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Good Lead Generation

Marketo Knows Lead Generation

Good lead generation describes the marketing process of stimulating and capturing interest in a product or service for the purpose of developing sales pipeline.

Good lead generation often uses digital channels, and has been undergoing substantial changes in recent years from the rise of new online and social techniques. In particular, the abundance of information readily available online has led to the rise of the "self-directed buyer" and the emergence of new techniques to develop and qualify potential leads before passing them to sales.

The buying process has changed, and good lead generation means needing to find new ways to reach buyers and get heard through the noise. Instead of finding customers with mass relationships with buyers.

transformation of marketing

This has transformed the buying process. Buyers are overwhelmed with all the noise and they are getting better and better at ignoring the messages they don't want to hear and researching what they do want to learn about on their own.

In the old days, the good lead generation meant marketing found the names of potential buyers and passed them to sales. Buyers expected that they would have to talk to sales and sales expected to speak to uneducated early stage buyers that may not yet be qualified. This has all changed. Today, buyers can do their own research online and can find a variety of educational resources through search engines, social media, and other online channels. Through content resources, today's buyer can learn a great deal about a product or service before ever having to even speak to a sales person. So today good lead generation means businesses must make sure that they build their digital presence.


Creating a good lead generation strategy will help you build trust and capture the interest of your buyer before they are even ready to contact sales.

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