Lead generation
Encyclopedia
Lead generation, or lead gen is a marketing
tool used, particularly in internet marketing
, to generate consumer interest or inquiry into products or services of a business. Leads can be generated for a variety of purposes - list building, e-newsletter list acquisition or for winning customers. There are many tactical methods for generating leads. These methods typically fall under the umbrella of advertising, but may also include non-paid sources such as organic search engine results or referrals from existing customers. Businesses strive to generate 'quality' leads. Quality is usually determined by the propensity of the inquirer to take the next action towards a purchase.
to achieve top ranking for searches for services such as a locksmith on search engines such as Google Places. Often a phony local address is used to fool the search algorithm
, as is liberal posting of the lead generator's NAP
, name, address and phone number, on the internet. The practice is used in other industries such as auto glass replacement, roofing, or carpeting. Similar practices are used in Yellow Page ads also.
Marketing
Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments...
tool used, particularly in internet marketing
Internet marketing
Internet marketing, also known as digital marketing, web marketing, online marketing, search marketing or e-marketing, is referred to as the marketing of products or services over the Internet...
, to generate consumer interest or inquiry into products or services of a business. Leads can be generated for a variety of purposes - list building, e-newsletter list acquisition or for winning customers. There are many tactical methods for generating leads. These methods typically fall under the umbrella of advertising, but may also include non-paid sources such as organic search engine results or referrals from existing customers. Businesses strive to generate 'quality' leads. Quality is usually determined by the propensity of the inquirer to take the next action towards a purchase.
Use of lead generation in service industries
Lead generators use search engine optimizationSearch engine optimization
Search engine optimization is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid search results...
to achieve top ranking for searches for services such as a locksmith on search engines such as Google Places. Often a phony local address is used to fool the search algorithm
Search algorithm
In computer science, a search algorithm is an algorithm for finding an item with specified properties among a collection of items. The items may be stored individually as records in a database; or may be elements of a search space defined by a mathematical formula or procedure, such as the roots...
, as is liberal posting of the lead generator's NAP
Nap
A nap is a short period of sleep.Nap may also refer to:-Politics:* National Action Party , a political movement* National Action Plan on the Elimination of Child Labour...
, name, address and phone number, on the internet. The practice is used in other industries such as auto glass replacement, roofing, or carpeting. Similar practices are used in Yellow Page ads also.
Lead generation organizations
- BuyerZoneBuyerZoneBuyerZone is an online marketplace for business-to-business purchases. The service works similarly to other lead generation web sites such as Resource Nation, LendingTree or ServiceMagic: buyers enter specific information about themselves and the purchases that they intend to make. BuyerZone then...
- EloquaEloquaEloqua Corp. is a marketing automation SaaS company which develops automated marketing and demand generation software and services for business-to-business marketers. The company has been described as a pioneer and industry leader in lead generation services....
- HubSpotHubSpotHubSpot is a venture-funded marketing software company based in Cambridge, Massachusetts. Its customer base grew from over 1,400 in July 2009 to over 3,600 in November 2010, mainly in the USA.-History:...
- PointClearPointClearPointClear is a limited liability company that works with business-to-business companies in the areas of lead generation and outsourced prospecting...
- QuinStreetQuinstreetQuinStreet, Inc. is a publicly traded online marketing company based in Foster City, CA with satellite offices worldwide. QuinStreet employs a performance-based advertising model with use of search engine marketing strategies to promote clients on Web sites in a number of verticals, including:...