6 ways to optimize the lead generation process

A successful lead generation process is a critical part of a marketing agenda and a key driver of a growing business and healthy revenue increases. Like every other element crucial to a better bottom line, it demands a strategic approach and constant refinement.

In other words, don’t wing it.

When it comes to lead generation — which is the way you attract and capture contact information from prospects you can transform into committed customers — you need a well thought-out plan of action and a system for measuring your efficacy and improving.

We’ll dig into the specific steps that you can use to both build and optimize this all-important marketing process, but first, let’s examine the nuances of an actual lead.

What is a lead?

Leads are prospects who have expressed some interest in or engaged with your brand in some way, most often by sharing their contact information, such as an email address or a phone number, in exchange for something of value outside of your actual product or service (e.g., updates about future sales, a free tutorial, etc.).

These former strangers may be close to making a particular purchase, or they could be in the very beginning stages of their research. It’s a marketer’s job to draw them in and build a relationship with them so that when they’re ready to buy, they buy from your company.

The first part of this task — drawing leads in — refers to the lead generation process, while the act of building relationships is known as the lead nurturing or lead management process. Both are equally important in acquiring new customers, but you can’t nurture leads that don’t exist, so it’s wise to spend time polishing your generation cycle before you get too in the weeds with how to nurture and manage your leads.

Whatever you do, never stop striving for improvement and never stop iterating. Big wins can often come from minor tweaks.

Marketing expert. In love with Apple products. Avid biker.

Send Comment:

JotForm Avatar

Comments:

Podo CommentBe the first to comment.