Lead generation
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In
Leads may come from various sources or activities, for example, digitally via the
- In 2014, a study found that direct traffic, web referrals were the three most popular online channels for lead generation, accounting for 93% of leads.[1]
- In 2018, Chief Marketer found that B2B marketers favored email, live events, and content marketing as their top three.[2]
- After the digital advertising.[3]
Lead generation is often paired with lead management to move leads through the purchase funnel. This combination of activities is referred to as pipeline marketing, which is often broken into a marketing and a sales pipeline.
Lead scoring
The introduction of marketing automation in recent years has made lead scoring much easier to implement.[6] Many modern customer relationship management (CRM) tools (e.g., Hubspot, ActiveCampaign) now include software to automate this process.[7]
Criteria for lead scoring
The score assigned to each lead is assigned based on their level of interest, fit with the company's target market, and likelihood of becoming a paying customer. It is not static and can change based on the demographic or behavioral criteria set by the company.[8][9]
- Demographic criteria: Based on data points such as age, job title, and/or company information such as company size, revenue, etc.
- Behavioral criteria: Based on actions a lead has taken, such as clicking on a link in an email, watching a video, or visiting pages on a website.[10]
Once the lead reaches a pre-defined score threshold, it is then sent from marketing to the sales team for examination.
Nationalization Efforts
In February 2024, the
See also
- Direct marketing – Model of communicating discounts and other sales offers
- Direct selling – Business model
- Lead management – Methodologies, systems, and practices designed to generate new potential business clientele
- Personal selling – When a sales representative meets with a potential client for the purpose of transacting a sale
- Sales – Activities related to the exchange of goods
- Customer experience – Interaction between an organization and a customer
- Outbound marketing – type of marketing that uses interruption to reach potential customers
- B2B marketing– Marketing practice
References
- ^ Marvin, Ginny (24 March 2014). "First Touch: In 9 of 10 Industries Search Tops Lead Generation, Social Shortens Marketing Cycles". Marketing Land. Retrieved 12 September 2015.
- ^ B2B Lead General Survey 2017Chief Marketer Archived 18 November 2021 at the Wayback Machine
- ^ "7 Key Marketing Channel Shifts as Marketing Budgets Shrink". Gartner. Retrieved 17 May 2023.
- ^ "The Basic Science Behind Lead Scoring".
- ^ "Maximizing Lead Scoring & Analytics: How to Use Big Data in B2B". 16 February 2015.
- ^ Hakulinen, Usa (2021). "THE IMPACT OF PROSPECT ACQUISITION SOURCES FOR BUSINESS-TO-BUSINESS EMAIL LEAD NURTURING MARKETING PERFORMANCE". University of Eastern Finland.
- ^ Puckrin, Zara (12 February 2024). "Life Science Marketing 101: Mastering B2B lead nurturing - Bitesize Bio Marketing". Retrieved 6 March 2024.
- ^ "Oracle Eloqua User's Guide".
- ^ "This is What a Lead Management Process That Wins Revenue Looks Like". 12 October 2020.
- ^ "Research: Why Behavior Matters in Lead Scoring". 25 April 2013.
- ^ "CFPB Issues Guidance to Rein in Rigged Comparison-Shopping Results for Credit Cards and Other Financial Products". Consumer Financial Protection Bureau. 29 February 2024. Retrieved 1 March 2024.
Further reading
- Lead Generation for the Complex Sale by Brian J. Carroll (ISBN 0-07-145897-2)
- Marketing Management by Philip Kotler (ISBN 0-13-033629-7)
- Marketing for Dummies (ISBN 978-1118880807)