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What Is Lead-Generation Marketing?

TO BEGIN, we need to answer two basic questions: What exactly is lead-generation marketing? And what exactly is a lead?

Lead-generation marketing is getting people to “raise their hands” and say they are interested in buying, or learning more about, your product or service. By “raise their hands,” I mean they show interest in a very palpable way.

Leads are people who have identified themselves as candidates who can potentially be turned into sales. Depending on where they are in the buying cycle, they may be “thinking about buying” or “shopping around” or “considering alternatives” or “ready to buy.” Whatever their stage, they have a genuine interest in your products or services, and are considering you as ...

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