What is Lead Generation?

Table of Contents

Lead generation is the process of capturing interest in your product or service so that you can develop a sales pipeline and nurture these targets until they are ready to purchase.

Throughout this article, we’ll cover the following topics:

  • What lead generation is

  • What sales qualified leads are and how they work

  • How to generate leads for your business

  • The whole lead generation process

  • Several lead generation strategies you can employ

Read on to learn all about lead generation and how this process can aid your business in a multitude of ways.

What is a Sales Qualified Lead?

A sales qualified lead is a customer who has successfully moved through the sales pipeline and is now at the stage where you can begin to work with them to make them into an active customer.

When you are generating leads, your goal is to get as many of your target audience through the sales pipeline so that you can begin working with them as potential customers.

These new leads are now primed to begin working with you, and this is the stage where your sales team is instrumental for the lead generation campaign.

When you nurture leads, you want to make sure that your prospective customers are quality leads and have good intentions of working with your business.

Before we get into how these leads become your customers, let’s take a step back and review how the lead generation process works and how you can begin to use lead generation tools effectively.

How Do I Generate Leads For My Business?

The goal of lead generation is to get potential customers from various sources to purchase your product or service, a process also called “lead scoring.”

An effective lead generation strategy will pull from social media platforms, search engine optimization, lead management software, and a sales funnel to produce leads for the marketing and sales department of your business.

All of these methods are forms of lead generation software, meaning that these functions are implemented in order to give you the best possible chance of conducting a successful lead generation campaign.

Here are some ways that business leads are generated and conducted:

  • Use search engines on your website to create ads and targeted messages

  • Include a lead capture feature for website visitors

  • Use a call to action statement on social media pages

  • Improve lead quality through analytics and success rates

  • See how existing customers perceived your inbound lead generation process and model after this success

  • Use lead generation marketing to get high quality leads

  • Incorporate content marketing into your lead generation efforts

Lead generation can take many forms, and as long as you keep an open mind and sharp focus throughout the process, you will be able to generate leads and get new customers aboard for your business.

There are many places on the customer journey where you need to be aware of your lead generation tactics, lead quality, and the latest lead generation trends, so let’s dive into the process that a customer will undergo in order to become a qualified lead.

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The Complete Lead Generation Process

In the business world, the lead generation process is broken up into four distinct parts:

  1. Attract

  2. Convert

  3. Close

  4. Delight

Let’s go through each of these four stages to see how lead generation forms and how it should be properly executed by your business.

Step 1: Attracting Prospects

The first step in your lead generation strategy should be to attract potential customers through your lead generation software.

As previously mentioned, lead generation tools exist so that you can get quality leads from social media, blogs, articles, emails, SMS messages, your company website, and other content marketing endeavors.

The key to lead generation marketing is to keep your product or service at the center of your messaging, regardless of where these new leads are coming from.

When you are trying to gain marketing qualified leads, you should use lead qualification tools and inbound leads through your social media and web pages.

When you are attempting to gain a product qualified lead, use a call to action through your content marketing or landing pages.

Prospective leads can come from anywhere, so making your lead capture cohesive and widespread is extremely important at this stage.

You can also utilize B2B lead generation strategies, which are lead generation tips that you can glean from other business leads you see and absorb daily.

Use lead generation tools as frequently as possible, and look at other successful lead generation strategies to model your approach after.

Step 2: Convert

Getting your potential customers to see your content and begin to investigate it is just the beginning.

Whether you are dealing with a service qualified lead, marketing qualified lead, or any other quality lead, you want to eventually lead them into a sales funnel.

This is the stage where your sales teams will take your potential leads and lead them through various call to action plans and landing pages.

All the leads you have gotten into the sales funnel at this stage should be considered quality leads, so you need to focus your attention on lead scoring and making sure these potential customers are headed in the right direction.

In this conversion stage, you want to continue generating leads through your inbound lead generation strategies to get more leads, but you also need to nurture leads and start a working relationship with these prospective clients.

Step 3: Close

Regardless of what lead gen form your inbound leads came from, every prospective customer needs to be locked into your service at the end of a successful funnel.

Your sales team will have implemented your lead generation strategy and successfully gotten your customer on board to doing business with you.

The closing stage is critical– generating leads is useless without the ability to close on them!

This is also the point where your new customer will be fully introduced to your product or service and begin their customer journey with you.

Step 4: Delight

Though lead generation and the ability to generate leads is very important to the success of your business, the fourth and final stage of this process is arguably the most important and will serve your business well in the future.

Once this lead has turned into a client, you want to keep them a happy customer through adding value to your service and fostering a relationship with them as well.

An often overlooked aspect of lead generation is the fact that your existing customers are one of the most effective lead gen forms out there.

As you’ll see through social media and B2B lead generation strategies, word of mouth is huge for lead qualification and your inbound marketing as well.

Once you have successfully converted a lead into a customer, this customer has the power to generate future leads for you if your service is exceptional.

Make sure to keep this in mind for your future lead generation tools and how you intend to reach your target audience.

Lead Generation Strategies You Can Utilize

Now that we know all about lead generation and how to use it effectively, let’s outline some strategies you can use for your business.

  • Use social media to promote your service or advertise a product

  • Incorporate B2B lead generation tactics to widen your lead scoring scope

  • Generate a sales lead using various website forms

  • Track outbound leads through a landing page

  • Use your sales team to effectively communicate with quality leads and demonstrate the value of your business and product

  • Use your marketing team to help create solid content on social media and other inbound marketing sites

  • Nurture quality leads and devote the necessary time and energy to these efforts

Use B2B lead generation tools whenever possible.

Coach your sales team to nurture quality leads effectively and with care.

Your lead generation strategy will thank you, and you will see the benefits of your hard work pay off.

How Kennected Uses Lead Gen Forms in Our Marketing Strategy

Here at Kennected, we are all about making lead generation easy and accessible to you and your business.

Understanding this process will help you become more successful, so be sure to take the time and review this article whenever you need a reminder.

Use lead generation software to your advantage starting as soon as today!

Start filling your sales pipeline today

Hop-On The Kennected Train

According to HubSpot, 61% of companies name their top marketing challenge is generating traffic and leads.

If you’re part of that 61%, keep reading because what you’re about to discover could be a game-changer for you and your business (like it has for thousands of people before you).

So many business owners & sales professionals that come to us are struggling to get ahead because they’re stuck relying on referrals, lead lists, or manual prospecting.

This is taking up too much of their time and isn’t creating the consistent income they’re looking for to fund the lifestyle they want for themselves and their families.

Four years ago, the founders of Kennected had the same struggles. They found that lead generation was way too complicated, expensive, and time-consuming, knowing there had to be a better way.

So they developed a new way of getting qualified leads that turn into new customers on the #1 platform for B2B lead generation… LinkedIn.

In the four years since we developed this lead gen strategy, we’ve earned a spot on the Inc. 5,000 list of Fastest Growing Companies in America.

And more importantly, it helped over 17,000 businesses get new leads and sales for THEIR businesses.

Want to see how it works?

Click here to see how you can use Kennected to fill your sales pipeline with qualified leads in less than 10 minutes per day.

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