Is Lead Generation a Good Job? Earnings Potential, Scope of Work, & Career Outlook

Lead generation is a good job. Entry level lead generation jobs start around $20/hour, according to data from Indeed. Many lead generation professionals work independently to generate leads for companies, so their earnings potential is uncapped.

For example, James Dooley is a lead generation entrepreneur with an estimated net worth of $100 million. He uses a network of websites to attract and sell leads to business owners around the United Kingdom.

Lead generation jobs require you to perform an array of tasks like running digital marketing campaigns, making sales calls, and networking with industry peers. Lead generation professionals can progress into managerial or director roles in either the marketing or sales departments.

Lead generation has been my job for the last decade. In the following article, I discuss what you can expect working in lead generation and how you can maximize your earnings potential in this industry.

Is Lead Generation a Good Job?

Lead generation is a good job. However, like any online job, it comes with its pros and cons.

Pros:

• Solid earnings potential - US salary data from Salary.com shows that most lead generation jobs make between $60K - $95K/year. Lead generation business owner income potential is essentially limitless.
• Fast growing industry - The lead generation industry is expanding by over 17% per year, so opportunities are plentiful.
• Flexibility - Many lead generation professionals enjoy flexible schedules and the ability to work remotely because all the work can take place through telecommunication.
• Develop transferable skills - Successful lead generation requires skills like marketing, sales, communication, and data analysis. These key business skills can translate into success in industries beyond lead generation.
• Impactful role - Lead generation professionals have a clear understanding of the value they bring to a company’s revenue.

Cons:

• High stress - Many lead generation professionals are paid on performance rather than a salary, leading to pressure when campaigns don’t generate the expected results.
• Competitive industry - Jobs in lead generation can be highly competitive because anyone with a computer and internet connection can create digital marketing campaigns to generate leads.
• Upfront costs - Performance lead generation jobs typically require you to invest in lead generation tactics like SEO or PPC ads upfront to sell leads to a business owner.
• Repetitive work - Lead generation tasks can be repetitive, such as spending a day making cold calls or sending out cold emails.
• Limited traditional career growth - There isn’t a very long vertical career ladder for a lead generation specialist going the traditional route of a job, which is why many end up starting their own agencies to progress in the industry.

Does Lead Generation Make Money?

Yes, lead generation makes money. Businesses pay approximately $198 per lead on average across all industries, according to Cognism. Data from Business Research Insights estimates that businesses spend over $5 billion on lead generation globally. As such, there is substantial money being made in the lead generation industry.

The average salary for lead generation jobs is approximately $67,265 per year, according to over 120 lead generation salaries submitted to Glassdoor. However, many lead generation professionals work for themselves rather than earning a salary through a business.

One lead generation professional on Reddit mentions generating leads with Facebook Ads and charging each client a $650 monthly retainer, or just taking 8% commission.

Another lead generation professional from our lead generation program that generates leads with SEO says he made $2,350 from just one lead. His client paid him 10% of a $23,500 job.

What Do Lead Generation Professionals Do?

Lead generation professionals find customers for businesses. Their primary role is to fill a business’s sales pipeline with qualified prospects for the sales team to convert into paying customers. Common lead generation tasks include:

• Performing market research - Gathering information about a business’s target audience to understand which type of messaging will best attract them to the business.
• Creating sales funnels - Working with the sales team to map out the optimal path a customer would take between first exposure to the business’s offer and the sale.
• Implementing digital marketing campaigns - Leveraging digital channels like SEO, PPC ads, social media, and email to attract potential customers.
• Nurturing prospects - Communicating with potential customers to help move them through or out of the sales funnel.
• Tracking leads - Leveraging CRM systems like Hubspot and Pipedrive to track where leads are in the sales funnel.

There are a range of job titles for professionals working in lead generation. These job titles either fall under the departments of marketing or sales, as these two departments handle lead generation activities. Some examples of lead generation jobs include:

• Lead Generation Specialist - Responsible exclusively for attracting potential customers through digital marketing and sales tactics.
• Sales Development Representative - Primarily focus on qualifying inbound leads that have shown some interest in the business and moving them closer to the point of sale through relationship building.
• Business Development Representative - Comprehensive role that focuses on both generating and qualifying leads.
• Appointment Setter - Communicates with prospects to qualify leads and then sets appointments for the sales team to close the leads.
• Digital Marketing Specialist - Broad role important for lead generation that focuses on attracting new business opportunities through digital channels like Google, Instagram, and Facebook.
• Lead Generation Manager - Oversees a team of lead generation professionals across the marketing and sales departments. Performs high level tasks like personnel management, tracking key lead generation metrics like conversion rate, and creating digital marketing campaigns and sales funnels.

Is Lead Generation in Demand?

