What is the role of lead generation?

Lead Generation
Sales has changed dramatically in the last few years. Sales used to be about finding one or two prospects per sales call and closing those deals. It was a painstaking process that required a lot of work, planning, and focused follow-up action. Today’s sales environment is no longer that same old grind. The world has become more digital than ever before and social media has made it easier for people to discover your company and find information about you, the products you sell, and organizations they might be interested in working for. This new landscape of the connected consumer demands companies respond with offers and options tailored specifically to their needs, at their fingertips via any device they own. In this blog post, we explore the role of lead generation in sales, how it can help you increase your sales pipeline efficiency, and how you can implement a lead generation strategy that increases your conversion rates as well as overall sales results by targeting the right person at the right time with the right offer via email marketing or webinar marketing.

What is the difference between a lead and a prospect?

A lead is a potential customer who is not yet ready to purchase but is considering your product or service. A prospect is a person who has already engaged with you for more than 30 seconds and has expressed some level of interest in your company, products, or services. It’s important to know the difference between leads and prospects so that you can effectively prioritize which leads need follow-up action versus those who are just getting warmed up. To increase your sales pipeline efficiency and find more opportunities to convert those prospects into customers, lead generation should be implemented as part of your overall marketing strategy. A lead generation strategy focuses on finding qualified leads and turning them into paying customers by using different marketing tactics like email marketing or webinar marketing.

What is the role of lead generation in the sales process?

Lead generation is a marketing strategy that helps businesses generate leads for their sales processes. This can include any type of business process, such as communication with customers, the website traffic and conversions, or customer research. Lead generation allows you to meet your sales goals by providing opportunities for people to find out about your company, learn more about your products and services, or contact you directly. It also provides the opportunity to convert these leads into sales if they sound like they’re interested in what you have to offer. One way that companies can use lead generation is through email marketing campaigns. This allows them to collect information at one time and then follow up with those prospects later on when it makes sense. Or they might market something like a webinar using that same lead generation technique: collecting information at one time and then following up later on when it makes sense. Another option is creating a landing page so that someone who visits your website directly will be shown an advertisement that directs them towards learning more about what you have to offer as well as “getting in touch.”

Strategies for increasing your sales pipeline efficiency

Lead generation is an important tool to use in sales. It can help increase your sales pipeline efficiency by opening the door for more qualified leads, which means more potential deals and higher conversion rates. There are a few tactics you can implement to increase your lead generation results and make sure that your company sees the most return on investment from its effort. Some of these tactics include:
  • Developing new content strategies
  • Addressing the needs of your audience
  • Upgrading digital marketing strategies
  • Implementing creative social media marketing strategies

How do you determine which leads to target?

The first step in lead generation is determining which leads to target. Like with any marketing strategy, the key is to know your audience and what they are looking for. Start by understanding your target customer. Who are they and what do they currently need? What questions do you need to ask them? What types of offers can you create that will make them interested in working with you or buying from you? Once you have a better understanding of who your target customer is, start building content that reaches out to those people specifically with personalized messages tailored to their needs. What makes lead generation more efficient is through segmenting and targeting specific areas of the sales funnel so that leads only get contacted when they are ready to buy. This requires segmentation and targeting of specific stages within the sales funnel such as “Awareness,” “Interest,” “Needs,” “Problem Solved,” and “Action Taken.”

Lead qualification principles

Lead qualification is the process of verifying that a lead is an appropriate prospect. This typically includes gathering information about a prospect before extending an offer. This approach matches the nature of the buyer, which means lead qualification can be more complex in some industries than in others. In general, if you have a high-touch sales solution or need to identify customer needs for new features and updates, lead qualification is vital for success. If you are selling B2B solutions, the lead qualification must also take into account what your buyers are looking for when they search through their company’s website or use its internal apps or email marketing software. The 3 P’s of lead generation at work here are “proximity,” “priority,” and “progression.” Proximity: Where/how your target market is most likely to interact with you and your business—online, in-person, or on mobile devices. Priority: The relative value of outside-the-box thinking vs inside-the-box thinking (which tends to follow curiosity). Progression: How prospects progress through a sales journey—typically this looks like increasing conversion rates with each interaction.

Data-driven decision-making

Data-driven decision-making is an effective lead generation strategy. Lead generation is not a location-based strategy, but rather a time- and other relevant factors-based strategy. Data-driven decision-making means that you have all your information gathered in one place, making it easier to be more efficient with your lead generation strategy. Lead generation has become a critical part of the sales process, as it is beneficial for both the buyer and seller alike. In a recent study by HubSpot, 63 percent of buyers said they would buy more from a company with great lead generation. The key takeaway from this statistic is that more people are willing to buy from you if you can provide them with the options they want at their fingertips. More options mean more conversions, which means higher sales numbers, which can mean increased profits for your company overall.


We are constantly looking for ways to increase our sales pipeline efficiency. Lead generation, or the process of finding a person with an interest in what your business has to offer and then delivering your message, is a way to do that. It helps you target the right person at the right time with the right offer via email marketing or webinar marketing. Lead generation can help you create more sales opportunities by increasing your conversion rates as well as overall sales results. If your company meets and exceeds the needs of its lead, they are more likely to convert into a customer. A great example of how lead generation can be implemented is with Lean In 15 seminars. This seminar provides women entrepreneurs with a set of tools, resources, and strategies to help drive their business growth through initiatives like social media marketing and branding, public speaking, and personal development. After attending this seminar and with this newfound knowledge from experiential learning, these women entrepreneurs go home and implement changes in their businesses that lead to increased leads coming in for them!

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