In digital marketing, leads (also referred to as ‘prospects’) are generally defined as anyone seemingly interested in your product or service, though the definition is more often applied to potential customers who have provided their details, or taken a direct course of action, such as requesting a callback, filling out a form on your website, or directly asking for a quote.

At GLO, we believe lead generation is fundamental to the success of any business. We devise data-driven strategies and solutions built to both generate leads, and guide them through the sales funnel, helping your website actively convert.

Continual fine-tuning, optimisation, and adjustment is key to the continued success of a lead generation strategy. For those with a current lead generation process in place, conducting an in-depth review of its current strengths, weaknesses, threats, opportunities, and overall performance is an excellent way to determine a strong way forward towards an improved strategy. With GLO, this improved strategy may include the implementation of a number of digital marketing activities, including SEO, content marketing, web design, social media marketing (both organic and paid), and email marketing - all of which work to increase the number of high quality leads in your sales funnel when applied correctly.

If outbound lead generation isn’t working for you, our experts highly recommend looking into our comprehensive inbound lead generation service; a unique option involving the creation of lead magnets (most often an industry-focused website or landing page) on your behalf - bringing interest clients directly to you on a pay-per-lead or revenue share basis.

Though cold calling has been a notable lead generation strategy for many years - there are a number of modern techniques more suited to businesses operating online, with the ability to generate relevant, valuable leads. Our specialists combine a number of digital marketing strategies to develop highly tailored lead generation strategies - for example, optimising web pages and meta tags for search to ensure they are displayed to and found by the correct audience, using social media to generate brand awareness, and creating informative and engaging content that both, educates your target audience, establishing websites and businesses as online authorities within their industry. For those not looking to commit to the costs of a website, our unique inbound lead generation service works to create lead magnets on your behalf - bringing interest clients directly to you on a pay-per-lead or revenue share basis.

Looking to generate a highly effective lead generation campaign but don’t know where to start? Get in touch with GLO.

Leads (also referred to as prospects) are generally defined as any person or organisation demonstrating an interest in a product or service. This interest can be demonstrated in a large number of ways, for example, signing up for email notifications, asking directly for a quote, or completing a contact form.

Inbound lead generation is generally a more effective, less intrusive outreach tactic than cold communication - opening a direct and personal line of contact between a customer interested enough to take direction by, for example, completing a survey, and a business with knowledge of their interests as a result of this.

Developing and employing an effective lead generation strategy is an integral element of developing a ‘watertight’ sales funnel. Interested in what optimised online lead generation could do for your business? Contact GLO today.

Not all leads are created equal. For this reason, marketing and lead generation specialists have worked to classify a broad selection of lead types.

Marketing Qualified Lead (MQL)
The marketing qualified lead group consists primarily of contacts who have engaged with your marketing but are not ready to receive a sales call (or initiate a more direct course of action), e.g. an individual who has filled in an offer form on a landing page requiring little detail.

Sales Qualified Lead (SQL)
A sales qualified lead has taken direct action to express their interest in becoming a paying customer, for example, filling in an online contact form to enquire about your business’ product or service.

Product Qualified Lead (PQL)
A product qualified lead has previously used your product and taken action to indicate their interest in becoming a paying customer, for example, a customer getting in contact after using a demo version of your product. Perfect examples of where product qualified lead most commonly exist are in companies offering product trials, or free, limited versions of their product, often with the option to upgrade after a set amount of time.

Service Qualified Lead
Service qualified leads are typically defined as contact or customers who have indicated specifically to your service team that they are interested in becoming a paying customer - for example, an individual in contact looking to upgrade their product subscription.

Inbound lead generation allows businesses and organisations to cultivate valuable connections with customers who have shown an organic interest in them, their services, or their products, allowing for a more natural, better received, and generally more effective outreach strategy to be implemented.

In employing an effective strategy and engaging valuable individuals with a genuine interest in your offering, you’ll be able to significantly grow your customer base and business. Interested in what optimised online lead generation could do for your business? Contact GLO today to further discuss your lead generation ambitions.

Lead generation is the process by which new leads are acquired - and generally works o either an inbound or outbound basis. Though the exact process of lead generation can be optimised to best suit the position and objective of an organisation or business, it generally works to develop and consolidate the interest of an individual to the extent that some form of contact details are provided for further outreach.

These contact details turn a simple visitor into a lead, and, if nurtured correctly, this lead may be converted into a paying customer. During and after generation, leads should be taken through a carefully developed sales funnel to ensure the highest possible conversion rates.

