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Line 1: {{Short description\|Initiation of consumer interest into products}} ~~'''Lead generation''' is a [[marketing]] term that refers to the manufacture of connections between well-matched consumers and target corporate vendors.~~ {{For\|the use of lead generation in drug discovery\|Hit to lead}} {{More citations needed\|date=May 2021}} {{Use dmy dates\|date=February 2023}} {{Marketing operations\|expanded=no}} In [[marketing]], '''lead generation''' ({{IPAc-en\|ˈ\|l\|iː\|d}}) is the [[Consumerism\|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 [[telemarketer]]s, through [[advertisement]]s, and events. Lead generation is largely a [[rendezvous problem]] where there is a set of well-matched candidates for product purchase within a larger set of poorly matched candidates. Various methods are used to try to identify the well-matched candidates which are also called [[sales lead\|sales leads]]. 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. ~~There are several methods used in marketing lead generation:~~ == Lead scoring == * [[Advertising]] [[Lead scoring]] involves a [[quantitative method]] of assigning a numerical score to a lead. This helps the company determine whether a contact is valid for their pipeline and allows them to prioritize leads and allocate resources accordingly. The introduction of [[marketing automation]] has made lead scoring easier to implement.<ref>{{Cite journal \|last=Hakulinen \|first=Usa \|date=2021 \|title=THE IMPACT OF PROSPECT ACQUISITION SOURCES FOR BUSINESS-TO-BUSINESS EMAIL LEAD NURTURING MARKETING PERFORMANCE \|url=http://urn.fi/urn:nbn:fi:uef-20211627 \|journal=University of Eastern Finland}}</ref> * [[trade show\|Trade Show]]s * [[Publicity]] and [[Public Relations]] * [[product literature\|Product Literature]] * [[Spam]] (dubiously) The score assigned to each lead is assigned based on their level of interest, fit with the company's target market, and likelihood of becoming a paying customer. It is not static and can change based on the demographic or behavioral criteria set by the company.{{cn\|date=August 2024}} ~~Each of these involves two primary rendezvous strategies: broadcast and concentration.~~ == Nationalization Efforts == "Broadcast" involves communicating to a broad set of candidates with the expectation of a statistical response back to the marketer. [[Advertising]] is a classic example of broadcast marketing rendezvous. In February 2024, the [[Consumer Financial Protection Bureau]] (CFPB) issued guidance targeting the manipulation of comparison-shopping tools for financial products due to kickbacks. This manipulation impacts lead generation, steering consumers towards certain products not because of their merits but due to hidden financial incentives. The guidance highlights how such practices may breach federal [[consumer protection law]]s, emphasizing the need for unbiased, transparent comparison tools in the financial sector and offering the concept of a federal comparison shopping site as an alternative.<ref>{{cite web \|title=CFPB Issues Guidance to Rein in Rigged Comparison-Shopping Results for Credit Cards and Other Financial Products \|url=https://www.consumerfinance.gov/about-us/newsroom/cfpb-issues-guidance-to-rein-in-rigged-comparison-shopping-results-for-credit-cards-and-other-financial-products/ \|website=Consumer Financial Protection Bureau \|access-date=1 March 2024 \|language=en \|date=29 February 2024}}</ref> ==<!-- This section is ONLY for wikilinks to existing articles. DO NOT enter external links here -->See also== "Concentration" involves identifying and creating situations that concentrate well-matched candidates into a broadcast-effective set. [[Market segment\|Market segmentation]] and [[trade show\|trade shows]] are classic examples of concentration-marketing rendezvous strategies. * {{annotated link\|Direct marketing}} * {{annotated link\|Direct selling}} * {{annotated link\|Lead management}} * {{annotated link\|Personal selling}} * {{annotated link\|Sales}} * {{annotated link\|Customer experience}} * {{annotated link\|Interruption marketing\|Outbound marketing}} * {{annotated link\|B2B marketing}} ==References== {{reflist}} == Further reading == ~~==External links==~~ * ''Lead Generation for the Complex Sale'' by Brian J. Carroll ({{ISBN\|0-07-145897-2}}) [http://www.amazon.com/exec/obidos/tg/detail/-/0130336297 Marketing Management by Philip Kotler] ''Marketing Management'' by Philip Kotler ({{ISBN\|0-13-033629-7}}) [http://www.amazon.com/exec/obidos/tg/detail/-/0764556002 Marketing for Dummies] ''Marketing for Dummies'' ({{ISBN\|978-1118880807}}) [[Category:~~marketing~~Sales]] [[Category:Customer relationship management]] [[Category:Personal selling]] [[Category:Search engine optimization]]

Lead generation: Difference between revisions