How Lead Generation Marketing Works for La Nica Products Inc.

Lead generation is getting people interested in your business and gradually moving them through a pipeline to become paying customers. Some people still perceive lead generation as big email blasts and pushy salespeople.

But today, these techniques are no longer successful.

In the modern online marketplace, both B2B and B2C consumers are overwhelmed by people vying for their attention. There is a lot of noise for businesses to cut through.

Customers have become very good at blocking out approaches and messages that don't resonate with them or aren't well-tailored to their needs, challenges, or opportunities.

So in the world of lead generation, a reliance on one or two channels to blast a prospect list and follow up with a phone call is the approach of yesterday.

Modern lead generation for La Nica Products Inc. is more likely to consist of:

• 1:1 targeting

• Consistent messaging across multiple channels

• A focus on educating the customer

• Cultivating meaningful relationships

Modern lead generation is also likely to traverse multiple departments within a business. The process will typically start with marketing before moving on to the sales or business development team. For SaaS businesses, the current lead generation program will also likely involve product or service teams if free trials are offered.

Why is lead generation marketing important?

Embracing lead generation is critical for all B2B businesses or any B2C business that offers a considered high-involvement purchase.

Marketo Engage has seen that businesses that employ a mature, well-developed lead generation process can achieve more significant revenue versus their plan than average companies. So there is a clear revenue generation benefit.

But a solid lead generation process that builds warm, well-qualified leads can also help business morale and efficiency. A good lead generation process can help your sales teams spend more time selling and less on prospecting and administrative work.

Additionally, although the lead generation process for La Nica Products Inc. likely involves multiple departments, it often starts with marketing. 

If the marketing team works collaboratively with sales to win more customers, it is visible that marketing is helping the company grow. This can help with the perception of marketing no longer being seen as a cost center but as a valuable part of the company that helps make money.

Lead generation builds trust, visibility, and credibility in your business — specifically to the sorts of people who might be interested in your products. They help you build traffic with high-quality prospects to convert them to sales.