How Does Lead Generation Work?

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How Does Lead Generation Work?

Many business owners are under the impression that lead generation is easy.  The reality is quite different and that’s why many small business owners are using lead generation sources.  There is a lot of groundwork in developing leads and setting up your own funnel, it’s a slow process that takes a lot of time, energy and money. Dont forget about using search engine optimization – it works well in markets like SEO Calgary 

So how does lead generation work?  Here are some of the strategies lead generation companies use, you can apply them to your own businesses.

Database marketing

Most lead generating agencies buy or develop enormous databases that have business and professional information for potential customers.  This allows them to target campaigns for very specific demographics.  This is a complicated process that small in house marketing teams will struggle with.

The sheer volume of contacts on the database allows lead generation companies to streamline campaigns and quickly convert leads into sales.  After the initial contact with a prospect, there is lots of follow up and lead nurturing techniques that take a person from a line item in a database to a qualified lead with buying intent.

Content Marketing

Content marketing is done with the objective of converting or influencing customers to buy your product or service.  It’s take content, such as blog posts on your site and syndicating it through other channels.  This is intended to drive customers and web traffic back to your site.

Content marketing involves regular blogging and partnering with other bloggers and having them post to their blog and news feeds.  Each blog that you partner with needs to be scrutinized to look at the readership and the demographics of the blog.

Email is also used to distribute content and find leads.  Building an email list is integral to content marketing and email marketing is one of the most effective methods for generating high converting leads.


Telemarketing has a horrible reputation in both the consumer and business markets.  You can’t discount its effectiveness especially in the B2B market, it is more effective than social media marketing and most inbound campaigns.  Telemarketing campaigns differ in scope but they all have a specific aims…to generate leads.  They are very effective at it, talk to any telemarketing campaign manager.

Inbound Marketing

Some lead generation firms also use inbound programs to bring a potential client to a buying decision.  Getting a lead with detailed contact info makes it much easier to turn them into a buying customer.

These are some of the ways that lead generation companies work to deliver leads to your business.  Some of these methods you can develop in your own organization.  Work with an experienced digital marketing company to fill your sales funnel.