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Questions & Definitions

Lead generation describes the marketing process of stimulating and capturing interest in a product or service for the purpose of developing sales pipeline.

The buying process has changed, and marketers need to find new ways to reach buyers and get heard through the noise. Instead of finding customers with mass advertising and email blasts, marketers must now focus on being found and learn to build continuous relationships with buyers.

A lead is any person who indicates interest in a company’s product or service in some way, shape, or form.

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An ideal customer profile is a description of a fictitious account that would get significant value from your product or service, and would provide substantial value to your company in return.

A buyer persona is a semi-fictional representation of your ideal customer, based on market research and real data about people who have bought from you in the past.

Buyer enablement is the provisioning of information that supports the completion of critical activities necessary to make a purchase.

You carefully share information to guide customers toward a clearer, more rationalized view. Help the customer make sense of and take action on the basis of the information they’ve encountered. 

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