Lead generation

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Lead generation marketing term that refers to the creation or generation of prospective consumer interest or inquiry into a business' products or services. Often lead generation is associated with marketing activity targeted at generating sales opportunities for a company's sales force. Therefore a lead is correctly described as information regarding or provided by a consumer that may be interested in making a purchase. Whereas, generation is one of a myriad of activities that may produce that information and perceived interest.Lead generation is largely a rendezvous problem. The rendezvous dilemma is one where two parties are seeking each other, but are obscured by time, distance, or attention. in essence there is a set of well-matched candidates for product purchase within a larger set of poorly matched candidates. Those well-matched candidates are what your are seeking to attract or identify in effective lead generation.

Although there are several methodologies and implementations, each involves one of two primary rendezvous strategies:

Broadcast or Concentration.

* Broadcast involves communicating to a broad set of candidates with the expectation of a statistical response back to the marketer. Advertising is a classic example of broadcast marketing rendezvous.

* Concentration involves identifying and creating situations that concentrate well-matched candidates into a broadcast-effective set. Market segmentation and trade shows are classic examples of concentration-marketing rendezvous strategies.
 
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