Lead generation is an important part of any business development plan. In short, an effective lead generation campaign does two things:
- Reaches your target audience through multiple channels, on time and with a personalized message.
- Generates responses through a clear and compelling call-to-action.
How you track the message delivery and your responses, in other words: logistics, is just as important as the message itself. You should be monitoring all campaign actions and in a central location.
Outlined below are several terms and their definition for various lead generation campaigns and the associated tracking, or logistics information.
Prospect: a target (individual) in your database whom you have had little or no communication with.