Every business strives for long-term profitability, and the latter is impossible without a considerable and predictable lead flow. Leads are core for every company because they are prerequisites for earning revenues.

There’s always a small chance some people may discover and purchase your goods or services all of a sudden. But, in most cases, acquiring a lead is a tough and perpetual process called lead generation.

How Does Lead Generation Work?

Before starting selling and promoting the brand, you have to identify a consumer need to meet. This may include one or several pain points or “wants” of a target audience. With a clear understanding of what problems your products help to solve, you can choose the right communication channels and messages in your marketing strategy.

The lead gen process is impossible without knowing customers’ profiles. To understand how to address leads, you should first create and study “portraits” of buyers. These include demographics and insights about interests, traits, and even daily routines. Typically, the research implies building Buyer persona or key account profiles (the latter concerns B2B lead generation).

When you know everything about the offer’s value and target audience, you can start building awareness and nurturing a purchasing intent among prospects.

Read more: Lead Generation Strategies (Ultimate Guide)