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How Lead Generation Fits Into Online Business in 2021

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Lead Generation Business Funnel Concept

A lead is someone who’s shown an interest in your business. Potential clients are given the opportunity to contact your company through email, phone calls, or social media platforms in order to initiate interaction with your company.

Consumers could be reached instantly around the world for a fraction of the cost of traditional advertising. There were more ways to get them than ever before. To be effective at market research, marketers need to adapt to local markets, learn about other cultures, and change their methods.

According to ggmoneyonline, pay-per-click (PPC) was introduced around the early 2000s, allowing companies to buy traffic from those looking for particular solutions. Search engine optimization (SEO) may be used to attract visitors and create leads for websites. Leads are part of the bigger process that people go through when they go from being visitors to becoming customers. Not all leads are qualified the same.

Email marketing is a low-cost method for firms to contact millions of potential customers. Businesses were able to create connections with prospective clients in specialized niches because of the use of video and audio. Nowadays, you can learn various online marketing techniques through the internet or from digital marketing gurus like Joshua Osborne Bam and others.

Types of Leads

There are different types of leads based on how they’re qualified and at what stage in the lifecycle of the company they work for:

  • Marketing qualified leads (MQL) are contacts that have interacted with your team but aren’t yet ready to get a sales call. An MQL is defined as a contact who fills out a landing page form for an offer.
  • Sales qualified leads (SQL) are people who want to become customers. An example of SQL is a person who fills out a form to ask a question about your product or service and sends it back.
  • Product qualified leads (PQL) are people who’ve used your product and shown an interest in becoming paying customers. It’s usually the case that PQLs are only found in companies that offer a free or limited version of their product with the option to upgrade. This is where your sales team comes in. When a customer uses your free version but asks about features that are only available if they pay for them, this is a PQL.
  • A service qualified lead is someone who has told your service team that they want to become a paying customer. Suppose a customer tells a customer service representative that they want to upgrade their product subscription. At this point, the customer service representative would send this customer to the right sales team or person.

Why Lead Generation?

Leads are critical to the long-term health of your company. But how can lead generation help your company in the long run? Here are some of the reasons why you should put more effort into lead creation to improve your online business:

  • Expand Your Market

You probably targeted a certain demographic when you began your company. What more should you be looking into? You may learn more about your potential customers via lead generation. It’s possible that you’re receiving engagement from people who are outside your target market. With lead generation, you’ll be able to see this pattern and incorporate it.

  • Develop A Larger Base Of Supporters

Lead generation efforts include a significant amount of content creation and communication. It entails creating high-quality material and generating dialogue on social media. The goal is to share valuable content with your target audience to position yourself as an industry thought leader.

As a result, a community of professionals that admire and follow your brand is formed. Some will become consumers while others may become brand evangelists. And who couldn’t benefit from more of those?

  • Gather More Customer Reviews

Social proof is important when it comes to encouraging prospects to become clients, and there’s no better way to get it than from a previous customer. However, you don’t always obtain them automatically. So, it pays to get testimonials and evaluations from your consumers.

You may then include this in your marketing materials such as your website, emails, videos, social media postings, and infographics.

  • Increase Your Revenue

Lead generation, when done right, may increase your brand’s capacity to reach out to target prospects. This necessitates the use of appropriate language, offer, and content to pique the interest of these specific demographics.

As a result, it’ll be simpler to attract the attention of your target market, making it easier for sales to convert them. The income growth potential is enormous, particularly when you concentrate on the interests and issues that your target audience cares about.

  • Identify And Develop New Business Opportunities

Lead generation isn’t just useful for identifying potential customers. It may also open the door to new business prospects. Perhaps a non-competitive brand in your sector contacts you about collaborating on a webinar event. Furthermore, by collaborating, you get access to their audience (and vice versa). Ultimately, it’s a mutually beneficial arrangement that may result in more leads.

  • Improve The Lead Quality

Creating material and throwing it on the internet might result in traffic. However, if your visits aren’t converting into leads, it’s a waste of time. With lead generation, you’re taking a highly targeted approach to content creation. Everything you write for your business, from the website and email text to social media and blog posts, must be tailored to these unique audiences.

This makes it easy to develop subjects and messages that are relevant to each audience. And by doing so, you’ll increase the quality of your leads, which will result in more conversions and revenue.

  • Increase Visibility And Awareness

Maybe you’re a new company that hasn’t been getting a lot of attention. Or maybe you’ve been running a business for a long time and haven’t been in the public eye. As a result, you want to get more people to pay attention to your business.

Making yourself visible and known is critical to the success of your business. You can achieve this by creating content that your audience likes, so they can share it on their social media feed.

