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Lead generation is the primary service and product of marketing in a corporation, namely the creation of a connection between well-matched candidates for product purchase and the corporate seller of products.
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 leads.
There are several methods used in marketing lead generation:
Each of these involves two primary rendezvous strategies: broadcast and concentration.
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.
Concentration involves identifying or creating situations that concentrate well-matched candidates into a smaller set which may be broadcast with more effective lead generation results. Market segmentation and trade shows are classic examples of concentration marketing rendezvous strategies.
In a well-designed customer-interaction process, a seller generates leads from sales and support processes also.