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A prospect or potential customer/consumer who has responded is called a Lead. It is a person who has shown some kind of interest in a company’s product. Leads are gained via an existing customer or via a direct response to an ad. The marketing department of a company is responsible for the lead generation. The sales department of a company is responsible for finding and closing leads. For example, a vendor will display their wares at an industry trade show, hoping to attract the attention of qualified buyers attending the exhibit. Each inquiry for more vendor information would be a “lead,” which might subsequently be developed into a sale.

In marketing, lead generation is the generation of consumer interest or inquiry into products or services of a business.Leads can be created for purposes such as list building, e-newsletter list acquisition or for sales leads. The methods for generating leads 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,hose with a higher probability of a desired outcome.

Lead generation is the process of making contacts which may lead to a sale or other favourable outcome. The 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, events, and purchase of lists of potential customers.



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