Lead generation:

While included in the broader concepts of marketing and advertising, we believe that lead generation should be teased out from a business' overall conversion process and treated as a distinct process worthy of as much attention and testing as any other.

All opportunities to capture leads should be exploited. Without being annoying or cumbersome, a prospect should be able to raise their hand and say, "I'm interested," at any point in interacting with your company and enter your funnel.

Lead capture mechanisms should be continually tested and optimized. Many businesses produce lead capture mechanisms and then "leave well enough alone" - by not continuing to refine these mechanisms they are continually leaving a percentage of leads on the table for another business to pick up.

Follow-up sequences should be continually honed to more effectively communicate your marketing message and unique selling points. Through education marketing, your follow-up should impress upon your prospects that your company is the premiere solution to their needs.