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What Is Lead Generation Marketing?

While in the past, traditional marketing tactics such as email blasts were sufficient to attract customers, the increased competition and quantity of information is making it even harder for businesses to monitor, reach, and interact with potential consumers. Businesses may nurture prospects until they’re ready to buy using the lead generation marketing strategy, which involves generating and collecting interest in a product or service for the aim of building a sales funnel. Lead generation is beneficial to every sort of organisation, regardless of size or industry, and may be used in both B2C and B2B environments. 60% of marketers say lead generation is a major source of frustration for their business. It’s essential that your sales reps don’t waste time calling unqualified leads when there are methods to quickly identify the prospects. Defining a good lead is more complicated than simply identifying users who downloaded your white paper.

You can raise brand recognition, establish relationships, create quality leads, and complete transactions by implementing a lead generation campaign. The greater the quality of leads you provide to your sales staff, the more likely they are to convert into sales. By demonstrating concrete results and establishing yourself to be a valued member of the revenue team, you are helping your company develop while also increasing the reputation of your marketing department. 

Lead generation has been here for some time, but approaches have evolved from just identifying a client early in their sales cycle and directing the sales team to them. Since the self-directed shopper is bombarded with information, it’s critical to come up with fresh, innovative ways to break through the clutter and reach out to potential consumers. Instead of relying on bulk promotion and email campaigns to discover customers, marketers must focus on being noticed and developing connections with their consumers. Lead generation marketing is undergoing a major transformation in this age of information abundance.

b2b telemarketing

What Makes A Good Lead?


Prospects that are in actual need of the product or service are excellent leads. People will occasionally visit your website only to watch your charming videos or read your blog in order to get inspiration for their own website. Such individuals are unlikely to require your services. It’s up to you to tell them apart from genuine prospects.


The strongest leads are ones where you have collected a lot of data.  You should have the lead’s email address, phone number, demographic information, purchasing habits, and so on. This makes it easy to contact and track leads, allowing you to nurture and convert them into buyers more effectively.


The lead should not only demonstrate an interest in your items but also indicate that they are ready to purchase. Monitor a prospect’s online activity to determine if they’re actively browsing purchasing recommendations and comparing costs from other brands to determine if they’re interested in making a purchase.


Is the prospect aware of how to progress from where they are now, bit by bit, till they complete the purchase? Those that have a thorough grasp of the purchase process are better prospects since it demonstrates that they are genuinely interested in purchasing the item.


You must also evaluate the prospect’s cash situation. Do they have the funds to acquire the item? While all leads should be taken carefully, those with the financial means to make a purchase require even more care.


Authority is usually associated with a budget, and it refers to having a say in the ultimate purchasing choice. This is particularly true in businesses and households. Is the prospect with whom you’re interacting with is the one who makes purchasing decisions? Your items may pique the curiosity of a child, for instance. However, the parents of the child may have the financial means and permission to make the purchase.

Company Knowledge

Any genuine prospect will generally spend some time learning about your company’s framework and product offerings. They’ll want to know who to contact at each stage of the purchasing process, as well as whether you have many goods in the same category.

Date Of Contact

This is critical since it often dictates whether future engagements succeed or fail. A lead who has already interacted is more likely to be receptive to further conversations and will gladly pick up your phone calls and respond to other follow-up communications. This also makes sure that you are not over-communicating with the lead and putting them off.

lead generation marketing

What Are The Benefits To Lead Generation Marketing?

More Sales Opportunities

Leads are often the least thought about, yet they may open up a slew of new company prospects. By participating in lead generation marketing, you will be able to meet a wide range of new individuals from various backgrounds. These connections might lead to referrals or introductions to others who could be interested in your services. Never underestimate the importance of marketing and relationship-building.

Increased Revenue

The goal of lead generation is to increase sales. Leads are a type of prospective client, and you need to figure out how to convert them into paying consumers. By producing leads, you’re giving yourself the highest chance of succeeding. Increasing your income is one of the most effective methods to ensure the long-term viability of your company. In order to guarantee your future, you’ll need a profitable business.

Improved Market Presence

The usage of social media is one of the most effective strategies for generating leads. One of the most powerful ways to advertise your company to a larger audience is through social media. The usage of social media sites, such as Instagram, Facebook, Twitter, and LinkedIn has greatly aided the development of brand identity for both large and small businesses. The goal is to maintain consistency.

