Definition and Importance of Lead Generation

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Email is a powerful marketing channel for sending highly targeted and personalized campaigns at scale . With an average ROI of $30 for every $1 spent, 73% of marketers rate email ROI as good or excellent.

With the right strategy, email marketing can be a powerful lead generation and nurturing tool . In this article, we will guide you through the techniques to implement so that you can generate and nurture new leads through your email campaigns, and thus boost your sales and improve your revenue.

To begin, it is important to understand what a lead is. This is the south africa telegram number database English term for a potential customer's contact (also called a prospect). A lead is therefore a sales lead that can be generated via different means, for example by downloading a white paper or registering for a webinar. Note that we generally talk about lead generation in a B2B context.

It is essential for businesses to have a lead generation strategy in order to expand their customer base and increase sales opportunities . But once you have generated a lead, and therefore collected information on a contact that matches your target, it is important to nurture it to move it forward in the conversion funnel.


Conversion funnel (source: Comexplorer)
Nurturing therefore consists of providing your leads with high added value content in order to help them advance in their maturity. This is where emailing comes in.