By Zieliński Jerzy

Generating leads – how to generate leads?

In today’s competitive world, the ability to effectively attract potential customers has become one of the most important aspects of marketing strategy. When does it make sense to generate leads? In this post, we’ll look at various lead generation strategies and techniques that will help you grow your prospect base and increase your chances of success.

Why is lead generation important?

Generating leads is a matter of fundamental importance for any business, regardless of industry or field of activity. In 2023, as in previous years, the process of acquiring potential customers remains an integral part of any company’s business strategy. Why? The answer is simple: generating
is the key to growth, increasing sales, improving your bottom line and strengthening your position in the market.

What is the essence of lead generation?

It’s not just about creating a contact list or collecting email addresses. It’s all about being able to reach the right people, getting them interested in your offerings and convincing them that your company has something of value to offer. It can be said that lead generation is a kind of first step in the sales process. To make the final transaction, it is necessary to use a variety of marketing activities to convert potential customers into loyal buyers.

What are the specific strategies for generating leads?

The answer is complex, as it depends on a number of factors, such as the industry, the target audience or the type of products or services offered. Successful methods include email campaigns, activity on social media platforms, contacts on LinkedIn, pre-sales calls or promotional campaigns. The key is to personalize activities and tailor them to the customer’s needs.

It is also worth familiarizing yourself with the latest trends in lead generation. Market dynamics and consumer behavior are constantly changing, so it is important to follow the news and adapt to it. New tools, such as marketing automation and artificial intelligence, can make the process of acquiring leads much easier and more efficient.

Let’s also remember that generating leads is of great importance not only for acquiring new customers, but also for keeping the organization organized. By properly managing and classifying leads, a company can better control the sales process, track conversions and ensure that marketing and sales activities are in sync. This saves time and ensures higher efficiency. Investing in developing skills in this area and keeping up with news and trends allows companies to succeed, increase their market presence and grow significantly.

Types of leads

Leads are a key element in the marketing process, so it is worth learning about the different types of leads and their characteristics. Here are some types of leads:

  • Information Lead (Top of Funnel – TOFU):
    • This is a potential customer who shows a general interest in a topic related to the company’s offerings.
    • At this stage, it is not yet ready for purchase.
    • It is worth providing him with valuable educational content, such as articles, blogs, e-books.
  • Lead of Interest (Middle of Funnel – MOFU):
    • This type of lead is more interested in the company’s offerings and is considering a potential purchase.
    • This could be a person who has downloaded an e-book or subscribes to a newsletter.
    • It is worth providing it with more advanced content and information about products or services.
  • Lead ready to buy (Bottom of Funnel – BOFU):
    • This is a potential customer who is close to making a purchase decision.
    • This may be the person who invited the contact or asked the price question.
    • It is worth providing him with specific information about products/services and encouraging him to buy.
  • Recurring Lead:
    • This is a customer who has already purchased from the company and is ready to buy again or renew the contract.
    • It is important to nurture relationships with these customers and offer them favorable terms.
  • Referral Lead (Referral Lead):
    • This is a person who was recommended by an existing customer of the company.
    • Recommendations from satisfied customers are often very effective.
  • Marketing Qualified Lead (MQL):
    • This is a lead that has been evaluated and recognized as a potential customer by the marketing department based on certain criteria.
    • This can be a person who has shown a lot of activity on the company’s website.
  • Sales Qualified Lead (SQL):
    • This is a lead that has already been evaluated by the sales department and recognized as a potential customer ready for conversion.
    • This may be a person who has already had contact with a sales representative.
  • Hot Lead (Hot Lead):
    • This is a potential customer who shows a clear interest and is ready to make a purchase decision in a short period of time.
  • Cold Lead (Cold Lead):
    • This is a potential customer who is not very active and does not currently show interest in buying.
    • Requires additional activities and efforts to renew interest.

Understanding the different types of leads and tailoring your marketing strategy to each can help you effectively manage the customer acquisition process and convert prospects into regular buyers.

How to generate leads?

Generating leads is the process of attracting potential customers to your business who express interest in your products or services. Here are some effective lead generation strategies:

Creating valuable content

  • Publish regular content that is interesting and useful to your target audience. These can be blogs, articles, e-books, tutorials, infographics and videos.
  • Make sure content is tailored to different stages of the buying process to attract leads at different levels of awareness.

Contact forms

  • Include contact forms on your website and landing pages. Encourage visitors to leave their information in exchange for something of value, such as a newsletter, e-book or consultation.

Email campaigns

  • Create personalized email campaigns that deliver value and solve problems for potential customers.
  • Segment your mailing list based on audience behavior and preferences.

Social media

  • Actively participate in social media, posting content that attracts attention and leads to interaction.
  • Use paid advertising on social media platforms to reach a specific target audience.

SEO (Search Engine Optimization)

  • Optimize your website for search engines to make it more visible in search results.
  • Create valuable content based on keywords that interest your target audience.

Webinars and online seminars

  • Hold webinars or online seminars on a topic related to your industry or offering. This is a great way to get leads and get their contact information.

Paid advertisements

  • Use paid advertising, such as Google Ads or ads on social media platforms, to reach specific target groups.
  • Make sure ads lead to dedicated landing pages.

Data collection at industry events

  • If you participate in industry events, hold a contest or data collection in exchange for attendees’ contact information.


Generating leads is an essential process for any entrepreneur who wants to successfully grow their business. Through a variety of strategies, such as SEO, content marketing, email campaigns and more, you can capture the attention of potential customers and encourage them to leave their contact information. However, this is only the beginning of the road. The key to success is to constantly refine and test your lead generation strategy to adapt to changing market and customer needs. By doing so, you will be able to grow your business and achieve your marketing goals.

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