Making sure your social media is up to date can help you gain stronger brand recognition. Understanding who you are, what you do, and what you have to contribute puts you in a great position to convert leads into paying clients. You will subsequently be able to influence your large revenue stream as a result of this.

Larger Audience

You may help to grow your following by being active on social media and employing content. Consumers and future customers will be more engaged if they are aware of your narrative, like Nike and Apple have done so effectively over the years. Also, using your social media following to advertise items and services is a brilliant option. So, if you’re thinking about starting a new business, this is one of the finest methods to go about it.

It takes time to develop a following, but it is one of the most effective strategies to create leads. Marketing platforms like social media have completely transformed the way we interact with our target audiences.

Reviews From Customers

Customer reviews, though not immediately related to marketing, are extremely useful to your company. The key to success is to establish a favourable reputation for your company. You may accomplish this with the help of consumer reviews. It’s common for a start-up firm to struggle with generating a lot of business. However, you will be successful if you receive referrals and attractive reviews.

It’s also a well-known truth that people will buy from businesses they can trust. Doing a fantastic job offering what your business offers, as well as having others back this story, builds trust. It’s not unusual to ask a customer for a review, and most will say yes if they have had a good experience with your business.

lead generation marketing

How To Create A Lead Generation Marketing Campaign

Create An Aim

Your goal might change depending on the results you wish to accomplish. You could wish to start by outlining your objective in terms of projected leads or revenue per lead. These are just a few examples of possible marketing objectives. You might want to ask yourself several questions to help you better clarify your goal.

Determine Your Target Audience

It’s pointless to generate leads if they’re not going to convert into clients that are a good fit for your company. You’ll need to perform some study to establish who your target audience is. This might come from your present contact list, or you could choose to focus your lead generation effort on a whole other target demographic. In any case, make sure you know who those people are and what their pain points and concerns are that your company can address with content.

Create An Offer

To recap, a lead is a potential client who has expressed interest in your company’s product or service. You may wish to send out an offer to these prospects in your contact list in order to recognise them. This might be a free guide download, enrolment for a free webinar, or something else else. When a lead reacts to your offering, you collect their information. They’re then drawn into your lead generation campaign, where you’ll proceed to nurture them until they’re ready to buy. When it comes to making an offer, there are a few key elements to consider. You must first develop a landing page where a prospect can land for a certain reason. An offer and a call-to-action, in which the prospect is asked to fill out a form, generally trigger this.

Nurture Leads

Lead nurturing is the process of guiding prospective customers through the phases of your sales funnel that lead to a transaction – and beyond. Increased loyalty and retention, extra sales, and even brand support might all be interpreted as ‘beyond.’ Lead nurturing is giving help, information, material, and offers to leads depending on their present requirements. Sending highly relevant emails is the most efficient — and frequently effective — lead nurturing technique.

Our 6 Effective Steps To Lead Generation

B2B Marketing Database

You are only as good as your data! We are proud to provide award-winning B2B data which is guaranteed to have a minimum of 98% accuracy. We can also cleanse your data or provide new data matching your requirements and criteria.

Identifying The Need

Before our outbound B2B telemarketers pick up the phone on your behalf we profile the identified decision maker or key influencer. Then we understand their pain points and how and why your business, product or services address these issues.

Preparing The Pitch

Although we are an outbound lead generation company, we do not use scripts. Why? Because scripts sound scripted! Our focus is on having intelligent, professional conversations that are natural, relevant and reactive to the person with whom we are speaking.

Agreeing Criteria

In advance of the lead generation campaign starting, we work with you to agree on the ‘Lead Qualification Criteria’. This helps ensure that we only generate sales leads & appointments that meet your specific requirements.

Pick Up The Phone

On your behalf we constantly monitor performance. We keep in constant contact with you to ensure quality is being maintained and any issues are quickly addressed. Reports are provided with all statistics associated with the campaign.

Increase Your Sales

So what are you waiting for? Get in touch today to explore how we can help you increase your sales and act as your complete outsourced B2B Lead Generation partner. More quality B2B sales leads = more sales!


Lead generation marketing is an extremely effective method to generate more revenue for your business when it is carried out efficiently. By following an established lead generation step by step process will give you the best opportunity to generate qualified leads. 

The Lead Generation Company
If you would like to find out how B2B Telemarketing expertise can enhance your sales growth in the current climate. To learn more about B2B lead generation support – get in touch.

To know more about our products and services, contact us today on 0333 344 3470, email: