30 inventive lead technology concepts to attempt (& why entrepreneurs advocate them)

Developing with robust lead technology concepts isn’t at all times simple. I’ve discovered myself placing it off greater than as soon as — not as a result of it’s not vital, however as a result of it usually appears like a hit-or-miss. And I’m not alone. Within the final yr, 45% of companies reported struggling to generate sufficient leads.

Chilly outreach, constructing lists, making an attempt to chop by the noise — it’s lots, particularly when individuals are busy and hesitant to interact.

However I’ve additionally realized that lead technology doesn’t must really feel like a grind. The best methods I’ve seen are those that supply one thing priceless upfront. They don’t simply push a product; they clear up an actual drawback, reply a query, or make somebody’s job simpler.

On this article, I’ve pulled collectively a listing of inventive lead technology concepts that do precisely that. I’ve spoken with entrepreneurs who’ve examined these strategies, so should you’re searching for lead gen ways that really feel extra related, and extra human, these are a stable place to begin.

Desk of Contents

Social Media Lead Technology

1. Associate with influencers.

One of many quickest methods to achieve traction and drum up new leads is to accomplice with influencers inside your area of interest.

Influencers have a particular means of connecting with their audiences, and once they showcase your model, you broaden your attain to a bigger viewers.

Professional tip: Nicole Rossi, Advertising and marketing Coordinator at Customized Neon, shared that the important thing to an efficient influencer partnership is to create touchdown pages related to your marketing campaign.

Rossi stated, “Partnering with influencers has additionally been an extremely profitable lead-generation device for us. Influencers who share our model values accomplice with us, and collectively we develop giveaway campaigns or supply particular low cost codes to their viewers. With this method, we are able to attain unexplored markets and produce leads by varieties or touchdown websites made particularly for the marketing campaign.”

2. DM-first lead magnets.

As a substitute of asking individuals to click on a hyperlink in bio or fill out a type, one good play I like to recommend is delivering your lead magnet instantly by way of DMs.

Right here’s the way it works: put up one thing attention-grabbing, like a outcomes breakdown, framework, or scorching take, and say “Remark ‘Information’ and I’ll ship you the PDF.”

This turns a passive scroll into an energetic opt-in. Algorithms love the engagement increase, and also you get hotter leads as a result of individuals are elevating their hand earlier than you ever message them. I’ve seen this blow up on Instagram, particularly when paired with useful, non-salesy follow-up messages. It feels pure, like a dialog, not a funnel.

3. Social polls that result in a CTA.

Polls are a good way to phase your viewers and spark lead gen. While you create a ballot round a key ache level (e.g., “What’s your largest problem with scaling gross sales?”), you get two issues: insights and intent alerts.

After the ballot, comply with up within the feedback or by way of DM with a useful resource that matches every reply. As an illustration, “Voted for onboarding points? Right here’s our free onboarding playbook.” It’s a easy transition from interplay to opt-in, and other people recognize the relevance.

Networking Lead Technology Concepts

4. Do a LinkedIn audit.

If LinkedIn is your jam, you may be sitting on an untapped market — your connections.

Melissa Lohrer, Founder at Waverly Ave Consulting, stated, “Generally, your subsequent finest alternative is already in entrance of you. Audit your current LinkedIn connections — there are doubtless untapped alternatives sitting instantly in your community. Development isn’t at all times about bringing in new individuals however nurturing who’s already in your nook and leveraging these relationships to create momentum. That is your quickest path to conversion.”

5. Schedule espresso chats.

When it comes all the way down to it, gaining a certified lead begins with connecting on a human stage. No-strings-attached networking is a good way to attach with members of your viewers, construct significant relationships, and start a sluggish (however heat!) conversion.

Erin Pennings, a copywriter and advertising and marketing strategist, informed me espresso chats are her favourite strategy to join along with your audience.

Pennings stated, “In my expertise, the primary lead gen technique is constructing relationships with different individuals. It‘s not networking within the conventional sense of the phrase, however merely about making connections. It’s not often a fast-burn technique as a result of human connections take time, but it surely’s a good way to create an efficient referral community.

