The Concept of Lead Generation and the Role of a Marketer
Imagine trying to sell apples to a group of people who might prefer other fruits. There is no way of knowing if they will buy your apples or not unless you approach and talk to them. You will need to persuade possible customers into buying and making them interested in your apples. Your real goal is to sell your apples to as many as you can and to look for the right people that could possibly ask for a steady supply of your apples.
How Lead Generation Works
Lead Generation works the same way. In the marketing side of business, Lead Generation is a way of creating consumer interest and catching the attention of possible new leads. When we say lead we are in fact referring to potential customers. Lead Generation also opens up an inquiry into a lot of things primarily on services and products of a certain business. Marketers are mostly the ones who stimulate or capture interest in a product or service to increase the sales pipeline.
By now, you might be wondering how do marketers generate leads at a global scale? Years ago, the telephone was a necessary tool to get as much lead. Other methods were by word of mouth personal referrals or through advertisements. With the advent of the internet, online business has bloomed to the point that lead generation is no longer limited to a local area or country but expanded to a global level of marketing. Through the internet, marketers are now able to make use of email, VOIP (Voice over Internet Protocol), Skype and the growing social media. These are the latest channels that marketers use to contact people where lead numbers are important to them.
Potential leads are also introduced to the sales team as part of the funnel procedure. The sales team in turn are often the ones who seal the deal in the process. But not all the time. Marketers should be the ones to drive interest, to get involve with the inquiry and to have a knack for selecting good leads to be passed to sales. Otherwise, leads will not be ready when engaging with sales resulting to lost leads. Marketers should learn to invest in lead nurturing, or the process of developing relationships through good communication, well-establish rapport, and providing the information and answers that the prospect needs.