Why is lead generation important?
Lead generation – or more simply, lead gen – is vital for continued business growth. Generally speaking, you can count on the 80/20 rule where 80% of your revenues come from 20% of your accounts or products, which means the difference needs to be made up of new accounts.1, 2 Lead gen activities – such as direct mail, email campaigns, events, advertising, etc. – create opportunities to pitch your product or service to prospects (those who have not yet purchased your product) or customers. When prospects respond to your pitch, that’s when you capture their contact information and try to learn more about their interest level.