“I really like reaching out to individuals to schedule no-pitch espresso chats the place the first aim is attending to know individuals, and I at all times ask them who I can join them with or who can be a superb referral for them, and so they typically reciprocate. Usually I could make connections immediately to help them, after which once I have to get contracts or work on the door, I do know I can attain out to see in the event that they know anybody I do know.”

6. Use buyer evaluations in your pop-ups.

Wish to construct belief and brag about your clout? Contemplate displaying off your buyer evaluations. Guests lurking in your web site need to know what actual clients consider your services or products earlier than they, too, make the leap.

That’s why Johannes Karjula, CEO at Trustmary.com, makes use of a buyer assessment pop-up to drive conversions.

Karjula stated, “The perfect technique to generate leads is to make use of an exit-intent popup that options buyer evaluations and a suggestion or low cost code. These work particularly effectively if somebody could be very near changing: both shopping for or reserving a gathering. In the event that they’re about to go away, throwing social proof of their faces is nice in proving that they really want the services or products in query.”

Content material Advertising and marketing Lead Technology

7. Create priceless content material (weblog posts, podcasts).

Your viewers needs content material, whether or not that’s a weblog put up, a podcast, or a video. That is why I feel content material advertising and marketing stays one of the vital efficient and recognizable concepts for lead technology methods.

Roland Jakob, Managing Associate of BlazeKin Media, says, “The best lead technology thought I‘ve encountered is the strategic use of customized content material advertising and marketing. In my expertise, creating tailor-made content material that speaks on to your audience’s ache factors and pursuits is extremely highly effective. I‘ve discovered that once we develop in-depth weblog posts, partaking movies, or insightful podcasts that genuinely tackle our viewers’s wants, we not solely entice potential leads but additionally set up ourselves as trusted authorities in our discipline, which is what you finally need.”

8. Share success secrets and techniques from thought leaders.

Wish to present distinctive worth in your content material? Attain out to a thought chief in your trade and even your organization. By interviewing an professional to uncover their secrets and techniques, you show to potential clients that you just’re devoted to delivering the most effective recommendation and perception on the market.

And it really works!

Under is an interview Groove carried out with Josh Pather, a marriage DJ-turned-ecommerce entrepreneur. On this article, Groove had Josh break down how he began his ecommerce enterprise, which is likely one of the fastest-growing companies in Texas.

The oldsters at Groove continuously interview profitable founders and ask very particular questions from which everybody can be taught one thing. Then, Groove shares these interviews with viewers members on its weblog.

Supply

The interview with Josh is chock-full of quotes, classes, and actionable takeaways for entrepreneurs. This contact helps additional Groove’s repute as a useful resource for professional info amongst its viewers.

9. Compile real-life examples with actionable takeaways.

Discovering efficient examples to be taught from might be equally as priceless and troublesome. A listing of finest practices, present developments, or real-life examples in your trade is a wonderful strategy to drive prospects to a information or supply the place they’ll decide in.

The Content material Advertising and marketing Institute is aware of this and makes a degree to share present content material advertising and marketing developments yearly in a weblog put up.

This weblog put up serves as a useful resource to encourage web site guests to attain success with their advertising and marketing methods, and finally, to go looking the web site for guides and opt-in affords to enhance their content material recreation.

Supply

10. Present what’s working in your firm.

I can’t be the one marketer who’s nosey, proper?

It’s why I discover sharing a clear put up that pulls again the curtain on one thing with which you have seen success (or failure) attention-grabbing. And I do know your potential leads discover it attention-grabbing, too.

Different firms going by an analogous stage of development — or approaching your measurement — can achieve loads of inspiration from transparency posts and finally keep away from making the identical errors.

So, contemplate sharing the way you’ve constructed your platform or a lesson you’ve realized alongside the way in which. You’ll be able to share your insights in a weblog put up or a downloadable information.

Simply don’t overlook to incorporate a ultimate call-to-action to encourage readers to affix your e-mail checklist.

