Lead generation: what it is, how it is done, why it is useful
It is one of the pillars of digital marketing, but more importantly it is one of the most important activities to ensure a company’s long-term growth and sustainability. Lead generation is the lever that allows visitors to become useful contacts, i.e., leads: it is precisely the complex of strategies, technologies and tactics that a company puts in place to attract potential customers. Without a continuous flow of new and qualified leads, a company risks stagnating, disrupting the natural process of customer acquisition; on the contrary, the more highly qualified the leads, the greater the chances of converting them into paying customers and, consequently, increasing revenue. So let’s delve into what lead generation is, how it is done, and what characteristics and types of leads any company can collect and analyze.
What the lead generation is
Lead generation is the process of identifying and attracting potential customers (called leads) interested in a company’s products or services, with the goal of converting them into paying customers.
In the context of marketing and particularly digital marketing, lead generation is used to build a pool of qualified contacts that can later be converted into customers through various nurturing and sales strategies. The expression thus refers to the set of techniques and strategies used to attract and convert unknown users into potential customers, referred to as leads. It involves working on people who have expressed some interest in the products or services offered by a company, providing their contact information in return-such as