Lead generation and scoring

A lead is any person who indicates interest in a company’s product or service in some way, shape, or form. Leads typically hear from a business or organization after opening communication (by submitting personal information for an offer, trial, or subscription).

Lead generation is a way of warming up potential customers to your business and getting them on the path to eventually making a purchase. Lead generation occurs after attracting an audience and are ready to convert those visitors into leads for your sales team.

Strategies that will gain traction with your leads is through educating and informing. Rather than just interrupting and selling, companies need to educate and inform the audience. It’s better to let your audience know about your brand and what products you have to offer.

It’s essential to know the significance of building a relationship with customers. When referring to lead nurturing, you are seeking to develop relationships with your potential customers throughout every stage in their customer journey using your product.

Throughout the nurturing phase, a business must enlighten leads with the user of empowerment through your product. A few ways your business can do this is by educating your leads, adding as much value upfront to your product, and gaining the trust of your leads.

How do you determine which leads are most likely to become buyers? And, how can you optimize campaigns to generate better leads? Enter: lead scoring.

Lead scoring is the process of ranking the sales readiness of a lead using a predetermined methodology. The process goes like this: You determine which criteria or data points indicate a sales qualified lead and then assign point values to each of those criteria, ultimately leaving you with a final score for each lead.

A lead scoring system allows you to take the subjectivity out of the process and truly understand which leads have the best chance of converting.

Lead generation process

Attract customers

This can happen through one of your marketing channels such as the website, a blog or a social media page.

Convert the visitor

This can happen via call-to-action – can be an image, a button or a message that encourages the visitor to take some action.

Generate the lead

From that call-to-action, the visitor is taken to a landing page designed to capture the lead information in exchange for an offer.