Lead Generation

Zondo Digital

Every Lead is a Potential Client

What is a lead?

A lead is any person who indicates interest in a company’s product or service in some way, shape, or form.

Leads typically hear from a business or organization after opening communication (by submitting personal information for an offer, trial, or subscription) … instead of getting a random cold call from someone who purchased their contact information.

Let’s say you take an online survey to learn more about how to take care of your car. A day or so later, you receive an email from the auto company that created the survey about how they could help you take care of your car. This process would be far less intrusive than if they’d just called you out of the blue with no knowledge of whether you even care about car maintenance, right? This is what it’s like to be a lead.

The most successful ecommerce websites use the following strategies together with website lead generation software to generate leads and sales:

  • Prioritize Email Collection. Make email collection an important activity and invest in website lead generation software to help make the process efficient. Email is important because it is the surest way to establish contact with a new customer.
  • Promote Your 1-800 Number. Using 1-800 numbers gives the impression that you are putting forth efforts to make it easy for customers to get in contact with you and are willing to go the extra mile to serve your customers.
  • Encourage Customers to “Tell a Friend”. Encourage your customers to tell friends about your goods and services. Give them discounts and other benefits when they do.
  • Use Pop-Ups to Gather Information and Establish Contact. Implement pop-ups and use them to connect on social media, showcase offers, and collect email and other information.
  • Use Behavioral Targeting. Behavioral targeting works. Good website lead generation software will help you achieve success with this method.

All of these strategies should be used to support your unique brand, products, and services. Use them to develop a comprehensive ecommerce lead generation strategies that highlights what you have to offer and what makes you different and better than your competitors.

If all of these ecommerce lead generation strategies are implemented consistently and in the right way, then there is no reason your site won’t produce results similar to Zappos, Schwan’s or Woman Within. It’s all about having a strategy and religiously implementing that strategy.

1. Utilize Email Marketing

 Email marketing begins with an initial outreach to potential clients or customers. Create a targeted list of potential prospects in your niche and then reach out to them personally via email to start a conversation.

2. Blog on a Regular Basis

Blogging on a regular basis is a great way to keep your website fresh as well as build up your visibility for Google keyword searches. In addition, it is also a good way to build trust in your brand, nurture leads and build your credibility as a subject matter expert.

3. Post Consistently on Social Media

In addition to blogging, get into the habit of regularly posting on social media. This should include your own content as well as sharing content from others. This helps improve your visibility and drive up your metrics on LinkedIn’s Social Selling Index and similar sites.

4. Design Great Offers

The word “yes” is a powerful one and ultimately everything we do as marketers is designed to get prospects to say “yes” to our offer(s). And – human nature being what it is – when an offer is “exclusive,” “limited” or “in high demand” it triggers a physiological reaction that makes the offer even more appealing.

5. Create Great Calls to Action & Landing Pages 

If you don’t give people instructions as what to do next, often no action will be taken. Make sure you provide a clear call to action throughout your website and even your content.

Marketing Qualified Lead (MQL)

Marketing qualified leads are contacts who've engaged with your marketing team's efforts but aren't ready to receive a sales call. An example of an MQL is a contact who fills out a landing page form for an offer

Product Qualified Lead (PQL)

Product qualified leads are contacts who've used your product and taken actions that indicate interest in becoming a paying customer. PQLs typically exist for companies who offer a product trial or a free or limited version of their product (like HubSpot!) with options to upgrade, which is where your sales team comes in.

Sales Qualified Lead (SQL)

Sales qualified leads are contacts who've taken actions that expressly indicate their interest in becoming a paying customer. An example of an SQL is a contact who fills out a form to ask a question about your product or service.

Lead Generation Services

As we covered in the first section, a lead is a person who has indicated interest in your company’s product or service. Now, let’s talk about the ways in which someone can actually show that interest.

Essentially, a sales lead is generated through information collection. That information collection could come as the result of a job seeker showing interest in a position by completing an application, a shopper sharing contact information in exchange for a coupon, or a person filling out a form to download an educational piece of content.

Lead scoring is a way to qualify leads quantitatively. Using this technique, leads are assigned a numerical value (or score) to determine where they fall on the scale from “interested” to “ready for a sale”. The criteria for these actions is completely up to you, but it must be uniform across your marketing and sales department so that everyone is working on the same scale.

While marketers typically think of social media as best for top-of-the-funnel marketing, it can still be a helpful and low-cost source for lead generation as shared in the lead gen strategies above. The key is using social media strategically for lead generation.

So … you’re getting web traffic and generating leads. But how are you doing compared to other companies in your industry? How many leads should you really be generating?

It’s tough to figure out if your lead generation strategy is working if you aren’t looking at industry data. That’s why we partnered with Qualtrics to survey more than 900 marketers from all different industries in North America and Europe to create a demand generation report with data on website visitors, leads, opportunities, customers, and revenue.

Did you know that 74% of companies that weren’t exceeding revenue goals didn’t know their visitor, lead, MQL, or sales opportunities numbers? How about that over 70% of companies not achieving their revenue goals generate fewer than 100 leads per month, and only 5% generate more than 2,500 leads per month? These are just a few examples of what you’ll find in the report.

B2B is a particular business model that requires a particular approach to lead generation. HubSpot found that SEO is the top resource for capturing business leads, followed closely by email marketing and social media. Not to mention, effectiveness varies by channel.


Online lead generation encompasses a wide range of tactics, campaigns, and strategies depending on the platform on which you wish to capture leads. We talked about lead capture best practices once you have a visitor on your site … but how can you get them there in the first place?

Facebook has been a method for lead generation since its inception. Originally, companies could use outbound links in their posts and information in their bios to attract strangers to their websites. However, when Facebook Ad was launched in 2007, and its algorithm began to favor accounts that used paid advertising, there was a major shift in how businesses used the platform to capture leads.

Twitter has Twitter Lead Gen Cards, which let you generate leads directly within a tweet without having to leave the site. A user’s name, email address, and Twitter username are automatically pulled into the card, and all they have to do is click “Submit” to become a lead.

LinkedIn has been increasing its stake in the advertising space since its early days. When it comes to lead generation, LinkedIn created Lead Gen Forms, which auto-populate with a users profile data when they click a CTA, making it easy to capture information.

When we say pay-per-click (PPC), we’re referring to ads on search engine result pages (SERPs). Google gets 3.5 billion searches a day, making it prime real estate for any ad campaign, especially lead gen. The effectiveness of your PPC campaign relies heavily on a seamless user flow, as well as your budget, target keywords, and a few other factors.

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