6 Lead Generation Examples That Convert

Here’s a nightmarish scenario that can happen to any marketer. You spend hours creating a series of Instagram posts that are, in your humble opinion, absolutely hilarious. But although the likes and comments pour in when you share them, your phone never rings. In fact, your sales team sees no change at all after your campaign.

What went wrong? You generated likes, not leads. 

Hundreds or thousands of people saw your content, but for some reason, it didn’t inspire them to buy anything. Maybe your posts reached the wrong users. Or perhaps your call to action (CTA) was a little hazy, so people just kept scrolling after watching your videos. 

A lead generation strategy can help you avoid these common issues. It focuses on attracting quality leads: people who are more likely to convert with a few friendly nudges. Prioritizing quality over quantity is the key to growing your customer base. 

Jason Odgen, President of Syrup Marketing, recommends focusing on your customers' needs. “Start with user experience in mind and consider all other marketing activities in advance of making decisions,” he advises. “Look at the overall picture and make sure the frequency and multi-channel blend make sense. “ 

This article unpacks six lead generation examples.

These techniques are all high-converting because they help you show your value immediately. 

Lead Generation Example 1: Social Media

Okay, you just read about a scenario where social media fails to boost sales. But don’t rush to delete your profiles. With the right strategies, these channels can be powerful magnets for leads. 

Social media works best when you focus on engagement, not participation. In other words, your content should make users feel a deeper connection to your brand. 

For instance, anyone can laugh at a silly cat meme and click the like button. However, only dedicated pet owners will engage with content about caring for their cat’s dental hygiene, and those are precisely the kind of people you want to reach. 

Social media has been incredibly valuable for Chris Cozzolino, CEO & Co-Founder at Uptown Creation. 

“Our most successful lead generation strategy is our LinkedIn-First approach,” he shares. “We target active users within our ideal customer profile using Sales Navigator and send problem-oriented messages after connecting.” 

Of course, a single message isn’t enough to win over most customers, especially if their LinkedIn inbox is already overflowing. That’s why Uptown Creation has also developed a vast content ecosystem, posting valuable content five times a week on its blog, YouTube, and other channels. This content gives prospects multiple touchpoints, building their interest over time. 

Uptown Creation also uses its existing network by strategically tagging its LinkedIn connections and engaging with their content. These actions only take a few minutes, making the company more visible. 

Follow in Cozzolino’s footsteps with these social media best practices: 

• Give users opportunities to ask questions: Customers may feel curious about your brand but not want the pressure of chatting with your sales team. Offer low-stakes ways for them to share their questions and concerns, such as a monthly Facebook Live Q&A session.
• Invest in retargeting ads: Some customers might immediately fall in love with your brand, but others will lose interest. Recapture the most promising leads’ attention with a retargeting campaign. For instance, a Facebook ad about your latest sale could re-pique the interest of someone who browsed your website.
• Share user-generated content: It’s no secret that social media users tend to care about other people’s opinions — influencers wouldn’t exist if they didn’t. Build on this by encouraging your clients to create content about your brand. 

Make sure you’re using the same platforms as your audience. For instance, Snapchat is perfect for connecting with people aged 18 to 29, who comprise 65% of its users. But if you’re promoting a retirement community there, you might not find a single lead.

Lead Generation Example 2: Gated Content 

These days, everyone seems to be asking for your email address, immediately flooding your inbox. So it’s no surprise that many customers need an incentive to hand over their contact details. 

Gated content offers something of value — using some sort of digital product — in exchange for basic contact information. 

Take the aerospace company Honeywell, for example. It offers a free white paper about sustainability trends in the aviation industry. Readers can only access this exclusive report by sharing their details and company name. 

Other popular examples of gated content include: 

• Courses
• Ebooks
• Free trials
• Infographics
• Webinars 

This approach is useful because it leads to self-selection. A nurse, for instance, probably wouldn’t take the time to submit their information for an ebook about higher education software. That means you’re automatically starting with a pool of qualified leads. 

Set yourself up for success with these best practices for gated content: 

• Develop meaningful content: This strategy only works if customers actually care about your offer. Otherwise, your gated content will sit there untouched. Intrigue your audience by investing in original research or sharing practical advice they can’t find elsewhere.
• Don’t ask for too much: This isn't the time to play 20 Questions. Only ask for essential details.
• Be transparent: Customers are rightfully wary of giving away their info. Soothe their concerns by disclosing how you plan to use their data. Honeywell, for instance, says, 'By checking this box, you agree to receive marketing e-communications.'

