What is Lead Generation?

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)

A lead generation marketing approach often focuses heavily on the use of excellent landing pages, great conversion forms and awesome calls-to-action to generate interest in a product or service. 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.