Lead generation: What is it? Plus Advice on How to Do It

One of any business’s key goals is to gather leads. Businesses invest a lot of resources in lead generation. The fact is that it will be challenging to close sales if your prospects are not prepared to purchase what you are offering.

Prospects who are interested in your product or service and in the market to buy are considered to be good leads. These high-quality leads can help businesses increase revenue and return on investment. When it comes to leads, many businesses still opt to prioritize numbers above quality.

Modern marketing techniques, software, and social media platforms have allowed marketers to hone their abilities in generating high-quality leads. Identifying which of your leads are of good quality and eager to buy is the biggest obstacle.

Lead generation: What Is It?

A lead is somebody who expresses interest in a business’s goods or services. People have varied interests and needs, thus not everyone is a leader. Many companies make the error of marketing to everyone instead of concentrating on customers who are interested in what the business has to offer.

The process of drawing in prospects and turning them into people interested in the goods and services offered by your business is known as lead generation. Today’s businesses employ a variety of lead generation techniques, including:

email advertising
using social media
Networking \sCoupons
Actual performances and seminars
web page landings

These are but a few techniques you might employ to draw potential customers to your service or product. Since lead generation tactics vary by industry, most businesses choose to stick with what works best for them.

For online fashion retailers, lead creation through email and social media marketing may be effective, but software companies may not see the same results. A blog or a series of webinars may be more effective as lead-generating tools for software buyers who may need more information about the product.

What Justifies Lead Generation for Brands?
When someone expresses interest in the goods or services offered by your company, the actions they take to make their first purchase seem simple and natural. You just assisted them in meeting a need or resolving an issue.

A person may feel pressured to spend their money if you try to sell them anything even though they have no interest in what you have to offer. This may give the impression that the customer was coerced into purchasing your goods, which may harm the reputation of your company.

By simply focusing on lead generation, you can make sure that your brand is perfectly matched with the relevant clients.

More advantages of lead creation are as follows:

  • Target the correct consumers: Businesses can concentrate their resources on a few key markets, which can save money and boost sales (improved ROI).
  • Enhanced awareness – Lead generation can also improve the reputation and awareness of a brand. You will be in a better position to inform them about the characteristics and advantages of your brand’s products once they get familiar with them.
  • Possibility to obtain crucial marketing data from prospects – Lead generation offers the chance to gather useful prospect information. Information about your consumers’ needs, wants, and preferences might help you modify your goods or services to meet their requirements. For instance, businesses can get this information by filling out registration forms.
  • Brand Loyalty – Businesses can create broader networks of consumers with similar interests, which may enhance customer loyalty.

When judging whether a lead generation campaign is successful, the majority of marketing teams look at lead quantity. On the other hand, sales teams concentrate on lead quality. Quality leads are those that clearly intend to buy your goods, have the money and resources to do so, and fit the criteria you’ve established.

A company’s chances of turning a lead into a customer dramatically rise if it places an emphasis on lead quality. Your return on investment will rise thanks to higher conversion rates, which will let you confidently invest in your quality leads (ROI).

The rate of acquiring new customers may rise if quality leads are prioritized. Gaining new clients quickly will enable you to build a base of devoted clients. Long-term ROI can also be enhanced by doing this because you will be able to retarget both existing and potential clients more quickly the faster your customer base grows.

As was already mentioned, concentrating on quality leads can significantly raise conversion rates and ROI. Quality leads can have a few negatives, though. For instance, a sales team that just concentrates on generating quality leads may overlook other responsibilities like making follow-up calls or making deliveries of the products.

Salespeople will still need to take a risk by investing time and money in excellent leads. A good lead can still change their mind at the last minute. Not only will you lose the sale, but you will also lose the time and effort you put into persuading the lead to buy your goods.

After reviewing a list of leads that were obtained through a lead generation campaign, the quality of the leads is typically determined. The majority of campaigns will emphasize lead volume. Therefore, to identify the highest-quality leads, marketers and sales teams will still need to review all leads.

Pros of Lead Quality

  • an increase in conversion rates
  • Improved ROI is possible to outsource
  • When your product is matched with a target customer, there will be higher customer satisfaction.

Cons of Lead Quality

  • can take up time and distract the sales staff.
  • If outsourced, the lead generation business might not have enough product expertise.
  • Due to their potential to cancel negotiations, quality leads are still seen as risky.

How Can You Draw in Quality Leads?

According to B2B marketers, they get leads from the following social networks:

  • B2B marketers claim that 39% of their leads came from Facebook.
  • 30% of B2B marketers claim to have obtained leads via Twitter.
  • B2B marketers claim that 44% of their leads came from Linkedin.

It’s possible to find high-quality leads on social media. Selecting the platform that best suits your sector is crucial, though. The social media platform that produces the most B2-B leads is LinkedIn. Starting here makes sense because this platform was designed to connect business owners and professionals.
Create a test for your website.

By creating a quiz on your website

you may ask website visitors the questions you need to know in order to qualify them as a good lead. You can add value to your quiz by giving them a free resource (e-book or PDF) at the conclusion.

Speak with Prospective Leads Directly

It’s never simple to get in touch with business owners or executives directly when using B2B marketing. Before you can speak with the boss, you typically need to go via various channels (PAs, staff members, and receptionists). Make an effort to contact business owners directly using online tools like LinkedIn.

Because LinkedIn is a business-focused platform, your pitch to an executive will likely be accepted. Other communication methods, like Email, WhatsApp, or Facebook, might be effective in some circumstances, but you run the risk of upsetting the recipient. The best course of action is to first perform your research by learning more about the possible leads you are contacting if you intend to use these platforms to interact with them.