Switch up your gated content periodically, too, to attract new leads. 

Additional Reading: ‘To Gate or Not Gate: Pros & Cons of Gated Content’

Lead Generation Example 3: Webinars & Live Demos 

Spotlight your expertise with regular webinars or product demonstrations. These events help you build trust with leads and create a sense of urgency — “do X to solve Y now!” 

“Offering helpful content, such as guides or webinars, has worked very well for us,” remarks Valentina Chiriacescu, Chief Commercial Officer at eCommerce Today. “Building strong relationships with other companies and attending industry events has also brought great results.” 

Adobe is another brand that frequently hosts webinars. Attendees learn how they can use the company’s software to level up their marketing campaigns. Informal demos like these are a great way to win over leads stuck in the decision phase.  

Follow these webinar best practices: 

• Cover recent trends: Bring together experts to discuss and debate new developments in your niche.
• Invite participation: Let your audience participate in the conversation with a Q&A session or chat.
• Recycle your recordings: Share exciting snippets from your webinars on social media, or offer the full recordings as gated content.

With a little planning, webinars can significantly boost your brand reputation.

Lead Generation Example 4: Exit-Intent Pop-ups 

Sometimes, people enjoy exploring your website but are not quite ready to make a purchase yet. A pop-up with a small discount — perhaps 10% to 20% — could be enough to win them over before they leave (potentially forever). This approach is often very effective at grabbing leads’ attention. 

Here are a few pop-up best practices:

• Make it pop: Catch the viewer’s eye with bright colors and a large font.
• Use concise but urgent text: An exit pop-up is the digital equivalent of calling after a visitor as they reach for the door. A powerful CTA — like “last chance to save!” or “don’t forget your coupon!” — can stop them in their tracks. 

Be sure to limit yourself to a single pop-up to avoid annoying visitors. 

Lead Generation Example 5: Free Tools 

Give your customers a glimpse of your offering with a free digital tool. Here are a few examples for inspiration: 

• Budgeting tool
• Keyword generator
• Return on investment calculator
• Social media caption generator
• Wall paint calculator 

These resources let you demonstrate your value before you ask leads for their payment info. You can also invite users to share their email addresses to access more tools. 

“Lead magnets like free downloads and targeted email campaigns have worked well for us,” reports Abdelrahman Al Sehetry, Managing Director at Eko. 

For instance, their leads can receive a free project proposal that might cost hundreds from another agency. 

Of course, not just any calculator will get results. Be sure to follow these free tool best practices: 

• Solve a genuine problem: Research your customers’ pain points to make sure they actually need your tool. For example, a calculator to measure how much toothpaste you use in a lifetime probably won’t get much interest. But a tool for calculating dental expenses — and ways to reduce them — could get plenty of traffic.
• Keep it simple: Customers want quick answers, not a surprise calculus quiz. Only ask them to input essential information. 

You should also take the time to research your competitors' tools for inspiration. 

Lead Generation Example 6: Contests & Giveaways

It might seem counterintuitive, but giving things away for free often boosts sales in the long run. 

Creative giveaways may even go viral. For example, Poppi’s gorgeous PR box giveaways took social media by storm. 

 

 

 

 

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Some creators filmed unboxing videos, while others made TikTok videos with tips for receiving one of the boxes. 

These giveaway best practices will help you create memorable competitions: 

• Research relevant laws: Always check federal and state regulations before you plan your giveaway. For example, requiring someone to buy your products is illegal before entering a sweepstakes.
• Spread the word on social media: Announce your giveaway with fun videos to build hype. You could even partner with influencers to encourage more people to participate.

Offering small incentives — like extra entries for every referral — could also encourage participants to tell their friends to enter your contest. 

Refresh Your Strategies 

Giveaways, LinkedIn messages, webinars — there are plenty of powerful lead generation campaign examples. These methods haven’t replaced cold calling, but they can help you find quality leads before you start dialing. 

There is no need to try all six strategies at once.  Pick one or two to test with your audience, and use metrics to find the most successful options.

About the Author

Anna Peck Content Marketing Manager at Clutch

Anna Peck is a content marketing manager at Clutch, where she crafts content on digital marketing, SEO, and public relations. In addition to editing and producing engaging B2B content, she plays a key role in Clutch’s awards program and contributed content efforts. Originally joining Clutch as part of the reviews team, she now focuses on developing SEO-driven content strategies that offer valuable insights to B2B buyers seeking the best service providers.

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