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In digital marketing, lead generation is the process of identifying, attracting, and transforming online users into prospects for a business. The method utilizes online channels, tactics, and strategies such as email campaigns, paid social media ads, or even offering downloadable content through a landing page.
Lead scoring is “an effective model that helps sales and marketing departments identify which prospects are potentially most valuable to the company and its current sales funnel.”It involves a quantitative method of assigning a “score” to a lead to determine whether a lead is valid for a company’s pipeline. When a lead reaches a certain score threshold, it is then sent from marketing to the sales team for examination.
Lead generation is the process of getting people interested in your business and gradually moving them through a pipeline to become paying customers. Some people still have a perception of lead generation as big email blasts and pushy salespeople.