Lead Generation represents an innovative approach to lead generation, with the lead being a motivated internet contact. It enables companies to acquire contacts of potential clients who are interested in specific products or services. Motivated clients are defined as those who have shown an interest in particular services or products, for instance by filling in an online questionnaire, expressing demand, purchase or any other activity.
Lead Generation is mostly used in own Call Centres or Customer Support, where they consequently develop relations with motivated clients. Companies without Call Centres commonly outsource through a company providing lead generation. This seems to be currently the most efficient marketing tool.
The main advantage of Lead Generation is that your company acquires only contacts to clients who are motivated and who have already taken some action. Thus, there is no need to invest a lot of money in addressing a mass of potential customers with no secured success. Motivated clients contact you on their own. This system of Lead Generation is based on exclusivity of the Leads. Each contact is distributed only to one business partner, which increases the chances of a real customer acquisition. Some companies apply also so called multi- lead technology. Another advantage of Lead Generation is seen in easy cost and profit evaluation. The number of customers acquired though this technology is easily accessible. The final price reflects the real number of leads acquired by this marketing strategy. Lead Generation is a suitable strategy both for businesses and customers.
Currently, there are several lead generation models. One of them compares products across the market through graders where customers can find the most suitable products or services for them. Another type includes brand name and no name web portals, so called micro sites providing information regarding specific products. Both these types can be combined, thus creating the hybrid model.