Lead generation (lead generation)
Lead generation (from engl. lead generation) is a process of search of potential clients as a result of which service providers obtain a contact information of the possible customers who expressed preliminary interest in acquisition of their products or services. This marketing tactics is focused on identification of specific interests, with direct contacts and comments on interest level, but not on abstract increase in loyalty to a brand or growth of knowledge of target audience.
"For the commercial sector which is forced to fight for the market share and to convince clients of competitive advantages, lead generation is the most effective approach to the organization of processes of marketing and sales. It gives easily measurable performance indicator of the made efforts thanks to the key indicator – conversion (coefficient of transition of number of potential clients to real sales). It allows the companies to get rid of risk that potential clients 'will end"', to feel independence of randomnesses on sales and a human factor and also not to throw away the marketing budget on ineffective activities", – Andreyeva Ksenia, the founder of SaleSpring service says.
Processes of search of potential clients and identification of their interest yield the maximum results at joint work of marketing departments and sales. Thus, optimal scheme of the organization of lead generation two-level: at the first level marketing department defines target audience, prepares lists of prospective customers, then on them interests come to light (for example, as a result of call-down by telemarketing specialists); further the sales department takes the companies with the identified interest in hand and brings them to the transaction. If the company is not ready to cooperation, it is transferred back to marketing department for further "cultivation" (lead nurturing).
Among the most popular lidogeneratsionny tools: purpose of business meetings, a direkt-mail, interaction via the website, collecting of delegates on actions and telemarketing. At the same time the companies, successful in the lidogeneratsionny plan, practice bigger amount of marketing tactics on detection of interest in cooperation from potential clients, perceive "aimings" on possible customers more actively and pay attention to bigger number of criteria for identification of their interest. Besides, the companies noting high efficiency of processes of lead generation use instruments of automation (CRM, kollaboratsionny services, management systems for marketing functions of the websites, the IP telephony, etc.) more actively and use more opportunities for expansion of databases of business contacts. Key difficulties on a way of creation of an effective system of lead generation are, first of all, the shortage of human resources and time and also the bad organization of processes of lead generation.
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