A Definitive Guide for the Lead Generation Process

July 16, 2020

Lead generation is an important factor for your business to get clients. Outbound marketing has become a bit outdated because no one likes to receive cold calls about companies’ services they never heard of and don’t need. Outbound marketing ROI metrics are difficult to measure, because it’s difficult to track where the leads are coming from.

Inbound vs Outbound Marketing

The more better way to go about it is through inbound marketing. Generating leads through blogging, or any other inbound marketing method is better, because people will be aware of what you offer, and enjoy consuming content from you. This will warm up a lead to purchasing your service or product.

What is a Lead?

A lead is a potential customer that is interested in what you offer in your business.. A lead can show interest in your business through multiple ways. Here are some listed below.

Marketing Quality Lead

A marketing qualified lead qualifies as one when someone decides to fill out their information on your landing page. These types of leads aren’t ready to commit fully to what you offer, but are intrigued.

Sales Quality Lead

Sales qualified leads are leads who are ready to make a phone call to inquire more about your offer. These types of calls aren’t a sales pitch, or cold call, but a business conversation as to why the buyer is interested in your service or product.

Product Quality Lead

Product qualified leads are leads who show in interest in your business by trying out a free trial of your product or service. This action indicates that the lead is highly interested in what you have to offer, and will likely buy when they also ask questions about the features of the paid version of whatever you have to offer.

What is Lead Generation?

Lead generation is the process of attracting people previously unaware of your business to potential customers by converting them through different marketing methods. Some examples are blogging, landing pages, and content creation.

What is the Purpose of Lead Generation?

The reason to use lead generation is to attract an organic interest from strangers towards your business. This increases the chance of the lead converting to a customer. As stated previously, people don’t want to be interrupted during their day from an unsolicited call from your business asking for their time.

Lead generation is also important, because it falls within the inbound marketing methodology. It happens after your business has attracted an audience, and that audience is ready to be converted into a sales qualified lead.

The illustration below shows the steps it takes from a stranger to become a delighted promotor.

The Inbound Methodology
What is Lead Generation Process?

Understanding how lead generation fits into the inbound marketing methodology will make the steps of lead generation process easy to comprehend.


  • Attract an engaged audience through some sort of organic interest from either a blog on your website or other content creation.
  • A visitor from that audience will click on a call-to-action (CTA) from a button, video, or image that encourages them to take action upon their interest.
  • That visitor will be directed to a landing page that has a free offer in exchange for their information. Some examples of this free offer can be a downloadable e-book, template, or webinar). A free offer makes it more enticing for a lead to exchange information.
  • On the landing page, there will be a form for the lead to fill out their information for the offer. Try not to make the form excessively long with a lot of inquiries about the lead. Make it short and sweet by asking them for their name and email address. It’s best the lead doesn’t feel like they’re giving away sensitive information.
  • After that process is completed, your lead becomes closer to converting into a customer. Creating leads through inbound marketing is much more smoother than outbound marketing. The interactions will be more pleasant between both parties. It’s certainly more pleasant than cold calling and getting rejected by a receptionist, and/or being hung up on before your first sentence is out of your mouth.


Overall, inbound marketing is a more dated way to go with attracting leads. Marketing in a non disruptive way will garner a warm audience to your business and convert more customers.

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