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Lead generation is a method of initiating an audience’s interest or inquiry for products and services.
Leads can be used to build lists for email marketing, drive engagement with web pages, sign up for webinars and more.
Lead generation is often used on digital channels to develop marketing qualified leads before sending them through a sales funnel.
Why is Lead Generation Important?
Business and marketing teams use lead generation campaigns to strategically reach potential buyers and improve their chances to close a sale.
This can be used as an alternative to paid marketing or with it to build continuous relationships with potential buyers. It puts leads into the top-of-funnel with the intention of nurturing leads toward goals and purchases.
Buyers are overwhelmed with advertisements and tend to ignore messages. This change in the buying process requires lead generation to have strategic planning that focuses on building trust and capturing the interest of a buyer before they are ready to make a purchase.