What is lead generation?
Lead generation involves all the processes, campaigns, and other strategies that help spark interest in your products or services to develop a pool of potential customers, known as leads. It’s the first step in your customer journey, where your goal is to convert an anonymous visitor into a known lead. With lead generation, though, it’s about quality, not just quantity. While a large pool of leads sounds good, focus on the right kind of leads that are likely to convert into customers.
Consider this example: you’re a SaaS company selling an accounting tool. Your lead generation tactics might include hosting educational webinars, creating compelling blog content, developing research white papers with industry thought leaders, building paid media campaigns, offering free trials, and running social media campaigns to attract organizations who need accounting support.
Lead generation tactics will vary based on your industry and audience, but some common strategies include:
- Email campaigns
- Social media
- Website and SEO optimization
- Webinars and workshops
- In-person conferences and events
- Programs with referral partners, affiliates, or influencers
- Paid advertising
- Cold calling
- Direct mail
- Free trials
- Online contests
- Live chat
- eBooks, white papers, original research, and long-form guides
- Customer surveys
- Video marketing
In the partnerships world, lead generation is crucial. By identifying potential customers and nurturing their interest, you set the stage for your partners to step in and close more deals. Consequently, a robust lead generation strategy is a key pillar of a successful indirect sales model.