Think of lead generation as the doorway for prospects to enter your conversion pipeline. Crafting an ideal customer profile (ICP)
for your business will tell you who is the right prospect, where you can find them, and how you can attract them.
With a well-defined ICP, you can then collect leads from channels like your website, HubSpot, LinkedIn, and social media.
At a minimum, you need to collect the name and email address of the lead, but for B2B leads, you should also collect information like their company, their role, and, if possible, a contact number.
Creating gated content that people can download for free in exchange for their details is a great lead magnet. Newsletter and product demo CTAs are other excellent touch points for collecting leads.
An important element of lead generation is ensuring that goals concerning quality and quantity are met. Whilst there are a multitude of metrics to choose from, monthly lead volume and lead quality (how closely leads align with your ICP) are essential. To accomplish the latter, consider leveraging automated tools to cut down on workloads to determine how leads score against your market segmentation attributes, e.g., industry, location, etc. You will also need to plan how to organise and input the lead data into your
Client Relationship Management (CRM) system for your marketing strategies (see more details on these later in the article).