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Lead generation is a transversal process that affects everyone: regardless of whether it operates in the B2B or B2C sector.
In the 1.0 era, people would walk into stores, take a look, and then say hello without a trace of their passage. With the internet, you can not only attract new potential consumers to your site, but also keep them and record their names so you can contact them again in a future attempt to turn them into customers.
This is why we talk so much about lead generation and it is crucial to know all the best practices: contacts are the currency of the digital world, they are the potential lifeblood for your business.
In this article, we have collected a number of tips and secrets to improve your lead generation strategies. And now enough with the words, let's get down to business!
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What is a lead?
A lead is a contact, a person who has visited your site and found content that is interesting enough to leave data such as name, surname and email address. There are many ways to complete this conversion process : the most common is the use of forms to subscribe to the newsletter.
Are lead and customer synonymous? No , the lead is a simple contact known to us who is looking for useful information and content but has not yet made a purchase. Depending on the degree of interest shown in our business - generally measured through a lead scoring system - it can be classified as:
MQL : acronym for Marketing Qualified Lead, indicates a contact that has gone beyond simply leaving their data on a single form, starting to interact with the contents of their brand;
SQL : acronym for Sales Qualified Lead, indicates a contact who has started to observe the product pages, to leave some abandoned cart. In short, a person who begins to evaluate the possibility of making a purchase.
Are leads and prospects the same thing? No. _ In the first case we have a user who is not interested in buying, in the second we have a potential customer!
Who is your lead?
No two leads are identical, but they should have at least some similarities that indicate whether they can be a good fit for your business or not.
For example, a furniture store might receive 10 newsletter signups in one day. Of these:
Eight are individuals between the ages of 30 and 50 who are doing home renovations.
One is a student completing a college project.
One is looking for ideas for a home that he hasn't bought yet.
The first eight subscribers are contacts they could purchase from the company. The student may never make a purchase, and the person browsing for ideas may purchase in the future, but not now. Of those 10 people, nine are leads who could potentially buy a product from the company, and the student is a bitch.
So who is your lead?
On the basis of interviews, market analyzes, data collected from your contact forms, you can create the buyer personas profiles. This work must be done in the planning phase of the activity but nothing is set in stone: like fluids in their vessels, we constantly adapt to new circumstances. That's why, to define your lead-type, you should rework the profiles you initially created.