Lead Generation
The process of identifying and attracting potential customers who have shown interest in your product or service.
What is Lead Generation?
Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company’s product or service. It’s a fundamental component of the sales funnel and the foundation of B2B growth.
Why Lead Generation Matters
Without a consistent flow of new leads, businesses cannot grow. Lead generation:
- Fills your sales pipeline with qualified opportunities
- Reduces customer acquisition costs when done strategically
- Creates predictable revenue through systematic outreach
- Enables scalable growth without proportional cost increases
Types of Lead Generation
Outbound Lead Generation
Proactive outreach to potential customers:
- Cold email campaigns
- Cold calling
- LinkedIn outreach
- Account-based marketing (ABM)
Inbound Lead Generation
Attracting leads through valuable content:
- Content marketing
- SEO optimization
- Social media marketing
- Webinars and events
Lead Generation Best Practices
- Define your Ideal Customer Profile (ICP) - Know exactly who you’re targeting
- Multi-channel approach - Don’t rely on a single channel
- Personalization at scale - Use data to customize outreach
- Lead scoring - Prioritize the most promising leads
- Nurture sequences - Stay top of mind with valuable content
- Measure and optimize - Track conversion rates and iterate
Lead Generation Metrics to Track
| Metric | Description |
|---|---|
| Cost Per Lead (CPL) | Total spend divided by leads generated |
| Lead-to-MQL Rate | Percentage of leads that become marketing qualified |
| MQL-to-SQL Rate | Marketing qualified leads that become sales qualified |
| Lead Velocity Rate | Month-over-month growth in qualified leads |
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