The best lead generation campaigns contain most, if not all, of these components. From a tactical perspective, a marketer needs four crucial elements to make lead generation happen.

LEAD GENERATION

Mechanics of Lead Generation

• Templates or Presentations

• Research & Reports

• Whitepapers

• Kits

• Live Webinars

• On-demand Videos

• Blog

• Blog posts

• Middle-of-the-funnel offers

• eBooks or Guides

(multiple offers packaged together)

(including offers in the navigation or sidebar)

(if there is a CTA in the post)

(Demo Requests, Contact Sales, RFP, Etc)

Types of offers, in order of performance, that generate leads

MIDDLE

READY

EARLY

BUYING STAGES

According to HubSpot research, A/B testing your landing pages and other assets can help you

generate up to 40% more leads for your business.

WHAT GIVES?

Encourage Social Sharing

“Leads are the metrics that, as marketers, we rely on.

Because leads mean money.”

-Kipp Bodnar

Offers:

Call-to-Action:

Landing Pages:

Forms:

An offer is a piece of content that your target consumer percieves as high in value. Offers can include eBooks, whitepapers, free consultations and product demonstrations. Similar to your “free” content, like your blog, premium content informs or entertains your target consumer. In doing so, this premium content acts as a channel for your consumer to form context and connection with your brand.

A call-to-action (CTA) is either text, on image or a button that links directly to a landing page so people can find and download your awesome offer.

A landing page, unlike a normal website page, is a specialized page that contains information about a particular content offer and provides a form to download that offer.

You can’t capture leads without forms. Forms will collect contact information from a visitor in exchange for your organization’s content offer.

TIPS TO BOOST YOUR

Here are techniques marketers should use to increase leads

Call-to-Action Landing Page

Don’t forget a Thank You Page!Use the Thank You page as an opportunity to promote more offers and content.

TRAFFIC

A

50%50%

B20%

CONVERSIONRATE

25%CONVERSION

RATE

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According to a recent marketing benchmarks report, companies see a 55% increase in leads by increasing landing page from 10-15. The more content, offers and landing pages you create, the more opportunities to generate more leads for your business.

EBOOKWHITEPAPER WEBINAR FREE TRIAL

Calls-to-action are meant to send visitors to a dedicated landing page where they receive a specific offer.

10 Landing Pages 15 Landing Pages

55% increase in leads by increasing landing

pages from 10-15