Lead Generation

Lead generation should be a core component of any marketing plan; it’s not simply a sales strategy.

Lead generation describes the marketing process of capturing a consumer’s interest in a product or service, for the purpose of making a sale. Lead generation is now predominantly an online process, and can happen across a range of media including websites, social media and emails.

The abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new techniques to develop and qualify potential leads before they are moved into the sales pipeline.

New leads, very early on in the buying cycle, may not be ready to make a firm decision, and need lots of information and handholding: and this is where marketing should really take the reins; nurturing that lead, providing information, and remaining in regular communication.

Effective Digital Consultancy Strategy

Responding to leads

Responding to leads isn’t just a case of defining where your lead might be in the buying process. It’s also about maintaining consistency, brand identity and credibility. Marketing teams can be frustrated by passing on leads and finding that they haven’t been followed up in a timely manner. Sales teams, on the other hand, resent leads that they feel are not qualified or useful. As such, it is important for sales and marketing to work closely together and agree a workable process.

55 Connect can help you to establish a suitable lead nurturing strategy that effectively merges sales and marketing efforts; we can also advise on key messaging, supporting materials and timings.

Effective Digital Consultancy Strategy

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