17 Strategies Marketing Managers Can Use To Improve Lead Generation

As a marketing manager, one of your main goals is to improve lead generation and drive revenue growth.

There are many strategies marketers can use to improve lead generation. For instance, marketers can create targeted customer profiles to tailor their messages, make personalized videos automatically to grab their potential customer’s attention and use localization in digital marketing.

Lead generation is the process of attracting and converting potential customers into leads, which can eventually turn into paying customers. The better your lead generation strategies, the more likely you are to attract and convert high-quality leads.

In this article, we will discuss the 17 strategies marketing managers can use to improve lead generation and drive revenue growth.

Create A Targeted Customer Profile

The first step in improving lead generation is to create a targeted customer profile. This means identifying the characteristics of your ideal customer, including their demographics, interests, and pain points.

By understanding your customer’s needs and preferences, you can tailor your marketing messages and offers to better resonate with them.

In my years in B2B marketing and sales, I’ve found that an extremely useful way to gather data as a marketing leader is by talking to sales reps.

Be part of their conversation, and collaborate with them. You’ll find a new perspective that will give you a competitive advantage.

You can auto-profile leads and customers based on how they interact with your emails. In the following video I explain how you can do this step by step.

Optimize Your Website for Lead Generation

Your website is your online storefront and the primary destination for potential customers. Therefore, it’s essential to optimize your website for lead generation.

This includes creating landing pages with compelling offers, adding lead capture forms, and ensuring your website is mobile-friendly.

Personalizing landing pages with lead data is a surefire way to boost lead engagement. For example, let’s say a new lead just submitted a web form.

Then, in your email, instead of using a generic landing page as a call to action, personalize it based on the information the lead has provided.

Personalize the Customer Journey

Personalizing the customer journey is a critical strategy that marketing managers can use to improve lead generation.

If you customize your marketing messages and offers to fit the needs and likes of each potential customer throughout their interaction with your brand, you can increase their interest and the chance of them becoming a customer.

In the following video, I explain how to do this based on the stages of the customer journey:

Use Social Media To Your Advantage

Social media can be a powerful tool for improving lead generation in digital marketing. By creating and sharing valuable content on social media platforms, you can attract potential customers and encourage them to engage with your brand.

It’s also crucial to engage with your audience by responding to comments and messages promptly.

For social media to be effective, it requires consistency.

Want to make it even more effective? Make it a team effort. If all your colleagues are on the same page and publish content related to the unique your brand’s unique value proposition, your message will be amplified and more relevant to your target audience.

Remember, especially in B2B, buying decisions are made in petit comités.

Leverage The Power of Email Marketing

Email marketing is still one of the most effective ways to generate leads and nurture relationships with potential customers. This applies to both B2B and B2C.

By creating targeted email campaigns with compelling offers, you can attract and convert high-quality leads. It’s also essential to segment your email list based on your customer’s interests and preferences.

Personalize your emails marketing campaigns and go beyond “Hi First Name”. Research by McKinsey shows that 76% of customers get frustrated at brands that don’t personalize the experience.

Your lead generation efforts are part of that experience. Plus, 94 of marketers convert more leads into clients with a personalized experience according to ActiveCampaign’s Customer Experience Automation Report 2022.

Here is an example of personalized email in marketing:

Personalized Email for Email Marketing Segmentation

In the following image, I highlight the personalization fields I used in this hotel marketing example:

Personalized Email Example with a Personalized Video

Create High-Quality Content

Creating high-quality content that addresses your customer’s pain points can be an effective way to attract potential customers and improve lead generation.

This includes creating blog posts, whitepapers, ebooks, and other forms of content that provide value to your audience.

Localize digital marketing

Localized digital marketing targets specific geographic areas or local communities through digital channels like social media, email, WhatsApp, and search engine optimization.

This approach aims to connect with potential, local customers by tailoring marketing messages and promotions to their unique needs and preferences.

Through localized digital marketing, for instance, Zumba boosted web traffic and generated more traffic through local audiences around the globe.

I have just completed a detailed case study on the effective implementation of localized digital marketing strategies.

Its findings are both compelling and insightful, shedding light on the optimal ways to approach such campaigns to ensure their success. Read it now to learn how to apply it step by step based on a real-life case study.

