Lead generation is the primary focus for many businesses, and for good reason. Without actively cultivating new leads, you’re allowing your business to stagnate, leaving it vulnerable to the competition. At the same time though, there’s no point in toiling to generate more opportunities if you don’t have a plan for managing them afterwards. A thorough lead-generation agency understands that lead management is an integral part of the lead lifecycle.

Lead generation vs lead management

Since they’re related, it’s easy to get these two concepts confused, but both will play an intricate role in delivering new business. Lead generation involves marketing tactics meant to garner prospects’ initial interest in your product or service. A lead-generation agency knows proper management entails a more systematic approach where you can watch, evaluate, and nurture these potential customers to a conversion.

As two separate components, they require different approaches involving separate marketing tactics to achieve your goals. You may employ a new website, video product demos, and programmatic advertising to create general interest from your audience and start building a lead database. But when it comes to nurturing a lead, you may employ a lead-management plan involving a monthly newsletter, personalized emails, or special offers. A lead-generation agency like Innis Maggiore can help you determine and execute the best course of action for these strategies.

Once you start collecting leads, your lead-generation agency will enter the nurturing phase. This process begins with analyzing and identifying the strongest prospects. By differentiating the best leads, the team can focus its primary efforts on leads with the highest potential conversion.

Like lead generation, nurturing can take place in a multitude of ways. Depending on the nature of your brand and the prospect at hand, your strategy may include blog articles, email campaigns, or testimonials. All of these tactics continue cultivating your brand awareness. A lead generation agency also uses these to continue building your relationship with prospects as they start to become more familiar with your services and actually consider if your brand would benefit them.

An important aspect in the lead-generation process is brand communication. With a positioning strategy, you’re differentiating your brand in the mind of the consumer using one clear message and 100% focus. Prospects will understand exactly what your brand stands for and if it fits into their business models. In many ways, positioning is the essential mechanism for a lead-generation agency to capture lasting, qualified leads.

But the power of positioning goes beyond just sparking that initial interest. It continues to fuel the remainder of the lead-generation lifecycle as the axiom for determining the best leads and for reaching the prospects who would value your brand most. As America’s #1 positioning agency, Innis Maggiore is ready to make sure your position is there to guide every phase, tactic, and conversation in your lead generation strategy.