NobelBiz® Blog | First Contact Podcast VIDEO + ARTICLE | What Is Lead Generation & What Is Its Purposehttps://nobelbiz.com/wp-content/uploads/2020/04/christian-montes.png Host Christian Montes Executive Director of Sales at NobelBIz Lead Generation can mean various things for different companies and industries. Whether you want to automate various steps or use an all-in-one platform that helps you find, nurture, and convert leads using various strategies, lead gen can handle your top-of-the funnel needs, and Michael talks about it from all standpoints. More from the episode! https://nobelbiz.com/wp-content/uploads/2021/11/Website-roundPic-Feree.png Guest Michael Ferree CEO & Founder Lead Generation World & CEO contact.io Published on November 18, 2021 What Is Lead Generation & What Is Its Purpose If we want to find out how lead generation companies work, we would first have to get up to date with the term lead generation. Lead generation or lead-gen uses various marketing approaches to attract and convert prospects and build new customers. Every company needs qualified leads, but to get there. First, you need a process that requires much work of warming up and nurturing those leads using marketing tactics to attract customers' attention. Lead gen companies are making the process more efficient by delivering qualified leads directly to businesses. Lead generation requires many engines running simultaneously; different strategies are used on all the media channels.PGlmcmFtZSBzcmM9Imh0dHBzOi8vb3Blbi5zcG90aWZ5LmNvbS9lbWJlZC9lcGlzb2RlLzJpcVlhZ2xtM1JTMFIyeFZMcEFiMXY/dXRtX3NvdXJjZT1nZW5lcmF0b3IiIHdpZHRoPSIxMDAlIiBoZWlnaHQ9IjIzMiIgZnJhbWVCb3JkZXI9IjAiIGFsbG93ZnVsbHNjcmVlbj0iIiBhbGxvdz0iYXV0b3BsYXk7IGNsaXBib2FyZC13cml0ZTsgZW5jcnlwdGVkLW1lZGlhOyBmdWxsc2NyZWVuOyBwaWN0dXJlLWluLXBpY3R1cmUiPjwvaWZyYW1lPgChristian: Let's talk about lead generation as a term. Because a lot of people when they think of lead generation, sometimes it's a role within a company. Sometimes it's a department within a business, right? But lead generation is an actual industry. And there's a lot involved in what we call lead generation, from an industry perspective, can you give us a little bit more behind the scenes for our audience. Michael: Yeah, and actually, it is quite broad. Because, even now, a new title coming out is growth marketing is very similar to lead gen when it's really about building, new customers. And generally, that's what lead generation is, from a performance standpoint, a mindset where, you are working on either with third party vendors or partnerships on driving traffic, or calls for that matter, on a per-performance basis. So on a cost per action, and generally, the action is a lead, or inbound phone call, or a qualification of some sort. What I've sort of come to terms with is consent. So it's sort of consent marketing, it's driving individuals to raise their hand and say, ‘I give consent to call me.’ And that's sort of the lead gen aspect, but it gets pretty broad. I mean, it's really, you know, a performance based marketing approach versus an agency style, where you're, they're charging you a percentage based on spin versus not necessarily performance. So that that's sort of lead gen holistically. LENDING TREE EXAMPLE You know, a good example of a lead generation company, though, as an example is most people know of lending tree. And their marketing statement, which is when banks compete, you win? Well, some people may think that lending trees a bank, well, they're not there. They are a marketing company, that drive consumers to their website to search for market mortgage rates. Those people fill out that form and then they in turn, sell that information to the banks. So your information will get sold to three different mortgage companies that will then call you and give you a quote on your remortgage or whatever it may be, that mechanism of lending tree is sort of the lead gen marketplace. And that happens across hundreds of different industries and verticals. Christian: So let's unwrap that a little bit further, and overlay it with the contact center space, right? So there's some company somewhere that wants to be able to access more people to talk to and interact with, to generate more business, right. And so some of that can be done internally, right, they've internal salespeople, their own lead gen people that are marketing, that's internal. But then there's also you're saying, companies that create an ecosystem, a product, or a service, their front ends that experience for all the people that are out there. And then it takes that central place or places that they collect the consent from people. And then they either act on that, or they distribute that to the people that want those people to interact with for their product or service. Right. Am I taking this accurately so far? Michael: Yeah. So when we look at just how contact centers interact with sort of elite, the lead gen ecosystem and sort of separate from sort of the customer service ecosystem? I think there are sorts of really two buckets of contact centers, there are ones that are obviously owned by the brands themselves, right? So, you have your internal contact center, sales team. And you also have you also have third party contact centers that work on behalf of those brands, right? So they're either taking inbound calls, and then transfer it in qualifying them and then transfer them into the sales team. Or they're making those outbound calls on data that they're being that's being purchased, qualifying them. And then transferring those calls into the salespeople. And so, as far as lead gen goes, a lot of times those contact centers need that data to transfer it. Work Remotely with our True Omnichannel Solution: NobelBiz OMNI+ Brings Your Contact Center into the Present You need a solution that lets you do everything remotely, from a single platform with as little effort as possible. That’s where NobelBiz OMNI+ comes in!