Lead Generation – Acquire New Customers and Increase Revenue
As part of customer acquisition, all collected contact data such as name or address are referred to as leads. All actions necessary to acquire these leads are called lead generation. It is important to ensure that the collected leads are obtained in compliance with data protection regulations and voluntarily provided by the user with consent for use. In the online space, the user must have agreed to the use of their contact data via a Double-Opt-In.
Lead generation can be carried out through offline or online media and is applicable in both the B2B and B2C sectors. Media from Direct Marketing, such as:
- Postal mailings
- Emailings
- Inserts (package and/or media inserts)
- Response ads
- Newsletter integrations
- Display Ads
- Co-Sponsoring
- Co-Registration
- etc.
In order for a prospect to leave their contact information as part of lead generation, a benefit must be offered. This could be a voucher, a whitepaper, a free webinar, etc.
Qualified Leads
In lead generation, a distinction is made between qualified and less qualified leads. The latter are typically generated through sweepstakes, and during lead generation, a high number of leads can quickly accumulate. However, it is not necessarily assumed that these users are genuinely interested in your products. It is different if the user downloads your offered whitepaper or is interested in your voucher. In this case, you can assume that they are indeed interested in your products/services. Therefore, it makes sense to pay attention to the relevant affinity of the prospects during lead generation.
Lead Generation via Co-Sponsoring or Co-Registration
In co-sponsoring, at least one company is positioned as a co-organizer within a project for data generation (e.g., sweepstakes, surveys, etc.). Similar to co-registration, additional offers are positioned within the existing customer dialogue. Unlike co-registration, however, the user does not have to actively accept the offer here. By participating in the sweepstakes, the corresponding co-sponsors automatically also gain usage rights to the generated participant data.
In co-registration, an offer is placed in an existing customer dialogue with the goal of generating leads. Unlike in co-sponsoring, the user must actively accept this offer. The focus is less on a large number of leads and more on targeted or qualified lead generation.
In lead generation, you decide which contact data (postal, email addresses, and/or phone numbers) are relevant to you. You have many offline and online channels to successfully generate qualified leads. We are happy to advise you on the various possibilities of lead generation. Please contact Tanja Hensler (hensler@trebbau.com, Tel.: 0221/37646 – 330).