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Lead Generation: What it is and Why You Need it

Updated: Apr 20, 2023

The main objective of any business is to gain new customers and GROW. Finding growth requires effective digital marketing campaigns to find leads, then nurture those new leads through nurture campaigns. When B2B businesses set out to generate leads, they tend to prioritize quantity over quality; focusing on quantity might get you a sale or two, but it doesn’t mean those leads will turn into valued customers.

GROW Marketing Agency will help you uncover best practices for lead generation and generating quality leads that produce growth.

lead generation funnel graphic

What Lead Generation Is

Lead generation is getting prospects interested in your business and gradually moving them through a sales funnel to become valued, paying customers.

A reputation precedes lead generation as pushy salespeople cold calling businesses and big email blasts–but that was the past. Today lead generation is far less intrusive and more focused on building relationships with prospects by encouraging them to act.

Lead generation is a core part of many B2C and B2B companies. The products they sell can cost upwards of thousands of dollars, like machine parts, software, etc. and online shoppers are less likely to buy directly from their site because it’s too pricey and the products are for niche industries. Through lead generation campaigns, B2B can collect quality leads through email marketing campaigns, as it’s one of the most effective ways to market online.

How Lead Generation & Marketing Work Together

The two main processes of generating new leads:

  • Finding an effective way to get traffic to your website

  • Converting those visitors into leads via online forms and surveys.

There are many ways to attract visitors (your target audience) to your website. SEM, SEO, social media, and PPC advertising are all effective avenues. Not all of these tactics will work for your brand, so it’s best to find a strategy that works and stick with it.

Once visitors are on your website, it’s time to convert them from visitors to leads. There is a variety of lead generation tactics to get that visitor interested in your products and services:

  • Blogging

  • Content includes infographics, videos, PDF guides, and ebooks.

  • Optimizing landing pages.

When a person shows interest in your business and your products and services and has transitioned from visitor to lead, it’s time to nurture that lead to convert them to customers.

lead generation funnel

Lead Nurturing

Once you enter lead nurturing, it’s time to develop personalized relationships with your leads. Lead nurturing is increasing the leads’ interest throughout the sales funnel to build a relationship to earn that lead’s business – when they’re ready. At this stage, a successful nurturing campaign focuses on marketing and communication efforts tailored to your leads' needs and wants.

A great question to ask yourself is, “how do I connect with my prospects and turn them into customers in the most helpful way?”. This can be a blog, a pdf guide, free samples, or a discount on customers' first-time orders.

Once You’ve Nurtured A Lead, It’s Time To Keep Them

That sentiment can be applied to leads who visited your website and explored your products and services. Keep those leads coming back by retargeting ads. Retargeting makes the most out of your marketing efforts. Once you’ve nurtured and converted them into paying customers, those leads are more likely to refer your business to friends and other businesses.

GROW Bigger With Leads

Growing your business requires a variety of tools, like lead generation. It’s a powerful strategy that will benefit your business immensely. With many digital marketing tools, like SEO, lead generation takes time! By investing in lead generation strategies and prioritizing different elements of your marketing strategy, you’re building a solid foundation for your business to grow.

Here at GROW Marketing Agency, our marketing strategies focus on helping your business make genuine connections with your customers to GROW your sales. From helping B2B and B2C companies develop effective strategies for growth to generating leads, then executing those strategies. Connect with us, and we’ll GROW your business.


About the Author:

Katheryn Hunt - CEO of GROW - St. Louis Marketing Agency
Katheryn Hunt, CEO GROW

Katheryn Hunt is a sales-‘growing’ enthusiast. As the CEO of GROW, she partners with small to medium businesses in the United States to develop and deploy sales and marketing strategies that generate revenue. Katheryn has a diverse business-building background; and has surrounded herself with an elite marketing team who specialize in “Growing” business start-ups, healthcare and long-term care companies, capital equipment manufacturers, retailers, and service-based industries; through value-based selling and compelling marketing stories.


GROW Marketing Agency is a St. Louis-based Sales and Marketing Agency specializing in Website, Digital Marketing, & Business growth solutions. We help companies increase their revenue by creating the pathways that lead customers to the heart of their business. Individually tailored and guaranteed to deliver results, our growth strategies save clients time and money while increasing their market share.


Image by Jr Korpa

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