How to build a repeatable lead generation engine
Create predictable pipeline through a mix of inbound content, outbound outreach, partnerships, and continuous optimization.
Your Progress
0 of 8 steps completedStep-by-Step Instructions
1 Step 1: Define your ideal customer profile (ICP) and buyer personas
Step 1: Define your ideal customer profile (ICP) and buyer personas
Specificity drives efficiency. Who converts best? What industries, company sizes, roles, and pain points? Build personas for each buying role. Your lead gen efforts should target people who look like your best customers. Spray and pray wastes resources.
2 Step 2: Build a content strategy that attracts and educates buyers
Step 2: Build a content strategy that attracts and educates buyers
Create content for each stage: awareness (blog posts, guides), consideration (webinars, comparison sheets), decision (case studies, demos). SEO-optimized content drives inbound leads. Gated assets (ebooks, templates) capture contact info. Content establishes authority and generates demand.
SEMrush
SEO and content marketing platform for keyword research and optimization
HubSpot Marketing Hub
Inbound marketing platform for content, SEO, and lead capture
3 Step 3: Implement outbound prospecting with personalized sequences
Step 3: Implement outbound prospecting with personalized sequences
Identify target accounts, find decision-makers, and execute multi-touch sequences: email, LinkedIn, calls. Personalize based on research—reference their company, role, challenges. Track open rates, reply rates, meeting bookings. Outbound generates predictable pipeline when done with discipline.
SalesLoft (Salesloft)
Sales engagement and cadence platform for outbound prospecting
4 Step 4: Leverage partnerships and referrals for warm leads
Step 4: Leverage partnerships and referrals for warm leads
Partner with complementary companies for co-marketing, integrations, and referrals. Ask satisfied customers to introduce you to peers. Warm leads from trusted sources convert at 5-10x the rate of cold outbound. Build a partner ecosystem as a lead channel.
5 Step 5: Run targeted paid campaigns to accelerate lead flow
Step 5: Run targeted paid campaigns to accelerate lead flow
Google Ads for high-intent search terms, LinkedIn Ads for targeting specific job titles and companies, retargeting for website visitors. Start small, measure CAC and conversion rates, scale what works. Paid complements organic but requires disciplined testing and budget management.
LinkedIn Campaign Manager
B2B advertising platform with job title and company targeting
6 Step 6: Create lead magnets and conversion-optimized landing pages
Step 6: Create lead magnets and conversion-optimized landing pages
Offer something valuable in exchange for contact info: templates, calculators, free trials, assessments, reports. Build dedicated landing pages with clear value prop, minimal friction, and strong CTAs. A/B test headlines, forms, and CTAs to improve conversion.
7 Step 7: Implement lead scoring and qualification to prioritize follow-up
Step 7: Implement lead scoring and qualification to prioritize follow-up
Not all leads are created equal. Score based on firmographics (company size, industry) and behavior (pages viewed, content downloaded). Route high-score leads to sales immediately; nurture low-score leads with automated campaigns. Focus energy on best opportunities.
8 Step 8: Track metrics and optimize each channel continuously
Step 8: Track metrics and optimize each channel continuously
Measure: leads generated, cost per lead, lead-to-opportunity conversion, win rate by source. Double down on top-performing channels; cut underperformers. Test new tactics quarterly. A repeatable engine requires relentless measurement and iteration.
