9 Lead Generation Channels to Focus on in 2024

Picking the right lead generation channel is one of the essential prerequisites for running successful lead generation campaigns.

However, given the wide range of online and offline lead generation strategies, finding the most efficient marketing channels to drive business growth takes a lot of work.

This is why, in this article, we'll explore the top 9 lead generation channels that businesses should focus on to:

Increase their reach.
Maximize lead acquisition.
Improve their conversion rates across levels.

The importance of multi-channel lead generation

Before we begin, it’s important to emphasize that sticking to a single lead gen channel is no longer enough, regardless of your industry and target audience.

The market has never been as competitive as today due to various factors - e.g., more businesses migrating online and competing for leads’ attention, potential customers becoming much pickier thanks to being able to research potential solutions independently, etc. - meaning it’s wise to cover as many relevant touchpoints as possible to achieve optimal reach and engagement.

Multichannel lead generation can help you overcome many of these challenges and efficiently cut through the noise thanks to several advantages it provides, including:

Diversifying the risk

You know the saying that you shouldn’t put all your eggs in one basket?

Well, the same goes for lead generation. Investing all your efforts and resources in a single channel can wreak havoc on your business if something unexpected happens in that particular avenue (e.g., your email automation tools stop working as intended, or your content doesn’t perform as expected).

Relying on multiple channels can help reduce the overall risk because if one channel fails, the others will keep going, helping you create a resilient and risk-proof strategy.

Increasing your reach and brand visibility

Using a single lead gen channel will limit your reach only to leads who can be reached via that channel and respond well to that particular strategy.

At the same time, all other potential customers will go to waste, as different leads have different preferences for consuming content and engaging with brands.

Some leads (particularly younger generations) may prefer to interact with your brand on social media via innovative, interactive content, whereas B2B leads, for example, might best respond to email campaigns.

Therefore, multichannel strategies can help you:

Reach the right target audience in the right place, increasing your chance of successful conversion.
Display your brand in front of your Total Addressable Market.

Improving brand engagement

Enabling your potential leads to come across your brand on various platforms helps establish your presence in their minds, making it more likely for them to consider your solution first when deciding to buy.

Moreover, by ensuring your messaging is tailored to each platform’s advantages, characteristics, and primary audience, you can build trust and credibility more easily, positioning your brand as an industry leader.

Boosting conversion rates

Finally, all these advantages combined result in the one outcome all businesses strive for - more conversions.

Covering various channels and engaging with potential leads in a way best suited to the platform and audience in question can make guiding prospects down the funnel faster and easier.

Successful multichannel lead generation campaign examples

If you need any extra proof of the efficiency of multichannel lead generation, it’s best to look at major brands, as they all use some variation of this approach.

Take Coca-Cola, for instance.

The company has successfully integrated digital marketing, traditional advertising, and experiential marketing to create a cohesive brand experience.

Their campaigns often span social media, TV, in-store promotions, and events, ensuring they reach consumers wherever they are.

Here’s a custom example of a multichannel lead gen campaign that you can implement today, using only your website and Warmly:

Add Warmly’s code snippet to your website and/or all the landing pages for which you want to track traffic.
Start capturing the companies and individuals visiting your website and getting detailed B2B and intent data on each so you can easily detect the hottest ones/those who best match your ICP.

3. Leverage Warmly’s AI Chat to get leads to engage with your brand by asking them contextual questions, offering valuable resources, answering their questions, etc.

4. Use Warmly’s Orchestrator to automatically add leads matching specified criteria (they visited a specific page, downloaded your whitepaper, etc.) to email and/or LinkedIn sequences to nurture and guide them further down the funnel.

5. Have sales reps use the insights Warmly unearthed on each lead to tailor their messaging and overall approach in meetings and calls to increase the chance of conversion.

By combining your website, LinkedIn and email outreach, and chatbot engagement to attract, engage, nurture, and delight leads, you’ll improve conversion rates throughout the sales funnel.

Expert tip for optimizing multichannel lead generation campaigns

To make the most of multichannel lead generation, there’s one thing you shouldn't neglect, and that’s the integration of online and offline channels into a single holistic strategy.

Although you might be tempted to rely on digital channels alone, as they can generally help you reach a global audience, offline channels can still find their place in optimized lead-gen campaigns for several reasons:

Not everyone can be reached via digital channels

As incredible as it may sound while you read this article from your computer or mobile device, approximately one-third of the global population doesn’t have internet access.

