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What is Lead Generation in Digital Marketing?
Updated on 12th May, 23 98 Views

There is a plethora of information on how to draw in leads. While it’s true that there isn’t a “one size fits all” strategy to lead generation and digital marketing, some ideas and techniques tend to be more effective than others.

Therefore it is important to know about such techniques. So let’s get started with this article.

Table of Contents

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What is Lead Generation?

Lead generation is the process of attracting and converting potential customers into leads, which are individuals who have shown interest in a company’s products or services. In digital marketing, lead generation involves using various online strategies and tactics to attract and capture the attention of potential customers, with the ultimate goal of turning them into paying customers.

The process of lead generation typically starts with creating content that is relevant and valuable to the target audience. This can take the form of blog posts, ebooks, webinars, videos, social media posts, and other types of content that provide useful information, answer questions, or solve problems. The content should be optimized for search engines and social media platforms to ensure that it reaches the widest possible audience.

Once the content is created and published, the next step is to promote it through various channels. This can include social media advertising, paid search advertising, email marketing, influencer marketing, and other types of online advertising. The goal of these promotions is to drive traffic to the content and generate leads by collecting contact information from interested individuals.

To capture leads, companies typically use lead capture forms or landing pages. These are web pages that are designed specifically to collect contact information from visitors, such as their name, email address, phone number, and other relevant details. In exchange for providing their information, visitors may receive access to exclusive content, a free trial, a discount code, or some other type of incentive.

Once the leads are captured, the next step is to nurture them through email marketing, targeted advertising, and other types of communication. The goal is to keep the leads engaged and interested in the company’s products or services, and to eventually convert them into paying customers.

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Lead Generation in Digital Marketing

The process of locating, attracting, and converting internet visitors into potential customers for a firm is known as lead generation in digital marketing. The technique makes use of online methods and strategies including sponsored social media advertisements, email marketing, and even landing pages that provide downloaded material.

Why is Lead Generation important?

Lead generation is essential for a variety of reasons, including:

  • Increases revenue: Lead generation assists organizations in increasing sales by discovering possible clients who are interested in their products or services. Businesses may increase revenue and profitability by nurturing these leads and converting them into paying customers.
  • Improves marketing ROI: Lead generation enables firms to focus their marketing efforts, thus increasing their return on investment (ROI). Businesses may maximize their marketing budget and obtain greater outcomes by concentrating on the most promising prospects.
  • Increases brand recognition: Lead generation activities may help organizations increase brand awareness by providing good content, communicating with potential consumers, and establishing thought leadership in their sector. This may assist firms in distinguishing themselves from the competition and establishing themselves as industry leaders.
  • Provides customer insights: Lead generation gives organizations important consumer information that they can utilize to better their goods, services, and marketing tactics. Businesses may make data-driven decisions that improve their overall performance by evaluating consumer behavior, preferences, and feedback.

Explaining Types of Leads

Email and social media are only two of the many channels available for lead creation in digital marketing. The following categories can be used to further categorize leads:

  • A lead that has provided some information on their particular needs is referred to as an information-qualified lead (IQL).
  • A lead that has participated in your marketing team’s efforts is referred to as a marketing-qualified lead (MQL).
  • A lead who has shown a desire to do business with you is known as a sales-qualified lead (SQL).

Here is a detailed explanation of each type of lead:

Information Qualified Leads(IQL)

A lead is considered information qualified if they give their personal information in exchange for valuable information. The prospect is just beginning their investigation and is often unfamiliar with your business or the products you offer.

As soon as the IQL enters their contact information, your marketing automation software will take them to a ‘thank you’ page with an URL to download the offer. They then get a follow-up mail containing the same download link. Eventually, the lead will continue to get information that is related to the data they downloaded initially.

These leads are called cold leads, and following up with them for sales is of extremely low priority. The lead can be given the chance by the marketing team to learn more about your business and how you can assist in resolving their issue.

Once IQLs receive their first information, many of them will not continue to the next level.

Marketing Qualified Lead (MQL)

A qualified lead known as a marketing-qualified lead (MQL) is connected with a brand’s marketing material or marketing channels but hasn’t yet interacted with the brand’s sales team.

