Lead generation specialist meaning
There are dozens of specialties in the marketing field, but only one makes you an MVP being a lead generation specialist. Show
As valuable members of marketing teams, lead gen experts can make or break a businesss success. But what exactly do these sales professionals do? Where do they work, and what does an average day look like? Lets take a closer look at how being a lead generation specialist can pay off for tech enthusiasts with a knack for sales. Our Interview with A Lead Generation Specialist:Click here for the video transcript: Phil Mackie 0:01 Dave Cornish 0:16 Phil Mackie 0:18 But silliness aside. David, tell us a little bit about yourself before we get into your career life. Dave Cornish 0:55 Phil Mackie 1:16 Dave Cornish 1:51 Phil Mackie 3:26 Dave Cornish 3:46 Phil Mackie 5:13 Dave Cornish 5:24 Phil Mackie 5:26 Dave Cornish 5:44 Phil Mackie 5:52 Dave Cornish 6:12 Phil Mackie 8:17 Dave Cornish 8:46 Phil Mackie 8:49 Dave Cornish 8:49 Phil Mackie 9:58 Yeah, its all good. Dave Cornish 10:31 Yeah, so it. I mean, youre asking me about pros and cons and being self employed. I guess Ill add something there before jumping back into lead gen, I think, Phil Mackie 11:54 Dave Cornish 11:56 Phil Mackie 13:02 Dave Cornish 13:46 Phil Mackie 14:57 about Lead Gen I think you were gonna talk about the disciplines involved because you kind of tease that point, right? Its not just one thing. Its not just data is good at computer, right? So like, when you think about the skills involved with your lead gen career, try to give us an inventory or you know, just a high level view of kind of what those skills are. Dave Cornish 15:28 Phil Mackie 16:51 Dave Cornish 17:28 Phil Mackie 19:02 Dave Cornish 19:14 Phil Mackie 19:48 Dave Cornish 20:43 Phil Mackie 22:10 Dave Cornish 22:45 Phil Mackie 22:48 My really quick, maybe this helped you but my thing is in digital, when I say that I work in digital, everyones getting some the person that sends them the spam emails. Okay. Thats like theres theres a lot more to it than that. So Dave Cornish 23:15 Phil Mackie 23:23 Dave Cornish 23:28 Phil Mackie 23:52 Dave Cornish 24:28 Phil Mackie 24:48 Dave Cornish 24:52 Phil Mackie 24:54 Is lead generation a promising career?Lead gen isnt for everyone its challenging. Its not always a direct sales position, but it requires some of the same confidence and flair for selling as knocking on doors. Leads can be tough to find unless youre comfortable networking and can make the right connections. But if you put yourself out there, the skys the limit for success. As more businesses hope to leverage their presence online as part of a sales generation strategy, marketing specialists of all types will be in demand. The US Bureau of Labor Statistics estimates a 20-percent industry-wide growth in the next ten years. If you have a passion for sales and know how to engage customers lead gen is a golden opportunity. What exactly does a lead generation specialist do?Lead gen professionals draw attention to a businesss products or service through various channels from print ads to social media its an offshoot of marketing. Companies hire them to identify qualified customers for their sales team to cultivate.
Job descriptions are loosely defined base on a companys lead generation strategy some may include email marketing. Lead gen specialists may work for large companies, but the majority are employed with independent, off-site contractors. Terminology for Lead Generation SpecialistsThe marketing business is well-known for its jargon. Lets define a few standard terms to help avoid confusion. Prospects/LeadsThe terms prospect and lead are often used interchangeably, but in some circles, theres a difference. A lead is someone whos expressed interest in a specific product or service. So-called qualified leads are those further refined by specific criteria. A prospect is defined by some businesses as a purchase-ready contact a qualified consumer or a B2B lead prepped and ready for follow-up by the sales team. Sales Qualified LeadSales qualified leads are based on customer demographics such as age, gender, income, credit score and more. They give businesses a targeted audience, increasing the potential for sales versus making cold calls to customers who dont fit the product or services key demographic. Marketing Qualified LeadA marketing qualified lead (MQL) is a person or company that is more likely to become a paying customer than other leads based on criteria such as which web pages theyve viewed, what media theyve downloaded or how much they make annually. This approach further defines how ready and able a potential customer is to purchase. Someone who submitted a contact form for more information at a luxury car dealership is a marketing qualified lead. The same person with a verified $100,000 annual income and a perfect credit score is a highly qualified lead and very valuable. B2BB2B stands for business-to-business. Some businesses wholesalers, for example market more to other companies than to customers. B2B lead generation is fundamentally different than business-to-consumer marketing. Lead gen specialists need to treat these two types of relationships differently. B2CB2C stands for business-to-consumer. B2C goods and services are aimed at households and (you guessed it) consumers. You will find more Lead Generation Roles and Opportunities in the B2B space, but B2C is worth mentioning in this list of Lead Generation terminology. Conversion RateA conversion rate is a formula used to compare the total number of visitors to a website to the number that complete transactions its extremely helpful in e-commerce. Businesses can compare traffic with sales to determine whats going right or wrong with their marketing strategy such as why customers abandoned shopping carts. Small changes in approach can make a conversion rate soar. What are a lead generation specialists responsibilities?Lead generation specialists analyze data, screen contacts, and create lists of potential customers with attributes that meet their clients needs. Responsibilities may overlap with similar positions, such as email marketing and direct sales. On an average day, a lead generation specialist may:
What type of companies hire lead generation specialists?From start-ups that need a quick revenue boost to establish firms with a low conversion rate, any company that wants to expand its customer base is interested in qualified leads. Examples include:
Types of Lead Generation CampaignsLead generation campaigns are part of a broad prospect generation strategy using multiple channels. Each is designed to further a businesss reach. Examples include:
Social media campaigns on Twitter, Facebook and LinkedIn can increase business revenue more than 20 percent. Gated content, video marketing, email opt-ins and paid ads herd potential customers into a sales funnel. The possibilities for engagement are endless. The process takes advantage of information posters already share, eliminating cold calls. Analyzing data to improve the conversion rate is a breeze.
