Imagine having a list of 5000 people who showed interest in your product and service. You have their email address, name, company name, and phone number and they gave you permission to reach out to them.
Now that you imagined your business heaven of having 5000 leads think about the opportunities something like this opens. With some lead nurturing you can turn about 250-500 of these leads into customers. If you convert 250-500 leads into paying customer each year, and your B2B product is priced at $1000, you may get $250K to $500K additional revenue per year or around $20K-$41K per month. That must sound appealing. 💰😍
Keep on reading and you’re one step closer to making it happen! 😉
First, you can read about what’s a lead, lead generation, and lead nurturing.
After, I’ll show you over 39 practical b2b lead generation examples, techniques, ideas and tools which you can apply to your lead gen activities.
To make all this as actionable as possible, I’ll show you 21+ lead generation examples where you’ll see these techniques used by actual companies.
So, you’ll get to see 6 high converting lead generation landing page examples.
Then, I’ll show you 6 excellent lead generation forms.
And finally, we’ll go through 8 popular lead generation tools which will let you take what you’ve learned here into action.
Applying just some of these lead generation ideas, examples, techniques, and tools will undoubtedly skyrocket your lead generation activities. 🚀 Let’s dive in!
About Lead Generation in a Nutshell
A lead is a person who indicated interest in your company’s product or service. People can show interest by downloading a free info product like an ebook, subscribing to your newsletter, or enabling your push notifications. Of course, there are tons of other ways a person can become a lead; we’ll get to them later.
Lead generation is the process of converting “strangers” like website visitors into leads. The lead generation process usually ends with an exchange.
For example, a website visitor gives you their email address and name to download one of your free ebooks. They gave you their valuable contact information, and you gave them some great educational content. From this point on, you can use this info for following up with different types of email marketing messages.
Once a person becomes a lead, you’ll need to nurture them. Lead nurturing is usually done with email marketing automation, but there are tons of other channels you can use. Real nurturing consists of:
- showing empathy,
- understanding the pain, they try to solve,
- helping them solve their pain to the best of your abilities.
By doing this, you provide real value to the lead. This experience builds trust between the lead and your company. This trust makes it much more likely that they’ll end up buying your service or product. ❤️️
Additional Resource: 3 Lead Nurturing Tips that Immediately Boost Your Campaigns
21+ Inspiring Lead Generation Ideas and Examples
Now, that we covered the basics, I’ll show you some lead generation examples and ideas. I’m sure you’ll find a couple of strategies that you can experiment for your own business.
When choosing what to use out of these take your industry, business model and audience into account and find something that fits everything. Drafting a lead generation strategy out of all these samples and ideas will yield the best results.
1. Use push notifications to reach website visitors
Browser, in-app and web push notifications are a fairly new channel to reach those website visitors who haven’t given you their email addresses. It gives you the chance to bring them back!
But what if you use them as a lead generation technique?
Opting in for push notifications is a smaller commitment than giving an email address so that you can generate tons of top of the funnel leads with push notifications. How?
Combined with a lead generation landing page or pop up form. It can easily bring back visitors so later you can convert them to a subscriber and send them marketing emails.
The Pushcrew team wrote an awesome beginner’s guide to web push notification. If you’re interested in implementing push notifications for lead generation I recommend checking it out.
Here are some key statistics I took from the guide:
“Website Push Notifications maintain a healthy click rate of 4-6% even when the number of subscribers increases above 25,000.”
“Wednesday is the best day to send a Push Notification if you want a higher click rate. The average CTR on Wednesday stands at 6.21%.”
“53.1% of subscribers preferred notifications with big images over plain notifications.”
Learn from the best! See how 38 experts like Adam Houlahan, Sam Hurley, Erik Qualman, Ritchie Pettauer, Mandy McEwen and Tim Hughes use web push notifications to get killer results.
2. Convert visitors to leads with on-site retargeting
It’s one thing to use pop-up forms for B2B lead generation, but you can easily get it to the next level.
One way you can collect contact information is to show pop-ups as exit intent is recognized. Exit intent is when visitors approach the “close” button on their browser.
As soon as a visitor starts to do it, a pop-up appears, and you will have the chance to ask for the contact information by offering:
- a coupon for a discount,
- a free ebook,
- an email course,
- a one-to-one consultation,
- newsletter subscription,
…or anything that works for your business.
