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Lead generation describes the process of capturing and simulating interest in a service or product for purposes of developing a sales pipeline. Most of the strategy relies on the use of online channels.
The buying process has changed, and modern marketers need to adapt and find innovative ways to stand out from the crowd. The abundance of information has created the rise of a "self-directed buyer" and leads need to be qualified before they are passed on to sales.
Lead generation is an element of demand generation that often comes into play before demand has even gotten off the ground. The core of lead generation is making potential buyers aware that they have a problem; this is in comparison with demand generation, where the aim is to establish a pool of buyers who know they have a problem and could solve it with your product.
Lead generation solves one of the most fundamental problems in marketing: where do I find leads? By bringing potential buyers to you and placing them in a demand funnel, you facilitate their self-education journey in a way that positions you ideally for a sales conversation when the time is right.
Lead generation with McRae&Co can take a number of forms. We focus on developing a robust, adaptable content strategy, a rigorous programme of content curation and social media promotion, and other inbound marketing elements. Once leads have been acquired, they are moved into the marketing automation funnel and nurtured towards sales-readiness.
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