A pay-per-click prospect generation strategy isnt cheap, but for some businesses, its money well-spent. With PPC, companies pay a fee every time a someone clicks their ad on a website. But clicks demonstrate above-average interest meaning customers are closer to purchasing. GoogleAds is the most popular PPC program their ads are on are virtually every website but companies like Amazon, Instagram and Yelp are catching up. Dollar for dollar, PPC ads are a cost-effective way to generate leads.
B2B lead generation is how businesses that cater exclusively to other businesses find new customers examples include wholesalers, large equipment manufacturers, office product vendors and more. B2B lead specialists create contact lists as part of a prospect generation strategy keeping sales teams busy. The best part about B2B relationships is that power is exponential businesses have a closer relationship with each other. A B2B lead pays for itself each interaction is an opportunity for invaluable feedback and referrals.
Email marketing can be designed to make sales or generate leads. For examples, a customer who attended a companys webinar could be a lead but only if theyre interested in what the host has to offer. Email marketing is a simple way to nurture potential prospects as part of a larger lead generation strategy by providing more information about products or services while screening them for interest. Follow-up emails can then close the sale. Location
Skills For Success as a Lead Generation SpecialistLead generation is both an art and a science. Skills for success include:
Personal interactions with salespeople are lopsided the potential lead always feels on guard and perhaps even suspicious when asked for personal information. A warm personality encourages people to feel at ease and engenders a sense of trust at first contact.
To generate leads, know what your customers need putting yourself in their shoes is the key to refining your prospect generation strategy. When youre developing a B2B lead, imagining what businesses in similar positions need helps you choose the best sales avenue to explore. Offering accounting firms a deal on printers and paper during tax season, for example, will generate leads faster than pushing office furniture.
Listening is an active process salespeople who talk over clients especially the older generation fail to build rapport. People can tell when a telemarketer is pushing through a script. Clients are more receptive to those who listen and take an active interest in their priorities.
Whether youre making cold calls or creating ad content for social media, a flair for sales will enhance your lead generation strategy. Understanding what a sales team needs to convert prospects into customers allows you to tailor your marketing approach.
Prospect generation specialists work with colleagues, customers and sales staff theyre the glue that holds the marketing and sales team together. Interpersonal skills from communication to problem-solving enhance workplace relationships and keep people on the same page. What software and tools does a lead generation specialist use to do their job?The only tools necessary to generate leads is a computer, a phone and secure internet connection but internet advertising and social media skills make success a slam dunk. Get to know the players especially Google Ads. Training/Applicable ExperienceYou dont need a degree to be a lead generation specialist. Training is helpful, but experience matters. Employers are looking for talent with these skills and more:
If you have a knack for business, a career in prospect generation could be for you. People with retail experience understand consumer behavior and the importance of customer service skills that are easily transferred to the marketing field. Business acumen also simplifies B2B lead generation no one understands a businesss needs more than someone who knows the ropes.
A typical lead generation strategy utilizes a wide range of internet channels, from email marketing and social media to text and PPC ads. Knowing how consumers use the internet and which website features are a draw are the key to understanding marketing approaches for every generation. Marketers with a background in web design understand website dynamics and can design better lead forms.
Analytics is a critical part of any lead generation strategy Google Analytics is the biggest name in the business. Exploring consumer behavior is the key to understanding why marketing strategies fail or succeed. Certification in Google Analytics and Google Ads is plus on any resume. Whats the market rate for lead generation specialists?
Compensation structures are variable. Some companies pay a straight salary usually businesses that hire their own B2B lead generation specialists. A B2B lead must be carefully cultivated, and in-house marketing gives businesses complete quality control. Firms that specialize solely in lead generation may offer commissions a set dollar amount per lead or a combination package. A guaranteed hourly rate is secure, but earning commissions means the better you are at your job, the more you make. ConclusionWhile other careers are becoming obsolete, jobs in the marketing industry are skyrocketing. Lead generation specialists are in demand because no other position is exclusively dedicated to building customer traffic a must in todays online sales environment. Career opportunities are waiting.
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