How to Get the Most Out of Lead Generation

26January 2024

A fundamental process that supports all marketing and sales efforts, lead generation delivers a stream of potential customers for businesses to nurture, then convert into loyal paying customers. Getting there requires flexibility, nuance and perseverance.

Creating content that informs and speaks to your audience’s challenges and goals is a great way to generate leads. Some effective formats include blog posts, videos, infographics and webinars.

Content Marketing

Content marketing is a powerful way to generate leads for your business. It can establish you as an authority in your industry and build trust with potential customers.

Gone are the days when businesses would bombard their audiences with countless forms and deals. Today, it’s all about personalization and establishing genuine connections with your audience.

To achieve this, it is important to set SMART goals for your content marketing campaigns. These goals should be specific, measurable, and actionable. They should also be aligned with your lead generation strategy. It is also critical to know your audience and what type of content they respond to best.

Social Media

Social media is an incredibly useful tool for B2B and B2C marketing. Many platforms offer a variety of lead-generation tools that make it easy for users to sign up and get in touch.

Share content that is relevant to your audience, such as customer testimonials and case studies. Try posting both timely and evergreen articles to generate instant buzz and longer-term growth.

Some social media platforms also allow you to use a lead-generation form to capture leads directly from the platform. This can increase your conversion rate by a significant amount and makes the process more user-friendly. It also ensures that the leads receive a tailored message.

Email Marketing

Email is one of the best channels to generate and nurture leads for your business. By using email automation, you can target your email content to the needs and preferences of each lead. This will help you build trust and nurture your leads until they become paying customers.

Avoid using click bait in your subject line to prevent your email from appearing as spam and having your potential leads toss it away. Also, ensure that your subject lines and email content are optimized for mobile devices.

Another way to nurture your leads is by using personalized automated drip campaigns that cater to each stage of their buyer’s journey. This will make your leads feel valued and understood, which will ultimately increase their conversion rate.

Live Events

Live events are a great way to generate leads by creating an opportunity for people to interact with your brand. They can take many forms, from physical trade shows and conferences to virtual webinars and online summits.

Event marketers should prioritize pre-event marketing, although continuing outreach during the event and even after the event can also help nurture leads into customers. For example, email blasts with content like case studies can prove that your business is a good fit for an attendee’s demographic and their specific needs.

Capturing leads at an event can be easy with a tool like Tapni, which allows attendees to scan and instantly exchange digital business cards that contain keynotes, feedback sheets, useful links, and more. This makes it easier to connect and communicate with leads after the event, too.


Webinars are a great lead generation strategy because they don’t require a huge time commitment and are accessible to anyone with an internet connection. They also allow you to collect contact information from attendees, which can be used to nurture leads down the funnel and eventually convert them into paying customers.

To maximize the effectiveness of your webinars as a lead generation tool, be sure to focus on content that is relevant to your audience and promote them using various channels. You should also follow up with your attendees after the webinar by sending them a link to the recording or offering additional resources.


Networking can be a great way to find leads. It involves building relationships and trust with potential clients, which can lead to new business opportunities. It also allows businesses to learn about the needs of their target market and address them.

Customers usually begin researching products and services long before they talk to a salesperson. By creating relevant content for each stage of the customer journey, businesses can help customers make a purchase decision.

Testimonials and reviews are powerful forms of social proof that can help businesses generate leads. Using them on your website, email, and social media can increase engagement and conversions.

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