lead generation [lead-gen] – verb: to bring prospects into existence through a systematic process.
Lead generation refers to the planned connections between companies with a product or service to sell and consumers who are well-matched to that product or service. It is largely a problem of sorting out the well-matched candidates within a larger group of poorly matched candidates. Various methods are used to try to identify the well-matched candidates which are also called sales leads or prospects.
There are a number of methods used in lead generation including: Advertising, Direct Mail, Telemarketing, Trade Shows, Publicity & Public Relations and recently Electronic Mail. Each method has its use and, as part of the strategic planning process, The Spectrum Services Group will make recommendations on which have the best return on investment. Concentration marketing is highly targeted such as direct mail with telemarketing follow-up and typically has the best results. Broadcast marketing, such as advertising, is typically not as effective.