Generating leads is the most important part of any business. The ability to market an organization’s services to the right target demographics in a successful way is a skill that takes a lot of time to master. The process of lead generation makes or breaks a company, which makes it essential and the core of business operations. Lead generation is among the top marketing priority for marketers. .
Leveraging business activities
Leads qualify based on the interest of potential customers . For example, a marketing-qualified lead of a potential consumer expresses interest but the client is not yet ready to discuss sales. A sales-qualified lead inquires about the business’ product or service ready to buy. While a product or service-qualified lead defines a returning customer to engage again in the business’ service or product. Finding and developing these leads require a good marketing and communication strategy that successfully leverages a business’ activities .
Potential customers are on a journey to identify what makes the business different from its competitors, wondering whether the product or service meets their needs and values before making the decision to buy or engage. Markets have become more competitive, the choices are vaste and consumers are more aware. As such, purpose-led organizations that seek to add value beyond making a profit and promote change are favoured by a majority of consumers [4, 5]. Being sustainable is no longer a nice-to-have, it is a business approach and necessity for innovation. Businesses with a sustainable business model creating environmental and social benefits on top of their services set themselves apart from competition  and have a true chance to reinvent capitalism.
Building leads require investing time in a marketing strategy that highlights the business’ strengths and direction the organization wants to go. This includes identifying the client journey, the target audience and their key concerns while creating relevant content tailored to their public. This means building an online presence through relevant content by publishing articles on blogs, engaging in social media while creating content to nurture lead generation [1-3]. Ultimately, the organisation shares its thought leadership and enhances its brand.
When carrying out engagement activities, having a Call to Action (CTA) is especially important. A CTA is a prompt for leads to connect with or purchase a good or service and helps build the company’s customer base. Cultivating leads and providing good service pre, peri and post-sales ensure word-of-mouth promotion and create a positive brand image that emphasises a business. At last, leads come in and become more and more sales-qualified. [1-3]. How are you generating leads and grow your business?
- Lead generation can be a long and complex process that requires a good marketing and communications strategy as well as time [1-3]; and
- Sustainable business models considering environmental and social benefits rather than only profit allowing shared-value to all stakeholders including existing and new costumers .
- Insightful content allows the organisation to emphasise on its thought leadership
 HubSpot State of Marketing 2021
 Lindsay Kolowich Cox, 2021 “Lead Generation: A Beginner’s Guide to Generating Business Leads the Inbound Way”, Hubspot.
 Robyn Kyberd, 2020, “The Ultimate Guide to Lead Generation for Sustainable Business Growth”, Medium.
 Deloitte, 2021 “The Deloitte Global 2021 Millennial and Gen Z Survey”, Deloitte Touche Tohmatsu Limited.
 Southern Cross University, 2019, “Going Green”, Southern Cross University.
 Vincent Diringer, 2022, “The Importance of Sustainable Business Models”, LEAD-WiSE.