Let’s start with what a lead is: someone who may be interested in what you’re selling. Lead generation, then, is all about finding out how those people are — and helping them find you.

Especially now, since according to Forrester, some buyers will look up three pieces of content by the time you can even publish or send them one.

In digital marketing, lead generation focuses on getting people to declare their interest in you by sharing giving you something of theirs. An email address, a completed form, a Like on Facebook or an @ mention on Twitter, a download of your free app or guide. After that, as long as you have a way to start a conversation with them, they’re a lead.

People fight about this all the time. Lead generation is the space where sales and marketing overlap. And there’s a lot of tension in this space. Marketing works super hard to generate heaps and loads of leads for sales, and then sales comes back and says, “Ah, but they weren’t quality leads!”

The best organizations qualify their leads to make sure their salespeople spend their time and energy on only the leads that are most likely to turn into customers. We’re constantly revamping our lead qualification process — optimizing it to increase conversion rate by 48%.

A company does not stick to only one digital marketing strategy. Their strategies constantly evolve and change as per the market and audience’s tastes. Having said that, “success” is the company defined and changes with time. campaigns that have been unsuccessful in the past might be successful when reintroduced. SO Success or failure is perceptive.

All that revenue you want?

It comes from customers.

All those customers you want?

They start out as leads.

Lead generation is as essential as the air you breathe, the food you eat, and the decadent craft suds you down. No leads, no customers, no revenue, no business.