You can also show completely personalized messages based on your blog or website visitors’ behavior.
For example, if a person visits your pricing page and checked one of your features, it’s good to offer a quick consultation, a relevant case study or course. Targeted offers will have insanely high conversion rate!
3. Offer valuable lead magnets or hooks
Lead magnets or hooks are gated info products and are the most widely used methods of b2b lead generation. Gated means that downloading these pieces of content requires an opt-in.
Let’s look at what kinds of lead magnets exist. Choose a couple from this list, make sure they fit your business model and whether it’s the type of content your audience likes to consume.
All of the upcoming examples and ideas can yield even better results if you use them as content upgrades.
Let’s say you wrote a blog post about email list growth, offer a checklist with step-by-step instructions on how to grow an email list as a content upgrade.
Your readers will have to give you their email address to download the checklist. BOOM, now you can educate them with some email marketing that provides value.
1. Create an email course to educate your leads
An email course can be a very good lead magnet. Teaching people highly specific and valuable knowledge is always a thing that makes people opt-in.
One of the best things about these courses is that it doesn’t require as much resource as you would need for a video course.
Create a short email course that educates your audience on a topic related to your product step by step. Build a lead capture landing page for this purpose, collect the subscribers there, and follow-up with automated emails.
It is important to go with the best practices when you get started. Setting up a B2B lead generation funnel that relies on a web page and email marketing is like designing your product: you need to provide great user experience throughout the funnel.
Landing page templates are proven and follow the best practices – so it is a good opportunity to use them instead of building one from scratch. Also, I’ll share some high converting landing page samples in the next section to get your creative juices flowing. 😋
2. Write an actionable checklist
Downloadable checklists are great because they are actionable, teaches something that is highly specific and easily consumable.
What can you write a checklist about? Basically everything you can divide into steps, like:
- How to improve your SEO via backlinking?
- How to outsource your content to agencies?
- How to do sales without selling actually?
- How to do gardening in the inner city?
- Items you need for a road trip across Europe
Think about your own industry and the pain points of your audience, find 5-6 topics, write them down and create PDFs from these. Always think about lists that can be done step-by-step. ✔️
3. Deliver real value with your newsletter
Believe it or not but your newsletter can be a good lead generation tactic for you. But you have to pay attention to send relevant, interesting, truly valuable content.
For example, The Hustle is a newsletter for entrepreneurs about the most recent tech news. Every June they organize an event around “Startup tactics for non-techies” and they use their newsletter as their most important source of leads for getting attendees.
Best newsletters are great lead magnets because their value proposition is unique, entertaining and does not say that boring “subscribe to our newsletter” message.
4. Repurpose your presentations
Creating presentations is a type of content that’s still great and especially when it comes to Slideshare that is the biggest presentation sharing platform.
You have 2 options for lead generation:
- Free option: You can upload your presentations to Slideshare for free and still get an awesome traffic to it. And you can easily add a link to the bio and the description that sends the traffic in question to a standalone landing page.
- Paid option: Like Turnstile, Slideshare supports the option to insert lead capture forms into your slide. As a result, you can add a gate to a part of your presentation that asks for contact information.
5. Videos are HOT, take advantage
Video marketing is quite a hot topic as it makes understanding easier, can be very interesting and also funny.
“According to SmallBizTrends, global internet-based consumer video traffic will be 80% of the total consumer internet traffic by 2019.”
And you can convert leads easily by asking for email addresses if someone wants to watch your whole video!
Make your video stop before something interesting will happen. Let’s say just before you tell the viewer an easy solution to a problem you described before. People love finished stories and tend to do a lot of things (like social sharing or subscribing) in order to see the outcome.
Also, you can generate leads with multiple lesson educational video courses, where you give the first lesson away and then you require an opt-in if people want to access the rest of the lessons.
A video is a good medium as it is quite engaging and also have higher possibility to go viral. On the other hand, you need more resources to create good quality videos.
But you can save time if you can repurpose your existing content. Just pick a topic you already wrote about and tell more about it, dig deeper.
Videos can work as a lead magnet even if they are not educational. It can be your opinion, something funny or interesting – it depends on your industry.
