Any lead generation effort begins with understanding your
customers-how they approach the buying decision. Depending on
how many stages the decision-making process has, our process of
qualifying a potential customer varies. Most likely, we will use a
blend of marketing methodologies for an integrated lead generation
The premise of permission marketing is the self-selecting
consumer, the idea that we should market only to those people
interested in buying your product or service. How do we know
they're interested? They're looking for you. They conduct a search
or opt-in for more information. We then obtain permission before
advancing to the next phase in the sales cycle. Typically, e-mail
marketing is used in permission-based lead generation. This
process of permission marketing allows the customer to be and to
feel in control of the sales process. They're no longer strangers.
They have chosen to be allies.
When conducting lead generation under the permission marketing
model, we target prospects searching for keywords and phrases that
relate to your specific product or service, then market to them
with a "sticky" tactic, such as an offer for free digital products
in exchange for contact information and an opt-in or friend
referral. Search Engine Optimization
as well as Search Marketing is used in
lead generation efforts combined with digital product offers.
Digital products are web-based content such as white papers,
e-books, podcasts and blogs.
Starting a dialogue with your customers is the goal of lead
generation. Obtaining feedback from prospects in the form of
questions, comments or requests for more information is the
beginning of customer dialogue. At this stage, the prospect has
engaged with your brand and trust is available to be earned.