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Definition of Lead Generation.

Lead Generation write for us – The term lead generation refers to the acquisition of interested parties for a product or service. “Generating a lead” is synonymous with “winning a prospect.”

A “lead,” specifically future, is a data record that the user leaves behind because he is interested in an offer. Therefore, both a (legally correct) declaration of consent to contact and the additional information about what the user is interested in are prerequisites for speaking of a lead. A contact from the competition, for example, is not a lead, as the participant only gives consent to be contacted, not to receive an offer. The situation is different if the participant places the known other cross that he or she agrees to receive further (product-related) information.

How do you generate leads?

There are different ways to generate leads. Ideally, leads stimulate with good content marketing. However, that means you establish initial contact with potential customers via content that offers specific added value for this particular target group. That ensures that people are then ready to give their contact details and provides direct expertise in a particular field that this potential customer needs.

Lead Generation can, for example, also generates by registering for a newsletter or participating in a competition. The aim is always to stimulate demand. You can find out to what extent QR codes are a suitable method for generating leads here.

Lead Generation via push and pull marketing

Leads can generate successfully using different approaches. Even if the different methods vary, there are always individual and industry-specific approaches with better chances of success than other methods. In principle, however, a distinction can also remain made between push and pull marketing methods when generating leads.

Lead Generation in push marketing

In the past, especially before digitization, companies delivered advertising messages to consumers via mass media. That is the principle of one-way communication, also known as the sender-to-recipient model or push marketing. However, its task is to transport advertising messages that are defined and coordinated by the sender to the recipient. Senders are primarily companies. Consumers or recipients are the recipients.

The so-called outdoor lead generation, for example, can be assigned to push marketing. That can imagine as a classic promotion – a competition or a raffle, for example. Or the allocation of product samples in the store. Another push method is proactive telephone lead generation. However, due to many black sheep and the German legal situation, these methods must be treated cautiously. Every company should carefully weigh up the advantages and disadvantages of such a campaign before starting.

Lead Generation in pull marketing

On the other hand, in so-called pull marketing, advertising is only sent at the user’s express request, so that there must be an action by the (potential) customer at the beginning. However, SEO, content marketing, and your own website/blog are essential for inbound lead generation to set up by the target group. Therefore, for many people, the Internet has poorly turned into an information channel. If you have missed your chances here so far, you should urgently think about this topic. However, I still come across so many loveless online appearances, both privately and professionally, that have not developed further since the 90s, so that this warning should not be missing here.

Therefore, online lead generation mainly works very practically via contact forms and direct mail. And also, people receive the information they need in exchange for your contact information and consent to be contacted. How exactly this information package depends on the preferences of the provider and those of the target group. However, creativity only harms in very few cases. Lastly, as an efficient example, we have a contact form here that you can use to order our whitepaper “Success factors social media and B2B”.