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The Value of Lead Generation

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Many businesses are struggling right now-- especially when it comes to sales. A common misconception about sales is that it is all just cold calling as many people or businesses as possible until you get a bite. The task of finding this new business is called lead generation.

One of the biggest keys to a successful business is the generation of new sales leads. A lead is a person or company that has shown some enthusiasm in the services or products that your company provides.

By now you may be asking: "How do I yield the right leads?" Years ago, leads were produced by meeting people, cold calling, and ordered lists. As veteran salespeople know, solely cold calling and meeting people was a flawed process. You could generate leads, but the size of compelling leads would not be substantial. Thanks to advances in technology, this is no longer case. In the last 10-15 years advances in technology have made it extremely easy to target and acquire ideal leads.

Social media and search engines have dramatically simplified the activity of generating leads. It literally takes a matter of seconds to find a multitude of people and companies who fit the criteria for a potential sale. It may take some supplementary research to find your new lead's contact information, and then some more time to contact them, but it will still be a thousand times quicker than cold calls. It's now possible to generate an extremely high volume of leads in a short period of time. The more leads you get, the more pitches your sales team is ultimately going to close. For many firms, it will make sense to commit full time employees only to handling lead generation.

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Organically engaging users to your site takes a lot of time and effort, and those lead generation tactics ebb and flow with consumer demand and general brand awareness. To help make up for an organic pipeline that has slowed to a trickle, many sales and marketing teams turn to lead generation companies to keep sales teams busy and expand their customer base.

Lead gen companies and services can be important as you have outsourced a complex and time-consuming task to experts. And the only way to get sales is to generate leads first - in other words, generate interest in your services and customer inquiries about purchasing it.

So lead generation is necessary because it's what keeps companies running.

It's a game of numbers, and those numbers aggregate in well-planned lead generation strategies. The main aim is quality, and 'quality' here means that you're achieving pre-qualified leads that you can approach with personalized, industry-specific messaging.

You can't generally designate any tactic the 'best lead generation tactic' or the 'worst'. For each one you can discover companies that get enough clients doing just that (be it email marketing, SEO, or content marketing). B2B marketers say that the biggest obstacles to lead generation success are the lack of resources in staffing, budgeting, or time.

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