The aspects of your lead gen campaign should mirror everything else on your website, on your blog, and within the product that you will eventually try to sell. If not, you’ll have a difficult time getting your lead to the next lifecycle stage. Your campaign should be about more than just obtaining an email address — it should be about developing a new customer.
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Content: While the download of a coupon shows an individual has a direct interest in your product or service, content (like an educational ebook or webinar) does not. Therefore, to truly understand the nature of the person's interest in your business, you'll probably need to collect more information to determine whether the person is interested in your product or service and whether they're a good fit.

Real Geeks is a lead generation company offering two choices for Facebook marketing—a tool for agents who want to manage their own lead generating advertising and professionally managed campaigns; pricing starts at $550 per month. The DIY advertising option stands out from other lead generation companies. Real Geeks is best for agencies and brokers interested in self-managed lead generation using Facebook ads.
Lead nurturing also increases lead to opportunity conversion rate, drives more revenue, and shortens the sales cycle. It is about finding the right buyers at the right time. Lead generation brings buyers into the funnel, but lead nurturing and scoring sends them to sales so that your sales team can close the deal at the right time. In fact, according to MarketingSherpa’s Lead Generation benchmark report, companies who leverage lead nurturing see a 45% lift in lead generation over those companies who do not use lead nurturing.
Unlike outbound marketing — television commercials, print advertisements, internet banners, email lists, and good old-fashioned cold calling, where you are proactive in your outreach to new customers — inbound marketing meets consumers where they want to be, providing the content and resources that will pull them into your business. The outbound style of casting broad nets for leads still has its place, but by and large inbound marketing has proven a more effective — and cheaper — means of generating quality leads.
If you are looking for a list of free sales leads who are already interested in your company, product or service then that is not likely to happen, unfortunately. The reason for this is that unless you – or someone else – has actively marketed your message, how can you suppose that there are people out there that are going to be automatically interested in what you have to say? The closest you can come is by defining who your ideal customer is and then going after those kinds of companies.
Display ads are typically highly targeted to different demographic or behavioral actions. You can select where you want the ads to be seen by choosing an online publication that you feel is a place where your leads spend time, or you can also leverage re-targeter ads that can cookie a lead that views your site. With re-targeter ads, once a person gets cookied, your ads appear on other sites that he or she visits afterwards. Through online ads you can reach more of your target audience, educate potential prospects, and drive leads. Display ads also serve a purpose at every stage in the funnel—building brand and audience at Top of Funnel, educating and helping evaluation at Mid-Funnel, and increasing conversions at Bottom of Funnel.  

This post covers one of the biggest obstacles in this industry of knowing what to say to someone on the phone. You’ve given some great examples to help people get started. Someone getting ready to get on the phone should also prepare themselves to not be attached to the outcome. Call your prospects without any intention other than trying to help the other person.


Sales pipelines are only as good as the leads you put into them. Fill your pipeline with quality leads, and it’ll reflect a sales team that’s actively closing deals and generating revenue. Fill the pipe with unqualified leads, and it’ll show sales reps working hard with not much to show for it because the leads are actually nowhere near ready to buy.
Because lead generation is the first step in the sales process, both quality and quantity are important factors. Quality leads are leads that a salesperson has a good chance of closing, which means they must at least have the potential to become customers. Every lead list will have a number of junk leads – people who are not qualified to buy the product for some reason – but the smaller the percentage of bad leads, the less time salespeople will waste while processing that list. Quantity is also important because even a salesperson with a list of 100% good leads won't be able to close every one of them. A salesperson with 100 good leads might be able to make 10 appointments, out of which 4 will close the sale. Therefore, if a salesperson has a quota of 40 sales per month, she will need 1000 good leads per month just to make the minimum required number of sales.
The problem is that information abundance equals attention scarcity. This is known as attention economics. Social scientist Herbert Simon was the first person to discuss this concept when he wrote “in an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients.”
In case you are not familiar with it, LinkedIn is like a Facebook for business, a networking site that connects millions of professionals and companies. It is a great resource for looking up both companies and individuals as it provides very robust search options that let you narrow down by location, industry and other criteria. A great feature of LinkedIn that I like is that it shows you related companies and contacts to help you find other people working in a specific company or similar people or companies.
I wanted to share my quick success story with you. I sent my first 92 probate mailers out last week and I already have three appointments on properties that represent roughly One Million in listing volume. These appointments ALL came from sellers who were responding to the mailer. I am calling the leads this week and can't wait to see what the results of picking up the phone and reaching out to this group will be.Robbie

