How to Start a Lead Generation Business?

Created On
August 31, 2023
How to Start a Lead Generation Business?

Lead generation is a comprehensive process that helps many small or big businesses that need help to get more high-quality leads for the benefit and growth of their business. This fantastic approach helps in practicing the firms' marketing, sales, and operational skills that further lead to proven profitability. 

Each business's growth is related to its customers. The more loyal and defined customer base a business has the more the chances of its stable growth. After including Lead generation in the business, one need not worry about running out of customers as it works as an Automation Sales  Engine. Now, Lead Generation is not mere Sales. 

This is a generation of digital marketing, and here lead generation has been working way better than the cold calling technique. The main motive of lead generation is to attract and target the audience from online and offline marketing channels. So let us move ahead and go through the guide below that clearly explains the importance of the lead generation business and how you can get started with the same. 

What is a Lead Generation Business?

A lead generation business is a business that specializes in looking for and gathering all the potential customers for their business. 

The main goal of this business is to generate leads interested in their products or services. Once the potential customers show interest, they are converted into leads for the company. Further, the main task of the business owners is to convert these generated leads into permanent customers for the business. This way, the business gets actual sales and revenue from the leads.

Let it be a small or medium size business, they focus on customer acquisition, and lead generation is the primary step they follow to get customers. 

Technically, lead generation is an essential part of expanding the customer base and increasing the revenue of any business.

What is Lead Generation In Digital Marketing? 

As almost all businesses are present online. The process of identifying and converting potential customers online via various digital channels is known as Lead Generation in Digital Marketing. It is done through the methods such as Email Marketing, Social Media Outreach, etc. With the expansion in technology, there is a huge user base of online customers and services. Digital Marketing Lead Generation helps businesses to connect with their potential customers with specific call-to-action techniques. 


Process of Lead Generation

Each lead to your business no matter if it is outbound or inbound goes through a certain journey till it becomes the customer. From customers having awareness of your brand to converting to leads, it is a whole process of customers finding it, attracting it, and then finally becoming certified buyers. 

Below described is a simple step-by-step example of the lead generation process through online websites:

Step 1: A potential customer or visitor learns about your business through any online social media platform or digital advertisement.

Step 2: That customer will show interest in your business by either responding to your marketing email or signing up on the social media marketing links, and they further land into your official website or your business and where they need to provide their email address.

Step 3: Then the customer is going to enter the email address and is going to fill out the form if any is required at that point. However, this way, the customer can access your business's marketing information.

Step 4: If that information looks valid and exciting to the customer, they will opt-in. Though, here comes the role of the business they need to start initiating the nurturing sequence for the lead and guide them through the entire process to convert them into regular customers. 

What Does The Lead Generation Process Look Like From The Business Perspective? 

A business is required to do a lot of things in between generating leads, to making good use of them. The lead generation process is not one step all solution rather there are multiple stages that need to be taken care of along the process.  

Analyze and plan: Any project before implementation needs to be planned and analyzed thoroughly. Starting by defining the goals and target for the business, a defined outline, continuous researching, framing, etc. 

Human resources that are needed: Any marketing team requires one full-time researcher, a sales development executive, an email copywriter, and lastly, a Marketer to manage the Sales and Marketing. A team of Experts in every respective field is needed in the process of Lead Generation. 

Plan and Outline the Budget: You need to analyze and check the average ongoing market rate for the Outbound Lead Generation Team including all the possible expenses so that you have a fair idea of the requirements. 

Research the market and the competitors thoroughly: It is one of the most important factors to scale in your approach, constantly monitoring and analyzing your competitors in the market helps to identify the mistakes or the loopholes. Taking into consideration of strengths and weaknesses of the respective competitors and then analyzing why your solution is better. Managing the market reputation equivalent to your main competitors are some of the key takeaways while researching market competition.  

Identifying potential clients: You can form an ICP (Ideal Customer Profile) It automatically sets features based on previous customer analyses and your sales pipeline, which acts as a map to find leads. Once it is established ‘a buyer persona’ is used to target the customers according to their trait mapping such as social habits, buyer behavior, etc. 