11. Create a helpful guidelines.

Who doesn‘t have a working to-do checklist that generally will get just a little bit too lengthy? When you’re planning an upcoming webinar, you might be certain there is a lot that goes into it.

HubSpot created a 19-page webinar planning package that entrepreneurs can obtain and learn to choose a stellar webinar thought, choose nice visitor audio system, and host the webinar.

Professional tip: HubSpot makes use of the gated supply to show its model’s experience on the topic and encourage package downloads.

12. Provide insightful, downloadable case research.

Among the best methods to achieve new leads and spark curiosity in your services or products is to indicate how your model is an asset to your shoppers. Case research assist get your message throughout whereas doubling as a lead magnet.

Krissy Selda, a digital advertising and marketing specialist at Array Advertising and marketing Company, is a big fan of case research. Selda informed me, “From expertise, publishing case research has been probably the most highly effective lead technology tactic as a result of they reveal how what you are promoting persistently meets buyer expectations.

“By showcasing the worth of your services or products, case research enable potential shoppers to ascertain themselves benefiting out of your success. When clients see tangible outcomes from companies or people just like themselves, they’re extra inclined to interact along with your services or products. This makes them one of the vital efficient content material advertising and marketing instruments for driving leads.”

13. Create an interactive quiz or device.

Contemplate providing a quiz to your web site guests as a inventive strategy to be taught extra about them and acquire their contact info.

The aim is to “discount” the results of the quiz in return for a brand new lead, which might be very efficient when carried out proper.

Cassandra Gucwa, Founding father of Menerva Digital, says instruments and quizzes are “a good way to supply one thing that’s priceless to your potential audience and collect their e-mail or info. Some examples of free instruments would come with a value calculator, financial savings calculator, or a device that checks how safe your e-mail tackle is.”

An identical technique is providing an interactive device, such because the HubSpot Web site Grader. The Web site Grader is a free on-line device that guests can use to grade their web sites towards key metrics and uncover methods to enhance them.

To make use of the device, guests should submit their e-mail, which gives HubSpot with new leads involved in enhancing their internet presence.

B2B Lead Technology Concepts

14. Construct interactive ROI calculators (with a customized follow-up).

One of many smartest lead gen concepts I’ve seen within the B2B area is providing a stay, interactive ROI calculator — not only a gated spreadsheet. The thought is to assist your prospect visualize the worth you deliver utilizing their very own numbers. It’s consultative without having a salesman.

What actually strikes the needle is combining the device with a follow-up supply. For instance, after the person completes the calculator, they get a customized PDF abstract and an invite to a deeper evaluation or technique name. It’s low-pressure, however nonetheless guided.

I’ve seen firms gather certified leads at scale this fashion, particularly when the device ties into a selected ache level, like value financial savings, income development, or time discount.

15. Create personal Slack or Discord communities.

I at all times advocate creating personal, area of interest communities the place your superb B2B patrons can speak store with out distractions. Whether or not it’s a curated Slack group for heads of IT or a Discord server for RevOps leaders, these areas change into lead gen engines — simply not within the conventional sense.

What works effectively is maintaining the group priceless and targeted: common professional drop-ins, unique templates or benchmarks, even low-key AMAs. When the area is genuinely useful, individuals begin partaking, and over time, that belief spills over into enterprise conversations. I’ve seen manufacturers change into the go-to answer inside their very own communities with out ever pitching. The bottom line is to indicate up as a peer, not a promoter.

16. Do micro-podcasts that includes your superb patrons as friends.

If there’s one underrated B2B tactic that I maintain seeing ship outcomes, it’s this: invite prospects to talk as consultants on a short-form podcast or video collection. Even a 10-minute “developments and ways” dialog works. You’re giving them a platform, constructing a relationship, and creating content material abruptly.

As soon as that dialog occurs, the door’s open to comply with up. I’ve seen this get really useful to shoppers who wrestle to get conferences by chilly outreach, and so they’ve reported greater conversion charges just because the podcast invite felt like a real alternative, not a gross sales entice. Plus, you stroll away with content material you’ll be able to repurpose for months.

