A lead generation strategy describes the process of sparking interest in a product or service with the goal of developing sales pipeline.
Lead generation often uses digital channels, and has been undergoing significant changes in recent years from the rise of new online and social techniques. In particular, the vast amount of information easily attainable online has resulted in the rise of the "self-guided buyer" and the emergence of new techniques to qualify and develop potential prospects before passing them to your Sales team. This has had a significant impact on every company's lead generation strategy.
The following illustrates how this transformation has impacted a typical lead generation strategy:
Back in old days, the concept of "lead generation strategy" meant marketing found the names of prospects and passed them to sales to reach out to. Buyers expected to have to speak with a sales person and the sales person expected to speak to an uneducated, early stage buyers who may not yet be qualified to purchase.
All of this has changed.
Today, buyers can do their own research on the web and find a variety of resources through social media channels, search engines, and other online avenues. Via content resources, today's buyer can also learn a great deal regarding a specific product or service before ever having to even connect with a sales person. So, businesses must make this into consideration and be sure they build their digital presence.
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