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Business Leads: Generating vs. Buying Leads

purity muriuki



Lead Generation

Businesses can’t survive without leads. Leads graduate to become customers and brand ambassadors when the lead generation process is done correctly. Each company has several goals that are a priority; however, a large percentage of them should focus on lead generation.

The majority of B2C marketers drive leads to their businesses via several channels as well as to boost their conversion rate. However, some of these channels don’t yield the expected results. So it can be discouraging when you create content with a view of attracting a lot of leads, but you get no results.

The secret to consistently generating leads lies in knowing what your potential customer wants and tie that insight to a high-converting landing page.

However, the frustration of not generating enough leads has pushed some firms to buy leads rather than generate their own. The post will discuss the two options and provide tips on how you can successfully generate your leads.

Generating a lead

A lead is any person interested in your brand, product, and services. A person shows interest by following your social media account, completing a contact form, downloading a free eBook or guide, and more.

Lead generation is the process of attracting interest to your brand, products, and services and converting these prospects to customers. You can achieve that using inbound or outbound marketing channels such as your website, email marketing, and online advertising.

This is an important process for B2B and B2C companies. So by the time you attract and bring the lead to your business, they have already demonstrated a genuine interest in your company and its offerings.

The advantage of generating a lead is that the process is completely transparent, and you’re fully involved in it. You can also repeat the entire process over and over because you have invested in the marketing campaign to continue generating more leads.

Buying a lead

Instead of struggling with lead generation, some companies may decide to take a different route which is buying leads. So they invest in buying leads instead of marketing programs.

On the other hand, some firms invest in producing leads and selling them in the open market. They have particular expertise in SEO, pay-per-click advertising, email, and telemarketing. These companies work in very specific markets that have strong demand for new sales leads.

They have discovered the effort needed to produce leads in terms of cost and time, so they sell their leads at a fixed price. One of the most lucrative industries is insurance because an individual needs one or several insurance products at one point in their life.

The advantage of buying leads is that a bit of investment is needed compared to the amount of time, energy, and money you invest in generating leads. Also, you only pay for the number of leads you want.

The disadvantage is that these companies don’t show how they generated these links. There is also very little transparency, and you have to insist on exclusivity because there is no guarantee that the lead will not be sold to another buyer. Further, the lead may also disappear.

Tips for Generating Great Business Leads

Generating your own lead is better than buying one because it’s a transparent process and that you’re involved in it.

Review Your Homepage Messaging

Create a simple homepage and then blend it well with other elements like images, bullet points, headlines, subtitles, and call-to-actions. This is because most visitors originate from search engines, social media sites, referring sites, or other sources first land on your homepage. So you should begin your lead generation journey by first reviewing and adjusting the messaging on your homepage and next proceed to promote your site on various channels.

Use Webinars

Webinars can be a fantastic tool for lead generation. Opt for webinars when answering your targeted audience’s questions. This is a relatively low-cost method, but it can work brilliantly in your favor when properly used.

However, ensure this webinar is different from the landing page ones that don’t offer much value to your visitors. You can invite people to register for your upcoming webinars by placing the registration form on the blog post.

Write Powerful Headlines

Strong verbs create powerful headlines which can draw attention. A verb is simply an action word or doing word, and you can use them to create a lasting impression.

A headline should evoke curiosity. It should persuade people to click on it. So paying attention to your headline will help to generate targeted leads, and your rankings will improve due to the lower bounce rate.

Therefore whether you are creating content for a social media network, blog, or other platforms, but it’s geared towards generating leads, then you should ensure that the headline has strong verbs. These words convey a direct message, and because we live in a fast-paced world, we want fast things, i.e., fast food, fast websites, fast internet, and more. No one wants to wait. So your target audience will get impatient if you don’t offer them any immediate reward through your writing.

Have a Dedicated Lead Generation Team

You might be tempted to do more, but learning to specialize will help you achieve your goals. Lead nurturing is a crucial aspect of having a successful online business. However, having a separate lead generation team and sales team will help you achieve your goal quickly.

Lead generation entails stimulating and capturing your customers with a view to developing a sales pipeline. The sales team, on the other hand, is concerned with selling your products and services.

So the sales team is not bothered with stimulating interest while lead generation is not more of selling. Therefore having members of the two groups coordinating the lead generation process can be counterproductive.

Thus, the lead generation team should focus on creating awareness of your offerings, inspire, educate and persuade potential customers to take action.

Allow the sales team to sell and initiate excellent customer experience to improve customer retention because this is what will cause your business to thrive.


Lead generation takes time; however, when done correctly, it can increase your sales tremendously. Therefore, exert yourself in growing your social media presence and creating quality content because they are vital in building a strong lead generation campaign.

I'm a passionate full-time blogger. I love writing about startups, how they can access key resources, avoid legal mistakes, respond to questions from angel investors as well as the reality check for startups. Continue reading my articles for more insight.

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