Why is Lead Generation it so important?

why is lead generation so important

Why is the lead so important?

The need to differentiate ourselves from all the “noise” of our competitors and the search for new market niches means that our content and strategy must be different.

We have moved to a 2.0 environment where we must be found to foster relationships, trying to integrate all the channels within our reach with our own data, making decisions continually under study.

The abundance of information causes the diversity of sources to bombard us with information that we cannot always or want to internalize and therefore we must focus on generating attention in a few seconds. For this reason we must create attention for the authentic and different, forgetting about the past static methods.

The purchasing processes have changed, the user is already an expert in the product and in most cases goes to answer their questions in the last section of the purchase decision. We must be advisors and not sellers in every moment of the user experience.

We should include in our prospect the appearance of the Middle of the Funnel (MOFU) model, because many of our potential customers are not ready for purchase.

What are the foundations that support the theory?

They are mainly two and must ensure market strategies and customer retention working as a total integrated Lead Generation strategy.

Inbound Marketing

We will define it as the process of helping potential customers find their company, often before they are even looking to make a purchase, and then turning that early awareness into brand preference and ultimately into leads and revenue. ”
This process must be supported by other digital tools such as good content optimized and prepared for organic search engines (a strategy that is often called SEO: Search Engine Optimization), which in turn must be complemented by websites, blogs and mass media aligned in the same direction.


Outbound Marketing

While inbound marketing is getting a buzz, a complete marketing mix should include both inbound and outbound marketing strategies. Inbound works for broad lead generation activities, but outbound is good for amplifying your inbound efforts and targeting specific opportunities.
As we have seen, these branches of marketing must rely on tools that give global visibility to the content, focusing here on advertising emails, ad displays / banners, PPC (Pay Per Click), even events that show the world how we do it and what is different. that we can be for the user.

What common metrics measure the quality of Leads?

We will highlight some of the most used metrics in Lead Generation that are usually directed at results measurement and planning strategies.

Marketing Percentage of Contribution to Sales Flow: The percentage of revenue in the sales portfolio (opportunities) that originated from marketing efforts

Number of Qualified Leads (Nurturing) – The amount of SQL sent to your sales teams

Cost per consultation: total cost of acquisition of Leads / total number of consultations

Cost per potential customer: Total campaign costs / number of potential customers.

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