Lead generation is the marketing process of stimulating and capturing interest in a product or service for the purpose of developing a sales pipeline.
Lead generation has been undergoing substantial changes in recent years from the rise of new online and social media techniques. With the abundance of information readily available online these potential “self-directed buyers” are now educated and qualify providers before converting to sales.
Why is lead generation important?
The buying process has changed over the last few years, marketers need to find new ways to reach buyers and be seen through the minutia. Instead of finding customers with old school mass advertising techniques, marketers must now focus on being found and learn to build ongoing relationships with their clients.