Let’s look at how this works.
Our goal is to identify potential customers and guide them to convert into paying customers. Naturally, there is no surefire strategy to guarantee the sale, as leads can back off at any point. But with a clear definition of the ideal customer, a list of high-quality leads, and an impactful outreach strategy, lead generation could be the crucial step in your sales pipeline that gives you a headstart on your competitors.
To better illustrate how this happens, let’s imagine that your ideal customer is in a maze and there are 5 exits – only one of them leads them to buy your product. While you won’t block out the other exits, and the customer will maintain their freedom of choice, you are going to attempt to guide them to your preferred exit.
You could do this by leaving incentives on every important turn that would increase the likelihood of them making the right choices for you. If you suspected that your ideal customer was particularly fond of Bebop jazz, you could play some Dizzy Gillespie in an intersection. Or if you knew that they felt homesick for their childhood foods, you could lure them with the smell of a freshly cooked Sisig.
While the full scope of their decision-making would still be outside your control, these nudges would increase the likelihood of them making the choice you’d want them to.
Now let’s imagine 100 customers are in this maze. Statistically speaking, at least a few of them would end up making the choice you want them to unprompted, but you would achieve the best results by guiding them in the right direction.
A user journey is not like a maze, and in the path that brings leads to convert to paying customers, there are certainly more than 5 exits. But this imperfect metaphor illustrates the power of effective lead generation. The more leads you reach out to and guide in direction of conversion, the more paying customers you’ll have!
This example also highlights an important point about the lead generation process: you need to get to know your customers. You need to know who they are, what they are looking for, and at what stage of the user journey they are.