Module No. 6: Lead Generation for Business
Lead Generation for Business: Lead generation in marketing is the initiation of consumer interest or inquiry into a company’s products or services. For purposes such as list building, e-newsletter list acquisition or sales leads, leads can be created. Methods for generating leads typically fall under the advertising umbrella, but may also include unpaid sources such as results from organic search engines or references from existing customers.
Leads can come from various sources or activities, such as digitally through the Internet, through personal referrals, through company or telemarketer telephone calls, through advertisements, and events. A study in 2015 found that 89 percent of respondents cited email as the most widely used channel for lead generation, followed by content marketing, search engine, and events. A 2014 study found that direct traffic, search engines, and web references were the three most popular lead generation online channels, representing 93% of leads.
Lead generation is often paired to move leads through the buying funnel with lead management. The term pipeline marketing refers to this combination of activities.
A lead is usually assigned to a follow – up individual. Once the individual (e.g. salesperson) reviews and qualifies the individual to have potential business, the lead becomes a business opportunity. Before the deal is won, the opportunity has to undergo multiple sales stages.
Lead Generation Content
|· Understanding lead generation for business|
|· Why lead generation is important?|
|· Understanding landing pages|
|· Understanding thank-you page|
|· Landing page vs website|
|· Best practices to create a landing page|
|· Best practices to create a thank-you page|
|· Practical exercise- Creating a landing page|
|· Types of landing pages|
|· Reviewing landing pages created by trainees|
|· What is A/B testing?|
|· How to do A/B testing|
|· Selecting landing pages after A/B testing|
|· Converting leads into sales|
|· Creating lead nurturing strategy|
|· Understanding lead funnel|
|· Steps in leads nurturing|