Use Personalized Landing Pages

Personalized landing pages involve creating landing pages that are tailored to each visitor’s unique needs and preferences. For example, you can create different landing pages for different demographics or offer customized content based on the visitor’s behavior.

Here is an example of a personalized landing page:

Example of personalized landing page with dynamic content by Pirsonal's Pirsonal Pages

By implementing these strategies, marketing managers can personalize the customer journey and improve lead generation

Personalization can help you stand out from the competition, build trust with your prospects, and increase the likelihood of conversion.

Utilize Personalized Video Marketing to Enhance Your Impact

Personalized video marketing is a relatively new strategy that involves creating tailored videos for each prospect. With personalized video software, the creation of these videos can be fully automated so that you don’t have to create them one by one.

By tailoring your videos to address the prospect’s pain points and interests, you can capture their attention and improve engagement. This is one of the reasons why it is one of the main video marketing trends as we speak.

Here is an example a personalized video example automatically made with Pirsonal:

This approach has been shown to increase click-through rates, conversion rates, and revenue.

To get started with personalized video marketing, you’ll need to identify your target audience and their pain points. Next, create a script that addresses their specific needs and make sure to use the lead or customer data to drive engagement across the video.

Free personalized video marketing consultation
Learn more about personalized video marketing based on your marketing goals. Contact us now.

Offer Free Trials and Demos

Offering free trials and demos can be an effective way to attract and convert potential customers.

By allowing them to try your product or service before committing to a purchase, you can build trust and demonstrate the value of your offering.

In B2B I recommend and love 1-to-1 customer onboarding for complex or high-value products. In B2C, you want to have an extremely smooth process to convert free trials to customers.

Use Referral Marketing

Referral marketing is the process of incentivizing existing customers to refer new customers to your business.

By offering rewards or discounts for referrals, you can encourage your existing customers to spread the word about your brand and attract high-quality leads.

Implement Marketing Automation

Marketing automation involves using software to automate repetitive marketing tasks, such as email campaigns, lead nurturing, and social media posting. By implementing marketing automation, you can streamline your lead generation process and improve efficiency.

I wrote an article about the key ways marketing automation can help your business be more efficient. Discover innovative strategies for boosting lead engagement through automation with your marketing team. Make sure you read it.

With the amount of marketing automation tools that are out there, many marketers wonder if marketing automation makes their communications cold and distant. The reality is that with automation in marketing, businesses can be even more customer-centric.

Use Paid Advertising

Paid advertising, such as Google Ads and Facebook Ads, can be an effective way to generate leads quickly. By targeting your ads to specific demographics and interests, you can attract high-quality leads and drive revenue growth.

Use Retargeting Ads

Retargeting ads involve showing ads to visitors who have already interacted with your brand in some way. By targeting these visitors with personalized ads based on their behavior, you can improve engagement and increase the likelihood of conversion.

Build a Customer-Centric Marketing Culture

Building a customer-centric marketing culture is another important strategy that marketing managers can use to improve lead generation.

By prioritizing the needs and preferences of your customers, you can build trust, increase engagement, and improve the overall customer experience.

Direct mail marketing

Direct mail marketing is still very effective. It offers a tangible and personalized experience that can’t be replicated by digital channels alone.

Companies with quality mailing databases, mid to high-priced products, and segmented audiences may experience better response rates and ROI with direct mail marketing compared to email marketing.

Example of a direct mail piece with a personalized video and a QR

You can also mix this offline marketing strategy with a digital one. For example, you can use QR codes leading to a personalized landing page and a personalized video for every customer. This will catch their attention and help them take action sooner.

To increase the effectiveness of these campaigns, use localization in direct mail marketing.

Analyze and Optimize Your Results

Finally, it’s essential to analyze and optimize your lead generation results continually. By tracking key metrics, such as conversion rates and cost-per-lead, you can identify areas for improvement and refine your lead generation strategies over time.


Improving lead generation is a critical goal for marketing managers, and there are many strategies they can use to achieve this goal. By leveraging the power of personalized marketing, building a customer-centric culture, and focusing on long-term relationships, marketing managers can create a more effective and sustainable marketing strategy that drives growth and success for their organization.

Localization in direct mail marketingMarketing team discusses marketing metrics with marketing manager