Lead buying is a tempting, but often detrimental option for many marketers and organisations. On the surface, lead buying offers the opportunity to fill the sales funnel quickly and easily without dedicating a significant amount of time or effort, however, the leads purchased using this method are often poor, or ‘unqualified’. They haven’t taken the time to demonstrate an interest in your business, product, or service, and most likely don’t know you. This means that attempts at outreach to these leads will often be perceived as unwanted and intrusive, with many flagged as spam. This can be highly detrimental to your business’ reputation among customers, and, in addition, if your emails are flagged as spam frequently enough, you may be placed on a blacklist - permanently affecting your email deliverability and IP reputation.

In conclusion, it’s always better to cultivate leads organically rather than purchasing them. For those unsure of how to generate organically, you’re in luck. GLO are experts in organic online lead generation, delivering optimised strategies designed to capture high numbers of quality leads.

Qualifying leads is an important process, designed to optimise the lead outreach and sales process following the initial show of interest by the individual, and ultimately, streamline your strategy into a cost-effective, successful operation.

The most simple way to qualify a lead lies imply in developing a strategy for gauging their interest - for example, the action taken, or the amount of information collected. Whilst this strategy is often perceived as qualitative and open-ended, lead scoring provides a contrasting qualification method in its quantitative use of data. In this technique, leads are assigned a numerical value designed to determine their ‘readiness to purchase’ on a broad scale. The criteria for value is not universally defined, and so can be decided by the implementer of the lead qualification strategy, but may include the actions they’ve taken, the information they’ve provided, or even their level of engagement with your brand on social media.

Lead scoring provides a contrasting qualification method in its quantitative use of data. In this technique, leads are assigned a numerical value designed to determine their ‘readiness to purchase’ on a broad scale. The criteria for value is not universally defined, and so can be decided by the implementer of the lead qualification strategy, but may include the actions they’ve taken, the information they’ve provided, or even their level of engagement with your brand on social media.

The higher a lead’s score, the closer they are to becoming a sales qualified lead or taking direct action to purchase. Lead scoring can become a relatively complex strategy, but once adjusted to best suit your organisation’s position, it is an excellent way to optimise your lead generation process and sales funnel.

The inbound lead generation process varies according to the exact requirements, goals, and methods implemented by the individual organisation or business, but is generally in line with the following model:
1 - A visitor discovers your business, product, or services, typically through one of your marketing channels, e.g. your website, blog, or social media page. Visitors may also discover your business through organic search, or even simply through word of mouth.
2 - The visitor clicks on a CTA - an element of your website designed to encourage them to take direct action. This CTA should lead to an element of your site designed to capture relevant information, often in exchange for an offer or callback.
3 - The visitor fills in the form, and your business receives their information. As they have willingly displayed interest and submitted their contact details to you, they may now be considered a lead.

Online lead generation encompasses a wide range of tactics, campaigns, and strategies depending on the platform on which you wish to capture leads. Popular online lead generation strategies include SEO, CRO, social media marketing, email marketing, and content marketing - all of which can be geared specifically towards lead generation using either learned skill or tools offered by the platforms themselves. For example, Facebook Business offers the opportunity to add CTAs with a link to a lead-gen optimised landing page to business pages, whilst CRO can work to ensure your lead-gen opportunities are consistently seen and completed. All of these services are offered in-house at GLO.

In addition, GLO is proud to offer an innovative comprehensive inbound lead service involving the creation and management of bespoke, industry-focused lead magnets (including landing pages and websites) on your behalf - the leads from which are passed directly to your sales team. This cost-effective option is offered both on a pay-per-lead, and revenue share basis.

Interested in what optimised online lead generation could do for your business? Contact us today.

The cost of a lead generation campaign is dependent on a number of factors, including (but not limited to) budget, platforms and tools used, and whether or not an agency such as GLO is involved. It’s important to consider that though an organic lead generation campaign may seem like a more expensive or lengthier process than simply buying leads, or doing nothing at all, optimised campaigns are designed specifically to deliver the best ROI possible. When correctly implemented by professionals, lead generation campaigns have the potential to generate high-quality, qualified leads, bringing in individuals genuinely interested in your business’ service or products.

GLO offers a range of lead-gen focused digital marketing services at a range of prices, alongside a comprehensive, cost-effective inbound lead generation service on a pay-per-lead or revenue share basis. Contact our team of friendly experts today to learn more, or for a free consultation.

Online content plays a much bigger role in the consumer journey now, than it did a few years ago. The internet has become an authoritative source of information for buyers and an avenue for marketers to advertise their products, meaning content marketing has taken centre stage. Discover a brief overview of our strategy for content marketing lead generation below, or, read more on our blog:

Planning stage
1. Segment your audience and create buyer personas
2. Map the customer journey
3. Match content to the different stages of your sales funnel
4. Identify what lead magnets you need to create
5. Put your ideas into a content calendar

Writing and implementation
1. Write content with SEO in mind
2. Make your content interactive
3. Distribute your content using high ROI platforms
4. Promote your lead magnets
5. Track analytics and add content upgrades where opportunities arise