Lead Generation: Methods, Metrics and Management

When it comes to digital marketing and the possible strategies of this medium, lead generation is one of the most important. Even though it is a widely discussed concept and is already a reality within many Brazilian companies, some do not know exactly what leads are and their importance for marketing and sales.

Therefore, you will now check more details about digital marketing, its strategies, what is a lead, how to apply it and its consequences in your business.

What are leads?

Before we talk about lead generation, we need to understand what a lead is and how important it is to your business. A lead is a business opportunity —a  person seen as a potential customer —  who provides their personal contact information (e.g., name, email, phone) in exchange for some offer offered by the company.

In a nutshell, the path to be followed is: the lead shows interest in your product or service, wanting to know you more, based on this desire, you contact them, start a relationship with this consumer and insert them in the sales funnel for the purchase to be made.

In order for you to understand at which stage the customer is in your sales funnel, in order for him to complete it, it is necessary to observe, calculate and study the level of engagement of this potential consumer.

This is why generating leads is so important. A well-done lead generation and management can significantly increase business results with digital marketing.

What is lead generation?

Lead generation is the basic condition for selling digital products. It consists of obtaining important information about potential customers of a business. However, it is not advisable that this data search be done at any cost. The ideal is to build an entire relationship between the brand and the public.

Those potential consumers who have already shown interest are likely to want to know, even more, representing a great growth opportunity for their business. For this reason, not only can you but should, relate to this person interested in your product or service, which we also call a lead.

The universe of digital marketing popularized the term lead, which became a differential for sales in this area. This happened mainly among companies that use strategies through the dissemination of relevant and specific content in order to attract, relate and establish themselves in the market even before the commercial approach itself.

Thus, it is essential to relate to this person interested in your product or service. This link can start by providing useful worksheets for any difficulties your leads face on a daily basis, offering free consultations and also demos of your product or service.

Later in this text, we’ll show you some methods for efficient lead generation.

Once you adopt one or more strategies and see the interest of new leads, they will need to be managed and qualified so that they can complete the action that interests you most: the purchase of your digital product.

And the best part: you can generate leads for free. See how!

Lead generation: advantages of good management

Among the advantages of good lead management, we can mention:

  • Avoid that “all or nothing” of potential customers who are not yet at the exact time of purchase;
  • The number of concrete opportunities generated by Marketing increases;
  • Shortens the sales cycle by educating and encouraging leads, which will be delivered with greater efficiency and productivity by the sales team;
  • Through education and the established trust relationship, it retains the customer even after the purchase.

Lead Generation Methods

Now, it’s time for you to learn the best methods for generating leads. Think of lead generation as a simple exchange of favours.

Get new contacts by offering site resources to visitors in exchange for their information, such as email, telephone and/or demographic data.

Discounts, blogs, own research and the like are the most sought after by them. On the other hand, there are more “digital baits” you can offer, see:


The e-books (in Portuguese, digital books) are increasingly used by the modern reader and has the power to attract new readers who did not have the habit of reading on paper but are attracted to test reading this new technology, such as through cell phones, computers and digital reading devices.

With this, it is important to emphasize that your e-book must be produced based on a topic of interest and that is in the niche of your business or digital product. I

This means that it’s no use making an e-book about cooking if your business is about distance education, for example, as lead generation won’t work.

If you want more tips on how to make an ebook, read this text on how to create in just 7 steps.


Providing a free spreadsheet is a great way to get leads, and the same goes for templates, infographics, and document templates. Thus, when downloading the material, ask for some important data, necessary for generating your lead.

However, don’t forget that this material must be well-produced, after all, you want the potential customer to want to download it, so that they can become your lead.

In addition, the material needs to be disseminated so that it reaches as many people as possible: post on social media, post in Instagram stories, on your business blog or website, or anywhere that makes the most sense to you.

Conversion optimized page

As much as you attract many users with your content, if there is no clear indication for action, they will leave the site doing nothing.

On a social network or blog, the Call to Action (CTA) may not be visible enough for a conversion to be guaranteed.

Therefore, it is interesting to have a website designed entirely to make the lead interested in the material offered and leave their contact. This is done through a landing page.

Direct involvement with leads

What if instead of a Frequently Asked Questions section, you explored the chats, forums and Help Center functions? These three options allow for more involvement with your brand’s stakeholders, which increases the connection considerably and also constitutes a beginning of the relationship.

Co-marketing for lead generation

You can reach new but similar audiences and generate leads for free. Shared marketing, or co-marketing, is the best way for two companies with similar target audiences to achieve big impacts on sales.

Through partnerships, create guest posts (guest posts), optimize your content marketing flows (such as SEO, which optimizes your content for search engines) to expand your leads.

Follow-up metrics

Now you know the impact of optimizing a conversion page and how to attract your audience. Data collected and materials delivered to visitors. What will be the next step? To arrive at your final result, which is to sell, be aware of the best behaviour of the parameters involved in generating leads.

Cost per Lead (CPL)

It means the cost of the marketing campaign is divided by the number of existing leads. There is no desired value for the CPL, the only way out is to analyze the closing rate and the average ticket of your product or service to determine if you are having a good Cost per Lead. Even using blogs and social networks can reduce this metric by 61% — remembering that the lower the better.

Conversion rate

It is the number of people who clicked on the CTA on the number of people who had contact with the campaign, multiplied by 100. This call (CTA) is the command related to an invitation to subscribe to a newsletter, email marketing, downloading a material, etc. It’s asking the user to do something. In 2019, the average Conversion Rate of businesses was around 3.48%.

Leads by channel

As the name of the metric suggests, it aims to inform you how many leads are generated per channel, as one can deliver more than the other. This is expected and happens due to differences in software, support teams or investments in the platform. In addition to this extrinsic factor to the campaign, being successful with this choice will depend on how you designed the persona and how much you dedicated yourself to the preferences of this ideal client.

Post-generation of leads: management

What to do with the generated leads? After obtaining them, the recommended thing is to manage them and, later, qualify them. This is more efficient than continuing to generate more and more leads that don’t have many chances to buy. The group leads by personal data and interests, but also by their qualification level.

In this context, let’s consider 2 types of leads:

Qualified Marketing Leads (MQL)

It is the qualified marketing lead, that is, a user who has been involved with marketing actions but is not yet ready to buy. Thinking about the normal flow of lead generation, it is the visitor who entered their data in the form, which took the first step in the sales funnel.

Sales Qualified Lead (SQL)

A qualified sales lead is the person who asks questions about your product or service, who shows a real interest in buying. At this stage, leaving SQL in the care of the sales team is the best option and this signals that marketing has done a good job nurturing and educating this lead until it reaches this level of buyer.

Some experts have created two other groups: Product Qualified Lead (PQL) and Service Qualified Lead.

PQL are users who have used a free version of a product and, because of that experience, have shown interest in becoming customers.

Finally, when we talk about someone who uses a free app, for example, and decides to sign up for the service and become a customer, we talk about Service Qualified Lead.

Thus, lead generation involves some processes that, followed systematically, result in the desired sales of your digital products. For this, have a page prepared, create partnerships, involve your customers and follow the journey of each one of them.