At the pointy end of the funnel, you can get people to opt-in for more information about your company, giving you access to their contact details and most importantly, permission to follow up with them.

It’s one of the most powerful and results-driven marketing options, and it’s important to remember that to make the most of it you need to be offering something of genuine informational value in return for those details, such as a white paper, eBook or webinar.

When is the best time to run a Lead Generation campaign?

Lead generation usually works best towards the end of a campaign. A company with a strong brand or profile already can conduct a lead generation campaign on its own, but if you are not well known in this market, then lead generation on its own without supporting branding will not get as many conversions and those that do convert will tend to be less warm as well.

It’s important to remember that leads have shown some interest in your business, but they may not be ready to buy yet. The most successful lead generation campaigns are then followed by ongoing nurture of those leads to better educate them and lead them along your sales funnel.

Many leading companies use our publications to capture leads by: 

  • Custom EDMs
  • Content hubs on our news websites
  • Custom webinars
  • Content partnerships to create eBooks or white papers
  • Hosted landing pages


What sorts of results can we get?

  • Custom EDMs regularly can get over 50 leads or as many as 100
  • Custom webinars can easily attract over 200 leads
  • Virtual event sponsorship can generate between 20 and 50 leads


How do we measure this?

Lead generation is of course one of the easiest types of campaign to measure as you directly get leads. 


Tips to make the most of a lead generation campaign:

  • Offer genuinely valuable content in return for contact details
  • If you are new to the market, build your profile with a branding campaign to increase results
  • When you get your leads, don’t jump all over them, nurture them first until they’re ready to buy