Different departments within a company will have different interpretations of lead generation. Many will side with sales and follow the principle that it’s the act of turning buyers into customers. But, per usual, the marketing department probably has their own unique definition.
So, what is lead generation marketing?
Lead generation marketing is the process of enticing interest in your company’s products or services for the creation of a sales pipeline. Today, marketers are heavily invested in online channels to successfully complete this process – especially with the rise of the self-directed buyer.
This is good news for buyers, because they control the world of website lead generation, conducting side by side comparisons of competitors, downloading as much content as they could possibly want, and keeping companies honest with their offers and terms.
The bad news for marketers is, it’s easy to get lost in all of the online noise created by customer lead generation.
Modern digital marketers can no longer seek out potential customers with generic advertisements or email blasts. Instead, leads have to seek you out and start the buyer conversation themselves. While we can’t drop high-rolling customers into our sales reps’ laps, we can implement lead generation programs to automate and organize the online nurture process.
The best lead generation software involves upfront set up that automates the scoring process throughout the lead’s buying cycle. You, the marketer, are in complete control by scoring each page on your website based on the importance of the content for lead generation – reading high profile white papers and industry research should definitely score a lead more points than sifting through your job listings page.
Remember, everything on your website is considered online education lead generation. Even if a particular page, such as that job listings one, isn’t designed with leads in mind, they’re reading it and judging it anyway.