Lead generation is a marketing activity that results in acquiring information useful for building a list of potential clients. Lead generation tools are a diverse group of software tools. Some are features included in a CRM system. It is software that helps marketing professionals create interest about products and services offered. Marketers are able to capture more information from contacts using these tools and create leads from different sources through a variety of activities. For instance, an online survey completed by website visitors after reading a blog can be a lead generator.
Some of the channels that lead generation tools operate on are:
- Online media
- Search engine result pages
- Voice or phone calls
Internet marketing is an effective business strategy to generate online inbound leads. In contrast, getting the services of an outbound call center is not as effective for lead generation because of negative sentiments from receiving cold calls from telemarketers.
Leads, or people who have expressed some form of interest, are further qualified and engaged accordingly. They are provided with additional information, relevant content, a product demonstration, a free sample, or a limited trial of the product or service until they show willingness to purchase. Any contact before becoming a customer can be considered a lead.
As such, capabilities of lead generation tools vary widely and can include easy creation of online forms, exit popups, and landing pages. Others help optimize websites, increase website traffic, manage social media, and optimize conversion rates. Others provide email marketing tools, free graphics and visuals, marketing automation, and business intelligence to help users streamline marketing efforts, gain insight, and make the right decisions.
Some of the top lead generation tools are:
- Google Analytics
- LinkedIn Sales Navigator