The word “lead” may have many meanings, but in the world of marketing, it means an individual or an organization interested in what you are offering them. This interest can be conveyed in a variety of ways. A potential customer asking for dropping in their email on your subscription letter form or giving you their number for future updates shows that they are interested in what you are selling. This, in turn, makes them a “lead” by definition.
Sounds pretty simple, no? Well, this is where things get a little rough! The definition we just shared above is not universal. The definition of what a lead is will vary from company to company. Heck, it even varies from department to department! A sales lead would hold a different value than a marketing lead, and hence we cannot come up with a definition that fits all boxes.
However, the denominator between all the perceptions of “lead” out there is that the lead will contribute to your business’s success. Therefore, across all departments and companies, a lead is quite an essential part of the business!
In essence, lead generation is an integral part of both marketing and sales. It begins in marketing but contributes towards sales. Lead generation is the connecting factor between the two! In that sense, neither the sales department cannot survive without lead generation. And marketing? Well, marketing wouldn’t make sense if there was no lead generation going on!
However, many other benefits lead generation brings to an organization other than necessary collaboration between marketing and sales. Let’s have a look at these:
Regardless of how great your business is, it doesn’t matter until people know how good it is. Due to this reason, brand awareness is one of the most critical measures of gauging how well your brand is doing. Essentially, brand awareness relates to how promptly a potential customer thinks of your brand before buying something that you offer. By focusing on lead generation, you are actively pursuing people to understand what your brand is about, which eventually contributes towards brand awareness.
Needless to say, lead generation is a spectacular way of increasing sales! For this reason, many organizations will spend a lot of time, money, and effort generating leads. Not only that, but the sales you make are likely to translate into long-term customer relationships. What else could one possibly want?
Even you don’t get to pin down that sale; you can use lead generation to keep tabs on the people who would be interested in your products in the future, as well. These people are essentially prospects that you must keep around because one day to the other you can really reach out to them and convert them into a sale!
Leads are an important part of any business. When you think about it, what is a business without its customers? And all your customers were leads at one point!
So, you want to really expand your horizons and have a customer base that sticks with you? Then start focusing on lead generation!
All it brings is advantages to your business, so you really shouldn’t neglect it. It acts as a bridge between sales and marketing, brings profits, and helps you take your business beyond mediocrity. A lead really is your best friend!