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{{Short description|Initiation of consumer interest into products}}
{{For|the use of lead generation in drug discovery|Hit to lead}}
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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.
 
* In 2014, a study found that direct traffic, [[search engines]], and [[web marketing|web referrals]] were the three most popular online channels for lead generation, accounting for 93% of leads.<ref name="marketingland.com">{{cite news|last1=Marvin|first1=Ginny|title=First Touch: In 9 of 10 Industries Search Tops Lead Generation, Social Shortens Marketing Cycles|url=http://marketingland.com/first-touch-attribution-search-tops-lead-generation-social-shortens-cycles-77622|access-date=12 September 2015|work=Marketing Land|date=24 March 2014}}</ref>
* In 2018, Chief Marketer found that B2B marketers favored [[email]], live events, and [[content marketing]] as their top three.<ref>[https://www.chiefmarketer.com/wp-content/uploads/2017/02/CM-B2B-Lead-Gen-Survey-2-2017.pdf B2B Lead General Survey 2017]Chief Marketer {{Webarchive|url=https://web.archive.org/web/20211118183538/https://www.chiefmarketer.com/wp-content/uploads/2017/02/CM-B2B-Lead-Gen-Survey-2-2017.pdf |date=18 November 2021 }}</ref>
* 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]].<ref>{{Cite web|url=https://www.gartner.com/en/marketing/insights/articles/7-key-shifts-in-marketing-channel-spend-in-2021|title=7 Key Marketing Channel Shifts as Marketing Budgets Shrink|website=Gartner|accessdate=17 May 2023}}</ref>
 
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.
 
== Lead scoring ==
[[Lead scoring]] is "an effective model that helps sales and marketing departments identify which prospects are potentially most valuable to the company and its current sales funnel."<ref>{{Cite web|url=https://www.salesforce.com/products/marketing-cloud/best-practices/basic-science-behind-lead-scoring/|title = The Basic Science Behind Lead Scoring}}</ref> It involves a [[quantitative method]] of assigning a numerical “score”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 webjournal |datelast=16Hakulinen February|first=Usa 2015|date=2021 |title=MaximizingTHE LeadIMPACT ScoringOF &PROSPECT Analytics:ACQUISITION HowSOURCES toFOR BUSINESS-TO-BUSINESS UseEMAIL BigLEAD DataNURTURING inMARKETING B2BPERFORMANCE |url=httpshttp://martechurn.orgfi/maximizingurn:nbn:fi:uef-lead-scoring-analytics-use-big-data-b2b/20211627 |journal=University of Eastern Finland}}</ref>
 
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.<ref>{{Cite web |title=Oracle Eloqua User's Guide |url=https://docs.oracle.com/en/cloud/saas/marketing/eloqua-user/Help/LeadScoring/LeadScoring.htm}}</ref><ref>{{Cite web cn|date=12August October 2020 |title=This is What a Lead Management Process That Wins Revenue Looks Like |url=https://www.pedowitzgroup.com/7-key-stages-for-successful-lead-management-2/2024}}</ref>▼
The introduction of [[marketing automation]] in recent years has made lead scoring much 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> Many modern [[customer relationship management]] ([[Customer relationship management|CRM]]) tools (e.g., [[HubSpot|Hubspot]], [[ActiveCampaign]]) now include software to automate this process.<ref>{{Cite web |last=Puckrin |first=Zara |date=2024-02-12 |title=Life Science Marketing 101: Mastering B2B lead nurturing - Bitesize Bio Marketing |url=https://lifesciencemarketing.bitesizebio.com/b2b-lead-nurturing/ |access-date=2024-03-06 |language=en-US}}</ref>
 
=== Criteria for lead scoring ===
▲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.<ref>{{Cite web |title=Oracle Eloqua User's Guide |url=https://docs.oracle.com/en/cloud/saas/marketing/eloqua-user/Help/LeadScoring/LeadScoring.htm}}</ref><ref>{{Cite web |date=12 October 2020 |title=This is What a Lead Management Process That Wins Revenue Looks Like |url=https://www.pedowitzgroup.com/7-key-stages-for-successful-lead-management-2/}}</ref>
* Demographic criteria: Based on data points such as age, job title, and/or company information such as company size, revenue, etc.
* Behavioral criteria: Based on actions a lead has taken, such as clicking on a link in an email, watching a video, or visiting pages on a website.<ref>{{Cite web|url=https://blog.marketo.com/2013/04/research-why-behavior-matters-in-lead-scoring.html|title = Research: Why Behavior Matters in Lead Scoring|date = 25 April 2013}}</ref>
Once the lead reaches a pre-defined score threshold, it is then sent from marketing to the sales team for examination.
 
== Nationalization Efforts ==
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* {{annotated link|Interruption marketing|Outbound marketing}}
* {{annotated link|B2B marketing}}
 
 
==References==
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