On the other hand, B2B lead generation usually requires a more targeted approach, focusing on identifying decision makers within companies and building long-term business relationships. Account-based marketing is often an effective strategy in B2B lead generation, targeting individual companies and creating personalized campaigns to reach decision-makers within the organization.

What are the differences between B2C and B2B lead generation:



Focused on individual consumers

Aimed at organizations or companies

Aimed at a broad target audience

Targeted to a specific audience

Focused on selling a product or service

Focused on building business relationships

Quick purchase decision

Requires a longer decision process

Focused on quantity

Focused on quality

Setting up an optimal load generation campaign in 5 steps


You now know what lead generation is, who it is for and what all you need to consider. Do you still find it difficult and would like personal advice? Then get in touch. We are happy to help you set up your lead generation campaign and implement a lead management system.

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