For example, Brian Dean posts free educational videos on his YouTube channel.
Tons of people watch his videos, but if they’d like to dig deeper they’ll visit his blog where among awesome blog articles he also has gated content to generate leads.
6. Educate your leads with a webinar
Live, limited time webinars can work very well for generating leads. As you restrict the number of people who can attend your online event, you create the VIP feeling that is one of the most catchy things. FOMO is real!
A good webinar does not only help you generate more leads but it can easily help you get actual subscribers for your business’ email list.
As an example, Content Marketing Institute regularly offers free webinars.
7. Generating leads can be fun with quizzes
Using quizzes for B2B lead generation is a fairly new lead generation technique. It hasn’t been done to death, so if you create engaging and fun quizzes it’ll be a goldmine of leads for your business. People like to test their skills and marketers can easily take advantage of that.
However, creating engaging questionnaires is challenging. You have to ask for the contact information at exactly the right time. Your quizzes shouldn’t be too easy but shouldn’t be too hard either.
8. Podcast: give them something to listen on-the-go
Get some recording gear and record your thoughts on a topic. Be entertaining and professional, chat with experts in your field and promote it on your channels.
Podcasting is a great community-building tool and you can target these people with other lead magnets easily to grow your subscriber list.
Pro Tip: Find questions related to your industry on Quora, and then answer them on your podcast.
For instance, Duct Tape Marketing has an amazing podcast.
9. Interview: Let your leads learn from the best
Research and reach out to the professional your audience would love to listen to. It can be an industry expert, an opinion leader or even a celebrity.
Interviews are great because it can be a good incentive, it builds your trustworthiness and very easy to advertise it on social media.
Talking about podcasts and interviews, they go together like peanut butter any jelly. Syed Irfan Ajmal has recently launched a podcast and on the 4th episode, he talks with Elvin Zhan about 6 figure exits, pitching to VCs, and blockchain technology. Have a listen!
10. Create share-worthy infographics
Good infographics require a lot of work from you:
- Generate data
- Identify patterns
- Outline key takeaways
- Visualize data in an understandable, simple way
They are great not just for generating leads, but good infographics can also help you get some backlinks.
Use an embed code so that large media outlets (think Forbes, Entrepreneur, Mashable) can easily republish your infographic on their own sites by just copy-pasting that code.
Don’t know how to create such an embed code? Don’t worry. Just use Siege Media’s Free Embed Code Generator.
11. Case study: show how you helped others succeed
Let’s say a website visitor asks you this question on live chat: How can you help my business? You would tell a real story about one of your customers and how his/her company used your product and what results he/she got.
These case studies give your prospects ideas on how to use your product and assure them that it truly works.
But not only successes are important. You can also tell stories about failures. This way you can teach others what not to do in different situations.
The Kissmetrics blog created a good guide on how to write a great case study.
12. Consultation: help your leads solve their challenges
Offer consultation to your prospects and provide customized, personalized value and experience.
Don’t be too salesy though’, it can easily frighten your prospects away.
The marketing of the new era is more about solving difficulties by introducing an approach instead of hard selling. Keep it in mind!
As an example, the Holini team does it quite well:
13. Free tools are awesome!
The reason I listed free tools as a lead magnet sample because it is a great opportunity to collect high quality leads for your business.
As an illustration, Crazyegg asks for your website URL and then gives you heatmap analytics.
CoSchedule has a Headline Analyzer, which is a great free tool and helped them gain tremendous exposure and tons of leads.
14. Solve problems in an interactive way with a calculator
Calculators are great for generating leads: solve a problem your audience has in an interactive way!
Ion Interactive does this well with its ROI calculator. You choose your interest, tell some things about your business and then it shows you what you lose.
It explicitly shows you the pain you face and offer you a solution via its service.
15. Offer a buyer converter product
If you would like to know more about the concept of buyer converter product, you can read about it in our post about the buyer converter product.
These are low-ticket offers that convert leads or visitors into customers. They only pay a few dollars… but it fundamentally changes the relationship between you and your prospect.
16. Your trial version is a lead magnet, too
Free trials are usually offered by SaaS solutions and gives an opportunity for people to give the software a try.