Choosing the right tools: A good CRM (Customer Relationship Management) tool can be a game changer if you still don't have any, you can consider investing in it. 

Software with a CRM tool can enhance the growth and productivity of your business multiple times as it can be used for prospecting, lead generation, and increasing outreach. It also provides sales automation, databases, and much more. 

Why Does Lead Generation Matter to All Businesses?

As we all know that strong and healthy customer relationships are the heart of all businesses, but the only challenge with companies is getting new customers or leads.

When customers choose the business themselves, that shows their loyalty to the company or brand. Therefore, it is rightly said that lead generation can make any small business a prominent and successful business. Below are some of the simple reasons that prove why lead generation matters so much for businesses:

  • It acts as a bridge between the company and the potential customers.
  • With lead generation, businesses get a good and solid customer base and revenue.
  • It acts as a force for attracting sales and revenue to the company.
  • Leads are those seeds that transform into loyal and permanent customers for the company.
  • It works like a key for opening many doors in the company's success as it brings many opportunities for them. 

Lead generation is not limited to sales it is much more than that. Lead generation is building a strong and reliable customer base over time for your business catering to their choices, demands, and preferences. Lead generation acts like a customer engine ensuring the growth of the business.   
So now that you know why lead generation is so important, you should be aware of the three simple tips that are used to build your lead generation approach:

  • First of all, ask yourself, who are your potential customers?

Once you identify potential customers that are interested or attracted to your business. It becomes easier to sort out the information and target them better. Now you can plan and analyze your business's goal and the target audience properly.  

  • What are their interests, and what is they care about?

After finding the preferred preferences of the potential customers it becomes easier to target them with methods of Message and Email Personalization. It helps in nurturing customers better which ultimately is beneficial for your business growth.  

  • How are you going to measure the success of your business?

Analyzing your approach from time to time is very necessary in order to avoid unwanted situations and increase the number of customers. Whether your approach to lead generation is giving results matching your already set goals or there are gaps in it. Keeping a check from time to time and renewing the approach wherever required is necessary. 

Types of lead generation 

There are mainly two types of Lead Generation:

Inbound; Inbound lead generation is the technique of generating leads directly through content such as making relevant videos etc. This approach is considered more organic as it gives customers the space between the stages of knowing the brand till becoming a loyal customers. This approach is more open-ended with both the possibilities of converting or not converting prospects which is not the case in Outbound Lead Generation.  

Outbound: Outbound lead generation is a more active and intrusive approach to attracting potential clients. In this method, the prospects are targeted through a well-researched plan and technique to convert them into potential customers. Here the prospects are closely monitored and targeted through Cold Emailing, Cold calls, and Messages according to their customer acquisition journey. The main motive of Outbound Lead Generation is to positively obtain the desired results.  

Some Of The Top lead Generation Strategies : 

1. Content Marketing 

Content marketing is one of the good marketing strategies to acquire customers. Every day people consume varied information across the web. But this also can be used to channel the traffic to your business. But the question is How? 

There is much more content that can be shared and exchanged in return for lead information. Any content that is educational and adds value to the reader such as Blogs, Ebooks, How-to Guides, etc can be used in return of their information such as Email or Phone number, etc. 

Your content should be SEO optimized and relevant enough for the prospects to share their information in return.  

2. Social Media Marketing 

With the bulk user base on social media platforms such as Facebook and Instagram, they can easily be used to leverage leads. Social media is a way to approach your audiences in a more attractive manner, sharing interactive content, having giveaways, paid promotions, etc. Social media opens new gates for your business as you can directly share about your Brand on these platforms.   

3. Podcasts and Webinars 

Podcasts and webinars are some of the new strategies to build a loyal customer base for your Brand. These channels give space to like-minded people, to listen and share what you have to say. Some really valuable leads can be generated through these channels as people listening are termed as genuinely interested in your product or services. 

4. Email Marketing 

Email Marketing is the oldest yet the most powerful Marketing technique to date. Businesses can run Email Marketing Campaigns, continuously approaching prospects with automated and personalized emails of Offers, Discounts, Sales, Reminders, etc. 

