Lead Generation Process And Tools

Lead generation is the marketing process aimed at stimulating and attracting interest. In products or services, in order to generate potential sales opportunities. We talk about lead generation when a potential user decides to leave their data in exchange for information or valuable content . You can get the services of Landing Page Design Agency in London.

A lead generation strategy generates a list of contacts (the leads in fact) that may be of interest to the company. With a strong propensity to purchase the products or services provided. Lead generation can be leveraged through online and offline advertising and acquisition tools.

But what are the absolutely essential tools for lead generation ?

The lead generation process

Let’s take a small step back. The lead generation process includes:

  • Propose free downloadable resources;
  • Driving traffic to a landing page;
  • Encourage the user to leave the data to the company.

Now, let’s look at the stages of the lead generation process

  • First, a visitor discovers your business through one of your marketing channels. Such as your website, blog, or social media page.
  • That visitor then clicks on your call to action (CTA). An image, button, or message that encourages website visitors to take action.
  • That CTA takes your visitor to a landing page.  A web page designed and optimized to acquire information about leads, in exchange for an offer or content of value.
  • Once on the landing page. The visitor user fills out a form, or form. In exchange for the offer or content. Thus the contact was generated.

What tools to choose to generate leads?

To obtain the desired results from lead generation activities. It is therefore necessary to use the most effective tools .

In this article we have chosen the most significant lead generation tools , a checklist of the 4 pillars to always keep at hand:

  • Gated Content
  • Blog
  • Social media
  • Referral marketing

Gated Content

Gated Content is perhaps the pillar of lead generation. It is valuable content (an infographic, a White Paper, an e-book, but by extension also a webinar) that the user cannot wait to download and for which they are willing to leave their own personal data.

Not only that, content is often created to provide visitors with useful information. That acts as a vehicle and a flywheel for other downloadable content since, within the content itself. CTAs can be included to refer to a further landing page.  On which the user you can fill in a form and download further content. The more satisfied a visitor is with your content. The more likely they are to click on your call to action and move to your landing page.

Precisely for this reason, the downloadable content must be as responsive as possible to the needs of the buyer persona for whom it is designed. Particular dedication must be placed both in the content and in the layout and graphic care.


Even the blog is a very powerful tool for lead generation. By creating informative blog posts (articles), which respond to the needs that users have expressed on search engines, we can lead them to our website, and then try to move on to the next phase, or the acquisition of leads, through the clicks to CTAs placed ad hoc on the blog .

If you’re a marketing agency, for example, you can write a blog post about selecting your marketing metrics and KPIs. In the blog post, then, you can insert a CTA that refers to the download of an in-depth white paper on the same topics, which can be downloaded after completing the form. This would make the CTA highly relevant and drive clicks. You can get in touch with Landing Page Design Agency in London.

Fundamental in this sense is the design of an editorial plan of content on the blog responding to the needs of the buyer person of reference and conceived from an SEO perspective : being found on search engines is an excellent first step to generate leads.

Social media

Social media not only increase engagement and awareness, but are capable of being an exceptional tool for lead generation .

Collecting social media leads will help you find people interested in your business, as it will make it easier for you to invite your followers to action. From follower to lead , social media is the perfect gateway.

A structured social editorial plan allows you to promote the landing page and bring it to the attention of the people who follow you. From links in Instagram stories, to Facebook, to bitly URLs on Twitter, to of course LinkedIn , the ways are endless. Experimenting and finding the ideal and most suitable channel for your business is the first step, after which promoting your content will be (almost) a breeze!

Referral marketing

Referral marketing, or word of mouth (even via private messaging, for example), is useful for generating leads in a slightly different way.

It may seem like a somewhat unsuitable channel for lead generation, yet, it works because it “captures” the friends or connections of your existing customers or leads. In fact, referral marketing is effective thanks to the relationship between your customers or leads and their referrals .

Just like buying a product or service, a word from a trusted friend or contact is often more effective than a slap-up business promotion.

In conclusion, we can firmly say that there are so many different ways and tools to generate new leads. You just need to know how to be creative and use all the levers, or those most effective and suitable for your business.


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