Where traditional marketing methods such as email blasts used to be enough to draw customers, the increase of competition and information abundance is making it more difficult for companies to track, reach, and engage with potential customers.
Lead generation, the marketing process of stimulating and capturing interest in a product or service for the purpose of developing a sales pipeline, allows companies to nurture targets until they’re ready to buy.
Lead generation can be useful for any type or size of business, and for both B2C and B2B spaces. Sixty percent of marketers state that lead generation is a key pain point for their company. Determining a good lead is more complex than just targeting people who downloaded your white paper, and it’s important that your sales reps don’t waste their time cold calling unqualified leads when there are ways to narrow down the pool.