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Lead generation is a useful marketing tool to any business. It is simply the process of procuring prospective customers, and marketing teams are employing lead generating techniques to increase their leads. What the teams don’t realize is that lead generation is not about quantity but about quality. Lead generating tactics have been revamped as many organizations have realized this. On the other hand, there are several others who do not consider lead generation vital for the growth of the business.

The working pattern of sales and marketing teams has changed as the observation of lead generation has changed. Only the collaboration of these two teams can result in the achievement of optimal results. And these two teams have always worked as individual entities prior to this. Widening the customer base is the primary concern of lead generation, and this can be successfully achieved only when the two teams join forces. The marketing teams possess the first hand knowledge of the needs that need to be nurtured and those that are qualified enough to be sent through the sales funnel.

What is Lead Nurturing?

The process of converting leads into ready sales prospects is called lead nurturing. It includes the formulating of policies to classify customers on the basis of their positions in the buying cycle, encouraging interest in the product by sending appropriate messages in the various stages of the buying cycle, tracking the levels of interest and finally making them sales ready.

Techniques

There are various kinds of lead generation techniques available in the market. The two main techniques that are used by marketers for generating leads are inbound marketing and outbound marketing. Adopting lead generation techniques allows you to boost your business sales and thereby enables your company to earn lucrative profits.

In the process of outbound marketing, marketers force themselves on prospective customers to generate leads. Also known as interruption marketing, there are times when marketers interrupt people who may not be genuinely interested. Cold calling, direct mails emails ads and so on are included in this type of marketing.

Inbound marketing on the other hand, does not interrupt prospects like outbound marketing. Also known as permission marketing, this kind of inbound marketing uses tactics like blogs, e-books, white papers, SEO, SEM, webinars, social media, viral marketing, videos, podcasts, and so on to draw their attention.

What is Unified Demand Generation?

Unified demand generation is harnessing the full potential of both inbound and outbound marketing. The concept of unified demand generation combines the efficient techniques of inbound and outbound marketing in an effort to increase sales. Although outbound marketing is more effective in lead generation, there are means of impeding marketing messages using caller IDs, spam filters, etc. It is hence more appropriate to adopt a method that leverages both the lead generating techniques. The role of lead generation cannot be disregarded in the lead management process as it is a significant facet in business development.