  • Reduce Cold Calling Or Emailing

Cold calling and emailing are unnecessary when you have a steady stream of hot leads. When your salespeople have extra time, they may concentrate on completing more transactions with customers who have already shown interest.

Conclusion

Lead generation is a continuous effort that demands evolution regularly. What works this year may be different next year. As a result, it’s critical to keep current with your client base’s evolving trends. By testing and upgrading your lead generation initiatives, you can guarantee that they’re producing the best results possible.

Customer review satisfaction feedback survey concept.

Customer review satisfaction feedback survey concept.

Dipo Olowookere is a journalist based in Nigeria that has passion for reporting business news stories. At his leisure time, he watches football and supports 3SC of Ibadan. Mr Olowookere can be reached via dipo.olowookere@businesspost.ng

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From Struggle to Stability: How FinTech is Helping Nigerian SMEs Overcome Cash Flow Challenges

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From Struggle to Stability

When Mrs Agbaje started her school in Ibadan twelve years ago, she didn’t envision a tech-enabled future. Her dream was simple—provide affordable, quality education to children in her community. For the most part, she made it work. But as the school grew, a new challenge took root. It wasn’t infrastructure. It wasn’t teacher retention. It was something far more basic: getting paid.

Each new term brings the same pattern. Parents promise to pay fees “by next week.” Some follow through. Many don’t. As the term wears on, Mrs Agbaje finds herself juggling spreadsheets, reminder texts, and awkward conversations in car parks or at school gates. Meanwhile, salaries must be paid, books restocked, diesel bought. More often than not, she dips into personal savings to keep things running.

Her story is common across Nigeria. Small businesses—whether they’re schools, salons, logistics firms, or cooperative groups—are constantly navigating the emotional and financial toll of delayed payments. And it’s not just a matter of inconvenience. A recent study by MacTay Consulting found that Nigerian SMEs wait between 60 to 120 days on average to receive payment for services or products already delivered. That kind of delay is more than a hiccup. It threatens livelihoods. It blocks growth. It’s a silent killer.

For Chuks, who runs a car hire service in Enugu, the issue is tied to his bigger corporate clients. They insist on “net 30” or “net 60” terms—industry-speak for “we’ll pay you in a month or two.” That might be manageable for a large fleet with strong cash reserves, but for someone like Chuks, every week matters. With fuel prices rising and maintenance bills stacking up, he’s often forced to park cars because he doesn’t have the cash to fix them—even when work is lined up.

What links these stories is the reality that small businesses operate in a system where money is constantly in motion but rarely on time. Customers often mean well, but their own financial instability creates a domino effect. And the existing tools to manage payments—handwritten ledgers, POS machines, WhatsApp reminders—were never designed for structure. They’re patched solutions to a systemic problem.

Even digital banking, for all its advancement in Nigeria, hasn’t solved this issue. Many SMEs still operate informally, managing finances through personal bank accounts or apps not tailored to business needs. The result is a messy web of follow-ups, reconciliations, and emotional strain. Business owners become debt collectors, chasing down what they’ve already earned, time and time again.

What’s often missed in conversations about entrepreneurship is just how deeply this problem cuts. Payment delays mean rent can’t be paid on time. It means holding off on hiring a new staff member, or letting go of a part-time assistant. It means saying no to growth opportunities, not because they’re not viable, but because the cash flow isn’t predictable enough to take the risk.

And when you zoom out, the implications are national. Small businesses make up over 90% of enterprises in Nigeria. They contribute nearly half of the country’s GDP and employ a significant portion of the workforce. Yet, their greatest enemy isn’t market competition—it’s irregular income. This is a structural inefficiency that deserves far more attention than it gets.

Slowly, however, change is beginning to show. A quiet revolution is underway—one where technology is stepping in not as a trend, but as a tool for financial stability. More SMEs are beginning to explore digital solutions that streamline payments and reduce friction between businesses and customers.

Among these solutions is PaywithAccount, a new tool launched by Nigerian fintech company OnePipe. Designed specifically for businesses with recurring payments—schools, cooperatives, service providers—it allows them to automate collections directly from customers’ bank accounts. With full consent and transparency, payments can be scheduled, reducing the need for repeated follow-ups or awkward reminders.

For Mrs Agbaje, this has made a significant difference. Parents receive structured payment plans, reminders go out automatically, and debits happen based on prior agreement. She now spends less time tracking who has paid and more time planning curriculum upgrades and engaging with teachers.

The benefit isn’t just financial—it’s emotional. When business owners don’t have to chase payments, they gain time, clarity, and confidence. They can plan ahead, restock inventory, or finally invest in that expansion they’ve put off for years. And for customers, the experience feels more professional, more trustworthy. Everyone wins.

