Lead Generation

Lead generation is the process of attracting prospects to your business and increasing their interest through nurturing, all with the end goal of converting them into a customer. Some ways to generate leads are through job applications, blog posts, coupons, live events, and online content.

The role of a lead generation professional is pivotal to the sales process, as lead generators are ultimately responsible for identifying people who are potentially interested in your offerings, i.e., leads. In the pre-web 2.0 era, leads were extensively generated by cold-calling, but as the martech space grew rapidly, professionals integrated email marketing and social selling as well.

Today, a lead generation professional covers both – traditional and modern marketing platforms and avenues to identify and generate leads depending on the organization’s business model and team structure. Although the lead generation personnel is a members of the sales team, they work closely with marketing as well. Along with generating new leads, they also need to stay on top of the leads generated through inbound means so that they can initiate routine follow-ups as a part of the lead nurturing process.