Lead generation is the process of attracting and converting potential customers into leads – individuals or organizations who have shown interest in your product or service. This involves tactics like targeted advertising, content marketing, and networking to capture the attention of potential leads and encourage them to provide their contact information or engage with your business. The ultimate goal is to nurture these leads through the sales funnel, turning them into paying customers. Effective lead generation strategies focus on understanding the needs and preferences of your target audience, offering valuable content or solutions, and building relationships to establish trust and credibility
2. WHAT IS LEAD
GENERATION?
• Leads are people who are
potentially interested in
buying your products or
services.
• Lead generation lets you
reach potential customers
early in their buyer’s
journey, so you can earn
their trust, build a
relationship, and be by their
side until they’re ready to
make a purchase.
3. TYPES OF LEADS
New lead — any potential customer you know
something about.
Working lead — a lead with whom you are having
an active conversation.
4. Nurturing lead — a lead who is not interested
in buying right now, but may be in the future.
unqualified lead — a lead who is not
interested in what you have to offer.
TYPES OF LEADS
5. Qualified lead — a lead who wants to
do business. This is also known as a
sales lead.
TYPES OF LEADS
6. HOW TO GENERATE NEW
LEADS
Top of Funnel (TOFU)
— full of new
leads looking for
solutions, but who
may not be ready
to buy
Middle of Funnel
(MOFU)
— populated by
potential customers
who are showing
significant interest in
your brand’s
offerings
Bottom of Funnel
(BOFU)
— has the
fewest leads in
it, but these are
the ones who are
ready to do
business
THE MARKETING FUNNEL
8. TYPES OF LEAD
GENERATION
1) Inbound lead generation:
Inbound lead generation is the creation of
content and campaigns that attract website
visitors and convert them into leads
2) Outbound lead generation:
Outbound lead generation is the sending or
pushing of messages out to a target
audience, regardless of whether they have
asked for it or expressed an interest
9. MANAGING LEADS
In lead management,
your job is to help the
leads learn more —
about your product or
service, about industry
trends, and about
successful customers
they can relate to and
be inspired by.
10. NURTURING LEADS
• Lead nurturing refers to the specific
actions that give your new relationship
what it needs to prosper.
• Some leads will want regular emails,
some will want quick responses on social
media, and others will want to call you up
and have a conversation about your
offerings.
11. SOFTWARE FOR LEAD
MANAGEMENT
Lead management software helps
companies generate new leads and
keep track of who they are, how to
reach them, and how they were
found in the first place.
12. SALES PIPELINES AND
LEAD ROUTING
SCORING AND GRADING
Lead scoring and grading technology can
automatically calculate a lead’s value to
your company (score) and likelihood of
becoming an active customer (grade).
ROUTING LEADS
Once your sales pipeline is full of high-
quality leads, you’ll need to route them to
your sales team. Lead routing is about
assigning each lead to the sales rep best
suited to guide them through a successful
transaction.
13. CONCLUSION
Great lead-generation strategies can help you
find leads and nurture the qualified ones
through the marketing funnel and into your
sales pipeline. That’s the real definition of
lead generation: it’s the difference between
hoping for sales and actually setting things in
motion so sales can happen. It’s a real
commitment to business growth.
