What is Lead Generation? A Step-by-Step Guide

Update date : 18 Apr 2023 | 6 Min Read

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Have you ever received a call asking you to buy their services and keep irritating you with multiple calls? With the modern lead-generation process, this cold-calling approach has become antiquated.

We have often encountered blogs or articles relevant to our search on Google, resulting from the inbound marketing strategy. A successful inbound marketing strategy results in potential lead generation, which is crucial for any brand or business to get outreach and sales. When we talk about what is lead generation, it is essential to understand what lead is.

"Any prospect or visitor on the website interested in your services or can be converted into a customer to follow the sales funnel further is called a lead."

Many people have asked me for some tips to grow their businesses, and I have always mentioned that:

“For any business to grow, the fundamental requirement is following the emphatic lead generation strategy to direct leads through the sales funnel and convert them into customers.”

This article will take you through the whole lead generation process from the basics.

Image showing man in white shirt with a body gesture of thinking, and there is a text written lead generation

What is Lead Generation?

Lead generation is the core pillar for any substantial sales & marketing strategy with the evolution of the customer's buying journey. It is developing customers' interest in your products/services and converting them into leads by collecting user data and nurturing them into paying customers to generate better revenue. Targeting the right audience with relevant content is important to create potential leads and avoid collecting a heap of extrinsic data.

infographic image showing stages of lead generation process

Lead generation is a long process, but as per my experience, the lead generation funnel sums up three stages:

  • Attracting Clients through content marketing and online marketing strategies.
  • Converting the visitors into the lead by asking them to subscribe to the newsletter, submit the contact form, or via CTA
  • Interacting with the leads in a strategic way to push them into the sales funnel

And there are four types of leads generated through the lead-generation funnel:

  • Marketing Qualified Leads
  • Sales Qualified Leads
  • Product Qualified Leads
  • Service Qualified Leads

Gone are the days when buying customer data and randomly calling people was a way to reach potential leads. With modern and advanced marketing tools like riyo.ai, the B2B lead-generation process has become more efficient and effective.

Why is Lead Generation Important for Any Business/Brand?

You can only trust a brand or service once you have heard about it or marked its online presence. The lead generation process comprises creating brand awareness, marketing your services, attracting clients/customers to visit the website, collecting user data to identify potential leads, converting the marketing-qualified leads into qualified sales leads, and so on.

Whether a Fortune company or a startup, lead generation is the way to maintain the business flow. Generating high-quality leads gives a straightforward approach for the sales team to follow.

These are the reasons why every business should follow a B2B lead generation strategy:

  • Identifying the Targeted Audience for Sales: Visitors who have already shown interest in the company's services. The team can solely focus on the audience with a high probability of converting into paying customers.
  • Boosting Brand Awareness: The first step of the lead generation process is promoting the brand's online presence to get more visitors.
  • Collect User Data: The best way to collect user data is to ask users to submit the inquiry form or subscribe to the newsletter following the lead generation strategy. This will help in keeping track of the company's reach and how users are getting to know about your services. According to the collected trove of data, you can tailor your marketing and communication strategies.
  • Improved Brand Loyalty: Customers trust a brand that constantly engages with them, explaining how their services can help. Nurturing leads will create a community of people interested in your services or who know about your business. This will help in fostering brand loyalty.

Lead Generation Strategies

Lead generation is the primary outcome of effectively aligned inbound and outbound marketing techniques. There are multiple ways to generate leads, but here we will discuss the most prominent ones.

1. Facebook Lead Generation

Content is the central requirement for any of the lead generation strategies. Quality content is enough to attract the audience and make them trust your services. Companies can create an informative & descriptive bio mentioning the company's website link and post engaging content with outbound links to attract users to the website.

Facebook also allows businesses to create Facebook lead ads to promote their services and get genuine leads. Moreover, Facebook will enable companies to set up a CTA button on their profile.

2. Twitter Lead Generation

Twitter is one of the most prominent platforms for businesses to engage with a community of like-minded people and stimulate their growth. With solid content marketing skills, companies can directly get leads by setting up Twitter Lead Gen Card.

3. LinkedIn Lead Generation

LinkedIn also promotes its advertising services, helping companies grow their business effectively. LinkedIn allows to create lead gen forms where the users' information is automatically captured when they click on the CTA.

4. Google Ads Lead Generation

The traditional method of lead generation is via Google Ads. Running ads on Google SERPs is effective, as Google gets 3.5 billion daily searches. However, this has always resulted in generating results if the ad campaigns are set up strategically.

5. B2B Lead Generation

The B2B lead generation process works for businesses that cater to other small businesses' requirements. The best ways for B2B lead generation are interacting with the companies via emails, getting leads from PPC, and analyzing website visitors using lead generation tools like riyo.ai.

riyo.ai: All-in-One Sales & Marketing Tool

Setting up a lead generation process is essential, but is it even worth the effort if you cannot capture the lead data adequately?

According to Ruleranalytics “37% of marketers claim that they struggle with finding high-quality leads and end up interacting with random visitors.”

riyo.ai helps you analyze the complete visitor journey on your website, as it records how the user interacts with the website. Companies can get details about:

  • The clicks on the landing pages
  • Filter the visitors based on various options like country, source, industry, technology, etc.
  • Most importantly, it captures the user data, including company name, basic details, the technology used, time spent on the website, etc.

I believe “a strong lead generation strategy depends on how efficiently a business can identify its potential future customers and communicate with them along with a solution to their problem.”

“In my career, I have struggled with many hurdles while growing my business due to failing to track the potential leads, and that’s how I came up with riyo.ai, following an innovative approach for lead generation,” says Krunal Shah, Co-founder of riyo.ai.

Grow your Business with Lead Generation

This article covered all the basics of the lead generation process to get you started on growing your business most efficiently. Use the right tools, techniques, and platforms to get potential leads and foster your business. Focus on creating engaging CTAs, quality content, landing pages, and lead generation forms and promote them via different channels like email, social media, ads, etc.


What is lead generation, and why is it important for any business?

Lead generation is the process of:

  • Attracting traffic to your website through content marketing and inbound marketing
  • Analyzing visitor interaction on the site and collecting user data through newsletter subscriptions, lead generation forms, or creative CTAs
  • Further, approaching the leads strategically to convert them into paying customers.

What are the stages and types of leads generated?

There are three stages of lead generation, including

  • Creating Awareness via content
  • Lead capture in a strategic way
  • Prospect stages via nurturing leads

Types of lead generated

  • Marketing Qualified Leads
  • Sales Qualified Leads
  • Product Qualified Leads
  • Service Qualified Leads

What is riyo.ai, and how can it help capture lead data?

riyo.ai is an effective all-in-one marketing tool with features like session recording, B2B lead generation, Heatmap, Live chat, Custom notification, and AI chatbot integration.
With riyo.ai, businesses can efficiently collect user data via session recording. It also tracks the user information available over the Internet to help enterprises to identify their potential leads.

Your ideal customer waiting to be discovered on your website.
riyo.ai's real-time chat and insight data will help you identify and engage your online visitor and convert them to highly qualified companies. Install our script and see it for yourself.
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Tapan Patel
Article by
Tapan Patel

As the head of sales & marketing, Tapan has expertise in the execution and planning of business growth strategies aligning with marketing trends. Tapan has over 10+ years of experience in IT marketing for creating growth strategies and managing sales.

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