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Components of lead generation

Lead generation programs don’t end at simply generating your leads, there are various other components that are just as important to the lead generation strategy

A lead generation database: As leads come in, you’ll need to be able to track, attribute them to the appropriate source, score, and segment them to begin nurturing. While you can do some of this manually, you’ll need an automated system in place if you want to scale your effort

Supporting content and lead-ready channels: Content is the foundation of your lead generation efforts. Think of content as the fuel for all of your marketing campaigns—from email, to social, to event collateral. You’ll also want to see how your website, landing pages, social media, email marketing, paid programs, and sales tactics fit in to the lead generation execution plan

An analytics engine: Now that you know how much you’re investing you can accurately track returns on your lead generation programs. But looking at only the first or last touch to determine how your overall strategy is working won’t give you a full picture—common wisdom is that it takes seven touches to convert a cold lead to a sale.

A martech stack: The right lead generation technologies will save you money, help you do more with less, measure and optimize your programs, and ultimately allow you to grow your lead generation programs—and company—faster.

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