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In marketing, lead generation (/ ˈ l iː d /) is the process of creating consumer interest or inquiry into the products or services of a business. A lead is the contact information and, in some cases, demographic information of a customer who is interested in a specific product or service.
Lead management is a set of methodologies, systems, and practices designed to generate new potential business clientele, generally operated through a variety of marketing campaigns or programs. Lead management facilitates a business's connection between its outgoing consumer advertising and the responses to that advertising.
Business Marketing Association (2003) "Marketing Reality Survey" Blaney, Bill (2012) B2B A To Z. Marketing Tools and Strategies That Generate Leads For Business-To-Business Companies, Denham Publishing, 2012. p. 8–12 ISBN 978-0988497702; Dwyer, F. Robert, Tanner, John F. (2006).
There are two main types of marketing databases, consumer databases, and business databases. Consumer databases are primarily geared towards companies that sell to consumers, often abbreviated as [business-to-consumer] or BtoC [citation needed]. Business marketing databases are often much more advanced in the information that they can provide.
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Similarly, a Kauffman Fellows report shows that women-led teams generate 35% higher returns on investment than their male-led counterparts. These numbers aren’t anomalies; they’re patterns.
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