It also means that you get their contact information so it can be a good B2B lead generation strategy for software companies.
Trials vary company-by-company: they can be 1 or 2 weeks, 1 month or even longer.
The length of your trial should fit your sales cycle length – but it usually requires a long learning curve for you to truly understand it.
In the example below, you can see Dropbox’s 30-day free trial for the business plan.
17. E-book: The OG lead magnet
E-books are the OG lead magnets. They are great because you can easily create them based on your best blog articles.
Choose a topic, collect your best-performing articles, connect them, add additional value, and done!
For instance, Unbounce offers “The Conversion Marketer’s Guide to Landing Page Copywriting” ebook in order to collect emails for marketing.
Or Zapier offers a lead magnet on project management.
Or you can download an ebook on Product Management from Accompa too.
18. Exclusive Offers: who doesn’t like to feel special?
If you publish great, actionable, and value-packed pieces, you can hide different sections of your blog content from visitors. In order to read the rest of your blog content, ask for an email address!
This is one of the best marketing strategies to generate more leads – using your own blog as a lead magnet will insanely increase the sign-up rate.
The only drawback is that it can easily ruin the experience for your visitors – I don’t really recommend it until you have a big and engaged audience.
If you are about to launch a new product, a newsletter or something that deserves a standalone campaign, it is usually good to create a separate landing page for it.
On this web page, you can tell your value proposition and allow people to subscribe – so you can build an audience way before you launch it. And there will be a list of people you can tell about your offer when it released.
Waitlists can create a VIP membership feeling, therefore it can be a powerful lead magnet for your business.
Another way to use it is to test a market with a value proposition.
Just build a lead capture landing page around an assumption. Promote it and check whether there is a need for it – validating your products even before creating it can be an excellent way to find product/market fit sooner.
You can create a wait list with any type of web page builder such as Unbounce.
In addition, this waitlist builder tool below helps you get started and provides enhanced gamification opportunities to help your landing page be viral:
6 High Converting B2B Lead Generation Landing Page Examples
As one of the leading landing page building software, Unbounce can’t allow having anything else than the best when it comes to landing pages.
This is a great example of a high converting lead generation landing page. What makes it great? Just have a look at the arrangement:
Small logo, eye-catch head- and tagline, great copy highlighting the benefit of the offer, a nice mockup in the middle and the lead gen form on the right side. Everything you need to generate leads!
2. iPro Academy
IPro Academy is a membership-based community around creating websites and driving traffic to them via Facebook, Google and Bing Ads.
One of their main offers to generate leads is a free report about increasing the ROI of Facebook campaigns. They offer this report on a short but sweet lead capture landing page that looks something like this:
Minimal, but effective copy with well-placed form and CTA and a nice mockup to sweeten the deal. If your offer is great this can be enough to convert a high number of leads.
We ran a lead generation campaign in the first quarter of 2018. The offer was our Lead Generation Cheat Sheet.
We ran a conversion optimized Facebook campaign to drive traffic that converts to this landing page:
During this lead generation campaign, the landing page you see above had a conversion rate of 41%!
The ad creatives, the cheat sheet, and the lead nurturing emails had the same colors, icons, and fonts. It’s key to create a consistent experience throughout your funnels because:
- you reinforce your brand,
- a consistent brand makes you seem more professional,
- and coherent visuals create trust.
There’s not much going on in the first view of this landing page example, only what’s necessary.
There’s a little branding on the very top; then there’s the title of the offer, a short value proposition, the logo of the campaign, a clean form, and a straightforward CTA.
I also put a little GIF arrow on the bottom of the first view so people see there’s more content below. It’s for people who need a bit more convincing.
Previously we had a landing with a similar arrangement, the only difference was that the form wasn’t in the first view. That landing page converted at 9.5%, which is a huge difference compared to 40%.
The reason behind this is that lots of people are already convinced by the ad creative and copy that it’s something they want. So they just click through and quickly type in their email and name without any scrolling.
Later on, you can read about lead generation forms where I’ll go into more detail and compare the two landing pages.
4. Yellow Pages
Yellow Pages doesn’t need any introduction. This simple lead capture landing page of theirs is simple yet efficient:
There are some branding and contact info on top.
Right under there’s some social proof in the headline, which is then reinforced by the tagline. Excellent copywriting.
