Attention scarcity is driving a shift from “rented attention” to “owned attention”. Historically, most marketing has been about renting attention other people have built. An example of this would be if you purchased an ad in a magazine or rented a tradeshow booth. But in the noisy, crowded market that today’s buyers live in, rented attention becomes less effective as attention becomes even scarcer. Of course, this is not an either-or proposition; you will ideally use a mix of rented vs. owned attention for your lead generation efforts to be affective.

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.

If you are brand new and do not have a strong online presence, you will lose 95% of the network marketing leads that you do not call. They will go find someone willing to call them or join a stronger marketer and give up on the fact that anyone cares enough to actually call them, either way, 95% of your leads will not sign with you if you are new and you decide to be too lazy to call them.
The news source also explains that you should never ask if consumers are available to talk. This question gives leads the perfect escape route from the call – they can simply say no and hang up the phone. Only use direct statements and don’t ask questions until the conversation is flowing naturally and you’re confident that the prospect is interested in hearing additional information.

Nurturing is so aptly named because it’s all about giving your new relationship what it needs to prosper. Some leads will want regular emails, some will want quick responses to questions on social media, and others will want an 800 number and a conversation to learn more about your offerings. Developing an effective lead nurturing strategy pays off: Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost and boast 9% more sales reps making quota than companies that struggle with nurturing.
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.”
Cost per acquisition advertising (e.g. TalkLocal, Thumbtack) addresses the risk of CPM and CPC advertising by charging only by the lead. Like CPC, the price per lead can be bid up by demand. Also, like CPC, there are ways in which providers can commit fraud by manufacturing leads or blending one source of lead with another (example: search-driven leads with co-registration leads) to generate higher profits. For such marketers looking to pay only for specific actions/acquisition, there are two options: CPL advertising (or online lead generation) and CPA advertising (also referred to as affiliate marketing). In CPL campaigns, advertisers pay for an interested lead — i.e. the contact information of a person interested in the advertiser's product or service. CPL campaigns are suitable for brand marketers and direct response marketers looking to engage consumers at multiple touchpoints — by building a newsletter list, community site, reward program or member acquisition program. In CPA campaigns, the advertiser typically pays for a completed sale involving a credit card transaction.
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 

Leads may come from various sources or activities, for example, digitally via the Internet, through personal referrals, through telephone calls either by the company or telemarketers, through advertisements, and events. A 2015 study found that 89% of respondents cited email as the most-used channel for generating leads, followed by content marketing, search engine, and finally events.[2] A study from 2014 found that direct traffic, search engines, and web referrals were the three most popular online channels for lead generation, accounting for 93% of leads.[3]
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.”
As you prepare to plan and lead your conference call, be mindful of the impact that physical location can have upon call dynamics. For example, if all participants in the call are remote, then as the leader, you are just another link in the call chain. In this configuration, all participants are on equal footing, and you can employ one set of call management techniques. However, project and logistical circumstances may dictate a different call configuration. As a call leader, you may find yourself in the challenging position of having some participants in the same location as you, while other participants are in various remote locations, tied in via phone. The leader is the cog in the meeting wheel. The remote participants are the spokes.
The idea behind lead routing is pretty simple, but as your organization grows, the process can get complicated quickly. You want to assign every lead to the sales rep best suited to guide the buyer through a successful transaction. That could mean distributing leads by geographic territory, by customer or deal size, or by which product(s) the lead is interested in.

BoomTown is missing a lower-cost option for smaller agencies and individual agents. Even though their lead generation marketing efforts and CRM combine the best use of communication and technology to produce a great product that stands out among real estate lead generation companies, BoldLeads or Real Geeks might be a better choice if budget is an issue.
And the thing is, there are all sorts of unique cross-promotion opportunities available that marketers might miss. Let’s say you’re a running shoe company, for example. The obvious cross-promotion opportunity would be a sports store, right? But you could also partner with a gym or training facility, and target athletes in the places where they spend the most time.
BoldLeads is a lead generation company targeting buyers and sellers using Facebook advertising and pay-per-click (PPC) Google Ads; pricing starts at $299 per month. Leads are deposited into the BoldLeads customer relationship management (CRM) software to help agents track sales progress, nurture leads, and communicate with potential buyers and sellers. BoldLeads only services one agent per ZIP code, making it great if you want exclusive leads in your local area.
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.
Salespeople and marketers like to talk about the funnel. The funnel is a way of describing all of your business’ potential customers, and how some of them will evolve into actual customers. The top of the funnel (TOFU) is full of leads — potential customers, most of whom are just trying to find solutions to the problems they’re experiencing but who may not be ready to purchase right away. The goal is to help guide as many of those leads as possible through the middle of the funnel (MOFU), where there is more interest in your product or business, to the bottom of the funnel (BOFU), where fewer people remain, but they’re the ones who are ready to do business.
Content is a great way to guide users to a landing page. Typically, you create content to provide visitors with useful, free information. You can include CTAs anywhere in your content — inline, bottom-of-post, in the hero, or even on the side panel. The more delighted a visitor is with your content, the more likely they are to click your call-to-action and move onto your landing page.
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.
BoldLeads is a lead generation company targeting buyers and sellers using Facebook advertising and pay-per-click (PPC) Google Ads; pricing starts at $299 per month. Leads are deposited into the BoldLeads customer relationship management (CRM) software to help agents track sales progress, nurture leads, and communicate with potential buyers and sellers. BoldLeads only services one agent per ZIP code, making it great if you want exclusive leads in your local area.
BoomTown is missing a lower-cost option for smaller agencies and individual agents. Even though their lead generation marketing efforts and CRM combine the best use of communication and technology to produce a great product that stands out among real estate lead generation companies, BoldLeads or Real Geeks might be a better choice if budget is an issue.
×