Thursday, 15 March 2018

How Lead Generation Works

The Internet is a vast wealth of resources that serves different purposes. Whether you browse for leisure or to earn a living, there is so much potential from the web where you can tap different niches for a profit. While social media marketing is a hot topic right now in the business world and being exploited by just about anyone, the first thing that can make or break any marketing efforts online is generating leads.

Lead generation is the act or process of determining and cultivating a possible target market for specific goods or services. A classic example of not making use of lead generation is the annoying cold-calling phone telemarketers who disrupt our day or night with their monotonous pitches. Other times these telemarketers directly call businesses and reach out to a qualifying point of contact, which is very much different from cold calling where you just dial a number and try your luck after speaking with the person. In lead generation, although you are calling people out of the blue, their names and information have been supplied to you after some surveys or such where these people expressed interest in a category where your business fits in.

The ultimate success of any business to business (B2B) marketing strategy or program revolves around lead generation. How many new qualified leads resulted from your marketing efforts? How much did it cost to generate each new qualified lead?

Qualified means the prospect is genuinely interested in your business, wants more information on your solutions and expects to make a purchase soon.

Every B2B marketer continually looks for innovative, lead generation approaches. The challenge comes from finding the right combination of campaigns that produce the greatest number of qualified leads at the lowest cost.

And when you ask the experts what strategy in generating leads works best, these are the answers:

Which Lead Generation Strategies Work Best?

In multiple studies, these inbound strategies consistently rank near the top regarding generating quality B2B leads:

  • Email Marketing

  • Content Marketing

  • Search Marketing

  • Social Marketing


So, what are the elements that constitute a great lead generation? After all, you should have some sort of a plan before doing anything else, right?

To understand lead generation, it’s important to first understand the mechanics of the lead generation process. The best lead generation campaigns contain either one or all of the following components. From a tactical perspective, a marketer needs four crucial elements to make inbound lead generation happen.

These components include an offer, a call-to-action, a landing page and a form.

An offer

Firstly, you need something of high value to offer your audience. Your offer needs to be not only informative but of interest to your specific audience; you need them to want to download it.

A call-to-action

A call-to-action (CTA) can be text, an image or a button linking directly to a landing page for people to easily find and download your offer. 

A Landing page

A landing page is different to your other web pages. A landing page is a specialised page that contains information about one particular offer and includes a form for the user to fill in to access the offer itself. 

A form

As we’ve mentioned above, your form will sit on your landing page. The information you’re asking for in your form should reflect the perceived value of the download. Try and keep the form as short as possible.


Now that you have a plan in place, how can you ensure that you’ll be able to generate successful leads that can elevate your business and your profits?

Make a plan. Every lasting change begins with a plan, and a plan is often the result of a vision. When you visualize your success and the life you want to lead, you can outline your plan and set yourself up for success.

Track your activities. Tracking holds you accountable and allows you to stay consistent. When you work to regularly track your activities—whether it’s in your CRM or on your calendar—it’ll eventually become second nature. 

Change takes time, so be patient and keep working toward adopting this successful habit.


Businesses make use of lead generation in various ways and they have all been proven to deliver varying levels of success depending on how well you executed your plan. And the best thing about this is that you need not do the actual generation yourself because many companies offer to do it for you at a set price depending on how much data you want and the extent of lead generation involved. If you haven’t tried it yet, give it a try and realize your business’ fullest potential that you won’t be able to achieve if you just rely on your product or service to speak for itself.

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