Yes, lead generation is in demand. 68% of companies outsource lead generation digital marketing tasks, according to digital agency SPD Load. Data from Ruler Analytics shows that 91% of marketers prioritize lead generation above all other tasks, highlighting the high demand for lead generation expertise. As of 2024, businesses pay approximately $5.03 billion annually for lead generation services globally, according to Business Research Insights.

Is Lead Generation a Hard Job?

Lead generation can be a hard job. In fact, the majority 61% of marketers say lead generation is the most challenging aspect of their job, according to a study by Hubspot. Generating leads that actually convert into paying customers is one of the hardest aspects of lead generation. 37.1% of marketers say generating high-quality leads is their most pressing issue, according to Ruler Analytics.

One lead generation newbie on Reddit that thinks lead generation is hard mentions they are struggling to create a list of leads to contact. They’ve tried using tools like Leadfeeder, LinkedIn Sales Navigator, and Apollo without any real progress.

Is Lead Generation a Good Career?

Yes, lead generation is a good career because businesses will always need someone who can create revenue opportunities. That makes lead generation an evergreen skill with unlimited opportunities for those who master it.

Lead generation professionals have a few options for career progression. You can take the traditional path, starting in a Lead Generation Specialist role and then moving up the company ladder in either the marketing or sales departments. For reference, near the top of the totem pole, Lead Generation Managers earn just over $84K/year on average, according to US salary data from ZipRecruiter.

Alternatively, you can start and scale your own lead generation agency that finds opportunities for other businesses. This option allows you to earn as much money as you want because it’s based on how much you can grow your own agency. I started my lead generation agency around a decade ago and have scaled to earning over $50K/month consistently over the last few years.

The future of lead generation is bright. The lead generation industry is expected to expand by a strong growth rate of nearly 17.5% per year through 2033, according to Business Research Insights. That means a career in lead generation can expect to be propelled forward because of strong momentum in the industry.

Is Lead Generation Legal?

Yes, lead generation is legal . However, lead generation professionals need to ensure their lead generation strategies abide by local and regional advertising laws. For example, lead generators in Europe need to ensure General Data Protection Regulation (GDPR) compliance when collecting website user data.

Can Anyone Do Lead Generation?

Anyone can do lead generation. We’ve seen all types of people become successful with lead generation in our community of over 7.5K lead generators. Dan mentions some great examples in his interview with Joshua Osborne on YouTube. Dan talks about a:

• College dropout who built a 6-figure business
• Stay-at-home mom making $4,000/month
• Blue-collar worker who exceeded the income of his job and quit after one year

However, lead generation requires a few skills. It’s best for people who are:

• Problem solvers: Successful lead generation involves analyzing data, understanding search intent, and developing strategies to attract and qualify leads. It requires someone who can think critically about a business and provide a solution for that business to generate revenue.
• Tech-savvy - 72.7% of marketing budgets go to digital channels, according to Data Reportal, indicating that most lead generation happens over the internet. As such, lead generation professionals should be comfortable performing computer tasks like setting up a website, using SaaS tools, and engaging in digital communication.
• Enjoy communication - Lead generation professionals talk to potential customers through direct messages, phone, and email. Understanding how to communicate with people is key to crafting messages that attract the target audience.
• Persistent - Lead generation requires persistence to respond to fast changing digital marketing trends like Google algorithm updates and nurture prospects into customers. Data from WebFX shows that 63% of leads take over three months to convert.
• Adept learners - Lead generators need to engage in continuous learning to stay relevant in the industry. For example, data from Influencer Marketing Hub highlights that 80% of marketers have already improved processes by implementing artificial intelligence into their operations. Marketers that don’t leverage new tools and technologies like AI will struggle to compete.
• Entrepreneurial - The ability to create new business opportunities can lead to much larger projects beyond digital marketing. Look at the experience of a student from our lead generation program. They started generating leads for the lawn care niche and are now taking full advantage of those leads by scaling their own lawn care business.
  

Conclusion: Is Lead Generation Worth It?

Yes, lead generation is worth it because you can earn $4,000 - $10,000+/month working remotely in a high demand field. Lead generation is most worth it when you start your own rank and rent business because your earnings potential is uncapped and you can generate passive income.

Rank and rent lead generation entails setting up websites that attract leads for local service businesses owners. It’s lower competition than other lead generation models because you compete locally rather than nationally or globally. By using local SEO, you can rank on Google in just a few weeks to a few months and start generating leads. Then, you can sell those leads to a local business owner for $500 - $2,500+/month.

Rank and rent allows you to generate passive income with lead generation. That’s because you invest into ranking these websites on the first page of Google. Once ranked, rank and rent websites with solid SEO can remain ranking for a while without additional work. That means if you already have a client you’re forwarding leads to, you can earn passive income. Learn more about how to get started generating leads with rank and rent websites.