Below that you can see a simple which only asks for absolutely crucial contact info. What’s especially great about this page is the yellow CTA really pops on the black and white landing.
Litmus is an email creative platform, they provide email analytics, spam testing, an email builder and awesome templates.
For the past couple years they release their report called the State of Email as gated content for lead generation and their landing pages are always great.
Here’s the page of the 2018 State of Email:
Really clean design with nothing but the key elements on the first view.
White and shades of grey with only the key visual elements in color: the logo, the mockup, and CTA. Great arrangement and visual hierarchy.
6. Sumo – Email 1K
One of the best, targeted lead generation techniques SumoMe and AppSumo does is a 30-day course called Email 1K.
During the course, you can learn how to double your email list in 30 days based on trusted expert advice and guidance.
The landing page of the course is conversion optimized to the max! Just the first view makes you say: take my email address and teach me how to make people give me theirs! 😀
Great copy and social proof are what makes this landing page great.
The headline itself is enticing enough, but check out the tagline under. Show me a person who wouldn’t want to learn from people who grew email lists to over 10 million subscribers. Maybe my grandma, but she doesn’t have an online business, does she? 🤔
If this doesn’t convince you, they mix a little FOMO in with the countdown timer. And if you’re not falling for FOMO they explain the real value of the course backed by real data.
6 Great B2B Lead Generation Form Examples
Before getting into the actual form examples, let’s cover some lead generation form best practices.
Using too many fields can hurt your conversion rates! Only use fields for the information you really need. Otherwise, lots of visitors won’t opt in because it requires too much work from them.
Make the form appear smaller. If you have to use more fields for lead qualification or segmentation purposes, make the whole form look smaller. Play around with padding and styling to it seems like it requires less time to fill it out.
Placement is another major factor when it comes to lead gen forms.
Let’s compare two of our landing pages. Pay attention to the placement of the lead generation forms in both of these landing pages.
Here’s the landing page for the “Triple the Value of your Email List Email Course”:
As you can see, on this page above the form is below the fold. So visitors have to scroll down and then enter their first name and email address to opt-in.
And here’s the first view of our landing page for the “Your Ultimate Lead Generation Cheat Sheet”:
As you can see the design is pretty similar, I just made some changes to the arrangement to move the form above the fold.
What do you think which landing page has better a conversion rate?
The second one! During a 3 month campaign, it converted to 41%. The first one had a conversion rate of 9.5% on the same time interval. These are two similar offers and I think the power placement was a primary factor contributing to the higher conversion rate.
The power of placement in action!
Now let’s have a look at some fantastic B2B lead generation form samples to get you inspired.
1. Sumo – Download Exclusive …
Take note; Sumo does a great job of optimizing their lead generation forms for specific purposes and stages of the funnel.
This lead generation form example is great for a number of reasons:
- The headline is straightforward and highlights the offer.
- The tagline builds on the offer of the headline, goes into a bit more detail and re-enforces that the content is free.
- There are only 3 fields in the form which should be enough for qualification but shouldn’t hurt conversions.
- The CTA is well placed, and the text couldn’t be any more clear.
2. VentureHarbour – Register to this Event
This lead generation form sample from VentureHarbour is different than the previous one, but it’s just as great.
It’s a webinar registration form. The headline is straightforward, but does the job and describes the purpose of the form.
There are 4 fields, 2 checkboxes, and a CTA.
This might seem too much, but they did something to ease the subscribers and increase their conversion. The 2 arrows on each side with “When” and “Your details” clearly shows that only 2 fields require personal information, the other 2 is just for scheduling purposes.
This is the reason I wanted to show this form as a sample. Simple stuff like 2 arrows can have a huge impact on conversions.
The CTA is really clean but big enough to catch the eye, and the text is as simple and explicit as it gets.
3. SEMRush – Download
Both previous examples were pretty different, but great in their domain. This one from SEMRush is another lead generation form sample that varies from the other two. I think showing a wider range of proven forms will give you a broader perspective on lead gen forms.
As you can see the form is below the fold, but there a prominent “Download” call to action right next to the cover and below the title. Clicking on the CTA will put the form into view. Nice execution!
