What is a lead in marketing and sales?
A lead is a person who has voluntarily given their contact information to a company. Most commonly, this is their email address. This way, they become part of the company's contact database and a sales opportunity for it.
A lead can come from a wide variety of sources: a contact form on the corporate website, social media campaigns, in-person corporate events…
Lead generation consists of all those methods aimed at netherlands telegram data obtaining contact information for potential customers: the people who make purchasing decisions in the companies to which you target your products or services. In other words, it must be based on a digital strategy aimed at profiles that resemble your buyer persona as much as possible.
Because B2B lead capture is not a question of quantity. It is about getting quality leads, which are the key to success in an environment as competitive as B2B.
Lead capture strategies in B2B companies
The most advisable thing when generating leads is to use proven methods for your specific objectives. In industrial and B2B companies, the most prominent ones are the following.
Outbound marketing
This is considered “traditional marketing” because it ignores the online environment to focus on going out to find its clients through advertising campaigns in the media, face-to-face meetings, trade shows and professional events , cold calls or emails… Although this is a type of lead capture strategy that still works, especially with older buyer personas, in recent years it has been losing some of its appeal. For example, according to a Demand Gen Survey Report, up to 90% of B2B clients reject sales prospecting phone calls, a method that is increasingly considered invasive.