Technology won’t solve every problem for Nigerian SMEs. But smart, well-designed financial tools are starting to remove some of the biggest roadblocks—quietly and effectively. And that’s the point. The best systems aren’t flashy. They work in the background, reducing stress, restoring dignity, and enabling business owners to focus on what truly matters.

For Ope Adeoye, founder of OnePipe, the issue is personal. “Every Nigerian knows someone who runs a business—a cousin, a friend, a neighbour. When they suffer from late payments, it affects whole families and communities. Fixing this isn’t just a business goal—it’s a social one.”

In a country as dynamic and entrepreneurial as Nigeria, the challenge is rarely about lack of ideas. It’s about systems that help those ideas survive. And one of the most overlooked systems is the way money flows—or fails to.

As more SMEs embrace tools that put payment on autopilot, a future of stability—rather than constant survival—starts to feel possible. And in a nation powered by small businesses, that kind of shift could move mountains.

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How AI is Revolutionizing Sales and Business Development for Future Growth

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Olubunmi aina

By Olubunmi Aina

Many experts have highlighted the growing impact of Artificial Intelligence (AI) across the financial industry, and I would like to share my perspective on a key functional area that typically drives business growth and profitability— sales and business development professionals and how AI is impacting their work.

Sales and business development professionals are often regarded as the engine room of an organization, thanks to their eye for business opportunities, ideation and conceptualization, market engagement and penetration expertise.

AI is enabling sales and business development professionals to automate tasks, take meeting notes, analyze data, and personalize customer experiences, all of which are embedded within CRM (Customer Relationship Management) systems. A CRM with an AI tool is what forward-thinking businesses are leveraging to manage leads, customer data, customer interactions, notify and remind professionals to take action when due, drive growth and profitability.

This is why it is crucial for these professionals to invest heavily in AI knowledge to remain globally competitive. This can be achieved through self-study, attending industry events, or consulting with leading technology companies that have embraced AI, such as Interswitch Group, AI In Nigeria, and Revwit.

Most importantly, to maximize the potential of AI, sales and business development professionals must pay close attention to customer interactions. and ensure they collect high-quality data. Feeding the data repository or CRM Systems with valuable insights and data from real customer engagement is key to getting AI to produce near accurate insight for effective results.

AI will continue to be a key driver of business growth and decision-making in the years ahead. If you are yet to embrace it, now is the time. Keep learning!

Olubunmi Aina is the Vice President, Sales and Account Management at  Interswitch Group

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Mother’s Day: Bridging Dreams and Burdens With Global Marketplace Success

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Motherhood in Nigeria is a dynamic force fueled by strength, resilience, and unwavering love. As Mother’s Day approaches, we celebrate the women who carry the weight of their families and communities, often while nurturing their dreams. From bustling market traders to ambitious entrepreneurs, Nigerian mothers are a force to be reckoned with.

However, the reality is that balancing these roles can be incredibly challenging. The daily hustle, coupled with the rising cost of living, often leaves little time or resources for personal aspirations. This is where the digital marketplace and platforms like Temu are beginning to play a significant role, not just in Nigeria but globally.

For Stephanie, a Nigerian hair and beauty influencer navigating the demands of work and motherhood, the ease of online shopping became invaluable. She discovered that purchasing baby necessities, like baby high chairs from Temu, from the comfort of her home significantly simplified her life, granting her more time to dedicate to her family and professional pursuits.

Beyond convenience, digital platforms are also fueling entrepreneurial success for women. Caterina Tarantola, a mother of three, achieved the remarkable feat of opening her translation and interpretation office in just 15 days. Her secret weapon was also Temu. Initially skeptical of online shopping, she found it to be a personal advisor, providing everything from office furniture to decor, delivered swiftly and affordably. This kind of direct access is precisely what can empower many Nigerian mothers who strive to maximise their resources and time.

Similarly, Lourdes Betancourt, who left Venezuela to start a new life in Berlin, turned to Temu when launching her hair salon. By sourcing essential supplies directly from manufacturers, she avoided costly markups and secured the tools she needed to turn her vision into reality.

Since Temu entered the Nigerian market last November, more Nigerian mothers have embraced the platform to access quality, affordable products. By shopping online instead of spending hours at physical markets, they can reclaim valuable time for their businesses, families, and personal growth.

This shift reflects a global trend as consumers worldwide seek convenience and affordability. In response, Temu has rapidly grown into one of the most visited e-commerce sites and was recognized as a top Apple-recommended app of 2024.

                                 

The digital marketplace, while still developing in a place like Nigeria, presents a significant opportunity for empowerment. The progress made thus far highlights the tremendous potential for positive impact.

This Mother’s Day, we celebrate Nigerian mothers’ strength and adaptability. Like Stephanie, Caterina, and Lourdes, they are turning challenges into opportunities—building brighter futures for themselves and their families with the support of innovative online platforms like Temu.

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