What does a Lead Marketing Automation

Lead marketing

Brief explanation

Lead marketing or lead generation marketing describes the process of generating interest in potential customers and then converting them into buyers. Usually this is done through various online marketing channels.

Need-oriented marketing with a sure instinct

The term lead is a Interested partywho has come across a company's product or service and, ideally, willingly Customer data leaves behind.

Marketing has changed in the process. Today, customers research information about companies and products online long before they even speak to a sales person. To do this, they use search engines such as Google, social media channels such as Facebook, Twitter and Instagram or find out more on the respective company website.

Lead marketing is about picking up and addressing potential customers according to their needs, depending on their stage in the buying process. The goal of lead marketing is to convert prospects into customers. A lead then designates one qualified contact.

How lead generation works

The first step in lead generation is to establish contacts with potential customers and get them to provide personal information.

For example, when downloading an e-book, subscribing to a newsletter or registering for a webinar, interested parties are encouraged to provide their contact details.

This customer data is collected in order to subsequently corresponding campaigns set up or pass the data on to sales. For sales, this has the advantage that it is not a question of "cold contacts", but of qualified prospects. There are usually several steps required before leads generate sales. First of all, the Target person's attention to excite and gain their trust. For companies, certain online channels are mainly used:

  • Search engine optimization (SEO)
  • Search engine marketing
  • Social media
  • Landing pages
  • Banner advertising
  • Online PR

But also Trade fairs and conferences are an effective tool for companies to generate leads. Another way to generate leads is through affiliate marketing. Affiliate program participants often receive remuneration per lead, i.e. a commission for each contact made by an interested party (e.g. a registration or a download).

Lead generation through content

In order to generate high quality leads, the Use of relevant content essential. Instead of “falling in with the house”, it is important to generate interest in a company's products through high-quality content. It is important to offer the potential buyer the right content at the right touchpoints.

Lead marketing is also about picking up interested parties along the customer journey with the right content. The aim is to build a relationship with the potential customer before they are contacted about a sale.

The customer journey runs differently depending on the user, but can be roughly divided into certain phases. These are based on the ones known in marketing AIDA formula (Attention - Interest - Desire - Action):

  • Awareness: Perception of needs
  • Consideration: decide / evaluate
  • Decision: purchase


In the information search phase, the consumer must be addressed differently than when he is about to make a purchase decision. With a keyword research you can z. B. pick them up for certain search queries and draw their attention to their product with blog articles or videos that offer solutions.

If the user has already consumed information from a company and found it useful, they may then download an e-book or sign up for a newsletter. If he now leaves his contact details, marketing can then personalized campaigns via email put on. With the right content for each phase of the customer journey, the respective needs of the customer are taken into account.

Many companies use a system for managing leads and addressing contacts in a targeted manner Customer Relationship Management (CRM) like Salesforce or a Marketing automation software like Marketo. Such tools not only collect data such as customers and leads, but also information about all previous activities and interactions. Leads can be managed and evaluated, personalized campaigns set up and sales talks initiated at the right time.

Bottom line: lead marketing for lasting relationships

Generating leads is an important task in acquiring new customers. Lead marketing is not just about establishing contacts with the aim of turning them into sales, but also about building long-term customer relationships.

Since the attention of potential customers is very often aroused online, the digital presence of a company is particularly important for successful lead marketing. In addition, companies should offer potential customers appropriate content depending on the phase in the buying process. If interested parties have been won, the qualified leads can be passed on to sales.

Good collaboration between marketing and sales is essential for successful lead marketing. Many companies rely on the support of lead management software for their lead marketing.