HubSpot's Marketing Grader

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Lead Generation

Lead Generation

Lead generation is the process of converting visitors on your website into leads. Usually, visitors become leads when they fill out a form in return for some sort of offer (e.g., a webinar, a trial, or something else of value) on a targeted landing page. These leads can then be qualified and distributed to your sales team for further follow up.

The lead generation process begins when you create great content that attracts qualified buyers to your site, but it only works if you then offer those visitors something they truly want, in exchange for the information they're willing to submit in a form on a landing page.

Generating leads that are both high in quantity and quality is a marketer's most important goal. A successful lead generation machine is what keeps your sales funnel full of qualified leads. But only 1 in 10 marketers believe that their lead generation efforts are effective. Are you one of them?

Our free Introduction to Lead Generation can help you become effective, download it now.

In your marketing grader report, we measure your lead generation process by looking at the following:

  • Your use of forms to capture lead information
  • How you use forms to link your content with your offers
  • How you use marketing automation and analytics tools

To find out how you're doing at lead generation, run your Marketing Grader report now.