After successfully contacting an executive, you must make sure you are prepared with a top-notch presentation or sample.

Obtain referrals

Referrals are an effective way to find high-quality leads. If someone uses your product and is pleased with the outcomes, they will tell their coworkers and friends about it. They won’t usually waste their time spreading the news to folks who have little to no interest in your product. Instead, they will approach a potential customer who fits the bill for a quality lead since they believe they will have the resources and demand for your goods.

Customers won’t necessarily provide you with high-quality leads, though. You’ll need to ask your customers for recommendations. Offer a discount on the subsequent purchase to encourage this procedure.

Both the referring user and the one who made the referral receive credits from Airbnb. They essentially set up a referral program that rewards clients who generate high-quality prospects.

In the event that you do speak with a business owner or executive, you can propose to give them your goods away in exchange for high-quality leads. High-level executives frequently network with one another. You might be introduced to other business owners and executives who would be interested in your product if you establish a good working relationship with one firm owner.

Facebook is a Good Place to Find Leads

Facebook gives companies a lot of customization choices for their pages and groups. However, the majority of businesses only submit content pertaining to their products and don’t fully utilize these choices.

Pay close attention to the design of your Facebook page and use it as an online brochure or landing page. Make sure that there is a clear Call-To-Action for leads and that the website is constantly updated with interesting material.

How to Recognize Good Leads

The description of a quality lead will change depending on the product or service offered by a company. Tracking all inbound leads is the greatest place to begin when trying to find quality leads. Through internet forms and marketing campaign tools like Mailshake, for instance, lead data may be tracked.

A potential lead must enter their information when filling out a form on a website to access free downloading content, such as a PDF or e-book. You can categorize the information into leads, existing customers, and spam simply by supplying their name, email, and contact information.

You may simply record your lead interactions on a spreadsheet if you want to acquire leads via social media or email. Include every encounter you have with prospects and potential consumers. The better your ability to evaluate the caliber of your leads, the more information you will have.

Using lead management software is advised because manually entering your findings onto a sheet can occasionally be time-consuming and challenging to manage.

How Can Lead Quality Be Increased?

Employ lead scoring
You can rank your leads according to their level of interest and purchase readiness using lead scoring. Based on their behavior and behaviors on your website, you give lead points. Since there is no one best way to rate leads, businesses develop their scoring systems that are tailored to their requirements.

One may receive points for:

  • going to your website
  • examining your mail
  • navigating to a promotion
  • downloading unpaid materials (e-book or PDF)
  • taking in a webinar
  • started a trial for free

Following the totaling of all of your leads’ scores, you can order your leads based on their scores. Leads with high scores are deemed to be good leads and can be given the designations “hot,” “100%,” or “A.”

Leads that score above average are considered to be “warm” leads. When you prepare your upcoming marketing effort, you can think about warming up these prospects.

B2B marketers frequently further separate leads based on their explicit information, including firm, industry, and title.

Sales-Marketing Feedback Loop

When the marketer gives the lead to the sales team, the data collection doesn’t stop. particularly during difficult sales cycles. The marketing team must receive feedback from the sales team regarding each encounter with the lead.

Marketers face the danger of having to examine outdated data that is no longer relevant since the transaction has already been won or lost if they wait too long. Marketing will continue to generate leads if all it does is provide leads to the sales team without providing any feedback.

Marketing will be able to modify upcoming lead generation initiatives to raise the caliber of the leads sent to sales if it receives input from sales (weekly or monthly).

Example Techniques for Attracting Quality Leads


If you own an online business, blogging is a no-brainer. There should be a blog component on your company website that publishes new items frequently. Leads will frequently visit your website if they find this content beneficial.

Your readers will be regarded as good leads if you write about themes connected to your product or service because they are interested in your blog and what you have to say about it.

By including links in your blog entries, you may efficiently direct blog visitors to different product landing pages.

Cold Approach

Sending a cold email to a potential customer is still a successful lead generation tactic. Companies avoid using cold outreach for fear of being branded as spammers, but when done right, it can result in some high-quality, hand-selected leads.

When cold outreaching, you look into the businesses that would most benefit from your goods. If you sell commercial ovens, you should look for restaurants that would benefit the most from your product before emailing them.

A web-based business operates in the same way. If you sell apps for Shopify stores, do your research and compile a list of potential customers.

Don’t send identical emails to every Shopify store or online retailer. That is merely spam. Only include Shopify stores that need your software in your list.

You can send out personalized cold emails once you have your list of emails prepared. The only way to achieve customization is to learn as much as you can about the prospect.

Giveaways and Contests

It’s a great approach to generate leads to run contests and giveaways. For a chance to win a prize, participants exchange emails. Your ideal leads might participate in your contest if you provide a prize that appeals to them.

Giveaways and contests have a limited duration and a viral character. This implies that you can quickly create a significant number of leads. After that, you may begin evaluating and ranking your recently acquired leads.

Free things are always popular, even in the B2B sector. If you want to draw in B2B leads, you might discount SaaS software. Offer a marketing tool bundle that combines your product with others that are complementary to it, as an illustration.

You might think it would be challenging to organize a contest or giveaway. To manage your giveaway and all the leads your content generates, you can utilize a solution like Vyper.


Getting a tonne of leads is excellent, but you shouldn’t overlook the value of getting high-quality leads because they are more likely to buy your product and can advance further down your company’s sales funnel.

When determining your quality leads, there is a lot of research to be done, but it will be worthwhile in the end. Create relationships with your quality leads to nurture them. They are potential clients for you.

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