// EDITOR ’ S QUESTION //

Lead generation is the process of finding and attracting potential customers . It involves using various methods , such as social media , email campaigns and online ads , to get people interested in the company ’ s products or services .

The aim is to collect contact information from these interested people , called leads , so that the business can follow up with them through targeted marketing . Successful lead generation helps to create a steady stream of potential customers that can be turned into actual customers over time .

Prospecting :

Prospecting in sales is identifying and reaching out to potential customers interested in a company ’ s products or services . It involves researching and finding individuals ( for B2C sales teams ) or businesses ( for B2B sales teams ) who could be interested in your product or service and initiating contact through various methods , such as cold calling , emailing or networking .

Similar to lead generation , prospecting creates a pipeline of potential clients who can be nurtured and converted into paying customers . Effective prospecting helps salespeople focus on high-potential leads , increasing their chances of closing deals and driving revenue .

Total Addressable Market ( TAM ):

Understanding your TAM is crucial in sales strategy . TAM represents the total revenue opportunity available if your product or service achieves 100 % market share . Knowing your

TAM helps you understand the scope of your market potential .

Typically , only about 3 – 5 % of this market is ready to buy immediately . However , focusing solely on this small percentage can limit growth . We encourage sales teams to also focus on the 20 – 30 % of people who have shown some level of intent toward your brand or product , showing signals that they may be interested soon . This approach can significantly expand your opportunities and help build a robust sales pipeline .

Buyer research / persona :

A buyer persona represents a business ’ s ideal customer based on market research and data around existing customers . It includes demographic information like age , gender , income , education level and other details such as interests , behaviours , goals , challenges and purchasing habits .

Creating buyer personas helps businesses better understand their customers , allowing them to tailor their marketing , sales and product development efforts to meet their target audience ’ s specific needs and preferences .

Monitoring and making improvements to the customer journey :

The customer journey refers to the customer ’ s entire experience with a company , from the first point of contact to the purchase and beyond . It includes all interactions and touchpoints , including research , evaluation , purchase decisions and post-purchase engagement . A problem in the customer journey can lead to a failed sale , so your team must note where the most potential customers are dropping off and look into action points to rectify this .

SUCCESSFUL LEAD GENERATION HELPS TO CREATE A STEADY STREAM OF POTENTIAL CUSTOMERS THAT CAN BE TURNED INTO ACTUAL CUSTOMERS OVER TIME .

Intelligent SME . tech

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