What Is Lead Generation?

What Is Lead Generation?

When starting out in marketing people often ask ‘What is lead generation?’. Lead generation refers to the process of identifying potential customers for a product or service. Traditional marketing methods for finding leads often involved advertising or cold calling but in the age of the internet new methods are required to target customers.

Today marketers must build relationships with customers by attracting them with information they find useful and interesting. Today’s consumers are more connected, better informed and influenced more by social proof than advertising which means that marketers need to create content that customers are actually looking for in order to get quality leads.

An effective program for generating leads must build brand awareness, establish relationships, provide a way to qualify the customer, nurture them until they are ready to make a decision and ultimately provide the impetus to close the sale.