Lead Generation Basics

Lead generation is the marketing process of stimulating and capturing interest in a product or service in order to develop sales pipeline.

In today’s complex marketing climate, lead generation has become a popular strategy to help create demand and get your marketing messages heard across multiple channels. Lead generation helps your company increase brand awareness, build relationships, generate qualified leads, and ultimately close deals. Through the various lead generation tactics mentioned in this guide, a company can collect the contact information of potential targets in order to nurture them to eventually become customers. Lead generation is useful for all types of businesses, both small and large, and in both B2B and B2C companies—such as financial services, healthcare, and automotive organizations.


Lead generation strategies that are discussed in this guide include:

  • Content marketing and blogging
  • Website and SEO
  • Social media
  • Pay-Per-Click (PPC) advertising
  • Content syndication
  • Direct mail
  • Telesales
  • Email marketing
  • Lead nurturing and lead scoring
  • Testing and optimization
  • Lead generation metrics


If you can generate quality leads for sales, you make their job easier—and more of your leads will be turned into revenue faster.


Lead generation can help your sales teams spend more time selling and less time with administrative tasks and prospecting because you are giving them warm, well-qualified leads. In fact, according to a recent benchmark study by Marketo, companies with mature lead generation practices achieve better sales productivity and higher revenue growth.


Mature companies achieve 133% greater revenue versus their plan than average companies, and 174% more than the least mature companies. Additionally, sales reps at mature companies spend 73% of their time selling (rather than on administrative tasks, training, etc.).


At companies without mature lead generation strategies, sales reps spend only 57% of their time selling. If you can generate more leads for your sales team, not only are you helping your company grow, but you are also helping marketing’s credibility. You are no longer seen as a cost center but as a viable part of the revenue team.


Let's start a conversation about how Marketo Engage from Capture could improve your lead generation process and increase your sales pipeline.

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