With 25 years of experience in the business development field, Justin Steinle has served a range of industries from addiction rehabilitation, retirement living, to financial and home goods. Justin Steinle specializes in effective forms of marketing, including lead generation.
Lead generation is the process of getting the attention of potential customers. With the rise of social media and other digital information platforms, this process has significantly changed. More and more buyers are now “self-generated,” able to seek and find whatever information they might be looking for on the internet. Lead generation specialists must understand the complexities of this process to most effectively get a product in front of a potential consumer.
In previous years, companies would focus on representing themselves effectively and finding a customer. Mass advertising to a specific demographic worked well, and specific information blasts at one time were enough to get the attention of a customer. Today, companies must instead focus on representing the potential client, being found by him or her, and providing plenty of useful information so the potential customer can make an informed decision. Rather than targeting a major demographic, companies must work more closely and intimately with a potential client and maintain that relationship over a longer period of time.
By the time a potential client finds the product or service they might wish to buy, they have generally already learned a great deal about the product. Effective lead generation practices today must take into account that the sales landscape has hugely changed, and marketers must understand the new way potential clients pay attention and research their potential purchase.