Video Advertising and marketing Lead Technology

17. Personalize video content material.

89% of companies use video as a advertising and marketing device. And for good cause: it’s a good way to attach with certified leads and convert them to paying shoppers.

Whether or not you utilize short- or long-form video, the important thing to video advertising and marketing lead technology is to personalize your content material.

For Mike Vannelli, Artistic Director of Envy Artistic, personalizing video begins with understanding the distinctive views of your viewers.

Vannelli informed me, “One in all my favourite lead technology ways is leveraging customized video content material. We create tailor-made video messages primarily based on particular ache factors or challenges a prospect is going through. It‘s not nearly sending a generic promo — it’s about displaying that we perceive their distinctive wants.

“These customized movies are then embedded in emails or used as touchdown web page content material. Including a clickable call-to-action on the finish, like scheduling a demo or downloading a priceless useful resource, boosts engagement like nothing else. The human contact mixed with focused messaging has persistently pushed higher conversion charges for us.”

18. Use mid-video CTAs in YouTube or Loom-style explainers.

Right here’s a mistake I see on a regular basis: individuals wait till the tip of their video so as to add a name to motion when most viewers are already gone. As a substitute, I counsel inserting the CTA across the 30–60% mark. This could possibly be a button, a pop-up type, or perhaps a voice immediate like “Need the complete guidelines I’m utilizing? Seize it under.”

I’ve seen this work particularly effectively with product explainer movies or walkthroughs. The viewer’s already invested, and that’s the proper second to supply a lead magnet or reserving hyperlink.

Professional tip: A/B take a look at your mid-video CTAs — small tweaks can result in massive lifts in conversion.

19. Flip webinars right into a lead gen flywheel.

Webinars are a traditional for a cause, however right here’s the improve: as a substitute of simply internet hosting them stay and shifting on, chop them up into snackable video clips. Every clip ought to zero in on one key perception or objection, and finish with a CTA to obtain the complete model or a associated useful resource.

This fashion, your one webinar turns into 10+ mini lead gen belongings that work throughout YouTube, LinkedIn, and your e-mail checklist. I’ve seen manufacturers repurpose webinars this fashion and construct an evergreen funnel that runs for months.

The trick is to guide with worth within the clip, and solely then introduce the opt-in. That makes it really feel extra like assist, much less like a pitch.

E mail Advertising and marketing Lead Technology

20. Create a priceless course or information.

A well-developed course or information is like getting access to an actual class — without cost. For busy entrepreneurs, this kind of supply can show to be extremely priceless.

Professional tip: This method tends to work effectively for in-depth matters. You’ll be able to create an e-mail course, host a course in your platform, or create a downloadable information for guests to learn. HubSpot affords tons of free programs and downloadable guides like Introduction to Lead Technology.

These programs and guides assist individuals with totally different content material consumption kinds get the identical priceless info that is on the weblog, and it helps HubSpot generate new results in interact with over e-mail.

21. Present gated affords with finest practices.

After I discover a advertising and marketing tactic in a weblog put up or e-book, I discover it useful to know what others are doing to have success with the identical technique.

Compiling these finest practices into a listing is extremely helpful to a marketer seeking to get began in a selected enviornment.

For instance, HubSpot affords a complete checklist of search engine optimisation finest practices from quite a lot of consultants, which goals to assist its audience obtain a better return on funding from content material advertising and marketing.

The book gives worth for readers making an attempt to crack a sophisticated advertising and marketing technique — and in alternate for his or her contact info, they get insider ideas from quite a lot of professional sources.

Occasion-Primarily based Lead Technology

22. Provide webinars and stay demonstrations.

When you’re searching for one other lead technology thought, contemplate internet hosting seminars or stay occasions. Webinars and stay occasions are good alternatives to mingle along with your viewers whereas additionally offering them with helpful info and new abilities (and upselling your services and products!).

Cache Merrill, Founding father of Zibtek, informed me, “Webinars are a superb device for presenting one’s experience and constructing belief. We attempt to cowl the ‘appropriate’ matters related to what we do. Lastly, we count on to have an excellent variety of conversions on the finish the place audiences are wanting to have a better interplay request for a session or a demo.”

