The sand has run through the marketing hourglass, but there’s still more to learn about your marketing maturity and sophistication – this week we tackle lead generation.
Lead generation is how you warm up potential customers and move them into the marketing hourglass.
For lead generation:
An absent strategy is when you’re relying solely on things like referrals and trade shows to bring customers in.
If your strategy is reactive, referrals are still generating 50%+ of your leads and you’re still using trade shows, but you’re also getting a few online leads and using advertising or direct mail programs.
When referrals and online leads each bring in 30%(ish) of your leads, you have a more organized approach to trade shows, and you have planned advertising or other lead generation programs, your strategy is sporadic.
At the holy grail of a consistent strategy, you’re able to execute varied lead generation campaigns based on your sales goals and needs.
Because lead generation is the process of attracting and converting prospects into leads, your business cannot move forward without a good lead generation strategy.
Next week, we’ll cover turning leads into customers – aka lead conversion!