Lead Generation
The process of attracting interested people into a marketable list. Tools: landing pages, popups, lead magnets.
In practice
Lead gen is building 'your audience.' A list of 50,000 subscribers means revenue at the push of a button. No list means full dependence on paid ads.
Common misconception
'I have 20K followers — I have an audience.' Followers are not a lead list. An algorithm can block you tomorrow. An email list is yours forever.
How to fix it
Lead gen not working? (1) is the lead magnet good enough? (2) an exit-intent popup beats an immediate one, (3) load speed.
Example
A coffee shop: a '10% off' popup got 1.2% sign-ups. Switching to 'guide: 7 things that ruin coffee' plus 10% off got 4.8%.
Priority
Exit-intent popup + a 5-email welcome sequence + segment by source.
Related terms
Keep learning. Metrics that touch the same area:
- eCommerce / Electronic CommerceMarketingAll business activity conducted online — showcasing products, ordering, payment, shipping, and post-sale service. The backbone of every online store.
- CPC – Cost Per ClickMarketingThe price an advertiser pays each time a visitor clicks the ad. Influenced by competition, Quality Score, and landing page relevance.
- CPM – Cost Per MilleMarketingThe cost of advertising per 1,000 ad impressions. A key metric in awareness-focused and brand-building campaigns.
- CPA – Cost Per AcquisitionMarketingThe amount it costs to get a customer to complete a desired action. A core profitability metric — if CPA exceeds gross profit, the campaign loses money.
- CAC – Customer Acquisition CostMarketingTotal marketing and sales spend divided by the number of new customers. Always compare to LTV. A healthy ratio: LTV at least 3x higher than CAC.
- ROAS – Return on Ad SpendMarketingRevenue generated divided by ad spend. A ROAS of 4 means $4 in revenue for every $1 spent on ads.
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