Lead generation is the process of attracting people who have never heard of your company and then converting them into leads that are interested in what you are selling. It is a crucial part of the sales process. Without lead generation, a company’s sales team would have no potential buyers that could be converted into customers. The main challenges companies face when looking to generate leads include finding the right offer, having enough employees to support lead generation, quantifying lead generation efforts, and finding multiple lead sources.

Due to the previously mentioned challenges, companies often resolve to buying leads. This frequently turns out to be a poor investment since purchased leads are rarely interested in the products or services of a company which they have never heard of before.

Before attempting to generate leads, companies should focus on creating detailed buyer personas, establishing goals and key metrics, and perfecting their landing page. This will allow them to maximise the results of their lead generation campaign. While there are numerous ways of generating leads, this guide will focus on those that have proven to be the most effective: content, social media, and email marketing.

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