Lead Generation

In lead generation the focus is on acquiring valuable leads for your company. When generating leads, marketing activities are geared toward attracting new customers.

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Lead Generation

What is a lead?

A lead is a person who, in one way or another, shows interest in your company’s product or service. This interest is expressed by leaving details in exchange for an offer, a trial period or a whitepaper.
This information helps a company set up personalised marketing, sales and service. It also enables you to offer an appropriate solution to a specific person or company.

The lifecycle stages

Leads are part of the broader lifecycle that consumers follow as they move from visitor to customer. Not all leads are the same and they are not qualified in the same way. There are different types of leads based on how far they are in the cycle. The most well known are the Marketing Qualified Lead and the Sales Qualified Lead.

The lead generation process

When you start generating leads for your company, it is important to determine who your potential customers are. To clarify what a quality lead is for you, you can define a buyer persona, which is a profile of your ideal customer.

If you want to capture leads via the website, you must also steer toward sufficient website traffic. You can use different forms of marketing for this. Create relevant content for your visitors and ensure it can be found by deploying SEO, SEA, email and social media.

Make sure the landing page used in your campaigns contains a clear call-to-action button. With the content on the page you should encourage the visitor to download a whitepaper or at least leave their details to receive more information.
You can also collect leads directly from your campaigns. Run a Facebook or LinkedIn lead campaign to collect leads via a lead form. Google Ads also offers lead form extensions so you can capture leads directly.

After collecting details from people interested in your product or service, it is important to assess whether these leads are of sufficient quality. Once you have defined which leads matter, you can use lead scoring to prioritise and follow them up.

After collecting leads, you must warm them up. Lead nurturing means helping a lead progress in the buying process by showing how you can solve the problem they are experiencing.

Generate leads with inbound marketing and HubSpot

With inbound marketing you create a personal experience for potential customers. Collect all data in the HubSpot CRM and send leads personalised content.
Set up the right landing pages and forms to capture details from potential customers and nurture them through the lifecycle using the various marketing options in HubSpot. From within HubSpot you can focus on lead generation, lead nurturing and, ultimately, customer satisfaction.