Lead generation, the process of identifying and nurturing potential customers, continues to be a major challenge for marketers in 2021.
The biggest reason behind it is that competition in every field is growing every day, and to get a significant number of leads, a business needs to stand out from the crowd.
But here's a fact: lead generation isn't about finding a "secret sauce" to help in the generation of tons of leads. Instead, it's about exploring the tried and tested methodologies to create the most practical combination of strategies based on the objectives and target industry. And determining the most appropriate methods can massively transform your overall revenue.
What is B2B Lead Generation?
In a nutshell, lead generation is the art of attracting and capturing your target audience's interest in a product or service for developing a sales pipeline. Lead generation lies in the second stage of inbound marketing. The inbound marketing process goes like this:
Attract → Convert → Close → Delight
Lead generation occurs in the second stage after your target audience has been attracted to your brand, and you're ready to convert them into your customers. For example, if a social media post attracted someone to visit your website, and then your website's content influenced the person to provide their email to you, that person would be considered a lead. And once you have the email address, with a proper strategy, you may end up turning that lead into an actual customer.