How to Generate Leads: 7 Proven Strategies to Grow Your Business

8 min read
How to Generate Leads: 7 Strategies to Grow Your Business

Building a new business is a lot like setting sail on uncharted waters. As you navigate the vast sea of opportunity before you, one factor will determine the success of your voyage more than almost any other — your ability to generate leads

In this guide, we’ll explore how to get leads for your business and share some practical lead prospecting tips to help you steer your businesses toward unprecedented growth. Let’s get started.

What Is A Lead?

Sales leads are prospective customers who have demonstrated interest in your product or service by expressing willingness to engage further. This interest is typically indicated by actions such as filling out a form, subscribing to a newsletter, or downloading a resource from your website.

As an entrepreneur, understanding the value of your leads is crucial for several reasons:

5 Types of Leads

A business’s total pool of leads is often broken down into categories based on a variety of relevant factors. Here are some of the most common types of leads:

1. Cold Leads

Cold leads are individuals who have shown no prior interest in your product or service. Generating interest from this pool of potential customers involves reaching out through methods like cold calling, cold email outreach, or social media advertising. While cold leads may initially seem less promising, a well-crafted strategy can warm them up over time.

2. Warm Leads

Warm leads are prospects who have engaged with your brand to some extent but haven't fully committed. For example, this engagement could be through social media interactions or engaging with content on your website. Nurturing warm leads with targeted communication and personalized content can move them closer to conversion.

3. Inbound Leads

Inbound leads are individuals who have proactively sought out information about your product or service. Connecting with inbound leads often goes hand-in-hand with your business’s content marketing efforts, where you create valuable content to attract interested customers who want to learn more. By leveraging techniques like SEO blogging, landing page optimization, and social media content creation, you can capture the attention of individuals who are actively searching for solutions like yours.

4. Referral Leads

Referral leads come from recommendations made by existing customers or partners. Word of mouth is a powerful tool for attracting qualified prospects. You can encourage referrals by implementing referral programs and actively seeking customer feedback.

5. Qualified Leads

Qualified leads are potential customers who meet specific criteria set by your business for being highly likely to convert. These criteria may include demographics, behavior, engagement level, and more. By focusing on qualified leads, you can allocate your business’s resources more efficiently and increase your conversion rate.

How to Generate Leads: 7 Strategies to Grow Your Business

Now, let’s take a look at seven tried and true methods for generating leads. Incorporating these lead generation strategies will help you create a robust foundation for sustained business growth:

1. Networking

Networking is the beating heart of business growth. Attend industry events and leverage online platforms where you can connect with potential leads. When you’re networking, engage authentically by sharing insights and actively participating in discussions. The relationships you forge through your networking efforts can lead to valuable partnerships and a steady stream of qualified leads.

2. Customer Care Calls

Don't underestimate the power of a personal touch. You can strengthen customer relationships by initiating care calls to gather feedback and address concerns. These calls serve a dual purpose — ensuring customer satisfaction and identifying opportunities for upselling or cross-selling. Additionally, remember that a satisfied customer is not just a repeat customer but a potential advocate who can refer others to your business.

3. Lead Nurturing

Lead nurturing is the art of guiding prospects through the buyer's journey. Use tactics like automated email sequences, targeted content, and personalized communication to keep your brand at the forefront of potential customers’ minds. Strive to understand the needs of your leads and proactively provide them with the information and support necessary for them to make informed decisions. Consistent and thoughtful lead nurturing builds trust in your business and increases the likelihood of conversions.

4. Referrals

Happy customers are your best marketing allies. Encourage satisfied clients to refer others to your business by implementing a referral program that offers incentives, discounts, or exclusive access to resources in exchange for successful referrals. This not only expands your customer base but also helps to bring in leads with higher likelihoods of conversion.

5. Email marketing

Email marketing remains a powerhouse in lead generation. Build a segmented email list and craft compelling, personalized content that shares valuable insights, exclusive offers, and informative updates about your products or services. A well-executed email marketing strategy not only attracts new leads but also nurtures existing ones, fostering long-term loyalty.

6. Discounts and coupons

Everyone loves a good deal. Implementing strategic discounts and coupons can be a powerful incentive for lead generation. Use limited-time offers or exclusive discounts for first-time customers to not only attract new leads but also create a sense of urgency, compelling prospects to take the next step in their customer journey.

7. Content

Content is the cornerstone of online visibility and lead generation. Create valuable, relevant, and shareable content that resonates with your target audience. Blog posts, ebooks, webinars, and infographics are all effective tools to showcase your expertise and establish your brand as a thought leader. Quality content not only attracts leads but also positions your business as a go-to resource in your industry.