5. Offer Coupons and Discounts 

Coupons and Discounts are yet another Marketing technique to provide incentives to customers in exchange for their information such as Email. This not only generates leads for the business but also helps incentivizes people to make purchases at a discounted price. 

6. Free Trial 

There are prospects in the acquisition journey that are not just ready to buy a product despite the interest. Coupon codes and free trials attract the already interested prospects, once they sign up then they can be converted into customers with drip emails etc.  

What are the Challenges That Come Along With the Lead Generation Business?

As there are always two sides of the coin, so along with the benefits of lead generation business, there are some challenges as well that the companies face. Research done by Ruler Analytics proves that 37% of business marketers feel that lead generation is the biggest struggle for marketing their business. 

So below mentioned are the few fundamental reasons why lead generation technique fails for many businesses:

  • Businesses need help to get high-quality leads and potential clients for their business.
  • They are unable to manage the expenses for this process.
  • They need a bigger marketing budget for business campaigns. 
  • They need help tracking and analyzing the progress of the lead conversions.
  • They cannot attract good and organic traffic of leads to their business website.
  • They need to provide ample time for this process.
  • They need to maintain long-term and strong relationships with their potential customers.

Unfortunately, for many such reasons, businesses fail in the lead generation technique. Because lead generation business looks very intimidating and exciting, but it comes with some significant obstacles:

  • The businesses are not aware of the laws, rules, and regulations surrounding the lead generation process:
  • Before getting into the lead generation business, one should know the legal requirements behind that.
  • Businesses should be aware of the information regarding data privacy in terms of the customers.
  • If the business fails to comply with these laws, it must be in danger of paying some hefty fines.
  • The businesses struggle to acquire good customers for their business:
  • A good customer base is required for a successfully running lead generation business.
  • Contacting and conniving potential customers to invest in your business is also essential and daunting.
  • Several companies offer various products or services, so your business needs to stand out.
  • The business struggle in terms of expenses and budget:
  • There should be appropriate financial planning to be done.
  • The businesses should create a comprehensive budget to cover all aspects of a company, like software, marketing, hardware costs, and especially the overhead emergency funds.

How to Start Your Lead Generation Business?

Just like understanding the lead generation business is not easy, learning how to start the lead generation business is a complex task. There are various factors to be considered in this process, starting from the source of the leads till the leads get qualified or not. 

So, below mentioned is an outlined six steps approach that can guide you to start the business and answer all your queries:

Step 1: Understand the laws that need to one considered before starting the lead generation business

For starting the lead generation business, it is essential to consider the laws, rules, and regulations of this business. Below mentioned are some of the critical laws you should be aware of:


It applies especially in the United States. This act has set up a few rules for sharing commercial email addresses, like accurate information, requiring customer consent, and providing proper email opt-out options.

California Consumer Privacy Act (CCPA)

This applies to businesses that collect personal information from California residents. So there should be transparency in the data collected.

General Data Protection Regulation (GDPR)

If your business operates on the European side, then this act is mandatory to protect the customer's data, including their consent.

The Canadian Anti-Spam Legislation (CASL)

It regulates all kinds of electronic messages sent to potential customers and is sent for commercial purposes or taking customers' consent to provide them with opt-out options.

However, if you adhere to all these laws, rules, and regulations before starting your lead generation business, that means:

  • You are showing respect for the customer's privacy.
  • You are fostering trust with your potential clients.
  • You are minimizing the risk of legal complications for your business. 

Step 2: Choose a Niche and Your Target Audience

The first step is crucial because knowing all the laws, rules, and regulations is good before getting into any lead generation business. So the next step comes about choosing a particular niche for your business. 

In today's work, everyone is aware of everything happening. So it's time to put all that knowledge into one niche and specialize in that one. To identify which niche is going to be the best for your business, ask yourself the below questions:

  • How much strong knowledge do you have about that market?
  • What are the values that you can offer to your potential clients?
  • What kind of margins do you expect from your customers?
  • How hard is it to get into the competitor market?
  • What is the current saturation point of the industry or the market?

