Lead generation involves the use of marketing techniques and actions to find potential clients and their contact details. This is through websites and digital marketing. A lead is a person who has shown interest in your company’s product or services. IT service providers, however, haven’t embraced IT lead generation mainly because most of them aren’t ready to take risks.
In his book, The Breakthrough Company, Keith McFarland outlines how, contrary to conventional wisdom about the risk-taking nature of entrepreneurs, they tend to be risk-averse after achieving success. They tend to “play tight” instead of upping the risk which can be more rewarding. To achieve lead generation success, the risk aspect must be involved. This can be done through finding different new ways to warm up potential clients to your business before getting them to buy your services or products.