Lead generation specialist: What is it & how you can become one?
Without leads, there are no sales, & without sales, there's no business. That’s why a lead generation specialist is highly important. Here’s how to become one.
Every business needs leads.
Without leads, there are no sales, and without sales, there's no revenue—and without revenue, a business cannot sustain itself.
That’s why a lead generation specialist is highly important for any business.
And no, a lead generation specialist is not someone who just hands you a list of potential customers and calls it a day.
There’s more beneath the surface about this profession than meets the eye.
In this article, I’ll explain what a lead generation specialist is, what they do exactly, and how to become one.
What is a lead generation specialist?
A lead generation specialist is a professional who specializes in identifying and nurturing potential customers, also known as leads.
Such an individual is a vital contributor to a company's sales.
The core duty of a lead generation expert is assisting marketing and sales teams by finding and qualifying leads. They focus on leads that are most likely to convert into paying customers.
They usually have a profound understanding of your target audience, including their pain points, behaviour and purchasing patterns, demographics, etc.
As a company grows and its target audience expands, the sales team may require additional support in managing and qualifying leads.
That’s why businesses of all types(B2B, B2C) and sizes have lead generation specialists.
But what do these specialists do exactly?
What does a lead generation specialist do?
The lead generation specialist job description includes several duties, such as:
- Lead prospecting
- Lead scoring
- Outreach
- Managing leads
- Nurturing leads
The following tasks constitute the main responsibilities of a b2b lead generation specialist.
Lead prospecting
Lead prospecting is a crucial step in lead generation, where specialists actively search for potential customers who are likely to be interested in the products or services offered.
It requires thorough research and identification of prospects who exhibit a genuine need for what is being offered, with the aim of converting them into sales-ready leads.
Lead generation specialists use various techniques to pinpoint promising prospects.
They examine the online presence of potential customers by analyzing their websites, social media activities, etc.
By doing so, lead gen experts gain valuable insights into the needs, preferences, and behaviours of these prospects.
They also explore existing databases of prospects or buyers to identify individuals or organizations that have previously expressed interest in similar products or services.
It helps target individuals already primed to engage with the offerings and increases the likelihood of successful lead conversion.
Outbound marketing
Lead generation specialists kick off their outreach efforts through outbound marketing, a strategy where they proactively reach out to potential leads.
They make between 10 to 50 cold calls daily, tailored to their specific target audience.
Additionally, they use email communication to follow up with prospects and schedule meetings with the sales team.
In outbound marketing, the specialist initiates contact with potential leads, presenting information about the company's products or services that may be beneficial to them.
The outreach efforts are more effective with the research conducted in the prospecting stage.
Lead scoring
As a lead generation specialist gathers contacts, they need a way to assess which ones are most likely to convert into sales.
This is where lead scoring comes in.
To qualify and score a lead, specialists use a scale that categorizes leads into three main types:
- Marketing Qualified Lead (MQL): MQL leads are the leads that have shown interest in your marketing materials or content but aren't yet ready for a sales call.
- Sales Qualified Lead (SQL): SQL leads are the ones that have shown interest in becoming customers and are okay to be pitched to.
- Product Qualified Lead (PQL): PQL leads are the leads who have used your product/service (using a free trial) and are ready to become customers.
Deciding where to place a lead requires thorough research.
Lead generation specialists create buyer personas to better target leads. This helps them understand the target audience’s typical obstacles, like cost concerns, to gauge their position in the buyer's journey.
They also analyze how leads engage with the business's website and respond to contact attempts to distinguish between mere interest and actual purchase intent.
Indicators such as website page visits and email interactions help identify intent and guide the scoring process.
Managing and nurturing leads
Do you know that 44 percent of the sales reps are too busy to follow up with leads? That’s why more specialists in this field are required.
Lead generation specialists play a crucial role in nurturing the identified and qualified leads towards becoming customers.
To effectively handle identified or contacted leads, these experts maintain a Customer Relationship Management (CRM) system.
The CRM serves as a central hub for customer and prospect information and is used by sales, marketing, and customer service teams.
The specialists may also develop targeted campaigns to keep potential customers engaged with the company.
The campaigns can involve sending informative emails, offering valuable content, or inviting them to relevant webinars.