Moreover, older generations often don’t navigate the digital landscape as easily, meaning they can only be reached via offline tactics. And as they account for 1B+ of the global population, you may be missing out on a lot if you stick to digital alone.

You can create more resilient lead-generation campaigns

Imagine the worst possible scenario - the Internet just stops working, or we start experiencing power outages.

If you rely only on online channels, imagine the impact this could have on your business.

We don’t have to go that far, as even a small hiccup in the lead gen platforms you use could negatively affect your ability to generate leads.

Therefore, having offline channels as a safety net is always a good idea.

In-person contact can often tip the scales in your favor

Humans love to interact with each other, meaning that you can be much more convincing and successful in building trust and driving sales through in-person contact.

This is why hosting and attending industry-relevant events and even cold calling can significantly boost your success rates, enabling your leads to put a friendly face to the brand.

Most importantly, this is an offline lead generation approach that you can apply even if you are conducting SaaS lead generation. In contrast, some others (e.g., brick-and-mortar stores, direct mail, etc.) may be impossible or unsuitable.

And now, let’s get a closer look at the best lead generation channels to focus on to generate and convert more quality leads.

1. Organic traffic

Organic traffic is one of the first things to focus on when handling lead generation, as it can be a rich source of high-quality leads.

However, to ensure that you’ll drive quality traffic, there are a few things to take care of first:

Optimize your website for conversions - Your website needs to be created with your target audience in mind, meaning that the messaging and overall structure need to be tailored to your ICP’s needs, pain points, and expectations. Include a compelling value proposition and actionable and engaging CTAs, and ensure the website is easy to navigate.
Invest in Search Engine Optimization - SEO can help your website rank higher on SERPs, increasing brand visibility and the chance that you’ll attract qualified website traffic. SEO is a wide concept, but when it comes to website SEO, there are several areas to cover:
Technical SEO (loading speed, mobile optimization, etc.).
On-site SEO (ensuring that titles, meta titles, images, and overall structure align with current SEO requirements).
Keyword optimization (including keywords relevant to your product and target audience, making it easier for them to find you).

Backlinks and internal linking - Backlinks can help improve your domain rating and brand reputation, whereas internal linking also helps with better navigation.

However, even attracting hundreds of thousands of website visitors each month will not do much good if most of them remain casual onlookers.

You need to capture the actual leads among them, which can be done in several ways:

Leverage lead magnets - Offer valuable resources in exchange for leads’ contact information. The best-performing content usually includes templates, checklists, ebooks, etc.

Implement lead capture forms - You can hook leads to provide you with their information by having them submit lead gen forms with info such as email address, name, etc., to subscribe to a newsletter or get a discount, a chance to participate in a contest, and more.
Use website traffic tracking tools - Solutions like Warmly can identify website visitors and provide you with detailed data on each, including everything from basic contact info to B2B data (firmographics, technographics, etc.) and intent data that reveals their readiness to buy.

Pro tip: You can combine these lead acquisition methods for the best results.

Not all leads will submit forms or download lead magnets - a website visitor identification platform can ensure you’ve covered them as well.

2. Content marketing

Creating and distributing relevant, engaging, and valuable content is one of the most efficient lead generation channels that can be used by any business, regardless of their specific industry, target market, whether they’re B2B or B2C, etc.

When designing your content strategy, it’s important to note that understanding your audience's needs, pain points, and interests is the foundation of successful content marketing.

Delivering content that addresses these aspects can help you attract the right prospects and guide them toward conversion.

To ensure that your content will generate leads with maximum efficiency, focus on the following steps:

Research your audience - You have to get to know your audience and ICPs to understand what resonates the most with them, what challenges they’re facing, what problems they’re looking to solve, etc. Once you have an intimate knowledge of that, you’ll be able to create content that caters to their needs and preferences.
Make it educational and relevant - Content that addresses specific pain points or answers common questions is more likely to attract attention. For example, a blog post that offers actionable tips on solving a common industry problem can draw in leads searching for solutions, making this type of content perfect for the awareness and consideration stages of the funnel.
Be unique - Hyper-production of content means that lots of companies will be producing content similar to yours, making it more difficult to stand out. Aim to be original by using interactive content types (interactive demos, quizzes, assessments, etc.) or creating articles and other resources that bring value and stay true to your unique brand messaging.
Don’t forget SEO - Your content needs to follow SEO guidelines, just like your website. Include relevant keywords and make sure it’s well-structured.

There's no simple answer when it comes to the types of content you should leverage for lead generation. It all depends on your product, audience, and the resources you’re willing to allocate.

