Based on the marketing-lead-sales funnel, the first job of Lead Management is to generate leads. This is done by converting potential but largely unknown customers into someone interested in the company and products or services. It, therefore, includes all measures necessary to create a cold lead. Further, lead generation also marks the interface between the marketing funnel and the lead funnel. These four steps along the lead generation process are closely linked to marketing actions. Especially the first step has no clear separation to marketing and is typically shared between the two disciplines.
1. First touchpoint with the company
Simple. The unknown member of your target group needs to engage with your content. A, often digital, first touchpoint is the start of the customer journey. This initial contact with your company expresses first interest and is an essential part of lead creation.
2. Engagement with content
The more engagement, the better. Online examples are clicks, sessions-duration or other engagement metrics. Offline, the person expresses interest at an exhibition or simply calls you.
3. Call-to-Action (CTA)
The click on a CTA marks an interesting moment in this fresh relationship. It’s something like the first kiss with your date. It’s an expression of interest and the willingness to further engage with you and your company. CTAs vary from downloads, contact forms to live chats or e-mail subscriptions.
4. Share additional contact details
Ideally, the members of your target group will share contact details such as name, e-mail, company, job title and alike. The tricky aspect of this step is to ask as much data to work with the prospect. Another difficulty is keeping the barrier low. Examples vary from e-mail only registrations to full-scale contact forms that ask for your social security number.
The result of the lead generation phase is a new lead, defined by criteria by the marketing and the lead management department.