Lead generation is a marketing approach primarily used in business to business marketing but sometimes in consumer marketing initiatives. Simply explained, this approach focuses on identifying candidates who are most likely to make a purchasing decision and reaching out to them through various marketing channels and offers.
A business focused on lead generation techniques may use a mix of inbound and outbound marketing strategies to generate leads.
71% of B2B marketers use content marketing to generate leads. (MarketingProfs)
Examples of the types of clients which often see success with this digital marketing tool: mainly b2b clients, but consumer clients with high ticket items often benefit from lead generation.