How Lead Generation Works

Lead Generation WorksMany people project lead generation as something very easy, but it is not so. This is the reason why many companies are outsourcing generating lead services.

To develop lead sources, a company has to do a lot of groundwork. It will need a unique strategy, action plan and constant optimization. It is a slow process which requires a lot of resources, time, effort and money.

So how does it actually work?

We list out a few marketing strategies that lead generation services do.

Database marketing

Any good lead generating agency will have huge databases containing business and professional information of prospective customers. This enables them to aim and customise marketing campaigns. This is quite an elaborate process and is just not possible for most in-house marketers.

Their large database enables lead generation agencies to customize campaigns for their clients, and most of them translate into sales.

They use tried and tested programmes to create a combination of opportunities. They follow it up with lead nurturing and other marketing techniques to obtain the information needed to qualify leads. The databases will have a lot of information and hence salesmen will be able to easily identify which leads have buying intent.

How do these agencies obtain all the information?

Most agencies collect information from public records, telephone interviews, print, digital, and trade publications.

Content Syndication

Content syndication is done to convert people or influence people to buy a product or service. It is basically pushing your content to other channels to increase brand awareness and drive traffic back to your own site.

This can be done by partnering with other blogs to get them to post the piece, as well as news feeds. You must roughly establish the readership of the blog and then do progressive profiling to separate quality leads from others.

Lead generation services also use email to distribute your content to find leads. Email campaigns are targeted at specific leads, and are considered as the most effective mediums for generating quality leads.


Telemarketing doesn’t have a great reputation in the consumer market, but it is usually viewed in a different light when it comes to business to business marketing. Here, they use firmographic data to better target leads.

The objective of telemarketing campaigns can differ, but they are all done with a specific aim. The scripts and processes associated with telemarketing programmes will differ.

Lead nurturing

Certain lead generation firms also use inbound programmes to nurture leads towards the buying stages.

Nurturing leads with detailed contact information are much more likely to convert to actual sales.

This is only an outline of the services offered by the lead generation firms. These are the types of services these organizations specialize in. While outsourcing lead generation, you must test the ability of a company to work within your specifications.