By providing ongoing value, they nurture leads and move them closer to a buying decision.
This was all about what a lead generation professional does. But how can you become one?
How to become a lead generation specialist?
Here are the exact steps that explain how to get your foot in the lead generation door:
Get formal education or learn online!
“Get a degree” might sound weird in the digital economy, where skills can be acquired from the comfort of your home.
However, having a professional background in marketing or business administration can make you stand out among other lead generation aspirants.
In fact, over 51% of professionals in lead generation hold a bachelor's degree.
Depending on the degree program you choose, you may learn about marketing strategies, consumer behavior, and communication techniques, all directly applicable to this role.
But what if you don’t want to go down that 4-year long road?
In that case, you can gain relevant experience through internships, certifications, or online courses related to lead generation and marketing.
There are platforms like Udemy and Coursera where you can get comprehensive courses on lead generation.
Have top-notch soft skills
Soft skills are becoming more important with every passing day. And when it comes to lead generation, they are a must-have.
Not having them is a deal-breaker.
The following interpersonal and personal qualities allow you to build rapport with potential customers, navigate challenges, and excel in your role:
- Communication
Your communication can make or break a sale.
As a lead generation professional, your job would be to interact with potential customers through various channels like email, phone, and social media.
If you can actively listen to understand prospect’s needs and effectively convey how the company’s product/service can help solve their problem, you will make a great impact on them.
As a result, you will increase your chances of closing the deal.
The key is to have a genuine desire to help your prospect.
- Organization and time management
Juggling multiple leads and tasks requires exceptional organization.
You will need to manage your time smartly to prioritize work, meet deadlines, and stay on top of lead interactions.
You can use calendars, to-do lists, and lead management tools to stay organized and efficient.
- Research skills
You'll need to gather information about potential customers, their industries, and their specific needs.
Hone your research skills to find relevant data, analyze industry trends, and understand your target audience.
- Problem-solving
Challenges and unexpected situations are inevitable in lead generation.
You will need problem-solving skills to think critically, identify solutions, and adapt your approach to different scenarios.
Learn to analyze situations, brainstorm solutions, and make informed decisions to overcome obstacles and keep your lead generation efforts on track.
Learn how sales and CRM platforms work
For most lead generation jobs, you'll likely use your company's CRM to track and analyze leads.
That’s why, as a lead generation expert, you will need to develop a good understanding of CRM systems and how they work.
Learn to enter lead information, update contact details, and track interactions.
Many popular CRM platforms offer free trials or online tutorials to help you get started.
Understand the sales ecosystem within the CRM to its core to increase your chances of getting hired.
Knowing the sales funnel removes unnecessary confusion and ensures you don't disqualify leads who are still early in their buying journey.
For example, someone who recently downloaded a company white paper may not be ready for a sales call but could be nurtured into a qualified lead over time.
Learn data analysis
Data analysis is a valuable skill, not just for lead generation specialists, but almost all fields these days.
Better analyzation of lead data allows you to tailor your approach during interactions.
For example, if you see a potential customer has read multiple blog posts on a specific topic, you know they have a strong interest in that area.
You can direct your talking points towards the same topic and personalize your communication.
You will need data analysis skills to evaluate factors like website visits, email engagement, or previous interactions to determine a lead's score.
Put your skills to the test!
After doing all the above, now it’s time to get into the market and look for jobs.
Your skills will now come into use because you’ll be hunting leads for yourself.
From communication to CRM management, put everything you have learned into practice.
You can start from LinkedIn, one of the best platforms to find lead generation gigs.
When generating leads, have Formaloo by your side!
A career as a lead generation specialist offers an exciting opportunity to be at the forefront of a company's sales pipeline.
You need a thorough understanding of the different aspects of lead generation, from prospecting to nurturing, to develop the skills and knowledge necessary to thrive in this role.
Formaloo is a valuable tool for aspiring lead generation specialists.
The platform lets you manage and nurture leads to gain practical experience and demonstrate your capabilities to potential employers.
Its user-friendly interface allows specialists to create targeted lead capture forms, gather valuable customer data, and streamline lead management processes.
And the best part? Formaloo has a lifetime free version, too.
So don’t wait, and start your lead generation journey with Formaloo today.
