marketing
Lead Generation
The systematic process of attracting and capturing prospect contact info.
Definition
Lead generation is the marketing function focused on turning strangers into identified prospects - getting their email, name, and enough info to start a conversation. Lead gen channels: content + SEO (long-term, compounding), paid advertising (fast, expensive), partnerships and referrals (warm, hard to scale), outbound (cold email, cold call - controlled but labor-intensive). The first question every lead gen system should answer: what does a qualified lead actually cost us, and how does that compare to what they're worth?
In your business
- →Calculate CAC per channel - some look big in volume but lose money
- →Build at least 2 lead gen channels - relying on one is fragile
- →Quality > quantity: 50 qualified leads beats 500 unqualified ones