Step 3. Determine Your Commission Fees and Related Costs

Lead generation is the process that can work on several different pricing models. However, the most recommended by marketers is the hybrid approach. First, let us know about the few other methods you can charge your potential customers:

Front-end model

This approach is like an easy way-to-go model for businesses with a good lead generation experience. With the help of this approach from the list of clients, you can determine how many leads can be generated from that and what their quality would be. Furthermore, deciding these two things, the lead's number and quality of the leads, will help you determine the pricing per lead.

Hybrid model

This model has fewer risks; therefore, this is the better option for getting into the lead generation business. With the help of this approach, you can generate as many leads as you want in your specified budget, and that too quality leads. 

Backend model

This is quite risky because you are paying for your advertising and marketing. And in the end, you will get a commission for every lead that gets generated.

Step 4: Acquiring New Potential Customers For Your Lead Generation Business

The process of acquiring new potential customers for your lead generation business includes three critical steps:

  1. Defining your target audience
  2. Generating the leads
  3. Nurturing those leads and building relationships with them

Defining your target audience

Defining the target audience is the first and most essential step in the lead generation business process. You need to understand your target audience and tailor your marketing efforts according to their interests. For determining the target audience, you need to consider two aspects:

  • Having an appropriate and profitable niche for your business would be best.
  • It would be best to create appropriate ideal customer profiles before contacting them.

Generating the leads

Lead generation business is challenging, and generating leads is the hardest part of all because there are hundreds of companies available in marketing promoting their products or services. Hence, enhancing your lead generation efforts to stand out from the market would be best. 

Nurturing the leads

As we all know that the lead generation business is just all about the leads. So once you have secured your potential clients as your leads, it is your primary responsibility to nurture them and take care of them to be assured that they will be converted into your regular customers. 

And sending frequent customized and personalized emails to your leads helps maintain your healthy relationship with them. This also helps in tracking the engagement of your customers with your business. 

Step 5: Follow the Outreach Marketing Strategies

Outreach marketing means providing solutions to potential customers. Therefore, it is known to be a priority for businesses. This technique gives you the main three benefits:

  • Helps in building your business or brand awareness among the clients
  • Assists in establishing customer relationships, and
  • Helps in goring your lead generation business

Some of the common outreach marketing strategies are:

  • Face-to-face meet-ups
  • Cold calling
  • Cold emailing
  • Sending connection requests over social media platforms

Step 6: Analyze Your Result

Calculating the lead conversion funnel metrics is the most crucial task in the lead generation business. Because to continue your relationships with your clients, you need to know about the quality leads passing through your business conversion funnel. 

Below are the metrics that need to be measured to assess the performance of your strategies in the lead generation business:

  • The key performance indicators (KPIs),
  • The return on investment (ROI), and
  • The conversion metrics.

Tips for Starting the Lead Generation Business

Several lead generation agencies in the market have penned down a few essential tips for getting into this business, such as:

  • Pearl Lemon Leads stated that you should never neglect LinkedIn because it is true that 80% of the B2B leads are generated through social media networks only. 
  • Belkins stated that you should start investing in SEO and TOFU.
  • Single Grain stated that you should also invest in CRO.
  • Science states that you should use data best to drive many leads toward your business.
  • Callbox stated that you should always pay attention to cold emails and calls.
  • Terakeet stated that before contacting the leads, you should research them and verify the data.
  • LeadGen stated that you need to understand the whole process of lead generation funnels well.


Each business's growth in terms of its value, future potential, etc is directly related to or depends on its customers. The more strong a relationship a business has with its customers, the more chances it has of potential growth and promising results. Lead Generation definitely acts as a ‘Sales Engine’ that helps businesses in achieving their targeted goals without having to worry about running out of customers and continuously chasing them. 

In today’s fierce competition customers accidentally finding a business is not enough rather businesses need to show their presence. Now,  Businesses can set defined goals and target them accordingly with the help of the process of lead generation.  

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Tanmay Shukla

Tanmay is a SEO Content Writer at Smartlead. His zeal and enthusiasm in writing led him to the path of being a Content Writer. He has been advancing in this field by possessing more knowledge and skills. His constant endeavor has made him a whiz in SEO, Creative Writing, and driving sales through writing.


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