Appointment Setting vs Lead Generation
Growth Orbit Insights
Lead generation and appointment setting are two important components of the sales process, but they are distinct activities with different objectives. Understanding the difference between these two activities is crucial for any business looking to drive growth and increase revenue.
by Steve Schilling
Before we compare appointment setting vs lead generation, we must first define them.
What is Lead Generation?
Lead generation is the process of identifying attracting and engaging potential customers with the goal of creating interest in a product or service. This can be done through a variety of means including content marketing, search engine optimization (SEO), social media marketing, outbound prospecting and more. The goal of lead generation is to identify individuals or businesses in a defined target market that are in need of a specific product or service, engage them, and to nurture them along the sales funnel until they become a qualified lead.
What is Appointment Setting?
Appointment setting on the other hand is the process of scheduling a face-to-face or virtual meeting with a potential customer. The stated goal of appointment setting is to schedule a meeting where a sales representative can provide more information answer any questions and ultimately close the sale. However, the focus of appointment setting is typically on setting the appointment, not necessary qualification of the company the appointment is being set with. It is for this reason, that appointment setting is typically done after a lead has been generated and has shown interest in the product or service being offered.
Appointment Setting vs Lead Generation
There are different ways to generate leads and set appointments. Business-to-Consumer (B2C) companies often use marketing tactics such as online advertising email campaigns and social media marketing to generate leads and then use outbound calling and email campaigns to set appointments. Business-to-Business (B2B) companies on the other hand might use account-based marketing trade shows and other events to generate leads and then use a combination of outbound calling, email campaigns and LinkedIn to set appointments.
When it comes to lead generation and appointment setting it’s important to understand that both activities are ongoing and require consistent effort. Leads that are generated today may not be ready to buy for months and appointments that are set today may not result in a sale for weeks or even months. It’s important to maintain a steady stream of leads and appointments in order to ensure a steady flow of revenue.
So, when it comes to appointment setting vs lead generation it’s important to note that they are two distinct but interrelated activities that are crucial for any business looking to follow best practices to drive growth and increase revenue. But getting them in the right order is essential. Lead generation is the process of identifying attracting and engaging potential customers with the goal of creating interest in a product or service. Appointment setting on the other hand is the process of scheduling a face-to-face or virtual meeting with a potential customer after a lead has been generated and has shown interest in the product or service being offered. Both activities are ongoing and require consistent effort in order to drive a successful growth effort.
To learn more and to get your business on track for lead generation success, contact Growth Orbit today. Call (770) 881-8408.