Referral and Partnership Lead Technology

23. Create a referral ecosystem.

Lead technology doesn’t must be a solo endeavor. I’ve talked about working with influencers for example of tips on how to make conversions a workforce sport.

Nevertheless, influencers aren’t the one individuals you’ll be able to recruit in your lead technology efforts. As a substitute, ask your community for referrals.

Lohrer calls this “making a referral ecosystem.”

Lohrer defined it to me like this: “Select your prime three shoppers and inform them you are searching for extra like them. Ask for introductions to their friends or recommendation on the place to seek out comparable high-value shoppers. Higher but, ask them to introduce you to somebody you need to meet to make it simple for them.

“On prime of that, partnering with complimentary service suppliers—those that work with the identical shopper base in numerous methods—or those that affect your shoppers (assume advisors or coaches) may also help create a gradual, mutual referral stream.”

24. Solicit model partnerships.

Like influencer partnerships, connecting with different manufacturers is a good way to faucet into different markets and join with a bigger viewers. You’ll need to make sure the manufacturers you join with are related to your area of interest. The extra related the area of interest, the extra doubtless their viewers aligns with your personal.

Roland Jakob, Managing Associate of BlazeKin Media, agrees that model partnerships are an efficient type of lead technology.

Jakob informed me, “At BlazeKin Media, I’ve related creators with main manufacturers like Coca-Cola, Sephora, and others, driving high-quality leads by increasing attain and boosting credibility. The bottom line is making certain these collaborations present actual worth to the manufacturers, creators, and viewers, resulting in engaged prospects who usually tend to convert into loyal clients.”

Freemium and Trial-Primarily based Lead Technology

25. Provide a free trial or a freemium product.

Is there anybody else on the market who hates a free trial or product? I’m fairly certain there isn’t. Everybody loves free stuff. It’s the rationale providing a free trial or a freemium product works so effectively as a lead technology tactic.

Yevhenii Tymoshenko, Chief Advertising and marketing Officer at Skylum, understands that free trials result in certified leads, which is why a free trial paired with customized advertising and marketing are their go-to lead technology concepts.

Tymoshenko informed me, “As soon as a person is signed up for a free trial, we make use of customized advertising and marketing to finally convert them.”

Free trials of a model‘s companies assist get a prospect’s foot midway by the door. If the free trial helps them and gives nice worth, they’re extra prone to buy the complete product and change into a buyer.

One other comparable technique is to supply a freemium product, just like how HubSpot affords the free perpetually HubSpot CRM. By providing a portion of your services or products line without cost, you give customers a style of your model and construct belief and consciousness amongst your person base.

Tymoshenko additionally incorporates freemium merchandise into Skylum’s advertising and marketing operations.

He stated, “We‘ve additionally been testing giving restricted free entry to sure new options of our merchandise … This can be a good strategy to generate certified leads that will buy your product ultimately. And if, for some cause, that doesn’t occur, we are able to supply customized reductions to some customers.”

search engine optimisation Lead Technology

26. Leverage the search engine optimisation energy of buyer evaluations.

Overview platforms typically have a robust presence in natural search, making them an ideal alternative to broaden your model presence and get seen by the suitable individuals.

While you encourage customers to go away evaluations on a third-party platform with robust search engine optimisation — like Yelp or Google — you enhance the probabilities of being discovered by certified prospects in search, with out paying a dime.

Google acknowledges the unbiased function of those websites in serving to individuals discover what they’re searching for and appears to favor assessment websites in search engine outcomes.

Think about your organization on this checklist. There’s a excessive probability your product can be included in what McKinsey calls the “preliminary consideration set,” resulting in the “second of buy” throughout the client choice journey.

You additionally outmaneuver opponents in high-value key phrase searches. That is essential contemplating that many B2B searches begin with a generic key phrase phrase.

27. Optimize your web site.

Right here’s a scorching tip for lead technology: Don’t overlook your web site. Guaranteeing your web site is optimized and prepared for the major search engines is a fast strategy to flip it right into a lead producing machine.

