In today's ever-changing market, your customers have options. Lots of options. So, how do you attract them amongst all the competition? And when you do, how do make sure they stay and remain loyal customers? Well, lead generation can help with that.

Welcome to Lead Generation Fundamentals. In my career, I've worked at Fortune 500 companies and top global ad agencies, and ultimately, launched my own marketing consultancy. Over the years, I've developed lead-gen programs for iconic global brands and frequently speak about marketing best practices at universities and industry events.

You may already know what lead generation is. But just to make sure we're all on the same page Lead Generation, or Lead Gen is a great way to attract people to your business. It's getting a customer interested in the products or services your business has to offer. Lead Gen is about identifying and managing prospects throughout all stages of their decision journey, from unqualified leads to satisfied repeat customers, to advocates. Lead Gen has changed a lot over the years. It used to just be sales people attending events and conferences, sitting in a booth at a trade show, or making cold calls.

Websites, social media, and search have totally changed that. There's so much information available online. And customers do a ton of research as part of their decision journey, especially in the beginning. The great thing about Lead Gen is people will feel like they're starting the conversation with you instead of you chasing after them. And that means you can focus efforts on qualified leads who are genuinely interested in your business.