The form contains 4 fields and 2 checkboxes. The 4 fields don’t ask too much from the subscribers, and the 2 checkboxes are mandatory for legal purposes.
4. Unbounce – Get Your Free Copy Of The Report
A similar example from a different company: this lead generation form from Unbounce is pretty similar to the previous sample from SEMrush.
The headline is really straightforward and as it should the tagline builds on the offer in the headline.
Also, it explicitly describes what will happen after the subscriber submits the form. This method is another great way to increase conversions by clearly explaining what’ll happen next.
4 fields, 1 checkbox, and a CTA. In the 4 fields, they only ask for necessary lead qualification information.
The CTA has a nice contrast with the rest of the form, so it draws the attention of the visitors.
5. WordStream – Get Your Grade
Another really different form example. One of WordStream’s main lead generation tactics is a free AdWords Performance Grader.
They do a great job of highlighting that they are talking about a free offer in the header. Also, the little “NEW!” badge is a nice touch and gives the feel of early adaption for the visitor.
The main headline clearly describes the offer, and the tagline highlights another huge benefit: “Find out where you stand in 1 minute…”.
This is the first form sample in the article which only requires an email.
They even put some text to make it stupid simple to know what to do next: “Enter your email address to get started.”
The CTA has enough contrast, and the text on it is straightforward and explicit.
Because of all these small but essential touches, this form converts exceptionally well.
6. Single Grain – Join 30K+ Subscribers
Surprise! An entirely different example from the previous ones. This is a newsletter subscription bar from Single Grain. It appears on the bottom of their site.
As you can see they utilize the power of numbers and social proof in the headline which is the recipe for high conversions. The actual offer is in the tagline, and the copy is great all together.
Other than that there’s just 1 field for emails and a call to action with a really straightforward copy.
Fieldboom has recently analyzed the lead forms of the 100 fastest growing SaaS companies in order to find out what makes a perfect lead form. They studied everything from the number of fields in the forms to the A/B testing software SaaS companies use. Check out the research for some short-cuts to emulate some of the best brands in the game!
8 Popular Lead Generation Tools
I put LeadQuizzes first because it’s not your regular, basic “run of the mill” type of lead generation software.
Their mission is to revolutionize the way companies generate leads by using quizzes. It’s an easy to use quiz maker which lets marketers create high converting quizzes focused on generating more leads and sales.
They have a great page full of impressive case studies, check it out to see how they can help you succeed.
Pushcrew is a great app to create excellent push notification so you can increase your website subscribers and later turn them into email subscribers to nurture them further down the funnel.
Unbounce is an easy-to-use, drag-and-drop landing page builder. They also have pop-ups, sticky bars and much more.
I can honestly recommend it as I’ve been using it for over a year now and I love it!
4. Wistia Turnstile
With Turnstile you can specify a timecode when the video stops and shows a form to your audience.
You plan to launch your product on ProductHunt?
Then you should know that it is a good thing if you offer something special for Hunters. But instead of showing this “gift” to everyone on your website you should only allow Hunters to see it.
Introbar gives you the opportunity to show a header to people who are coming from ProductHunt with a custom message.
6. Lead Ads
Have you heard of Facebooks’ advertising option, called Lead ads?
You can collect contact information on Facebook profiles and push the data into your email marketing software right away.
It’s not the usual Facebook advertising where you send the traffic to a separate lead generation landing page but a solution that collects information on Facebook itself!
Optimonk is a powerful, yet easy-to-use solution for on-site retargeting. Create exit intent pop-ups, slide in based on on-site behavior and much more.
Aeroleads is a prospecting and lead generation software which can be used to find emails and phone number of any prospect instantly.
With AeroLeads chrome plugin, you can build your lead list in minutes and can transfer it to your CRM or marketing automation software.
Lead generation can be a huge challenge for businesses, so take inspiration from this massive list of examples, ideas, strategies, and tools. 🙌
Define a lead generation strategy and choose a couple from each section that fits your strategy and business model to start generating tons of leads.
Pay special attention to generate quality leads and nurture them well to convert them to clients or customers. 📈
I’m a Growth Marketer & Community Specialist @ Automizy.
I started out in the startup world right after graduation and since that it’s been a blast to navigate in these waters.
After work, I love playing basketball and traveling.