What Is Lead Generation (and Why Is It Worth the Effort)?

When I was in college, I held a brief position as a “cold caller” for a local insurance agent. The pay was decent, but the position was difficult. Being handed a list once a week and told to call the names on it made for a number of unfriendly exchanges. While the calls did occasionally bring about a new lead, those successes were few and far between. Fortunately, the days of lead generation are replacing the need for cold calling and improving a company’s conversion of visitors into leads. What is lead generation and why is it effective? Read on to find out.

Lead Generation B2B and B2C: A Definition

Lead generation is a key component of inbound marketing. According to HubSpot: "Lead generation is the process of attracting prospects to your business and increasing their interest through nurturing, all with the end goal of converting them into a customer." Collecting the details needed to find those clients usually involves gathering information through an online form, coupon, or other similar medium.

Lead Generation Examples

Lead generation magnets are typically something businesses can offer to a prospective customer or client that provides strong value to them. Our goal is to attract their interest and guide them toward other offerings.

A few examples of lead generation strategies include:

• A Downloadable eBook or Guide: In this case, content is created on a topic of interest to your customers or clients, which is offered for free. A form is included with the offering that asks visitors to fill out basic details such as a name, email address, and phone number. Once that data is gathered, the visitor receives their download, and you can create targeted campaigns for your new lead using the information provided.

• Webinars: Webinars are video events, seminars, training sessions, or classroom lectures that are recorded for viewing. These events can be ticketed or free to access. Individuals who will seek out these webinars likely have an interest in the product or service that the business offers which makes them excellent candidates for lead conversion.

• Job Applications:  It might not seem as though a job application would be a good lead generation for a company, but that is a common misconception. A job application often provides detailed information about a client and their work history, education, skill sets, or personal interests. This information can be valuable for internal or external business lead generation.​ ​
• Interactive Tools: Interactive tools, such as quizzes and calculators, are excellent ways to capture information from leads. These devices, in theory, provide an outstanding method for gaining more information, as engagement by the visitor is lengthened.

There are a wealth of other lead generation tools that businesses can access for their individualized needs. HubSpot provides a great resource you can check out for more ideas.

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The Lead Generation Process

The lead generation process is simple, but it's important to pay attention to and follow the steps outlined below:

1. A visitor finds your website through a contact form, your social media channels, or a blog.
2. That same visitor clicks on your Call-to-Action button (CTA), which encourages them to take some sort of website action.​

A strong example of lead generation from one of our clients, Busy Beaver Button Company.

​     3.  The CTA takes them to a landing page that includes an offer in exchange            for information. For instance, entering a name and email address can                  result in a coupon or free business tool.​
     4.  To receive that free item or coupon, the visitor must fill out the landing                page form. This may be as simple as adding an email address or may                  include multiple pieces of information, such as the visitors’ hobbies and              interests.
     5.  After this step is completed, the visitor is taken to the desired freebie                  and their information is stored for future use.
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Once your lead generation magnet is created, you can use several strategies to get people to your landing page. These can include: email marketing, ads, blogs, social media, and product trials. 

The Impact of Lead Generation Digital Marketing

Lead generation takes out the “cold calling” aspect that exists in marketing services to new customers. Instead of reaching out to customers who may or may not have an interest in your product or service, lead generation marketing connects you to potential customers who already have established their interest by interacting with your page, post, or form (which also captured their information).

At Sarah Best Strategy, we know how important lead generation is for a company’s inbound marketing strategy. We are proud to work with businesses of all sizes to help develop and maintain campaigns that will reach the desired audience. Learn more about our lead generation and inbound marketing services, including lead generation advertising on Facebook, LinkedIn and Twitter.

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Kirstin Roble

Kirstin Roble (Writer) brings a lifelong passion for writing to the Sarah Best Strategy team. An avid writer from a young age, Kirstin has been published in a number of magazines and newspapers, most notably in the Wisconsin Gazette, Modern Singer, Inspired Magazine, and Town News Today. She is proud to bring a wide range of content writing experience to the position, having worked as a social media account manager and content editor for clients around the U.S. She loves to tell the story of each client that she works with.