{"id":23892,"date":"2020-03-24T07:56:03","date_gmt":"2020-03-24T07:56:03","guid":{"rendered":"https:\/\/trbocom.wpengine.com\/glossary\/lead-generation\/"},"modified":"2020-03-24T07:56:03","modified_gmt":"2020-03-24T07:56:03","slug":"lead-generation","status":"publish","type":"glossar","link":"https:\/\/www.trbo.com\/de\/glossary\/lead-generation\/","title":{"rendered":"Lead Generation"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\">The term lead generation covers the process and actions used to persuade interested parties and thus potential customers (<a href=\"https:\/\/trbo.com\/en\/glossary\/lead\" target=\"_blank\" rel=\"noopener noreferrer\">leads<\/a>) to develop an interest in a service or product and to provide the company with their data in return.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">Lead generation is key for online marketing &#8211; both in B2C and B2B. Through lead generation campaigns, interested parties voluntarily leave their data behind &#8211; therefore, these do not have to be purchased and already know the company to some extent. The company can only increase its sales if leads generated with different online marketing measures are converted into customers.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">Lead generation is possible both offline and online.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">Classical channels and measures for lead generation are:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><span class=\"s1\"><span style=\"font-weight: 400\">Trade fairs and congresses<\/span><\/span><\/li>\n<li class=\"li1\"><a href=\"https:\/\/trbo.com\/en\/glossary\/search-engine-advertising\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"s1\">Search engine advertisements<\/span><\/a><\/li>\n<li class=\"li1\"><span class=\"s1\"><span style=\"font-weight: 400\">Social media (e.g. raffles, advertisements)<\/span><\/span><\/li>\n<li class=\"li1\"><span class=\"s1\"><span style=\"font-weight: 400\">Website (through white papers, case studies, newsletter subscriptions)<\/span><\/span><\/li>\n<li class=\"li1\"><span class=\"s1\"><span style=\"font-weight: 400\">Webinars<\/span><\/span><\/li>\n<li class=\"li1\"><span class=\"s1\"><span style=\"font-weight: 400\">Banner ads<\/span><\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">In e-commerce, the main factors for successful lead generation are good <a href=\"https:\/\/trbo.com\/en\/glossary\/user-experience\" target=\"_blank\" rel=\"noopener noreferrer\">user experience<\/a>, easily available information and the targeted use of <a href=\"https:\/\/trbo.com\/en\/glossary\/call-to-action-cta\" target=\"_blank\" rel=\"noopener noreferrer\">CTA<\/a>s. These ensure that a potential customer&#8217;s interest in a product or service is raised &#8211; and that the data is made available to the company.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">The more leads a company can generate, the higher the reach will be for further advertising campaigns.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">Whether a lead generation campaign was successful can be measured using various KPIs &#8211; including <a href=\"https:\/\/trbo.com\/en\/glossary\/cost-per-lead\" target=\"_blank\" rel=\"noopener noreferrer\">cost per lead<\/a>, <a href=\"https:\/\/trbo.com\/en\/glossary\/conversion-rate\" target=\"_blank\" rel=\"noopener noreferrer\">conversion rate<\/a> oder <a href=\"https:\/\/trbo.com\/en\/glossary\/return-on-investment\" target=\"_blank\" rel=\"noopener noreferrer\">return on investment<\/a> (ROI).<\/span><\/p>","protected":false},"template":"","resource_original_language":[711],"class_list":["post-23892","glossar","type-glossar","status-publish","hentry","resource_original_language-en-original"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Glossary: Lead Generation | trbo<\/title>\n<meta name=\"description\" content=\"This glossary explains important online marketing terms. 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