Every customer who makes a purchase on your website has to start their consumer journey somewhere. Lead generation assists in the second stage of the consumer journey, after strangers have been organically attracted to your business and prior to them completing a converting action.
All inbound marketing follows a standard and well-understood methodology. You want to attract potential customers to your site, convert them into leads, close the deal through a purchase, and then satisfy them so they return to your site for additional purchases and encourage others to do the same. With lead generation, you’re looking to figure out how much interest a person has in your product or service so that you can better deduce which consumers are most likely to move on and close the deal.
Both the B2B and B2C landscapes present challenges when it comes to leading consumers through a successful cycle of inbound marketing. But the better you can optimize your lead generation marketing, the better you can outperform your competition and turn more strangers into customers.