Many businesses are struggling right now—especially when it comes to sales. One of the biggest keys to a successful business is the generation of new sales leads. Without leads, a sales team cannot be successful. Therefore, generating good leads is just as important as refining your pitch or closing well.
Why is Lead Generation So Important?
The buying process has completely changed over the past 10-15 years. With the advent of the internet, companies need to find new ways to reach buyers and have a distinguishable voice through all the noise and clutter. Instead of focusing on finding customers via email blasts and mass advertising, we must redirect focus on being found and learn to build and maintain continuous client relationships.
Through various content resources, buyers can learn a great deal about any product or service prior to ever speaking to a sales associate. The amount of content available online can be overwhelming. These days, we don’t have an information scarcity – it’s an attention scarcity! An integral part of the lead gen process is prioritizing what aspects of your business and your services are most valuable to your target audience.
Logically, those key factors should be the top tier pieces of content you are marketing.
For modern marketing, lead generation (or as we’ll affectionately call it, lead gen) has become a highly competitive way for companies to compete for business in B2B and B2C companies. It’s one of a few major arteries that support healthy revenue growth, increase brand awareness, build relationships, develop qualified leads, and the always important, close more deals!
“Lead generation describes the marketing process of stimulating and capturing interest in a product or service for the purpose of developing a sales pipeline.” – Marketo
Simply put, lead gen is the tactical strategy implemented by a company to bring in new business. Everyone in your company can have a part in the process of lead generation, and it is in the best interest of your business to operate this way. Lead gen particularly calls on the skill sets of the marketing and sales teams to work cohesively. Marketing stimulates interest in potential customers and sends the warm leads to sales to nurture the lead and close the deal.
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