Back جذب العملاء المحتملين Arabic Leadgenerierung German Lead generation Spanish Génération de leads French Lead generation Italian 潜在顧客 Japanese Leadgeneratie Dutch Lead generation NB Pozyskiwanie leadów Polish Geração de leads Portuguese
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In marketing, lead generation (/ˈliːd/) is the process of creating consumer interest or inquiry into the products or services of a business. A lead is the contact information and, in some cases, demographic information of a customer who is interested in a specific product or service.
Leads may come from various sources or activities, for example, digitally via the Internet, through personal referrals, through telephone calls either by the company or telemarketers, through advertisements, and events.
- In 2014, a study found that direct traffic, search engines, and web referrals were the three most popular online channels for lead generation, accounting for 93% of leads.[1]
- In 2018, Chief Marketer found that B2B marketers favored email, live events, and content marketing as their top three.[2]
- After the COVID-19 pandemic in 2020, Gartner identified increases in social and search engine optimization for B2B marketers, while B2C marketers favored digital advertising.[3]
Lead generation is often paired with lead management to move leads through the purchase funnel. This combination of activities is referred to as pipeline marketing, which is often broken into a marketing and a sales pipeline.
- ^ Marvin, Ginny (24 March 2014). "First Touch: In 9 of 10 Industries Search Tops Lead Generation, Social Shortens Marketing Cycles". Marketing Land. Retrieved 12 September 2015.
- ^ B2B Lead General Survey 2017Chief Marketer Archived 18 November 2021 at the Wayback Machine
- ^ "7 Key Marketing Channel Shifts as Marketing Budgets Shrink". Gartner. Retrieved 17 May 2023.