How to Qualify Leads

Qualifying business leads is the process of determining which ones are most likely to become highly valuable customers. Qualifying your leads enables you to direct the bulk of your efforts toward the prospects with the highest potential for conversion and the highest potential lifetime values.

Let's explore five key tips that will empower you to distinguish your best prospects from less valuable ones:

1. Build an Ideal Customer Profile (ICP)

Successful lead qualification begins with a comprehensive understanding of your ideal customer. Develop an ideal customer profile (ICP) by analyzing demographic information such as age, location, industry, and company size. This profile should mirror the characteristics of your most satisfied customers. By aligning your prospects with this profile, you can improve the likelihood of engaging leads who are predisposed to find value in your products or services.

2. Determine Budget Availability and Decision-Making Authority

Time is a precious commodity in business, and understanding a lead's budget constraints and decision-making authority is crucial for efficient qualification. During your interactions, inquire about the lead's financial capacity and the hierarchy of decision-making within their organization. This information will enable you to prioritize leads who not only have the financial means to engage with your offerings but also possess the authority required to actually make (or heavily influence) a final purchase decision.

3. Understand Needs and Pain Points

Effective lead qualification also requires an understanding of the needs and pain points of your prospects. Engage in meaningful conversations to uncover the challenges prospects face and the solutions they seek. By understanding their pain points, you can better position your products or services as the tailored solutions they’re looking for. This level of insight not only aids in qualification but also lays the groundwork for a more personalized and compelling sales approach.

4. Consider the Timeline to Make a Purchase

Timing is everything in sales and marketing. One of the most important steps for qualifying leads involves assessing their timeline for making a purchase. Some leads may be ready to make a decision swiftly, while others might require a more extended nurturing period. By gauging their readiness to commit, you can prioritize leads based on their timeline and ensure that your sales efforts are aligned with their decision-making processes.

5. Prioritize Referrals and Recommendations

Leads that come through referrals and recommendations often carry a higher level of trust and credibility. Find out how each lead discovered your business and whether they were recommended by a satisfied customer or a trusted industry connection. Such leads are usually predisposed to be more receptive to your offerings, making them prime candidates for prioritized attention during the lead nurturing process.

Boost Lead Generation with Expert Advice

As you work on building and refining your sales lead generation strategy, remember that entrepreneurship is a dynamic journey. The tips we’ve shared here will only lay the groundwork for success. Seeking out further advice and guidance from seasoned business experts is the best way to propel your entrepreneurial journey forward.

You can get feedback on your lead generation plan that’s tailored specifically to your situation from experts like these. Explore our full list of sales mentors to find the perfect fit for your business.

Get 1:1 advice from Sales Expert

Daniel A. Chen

Daniel A. Chen

Head of BD - Brightside
Wharton MBA

Simple Things

Daniel Chen is the Head of Business Development at Brightside, a financial care solution that helps working families improve their financial health. He started his career as a Senior Auditor at KPMG Canada, then moved on to work as an Assistant Controller at eBay before embarking on his entrepreneurial journey with Lightside Games and Levanto Financial. Prior to joining Brightside, Daniel served as Quicken's Head of Business Development, where he oversaw partnerships and launched new businesses. In addition to this, he has an MBA from Wharton Business School and is a certified public accountant.

Wharton MBA
See pricing & availability
Michael Litt

Michael Litt

Co-Founder & CEO - Vidyard
GTM & Generative AI Expert

Y Combinator

Michael Litt has established a notable presence in the business world as a Founder, CEO, and Investor. He successfully raised $85 million in funding for Vidyard while leading a team with over 300 members. His dedication to Go-to-Market (GTM) strategies and sales technology is reflected in the numerous Generative AI products developed at Vidyard. In addition to his role at Vidyard, Michael also serves as an investor at Garage Capital, a firm that has backed more than 150 companies, with 12 of them achieving valuations surpassing $1 billion.

CEO Vidyard
Raised $85M
Partner Garage Capital
Y Combinator
Angel Investor
See pricing & availability
Robin Daniels

Robin Daniels

CMO - WeWork Matterport
Growth and GTM Expert


Robin is a three-time CMO with more than 20 years of experience in marketing and growth leadership roles at companies like Salesforce, Box, LinkedIn, Matterport, and WeWork. He's done 3 IPOs, several acquisitions, and led companies through hyper-growth to become household names. Robin now works as an advisor, speaker, and motivator to fast-growth companies around the world.

Took 3 companies public
See pricing & availability