By participating in a company’s marketing initiatives, such as downloading content assets, completing an outline form, or putting things in a shopping cart, marketing-qualified leads have expressed interest in the goods or services of the brand (without checking out).

Sales Qualified Lead (SQL)

An SQL (sales-qualified lead) is a prospective client that has been developed by your marketing team and is deemed prepared to meet with the sales representatives since they have demonstrated a desire to buy. For example, they might have requested a demo or indicated an interest in your pricing.

Depending on their sales cycle, the size of their sales force, or even the sales representatives’ prior experiences, every firm may have various standards for qualifying sales qualified leads.

Pros and Cons of Lead Generation

Here are the advantages and disadvantages of Lead Generation.

Pros of Lead Generation    

Some of the benefits lead generation offers are discussed below:             

Acquiring knowledge

A business can attract its purchasers or frequent customers into disclosing crucial information about the goods or services the firm is selling by using lead or lead generation. The answer to these crucial information, such as how a certain product benefited customers, was using it easy, what do the consumers believe, etc might assist firms in adapting to a better approach for lead boosting and product development.

Accelerate online sales

Through lead generation, a company can instantly collect feedback from customers about, how much they loved the product and would they recommend it to someone else. These feedbacks improve the online buying experiences of both the company and the client.

Find your intended audience

When you’ve found the right audience online, the following steps are easy. Lead generation can also help a company find its target audience. It implies that you will need to redirect your attention and concentration to the regions where you are getting the best feedback. Through its help, you will make more sales and convert your temporary clients into long-term ones.

Cons of Lead Generation

Along with the benefits, lead generation also has certain disadvantages.

Possibility of failure

The other side of the same coin is how to turn a lead into a functional unit, support it with necessary information, and use professional approaches such as advertising, etc. If you can’t do it, your leads could simply drop and won’t get the attention they need, which might result in very few or no purchases.

Return on investment is low or absent

Return on investment, or ROI, is a significant component of the entire organization. After investing a fair sum of money in a project, you should anticipate that the company will generate some revenue and pay you handsomely or not. However, depending on how much clients valued the lead and the goods you were selling, you can not obtain any return on investment or very little ROI in the lead-generating company.

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Some Tools for Lead Generation

Through forms, surveys, social proofs, and sticky notification boxes, lead generation technologies assist you to increase website traffic engagement and produce new leads. These are some of the tools used for lead generation.


In addition to being an excellent tool for gathering new leads through surveys, reviews, and online polls, Hotjar is a visitor behavior analysis tool. This one lead creation solution offers a wide range of functions for mapping client journeys, gathering feedback, generating leads, and comprehending consumer behavior.

In comparison to the other lead creation tools on the list, is reasonably straightforward yet provides highly validated leads for any website. You may locate leads by using the domain, the person’s name, or both. Additionally, it connects the places where each lead came from.

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Sendblaster is a lead-generating and email marketing solution that enables you to acquire new leads through focused mail campaigns. From a single screen, you can manage your mailing lists, launch bulk mail campaigns, and monitor the development of your mail campaigns.


You can quickly contact customers by using CallPage, which is one of the top callback automation and lead creation programs. Without making them wait on the phone, you may immediately call leads that you have obtained from the website.


When creating dynamic landing pages for targeted lead generation, Instapage is one of the best platforms available. To improve the pages’ conversion rates, you may A/B test them. With the building of landing pages, testing, personalization, teamwork, AdMaps, and page speed all available in one location, it’s the ideal way to generate sales leads.

Hello Bar

Compared to the other lead generation tools mentioned above, Hello Bar is a pretty simple lead creation tool. It successfully grabs users’ attention and encourages them to take action, such as clicking on CTAs and completing survey forms.

So, have you decided to pursue a career in Digital Marketing? For further information, please have a look at our Digital Marketing Course.


Lead generation increases your company’s exposure, reputation, and trustworthiness, particularly with those who are or may be interested in your products. They benefit in generating traffic from top-notch prospects so you can turn it into sales and increase your sales to the next level.We hope this blog was helpful to you, but if you still have queries, join Intellipaat’s Digital Marketing Community.

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