Lead Generation

Why is Lead Generation Important?

Selling (services or products) is becoming increasingly difficult due to ever-increasing competition and constantly evolving consumer habits.

Indeed, consumers have become adept at research, where reviews and ratings from other users of the brand act as true ambassadors, conveying their experiences with the brand or product!

This is verifiable for B2B sales, which put you in front of savvy, informed, and demanding prospects. Moreover, in a B2B process, purchasing decisions are too long and characterized by the involvement of several stakeholders (Purchasing, sales department, Marketing, after-sales service, etc.)

To achieve this, there are two approaches: Outbound or Inbound.

Outbound involves collecting or purchasing contacts, which are then used in sales outreach. While this approach can sometimes work, it presents several drawbacks and risks, such as non-compliance with GDPR rules. It’s interesting to note that most global platforms like Mailchimp require verified contacts, ensuring proof through double opt-in.

Inbound is a process that attracts an internet user into a defined and tested conversion funnel, which leads the potential customer to provide their contact information (becoming a lead) and finally to close (purchase or subscription to one of your products/services).

Lead generation is an integral part of an inbound marketing strategy, whose goal is to naturally attract an internet user to your site by offering them targeted and relevant offers.