In a basic definition lead generation is best described as the action or process of identifying and cultivating potential customers for a business' products or services. At face value, the definition is not complicated.
Good Lead Generation is ensuring that you are attracting the right buyers for your products/services and it is critical to the sales process that this is done at the right time.
The following is the sort of feedback that we commonly hear from sales team:
"These leads are tyre kickers"
"This enquiry didn't even know what we sell or do"
To improve the leads and enquires from your website, you need to understand the Buyer's Journey .
The buyer’s journey is the process buyers go through to become aware of, evaluate, and purchase a new product or service. The journey is a three-step process:
By defining and understanding the different stages of your buyer's journey you will be able to help people buy your products and/or services. Your online content and messaging can be tailored to each stage of the buyer's journey and your sales processes aligned with these stages - often called lead nurturing.
"Don't sell.......help people buy"
Buyers don’t want to be prospected, demoed, or closed. A salesperson, can personalize the sales process to the buyer’s context by understanding the buyer’s journey.
Perhaps you have seen or read the abbreviations for lead types out there called MQL and SQL. The meaning of these are Marketing Qualified Leads and Sales Qualified Leads.
A brief description of these are:
"The businesses that have a steady stream of qualified leads that know your product or services and are ready to purchase, are the ideal leads for your sales team to be working with for best results"