Lead generation 101

Your go-to guide for getting high quality leads with inbound marketing

Table of contents


    Want to increase your revenue, achieve a better ROI from your current marketing efforts and start feeling the love between your marketing and sales teams? This lead generation guide is a great place to start.

    Whether you’re the company president, the marketing manager or the head of sales, there’s one thing you’re looking for on every financial report—an increase in your business’s bottom line. This lead generation guide will give you the insights, techniques and tools to attract the right people and engage with them in the right way so your sales pipeline is always full of qualified leads who are ready to take the next step.



    What is a lead?

    Before we define lead generation, let’s talk about the meaning of a lead. A lead is a person who has shown enough interest in your company’s information, products or services to give their contact information to you. 

    This “interest” can vary widely as far as its connection to a sale. For example, let’s say you own a financial planning company and someone fills out the “What kind of investor are you?” quiz on your website. (Turns out they’re a tortoise.) Intrigued, they give you their email address to get their detailed report. Are they ready to book a meeting with you? Probably not. But they’re still a lead.

    This is a lead:

    this is a lead

    Another visitor to your website is in full-on shopping mode for a new financial planner. They like what they read on your About page, skim a couple of your blog posts to confirm that you know your stuff, click on your “free portfolio review” button, and fill out the form. They even opt to upload a photo of their most recent investment statement. You can be darn sure they’re considering working with you and want to get to know you better. They’re also a lead.

    This is a lead, too:

    this is a lead too

    The difference between the two leads in our example is the amount of information you have on each, which is often correlated with their level of interest in what you have to offer them.

    What is lead generation?

    At its most basic level, lead generation is the process a company undertakes to turn a stranger into a contact for the purpose of making a sale. Now, that sounds pretty cold and impersonal—which is definitely not the experience you want to give your potential customers. The best lead generation strategies, in fact, are warm and personal. They give people what they’re looking for at a particular moment in time, then move them in a predetermined direction by generating interest, inspiring confidence and establishing trust.

    Lead generation has four key components:

    1. Attracting people who do not know you
    2. Engaging with them so that they want to learn more
    3. Collecting their contact information in exchange for something they value
    4. Developing a relationship with them to determine whether they are a good fit for your business and vice versa

    To Be Continued...

    Chances are you still have some questions about lead generation. And probably some ideas about how your business could do a better job of it. We’re here to help with both—and it’s as simple as reading through the rest of our guide!

    Maybe you want to take a closer look under the hood. We can take you on a quick inbound journey and explain things as we go. Sound good? Choose your path below.

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