You’ve been in the tech game long enough to know that "throwing spaghetti at the wall to see what sticks" is not a viable lead generation strategy. Now that you’re past the startup grind, it’s time to get smart about how you bring in those leads. Your marketing should be a well-oiled machine, but if it feels more like herding cats, don’t worry—you’re not alone.
No time to read? Take these takeaways with you:
Inbound and Outbound lead generation: Both are useful, but knowing when and how to use them is key.
Content marketing and SEO help build trust and bring in long-term leads.
Outbound strategies like email marketing can work wonders when personalized and targeted.
Automate your lead gen with tools like CRM systems, lead capture tools, and email platforms.
Track metrics like Cost Per Lead (CPL) and Lead Conversion Rate to measure success and optimize your strategy.
Step 1: Define What Lead Generation Actually Means
Generating leads isn’t just about getting email addresses or contact forms filled out. It’s about finding people who actually care about what you’re selling and are ready to buy. If you’ve been using cookie-cutter templates or following generic advice from growth-hacking bros, it's time to stop. For companies like yours—well-established but ready for more—lead generation is about building relationships with the right customers. Period.
Pro Tip: Make sure you’re not just collecting leads but nurturing them with content that solves their specific problems. This is especially critical for B2B, where decision-making takes longer.
Step 2: Inbound vs. Outbound—Which Is Better?
Here’s the big question: Do you wait for leads to come to you (inbound), or do you go out and find them (outbound)? Spoiler alert: both can work. The real trick is knowing when and how to use each.
Inbound Strategies
Content Marketing: Blogging, whitepapers, case studies—creating valuable content that answers your prospects' burning questions. It takes time but pays off with more engaged, better-qualified leads.Best For: Companies with a strong knowledge base or expertise to share.
SEO (Search Engine Optimization): Optimize your website so people actually find you on Google. You want to rank for keywords that your potential leads are searching for, not just random tech jargon.Best For: Companies looking for long-term, consistent lead flow.
Social Media Marketing: LinkedIn posts, Twitter threads, Instagram stories—engaging your audience where they already hang out. This works well for building awareness but isn't as straightforward for generating direct leads.Best For: Building brand awareness and thought leadership.
Outbound Strategies
Email Marketing: Reach out to cold or warm prospects via email campaigns. Personalized, relevant messaging is key. No one wants to be spammed.Best For: Companies with a good email list or intent to hyper-target their audience.
Cold Calling/Cold Emailing: Old school, but still effective when done right. Keep it focused on solving problems, not pitching your services immediately.Best For: Reaching decision-makers in mid-sized companies.
Paid Ads (PPC): Google Ads, LinkedIn Ads, and Facebook Ads can drive immediate results, but you’ll need a solid budget and a crystal-clear targeting strategy.Best For: Companies that need quick wins or are launching a new product.
Mid-Page CTA:Ready to fine-tune your lead generation strategy? We offer free consultations or sliding scale services to help you get started. Reach out today.
Step 3: Tools and Tech That Make Lead Gen Easier
If you’re still manually tracking leads in spreadsheets, it's time to level up. There are plenty of tools that can automate the hard work so you can focus on more important things (like closing deals).
CRM (Customer Relationship Management) Tools: HubSpot, Salesforce, Zoho—whatever your flavor, a CRM helps you keep track of leads and automates follow-ups. It’s your home base for lead nurturing.Best For: Companies ready to invest in building long-term customer relationships.
Lead Capture Tools: Tools like OptinMonster or Unbounce help you turn website visitors into leads by offering gated content, like eBooks or whitepapers, in exchange for contact info.Best For: Companies with a lot of web traffic but low conversion rates.
Email Marketing Platforms: Mailchimp, ActiveCampaign, or ConvertKit automate your email outreach and help you build segmented, targeted lists.Best For: Companies looking to nurture leads over time without spamming.
Analytics Tools: Google Analytics, Hotjar, or SEMrush give you insight into what’s working and what’s not. Metrics are everything.Best For: Companies that want to make data-driven decisions about their marketing strategies.
Step 4: Measuring Success—What Metrics Should You Actually Care About?
Forget vanity metrics like social media likes and website hits. If it’s not bringing in leads, it’s not moving the needle. Here's what you should track:
Cost Per Lead (CPL): How much are you spending to acquire each lead? The lower, the better, obviously.Why It Matters: Knowing your CPL helps you allocate budget more efficiently.
Lead Conversion Rate: How many of those leads are turning into paying customers? If you’re bringing in tons of leads but not converting, something’s broken.Why It Matters: High conversion rates mean your lead gen strategy is effective and you’re targeting the right people.
Lifetime Value (LTV): What’s the total value a customer brings over the course of their relationship with your company?Why It Matters: High LTV justifies spending more to acquire each lead.
Sales Cycle Length: How long does it take to turn a lead into a sale? If it’s taking forever, your process might need some streamlining.Why It Matters: Shorter sales cycles mean faster growth and higher ROI.
It’s Time to Stop Guessing
At the end of the day, lead generation is about finding what works for your company, not just what worked for the latest tech giant. Whether it’s inbound, outbound, or a mix of both, the key is consistency and optimization. The strategies that work today might not work six months from now, so keep refining, testing, and adjusting.
Oh, and remember: you don’t have to do this alone.
Not sure where to start with your lead generation strategy? Let’s chat. We offer sliding scale services to fit your needs. Talk to us today!
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