The document discusses lead generation, which involves identifying potential customers who are interested in a company's products or services but may not be ready to purchase yet. It defines leads and explains that leads typically learn about a company through online content or forms rather than unsolicited calls. The document then outlines inbound and outbound lead generation processes and strategies, popular lead generation techniques on platforms like Facebook, Twitter, and LinkedIn, and emerging trends like chatbots and influencer marketing.

1. LEAD GENERATION
Guest Speaker Session
PITB incubation Wing
ARID Agriculture University,
Islamabad
27th September 2023
Dr. Asma Basit
Coordinator Research Cell, Senior Assistant
Professor
Junior Enterprise Fellow, International
Entrepreneurship Forum (IEF)

2. LEAD
• A lead is anyone who has shown interest in a company’s products or
services but may not yet be qualified to buy.
• For example, a basic lead would be a name, contact details, and
company name/location/job title.
• Leads typically hear from a business or organization after opening
communication (by submitting personal information for an offer, trial,
or subscription) … instead of getting a random cold call from someone
who purchased their contact information.

3. Leads: Transition from visitor to customer
• Let's say you take an online survey to learn more about how to take care of
your car. A day or so later, you receive an email from the auto company
that created the survey about how they could help you take care of your
car. This process would be far less intrusive than if they'd just called you
out of the blue with no knowledge of whether you even care about car
maintenance, right? This is what it's like to be a lead.
• And from a business perspective, the information the auto company
collects about you from your survey responses helps them personalize that
opening communication to address your existing problems —
and not waste time calling leads who aren't at all interested in auto
services.

4. LEAD GENERATION
• Process of searching for people who may be potentially interested in
your service and getting in contact with them to communicate further
and convert.
• It coincides with the first step in the
buyer’s journey – the awareness stage.
Reference: https://snov.io/glossary/lead-generation/

5. Importance of lead generation
It helps you:
• Target the right people
• Build brand awareness
• Get valuable data
• Grow revenue

6. Lead Generation Process
• Lead generation is a step-by-step process conducted by two groups:
sales reps and marketers:
• The sales group usually focuses on generating cold leads and then
using them for cold calling, cold emailing, and cold marketing
campaigns.
• The marketing group focuses on generating warm leads. First, they
acquire business leads through different marketing channels, warm
them up with relevant approaches, and then forward hot leads to the
sales department or make the sale right away.

7. Types of Leads
• Inbound lead generation process is permission-based, meaning that
your potential customer finds and decides to interact with you on
their own. It consists of the following steps:
1.A potential customer discovers your company by visiting one of your
marketing channels
2.They react to your call-to-action (CTA) by clicking on a button or a link that
contains a message encouraging them to take some action.
3.They are sent to your landing page, where they fill out a form in exchange for
a valuable

8. Types of Leads
• Outbound lead generation is interruption-based, meaning you find
those people who are more likely to become your customers. You
contact them directly with the aim of communicating your brand and
delivering your sales pitch. It embraces the following stages:
1.You identify your leads determine their needs, and think about how you can
help them.
2.You do research: look for leads’ contact information, collect it, and keep it
organized.
3.You reach out to your leads via cold emails, cold calls, or social networks.

9. Lead generation strategies
• Outbound lead generation strategies
• Pay Per Click (PPC) advertising
• Cold outreach: consists of building a potential client list and then using a
template email to draw upon the vast market
• Content syndication: republishing the same piece of content -- an article, a
video, an infographic, etc. -- on one or more different websites.

10. Lead generation strategies
• Inbound lead generation strategies
• Content marketing
Articles and guides
Lead magnet (free item or service that is given away for the purpose of gathering contact
details; for example, lead magnets can be trial subscriptions, samples, white papers, e-
newsletters, and free consultations)
Videos
Podcasts
• Social media
• SEO ( it means the process of improving your site to increase its visibility
when people search for products or services related to your business in
search engines)

11. Lead generation techniques
• Use a tempting call-to-action (CTA)
• Optimize your website and landing pages for mobile
• Create evergreen content
• Don’t forget about email marketing
• Be regular and consistent
• Create a referral program
• Combine lead generation strategies

12. B2B lead generation trends 2021-22
• Chatbots ( software application used to conduct an on-line
chat conversation via text or text-to-speech, in lieu of providing direct
contact with a live human agent)
• Video guides
• Influencer marketing

13. Popular Examples
• Facebook Lead Generation
• Facebook Ads was launched in 2007
• a feature that lets you put a simple call-to-action button
• Twitter Lead Generation
• Twitter has Twitter Lead Gen Cards, which let you generate leads directly within a
tweet without having to leave the site. A user's name, email address, and Twitter
username are automatically pulled into the card, and all they have to do is click
"Submit" to become a lead.
• LinkedIn Lead Generation
• When it comes to lead generation, LinkedIn created Lead Gen Forms, which auto-
populate with a users profile data when they click a CTA, making it easy to capture
information.

22. QUESTIONS/COMMENTS