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In a marketing context, a lead is a newly created contact.  A lead is created when a website visitor transforms from an anonymous website visitor by providing their contact information. This process occurs as the visitor fills out a form in exchange for an something they request in return.  

One way to generate leads is to gate valuable content behind landing pages and forms.  By offering valuable information and resources on our website you can increase your ability to generate leads with your website.   Once a lead is captured it will need to qualified for future actions.  Irrelevant leads can be removed while the leads that meet certain qualification criteria can be segmented for nurturing.  

Generating leads with your website is a fantastic supplement to traditional lead generation methods.  Business to business websites with an integrated marketing strategy in place can convert 3-5% of traffic into leads.  

 

Resources: 

The Most Important Lead Sources For Marketers

The Modern Marketing Playbook

Building A Lead Nurturing Campaign That Works

Finding Marketing Balance Part 1 - Lead Generation 

 

Topics: Inbound

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And Your Prescription to a Better Website

Your website is the heart of your organization's digital body,
neglecting it can cause as much damage to your company as
neglecting your heart can cause to your actual body.

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