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The main reason I would suggest paying for leads is in order to obtain data that you would otherwise not be able to. A lot of database companies will try and sell you on the fact that they have specific names and e-mail addresses but these are not hard to figure out as I show in another article. Also, it is unlikely you will get a list of the perfect contacts that you will be able to call and they turn out to be the right person (another reason I encourage doing the work!).
The main reason I would suggest paying for leads is in order to obtain data that you would otherwise not be able to. A lot of database companies will try and sell you on the fact that they have specific names and e-mail addresses but these are not hard to figure out as I show in another article. Also, it is unlikely you will get a list of the perfect contacts that you will be able to call and they turn out to be the right person (another reason I encourage doing the work!).

"We have purchased large quantities of leads from all the big companies, and have paid a pretty penny for them. GoLeads gave us more leads for our territories than anyone has ever provided and did it at less than half the cost per lead. My appointment setters have exactly what they need to set solid appointments for my sales agents and that is priceless for me. My account executive was very professional and helpful, understood the business and his competition. But more importantly, he was not pushy and let me decide what I wanted."
Jigsaw is another fantastic resource for free sales leads. With a free account you can have access to their updated contact lists for various companies. A paid account allows you to see e-mail addresses but you can usually figure these out for yourself. Jigsaw is great if you do not know who to contact within a company and want to reach out to a whole bunch of folks to see if someone can connect you to the right person.
Lead nurturing also increases lead to opportunity conversion rate, drives more revenue, and shortens the sales cycle. It is about finding the right buyers at the right time. Lead generation brings buyers into the funnel, but lead nurturing and scoring sends them to sales so that your sales team can close the deal at the right time. In fact, according to MarketingSherpa’s Lead Generation benchmark report, companies who leverage lead nurturing see a 45% lift in lead generation over those companies who do not use lead nurturing.
Lead generation often uses digital channels, and has been undergoing substantial changes in recent years from the rise of new online and social techniques. In particular, 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 passing them to sales.
Lead generation is vital to growing a healthy business. Successful lead gen is equal parts art, science, and perseverance: There’s an art to generating and nurturing leads, plenty of science powering automated lead management tools, and a healthy dose of perseverance involved all along the way. A mere 2% of sales are made on first contact, and most sales only come after a lengthy nurturing process. The need for quality leads — and tools to help you nurture and manage them — is real.
As we said at the start of this article, today’s customer is incredibly educated about what they’re buying. They take control of the buying process way before you enter the picture, leveraging all of that online information we talked about earlier. Still, if you’ve identified them as a lead, that means they are at least someone interested in what you’re selling. Your job, then, is to help them learn more — about your product or service, about industry trends, and about successful customers they can relate to and be inspired by.
The increasing popularity of social channels has directly attributed to information abundance. Through social networks, buyers have been able to research and learn about products and services through influencers and peers.  Additionally, a profound shift has taken place within social media channels. Although social is still important for branding and generating buzz, lead generation is becoming more and more important. By tapping into all the social media channels, from Facebook and Twitter to LinkedIn and Google+, you can be where your customers are and create that trust.
Let's say you take an online survey to learn more about how to take care of your car. A day or so later, you receive an email from the auto company that created the survey about how they could help you take care of your car. This process would be far less intrusive than if they'd just called you out of the blue with no knowledge of whether you even care about car maintenance, right? This is what it's like to be a lead.

Hi Ray I so appreciate what you have shared. Im in New Zealand and I find a lot of leads are basically out of reach with time zone. I call them they asleep & the ones that do answer they scream hehehe and i loose them. I call them at appropriate time they got no cash or their english is not the best. or they got a virus or … so many excuses I know…ill just keep calling them Ray…hehehe
This is another great resource that allows you to search for companies within a specific industry and by location. You may have to experiment in order to find the right categories of sub-industries to search on but you can then save your searches and have a one-click view into lists of prospective companies for you to then target. Manta.com also provides some basic company information which may be useful, including the name of the CEO.
Disclaimer: Reviews on FitSmallBusiness.com are the product of independent research by our writers, researchers, and editorial team. User reviews and comments are contributions from independent users not affiliated with FitSmallBusiness.com's editorial team. Banks, issuers, credit card companies, and other product & service providers are not responsible for any content posted on FitSmallBusiness.com. As such, they do not endorse or guarantee any posted comments or reviews. Like Ask a Question
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