A brief review of leads, conventional lead generation methods and a marketing perspective.

In the world of digital marketing, a ‘Lead’ is characterized as an individual or an organization that shares a common interest with respect to the product, your company is offering. This means that a ‘Lead’ in layman terms is a prospective customer. In this fast-paced world, the definition of a lead has evolved from just as someone who is a prospective customer to anyone who might be interested to be associated with your firm in any form or at any level of partnership.

Young companies and even considerably-sized corporations, in some cases, trying to sell a service, can highly benefit from Leads as it gives the much-required exposure that can completely skyrocket their revenues. There are many ways in the market to acquire such ‘Leads’. A lot of firms offer contact information of decision makers in the industry, to young companies trying to increase their reach, as their service. But this comes with a very big catch! There is a high chance that this information is stale. The type of resources these companies use to find information about the leads is outdated. There is a fundamental flaw in the techniques used. Most of these companies just buy out huge databases which have information about contacts of decision makers. Whenever you hit a query, their system searches for the most relatable prospects and shows the result. This approach has a very big flaw. As the information in the data is not frequently updated, there is a high chance that the contact details are no longer in service or generally speaking, incorrect. The current marketing scenario is seeing a gradual shift globally. Companies are running online campaigns specific to a particular group of people. How do the companies get these specific groups of people? The answer is ‘Lead categorization’. So, suffice to say we are shifting from broad marketing to restrictively specific marketing where companies tend to market to only a specific group of people, from where the response is most likely to come. In this ecosystem, getting quality leads and converting them into customers and partners is the most important thing. The competition is rising, and it is not an easy job to deliver. A great online review also cites that generating leads which aren’t particularly qualified for sales can be as hampering as not generating them at all. Gleanster research predicts that only 25% of the leads that are generated now are qualified and validated. This is a surprisingly low percentage if consider the definition of ‘Lead’ itself is someone who shows interest in your product.

It is extremely important for any firm to be able to sell to freshly validated leads and improve its sales in that manner. The reason for this is that, those leads have been searching for a similar service like the one you are providing in the most recent times and if your company ends up converting that lead into a customer and eventually satisfy him with a positive effect, then this customer brings in several more prospects as a result of positive marketing. To conclude, marketing nowadays is now unpredictable as it ever gets. Definitely, “Leads” and effective categorization and generation of them is the way to go. Developments must be made in the direction where Leads are fresh, validated and secure.