Colton De Vos, Advertising and marketing and Communications Specialist at Resolute Know-how Options, informed me that in case your web site generates a number of site visitors, however solely converts a couple of leads, then it’s best to contemplate making modifications to your web site to encourage conversions.

De Vos stated, “Make investments the time to tweak your web site content material and design to steer guests to make the leap and speak to what you are promoting. Make it simple for prospects to succeed in out. Embody many simple choices for them to interact, and facilitate their analysis of your organization. Function belief elements resembling evaluations, case research, and the worth your organization has introduced others.”

Professional tip: Contemplate connecting your advertising and marketing software program to your web site to make it simpler for results in get involved with you.

Paid Lead Technology

28. Paid promoting.

My final lead technology thought to share is paid promoting. Consider paid adverts as billboards within the on-line area. A fantastic billboard catches consideration and encourages the potential buyer to take motion of some sort.

On-line paid promoting does the identical factor. Plus, with the suitable touchdown web page and varieties, you’ll be able to simply convert guests to leads.

Sophie Musumeci, CEO and Founding father of Actual Entrepreneur Ladies, makes use of paid promoting as a part of her lead technology efforts. However she informed me there needs to be a well-thought-out technique for it to work effectively and convert leads.

Musumeci stated, “I’m a fan of strategic paid promoting. It amplifies your attain, but it surely’s essential that the adverts are focused, clear, and targeted on the outcomes your viewers is craving.”

You’ll be able to launch paid adverts on practically each social media platform, together with organising adverts on Fb and Pinterest. It’s also possible to arrange adverts on Google and different search engines like google and yahoo.

Professional tip: Wherever you determine to spend your advertising and marketing {dollars}, take the time to grasp your viewers and be taught the locations they hang around on-line. This may also help you identify the most effective locations in your adverts.

29. Run a limited-time problem with VIP perks.

As a substitute of selling a static low cost or product, I counsel working a time-bound problem that faucets into your viewers’s targets. For instance: “Be a part of our 5-Day Glow-Up Problem — each day skincare ideas + an opportunity to win our bestsellers!” Or “Reset your area in 7 days — declutter ideas, unique offers, and VIP-only surprises.”

The advert invitations individuals to decide in by way of e-mail to affix the problem, and as soon as they do, they get each day content material (dripped by way of e-mail or textual content), sneak peeks at merchandise, and early entry to gross sales. The problem creates a way of group and momentum, whereas the VIP perks maintain them engaged and primed to purchase.

I’ve seen B2C manufacturers construct huge e-mail lists this fashion in just some weeks, and people leads usually convert higher than coupon chasers. Why? As a result of individuals already constructed a behavior along with your model.

30. Run UGC-style testimonial adverts.

As a substitute of polished model movies, use uncooked, selfie-style clips from actual clients speaking about how your product solved a selected drawback. Pair that with a lead supply like a free pattern, $1 trial, or unique first-time bundle. The advert doesn’t push the product — it tells a narrative. It’s “I attempted this and right here’s what shocked me,” not “Right here’s why you should purchase.”

The magic is in how actual it feels. I’ve seen these adverts outperform mass-produced campaigns, particularly within the magnificence, wellness, and meals industries, as a result of they mimic natural content material.

In line with Billo, 93% of entrepreneurs who use UGC in advertising and marketing campaigns say that it performs considerably higher than conventional branded content material. This technique works finest on platforms like Fb, Instagram, and TikTok, the place individuals are in consumption mode however will soar at a no brainer supply from somebody relatable.

Efficient Lead Technology Concepts for You

I’ve discovered creating an efficient lead technology technique to be an artwork and a science. For me, the most effective technique combines a number of lead technology concepts, like cultivating connections with my community and providing high-value content material.

You may discover, nevertheless, that paid promoting or partnering with manufacturers and influencers works higher in your area of interest.

Whichever lead technology technique you experiment with subsequent, be sure that the content material is helpful to your viewers so that they’ll return to your web site many times.

Editor’s observe: This put up was initially revealed in February 2017 and has been up to date for comprehensiveness.