Lead Generation

Lead generation services are often used by B2B companies for acquiring and evaluating new leads that, hopefully, convert to new customers. These services can be provided by an individual consultant or an agency employing many people. The primary purpose is to incorporate practices that generate interest among potential prospects that leads to buying a company’s product or service.

Companies can employ a variety of lead generation practices. These include, but are not limited to, cold calling, networking, email marketing, social media marketing, and advertising.

Many lead generation tools are used by large and small companies alike. Those that have proven most effective in recent years include social media advertising (such as on LinkedIn, Facebook, and Twitter), LinkedIn Sales Navigator, Unbounce landing page solutions, HubSpot marketing automation and CRM solutions, and Zoho solutions that include marketing automation and CRM packages.

Organizations, marketers, and consultants leverage a variety of lead generation strategies to identify and cultivate customers. Those strategies often include gated-content campaigns designed to trade contact information for valuable content, trade show and conference participation, coupons and discounts, free trials, and webinar campaigns.

When considering lead generation specialists, potential clients should inquire about their understanding of lead generation principles to determine how well versed they are. Potential clients should also insist on a track record of lead generation success using a variety of methods and approaches. Knowing how much lead generation specialists charge is important as is knowing whether they can tailor a campaign specific to your unique requirements.