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  • Internal Code :
  • Subject Code : BU504
  • University :
  • Subject Name : International Marketing

Integrated Marketing Communications

Procuring Leads

Effective marketing strategies are required for the promotion and sale of any product, brand or service. Before implementing the marketing strategy the organization needs to employ segmentation, positing and targeting techniques to classify and identify the right set of customers for its products and services. Identifying a target audience involves choosing a set or group of consumers to market the product. This targeting ensures that the product or service caters to the needs and wants of the right set of customers at the right place and right time. Once the target audience is identified by the organization, it starts with the process of lead generation to reach its target consumers. This lead generation is an important part of the marketing strategy.

 In the context of marketing, lead generation in simple terms can be described as a process of stimulating and capturing the consumer’s attention and interest in a product or service (Bondarenko, et.al 2019). This lead generation is used to build a database for sales, and also assists the organization to keep a tap on the target audience until they agree to buy it.

It can also be described as the method of initiating the target customer’s interest or enquiry with regards to the concerned products or services of the organization. An effective lead generation strategy enables the company to grow brand awareness, build relationships with customer, generate qualified and good leads, and then convert those leads into the customers of the company (Bondarenko, et.al 2019). The sales team of a company is responsible to convert these leads into customers. The more number of good quality leads given to the sales team more of them are likely to result in sales (Bondarenko, et.al 2019). Companies use various highly effective strategies to generate a good number of qualified leads and clientele for its business. Some of the lead procurement strategies implemented by the companies can be listed as follows (Bondarenko, et.al 2019):

  • Direct mail or sending e-mails
  • Advertising effectively, telemarketing, search engine optimization tools
  • Hosting events like seminars, workshops, webinar, conferences, exhibitions, etc.
  • Word of mouth marketing and networking
  • Brochures, leaflets, newsletters, corporate literature
  • Proving free trials of the product
  • Offering discounts and coupons

From the above-listed strategies, direct mailing or sending emails is the most flexible strategy and widely used one to market the products. It helps the company to procure sales leads, follow up with the prospects, achieve more business from the current customers, stay in contact with and build relationships; giving the company an access to several prospect customers, who might otherwise be inaccessible (Korpela, 2018). This technique is also the preferred technique of lead procurement as this strategy is highly cost-effective. This technique provides a cost-benefit to the companies, as the company can reach and tap a large number of prospects at the same minimum cost of implementing the strategy. Emailing only a minimum amount of investment of time and resources in developing effective content. It is an inexpensive strategy with low operational costs (Korpela, 2018).

  • Example of using email for lead generation

Sub: Fashion for future-Go Green!

Dear Sir/ Madam,

Greetings from Eco-friendly clothes!

We at Eco-friendly clothes aim to provide the best fashion for you which can save our mother earth. At eco-friendly clothes, you can find a wide range of apparels for toddlers to adults, which are made and designed to be recycled. While wearing your best piece you can contribute to saving the planet.

So let’s go green!

For more details please feel free to reach us:

[email protected]


Thanks and Regards,


  • Email giving a birthday offer or incentive

Sub: Your birthday offer from Eco-friendly clothes!

Dear Sir/ Madam,

Greetings from Eco-friendly clothes!

It’s your birthday and Eco- friendly clothes brings a great offer to you!

We would love to have you shopping with us. Shop with us during your birthday month and avail a discount of 50% on all your orders!

Hurry, limited period offer.

We at Eco-friendly clothes aim to provide the best fashion for you which can save our mother earth. While wearing your best piece you can contribute to saving the planet.

So let’s go green!

For more details please feel free to reach us:

[email protected]


Thanks and Regards,


References for International Marketing Strategies

Bondarenko, S. et.al (2019). Modern Lead Generation in Internet Marketing for the Development of Enterprise Potential. International Journal of Innovative Technology and Exploring Engineering, 8(12), 3066-3071.

Korpela, E. (2018). Digital marketing techniques in lead generation - Case: A small-sized Finnish business-to-business company. Retrieved from: http://urn.fi/URN:NBN:fi-fe201801262349

Remember, at the center of any academic work, lies clarity and evidence. Should you need further assistance, do look up to our International Marketing Assignment Help

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