What is Lead Generation? – A Brief Insight.

Lead generation is used in business to attract new customers via various strategies to spark interest in the products and services you offer. A ‘lead’ in business is a potential customer or client who has shown an interest in the business and is likely to convert into a paying customer. This interest could be signing up for a newsletter, joining a webinar, downloading an asset, etc. This article focuses on Lead Generation from a Digital Marketing perspective.

Lead generation in digital marketing includes some form of data capture so that the business can contact their leads at a later date to promote their business and encourage the leads to purchase from them.  

What are the benefits of Lead Generation?

Lead generation has several benefits, which is why it is a popular topic within business. Actively reaching out and using your assets to generate more leads can bring you;

  • Increased Sales: By developing more leads, you can generate a steady stream of potential clients to increase sales.
  • Enhanced Brand Awareness: Regular lead generation activity involves sharing valuable content, increasing your brand’s visibility and reputation.
  • Better Customer Insights: Interaction with leads provides insights into customer preferences, behaviour and market trends, aiding in tailoring business strategy and helping you target the right audience.
  • Competitive Advantage: Being active in lead generations can help keep you ahead of the competition, who may not be so proactive.

Why is Lead Generation important?

Lead Generation is crucial to your sales pipeline in ensuring a consistent flow of sales opportunities. Lead generation enables you to have a specific targeted reach. Unlike traditional mass marketing, with digital channels, we can now look at targeting specific demographics to ensure you reach the right audience.

Lead Generation utilising digital platforms easily allows you to analyse and measure the effectiveness of your strategies for data-driven decision-making.

Examples of Lead generation

Let’s look at some simple examples of lead-generation activities:

Social Media Campaign:

  • Campaign: 30 days free trial offer
  • Company: Gym / Leisure centre
  • Desire Outcome: Capture leads to onboard customers for the 30-day trial with the view to then encouraging them to sign up for a membership after


  • Campaign: Create downloadable assets and request an email address before the download can be accessed
  • Company: manufacturer of components
  • Desired Outcomes: collect individuals’ email addresses downloading product information for further marketing activities.

Live chat:

  • Campaign: Offer live chat to individuals on the website and collect contact information before the chat starts
  • Company: B2B or B2C
  • Desired Outcomes: Collect the contact information of individuals or businesses who land on the website by answering their questions

Free Webinar: 

  • Campaign: offer a free, short webinar around a topic relevant to your business.
  • Company: training/ educational B2B or B2C
  • Desired outcome: Connect with individuals interested in the type of training their businesses offer. Market the larger training courses at the free webinar to encourage people to sign up.

Content Making (Blog):

  • Titled: 10 ways to improve your homes energy efficiency
  • Company: Double Glazing Business
  • Desired outcome: to capture leads with customers engaging with the article to buy products or services.

Email Marketing:

  • Campaign: to drive e-commerce sales to existing customers with exclusive offers to subscribers
  • Company: Supplement manufacture
  • Desire Outcomes: Increase sales.

More about Lead Generation

Lead generation is not always a numbers game; it is important to develop the right kind of leads with quality connections to help build a lasting relationship. Spend time on your tactics and strategies, measure and continually develop them to help boost your sales pipeline and strengthen your market position.

If you want to develop better leads, feel free to contact us to see if Bubble can help develop your business.

Also, be sure to check out our blog ‘How to Generate Leads in Digital Marketing’ and stay tuned for more insights.

Thanks for reading.

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