Lead generation is an important aspect of marketing and forms the core of successful business development. A traditional Lead is someone who has expressed interest in your company or product or service. In the internet world a lead is defined as someone who completes an online form supplying personal and business information in return for the services of the company.
In marketing world, lead generation becomes highly important because it generates consumer curiosity or interest for the product and services of a business. Lead generation traditionally is done by sales representatives, list building, e-newsletter list acquisition and in the more internet savvy world through online forms, surveys and through organic marketing. A quality lead is determined by the customer inclination towards the product or service. When the lead confirms the sale, it completes the full circle.
There are two types of lead generation, inbound and outbound.
Inbound Marketing/Lead Generation
Inbound Lead Generation takes place when you put in-house measures and tactics in place to make your business visible to the world or prospective world even before they come looking for it. There are multiple ways to gather and acquire substantial client list. The top and foremost inbound lead generation happens by means of company’s official website. The whole process starts with Content and SEO marketing, where inorganic marketing via good content directs online traffic either to the company website or the product or services of the company. The official website is where a substantial lead can convert into a probable sale or probable customer depending upon the type of service your company provides. Apart from this, social media platforms like facebook and twitter can also be utilized for enhancing the social presence of your business. These are few in-house ways that can be put into place to generate a lead. This service can be easily outsourced by companies or businesses. Large or small, sometimes businesses do not have enough manpower or expertise to handle marketing, business developmentor lead generation vertical. That does not mean that it is not important and should be ignored. These companies outsource this vertical to offshore companies.
Outbound Marketing/Lead Generation
While inbound marketing is mostly organic and requires very little monetary investment, the outbound lead generation can be a problem for companies to handle on its own. This form of lead generation is inorganic and often includes spending money to generate leads. Business development executive of a company is a good example. If the organic marketing of your company is right you can cut the middleman out; however, you need a face and a voice for your organization and that is where BDEs come into existence.
Sales representatives, marketing executives and BDEs are the face of their organization and they help not only bring in a lead but also convert them into a substantial sale. Use of internet is again beneficial in getting a lead, but again this time you will have to pay for it. Online paid marketing, Pay Per Click Ads, organizing events, display ads, direct mails and many more form the realms of outbound marketing. Again not all organizations have the capacity to handle this aspect of lead generation; they often lack the qualification and ability to handle it. It is advisable for companies to outsource this vertical and the lead generation would be easily taken care of.
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