Generating high-quality leads is one of the most important goals for any business, but for many small and mid-sized companies, the lead generation process can feel overwhelming. From understanding the difference between inbound and outbound tactics to choosing the right lead generation tools, it’s easy to get lost in the jargon. That’s where MAKE Digital Group comes in. We specialize in effective lead generation strategies that drive conversion rates and help your business grow.
Let’s break down how you can create a high-performing lead generation campaign that actually delivers results—and how our digital marketing team can support you every step of the way.
Understanding the Two Types of Lead Generation: Inbound vs. Outbound
Before you build your next campaign, it’s important to understand the two primary types of leads and how they’re generated:
Inbound Lead Generation
Inbound lead generation is all about attracting potential customers to you. This is done through, content marketing, SEO, email marketing, social media, webinars, and other strategies that build trust and establish your expertise over time. When someone fills out a lead gen form on your website to download a whitepaper or sign up for a newsletter, that’s inbound marketing in action.
The goal here is to meet your target audience where they are, offering high-value content and resources that guide them through the sales funnel.
Outbound Lead Generation
On the other hand, outbound lead generation involves reaching out to new audiences directly. Think cold calling, LinkedIn outreach, or a referral program. These marketing strategies push your message outward to engage marketing qualified leads (MQLs) and sales qualified leads (SQLs) who may not have found you otherwise.
Both inbound and outbound tactics can be powerful when used strategically—and many successful marketing campaigns use a mix of both.
Optimize Your Landing Pages and Lead Gen Form
Your landing pages are often the first impression you’ll make on a new lead, so they need to do some heavy lifting. A high-performing landing page should include:
- A clear call-to-action (CTA)
- Visually appealing design that aligns with your brand awareness
- A simple, user-friendly lead gen form
- Fields to collect contact information without overwhelming the user
- Social proof elements like testimonials, case studies, or metrics
Every element on your landing page should be optimized to drive conversions and move your demographic further along the customer journey.
Tie Your Lead Gen Form to a CRM for Real-Time Follow-Up
Collecting leads is one thing—but following up quickly and effectively is where the magic happens. That’s why it’s essential to connect your lead generation form to a CRM (Customer Relationship Management) platform. With CRM automation, you can:
- Route qualified leads directly to your sales team
- Automatically segment leads by interest, behavior, or marketing funnel stage
- Trigger real-time follow-up emails or nurture sequences
- Track how each lead interacts with your website, emails, and ad campaigns
This streamlined process ensures that no high-quality leads fall through the cracks—and that your marketing team and sales team are always in sync.
Choosing the Right Channels for Lead Gen Campaigns
Not every business needs to be everywhere at once. The best lead generation strategies are tailored to your audience. Here are a few examples of channels that drive results:
- Search Engine Optimization (SEO): Show up organically when people are actively searching.
- Social Media (LinkedIn, Instagram, Facebook): Build trust and nurture relationships.
- Paid Media: Use paid ads to reach new customers with precision targeting.
- Email Marketing: Stay top-of-mind with content that supports decision-making.
- Webinars and Whitepapers: Offer lead magnets that deliver real value.
At MAKE, we help you choose the right mix of tactics to reach your audience and meet your goals.
Measure What Matters: Metrics That Prove ROI
A high-performing lead generation campaign doesn’t just get clicks—it gets results. Here are a few key metrics to track:
- Click-through rate (CTR): Measures ad engagement
- Conversion rate: Tracks how many leads take action
- Cost per lead (CPL): Helps gauge efficiency
- Lead-to-customer ratio: Shows how many leads become paying customers
- Return on Investment / Return on Ad Spend (ROI / ROAS): Demonstrates overall campaign impact
Tracking these numbers ensures you’re getting the most out of your digital marketing spend.
Let MAKE Help You Generate Results
Whether you’re starting from scratch or ready to level up your lead gen campaigns, the team at MAKE Digital Group is here to help. We’ll work closely with you to understand your goals, build high-quality landing pages, integrate with your CRM, and craft marketing campaigns that generate real results.
Want more qualified leads in your pipeline? Contact us today and let’s talk about building a lead generation strategy that works for your business.
