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As in many other areas of marketing, the lead generation process is evolving in response to an online audience.
Traditionally a marketing team will generate leads by first looking at demographics, then advertising through telemarketing, sending out flyers, or purchasing broadcasting or publishing space. This is the so-called “spray and pray” method, where the strategy is to spend money and throw ads at people in the hopes that something will stick; that your information on demographics will translate into some interest among potential buyers. Of course as you have relatively little data on the groups you are targeting, the advertising may likely annoy those who aren’t interested in your product.
Today’s marketers are increasingly choosing to combine older methods with new strategies as the medium to reach customers has drastically changed. You may decide to forego more traditional methods altogether, depending on your customer base. As most buyers are interacting online these days, lead generation is reflecting this. The online marketplace has upended the marketing and sales process, and thus lead generation, from a product-oriented approach to a customer-centric one.
Customer-centric lead generation that focuses on the needs of your customers is a necessary tactic in today’s marketing world. As customers can choose what content to interact with online, marketers must attract them.
The availability of data has revolutionized lead generation. As customers interact with online platforms, they leave a trail of data to be gathered and sold to marketers. You can analyze and use this data to specifically pinpoint potential leads’ interests and needs at a given point in time. This greatly increases the chance that you can reach people who are in fact interested in buying your product.
Online marketing provides the means to generate and target leads much more effectively than traditional marketing techniques. While you may choose to use well-worn and time-tested strategies such as television spots or direct mail advertisements, approaching customers from a data based understanding makes it much more likely that you can offer your sales team the best quality leads.
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