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Lead Generation

Best Marketing Assets for Lead Generation

Lead generation is the idea that you should create and nurture interest among those who are prospective buyers so that they might become customers in the future.  When you nurture those leads, you can turn prospective buyers into sales.  The discipline, however, has gone through changes over the years.  In the past, lead generations for sales focused on awareness and branding activities.  Most of the time, these groups worked over the phone from call lists to connect with buyers and covert those who were ready over into a customer.  Now, however, buyers have access to so much information through the internet that the buying process is quite a bit different than it was in the past.

In today’s market, marketing departments realize that the role has shifted and they now need to use a different type of marketing instead of a push sales process.  The way that they cultivate and nurture leads, therefore, has shifted significantly.

Because of the changes, lead generation and conversion begins a lot earlier in the buying process than it did in the past.  With webinars, searches, social media and other types of sharing, marketers can find prospective buyers with quite a bit of relevant information at hand.  They can then assess the challenges those buyers have and answer them with the solutions they can solve.  Through something as simple as the education process, a company can turn a prospective buyer into a customer.  This can be done by simply providing valuable content to the right people with the prospective buyer at the forefront of the marketing mind at all times.  Slow education can help the buyer consider his or her purchase decisions and angle them towards your company instead of another.

One of the many marketing assets your company will need for lead generation and conversion is the ability to read the digital body language.  This language will help your company understand when a prospect is ready to engage with your sales team in order to talk about purchasing what you are offering.  You will want to do some work on lead scoring to help you match a person’s behaviors with the activities that indicate whether or not they intend to buy anything.  You will then tailor the conversation to lead into sales, contracts, services, pricing and other times that help the lead generation process continue.

While most of the lead generations seems to be done online these days, the phone is not completely out of the question either.  Outsourced teams often call prospects who show interest in order to communicate some of the benefits of buying to them.  These calls can also be used to gauge the particular interest of a prospect in order to move them on to sales, nurture them, or cross them off the list.

While the marketing assets for lead generation have changed quite a bit over the years, if your company can keep up with the times, you will see more leads turn into sales.

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Leslie Chapman

Leslie has worked as a digital analyst for over five years. She enjoys writing about many business marketing topics especially those impacting the SMB market.

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