However, there are some best practices when it comes to choosing the type of content to produce.

For instance, expert resources such as whitepapers, case studies, and industry benchmark reports typically perform better with B2B leads who are more demanding and are led by reason and practicality more than by emotions.

Videos, quizzes, and customer testimonials that focus on compelling storytelling, on the other hand, usually resonate better with B2C leads.

Content such as blogs, simpler infographics, and even ebooks are equally useful for both lead types as they can provide relevant value to all.

Of course, these are not strict rules, meaning you’re free to choose whichever content type you prefer - and think your audience will respond the best to.

However, creating quality content is just half the battle, as you have to ensure it reaches the right audience.

In addition to leveraging SEO efforts and relying on organic traffic, you can distribute your content via email, social media, and more.

3. Podcasts

Podcasts have rapidly emerged as one of the best channels for lead generation, offering a unique way to connect with audiences through engaging, long-form content.

‎Namely, not everyone enjoys reading lengthy articles, and podcasts have popped up as a nice way to overcome that challenge, providing education and entertainment simultaneously.

Podcasts are a useful lead generation channel for several reasons, including:

Building trust and authority - Similarly to blogs and other relevant content types, podcasts let you establish authority and thought leadership within your industry by sharing insights, discussing trends, and offering valuable advice.
Engaging leads - Podcasts' audio format allows for deeper engagement compared to other content types. Listeners often consume podcasts while commuting, exercising, or working, enabling them to engage with your brand while doing other things.
Amplifying reach through guest appearances - Hosting interesting experts not only adds value to your content but also expands your reach. When guests share their episode with their own audience, it introduces your brand to new potential leads who might not have discovered you otherwise.
Promoting brand loyalty - If you produce an engaging and educational podcast, chances are you’ll build a loyal audience of listeners who will, in turn, be more likely to turn to your brand when they need a product or service you offer instead of going to your direct competitors.

To effectively use podcasts for capturing leads, you could either use gated content (e.g., offer additional resources relevant to a specific topic, such as a checklist) or leverage podcast notes where you add links to landing pages, downloadable resources, or special offers.

So, should you start a podcast to generate more leads?

While podcasts have a significant lead generation potential, their actual efficiency depends on a variety of factors, such as:

Your industry and offering - Unless you can find enough relevant topics and industry experts to host, it’s better not to embark on this journey at all.
Your target audience - Market research is key here as well, as you have to determine whether your audience would consume podcasts in the first place.

4. Paid advertising

Paid ads are one of the most commonly used lead generation channels that enable you to display your brand to highly targeted audiences.

However, since PPC advertising involves competing for relevant keywords and paying for each click, it can quickly lead to overspending unless you’ve optimized your PPC campaigns by:

Doing extensive keyword research - Identify the search terms your target audience is using to find products or services like yours and bid on those keywords. Focus on a mix of high-intent keywords (e.g., “buy,” “compare,” etc.) and broader terms that can attract leads earlier in the buying process.
Crafting compelling ad copy and CTAs - Ensure that your ad copy is concise, persuasive, and directly addresses your target audience's needs or pain points. Highlight your unique selling points and include a strong CTA encouraging users to click.
Optimizing the associated landing pages - Create landing pages relevant to the ad, ensure they load quickly, and have a clear, easy-to-follow structure.
Using retargeting campaigns - Retargeting lets you re-engage users who have previously interacted with your website or ads but didn’t convert. By serving tailored ads to these prospects as they browse other sites or social media platforms, you can keep your brand top-of-mind and encourage them to return and complete their purchase.

5. Email campaigns

No lead generation channel list would be complete without email marketing, as emails remain one of the most widely used strategies for attracting and nurturing leads.

Leveraging email enables you to create more personal relationships with leads, as direct and personalized contact can significantly boost your success rates regarding building trust and rapport.

However, because everyone’s using email for lead generation, it’s expected that your leads’ inboxes will be overcrowded, meaning you’ll have to walk the extra mile to hook them in.

This includes paying attention to:

Personalization from top to bottom, as no one will bother even opening, and much less reading a generic email.
Having attention-grabbing subject lines and introductions, as you have only a few seconds to compel leads to actually give you a chance.
Including relevant CTAs, as there’s no point in sending emails just for the sake of it. You’re aiming to urge leads to take an action that drives them down the sales funnel, so make sure you use the right CTA for their stage, email context, etc.

Pro tip: When running email campaigns on scale, it would be wise to use automation tools to help you reach more leads in less time.

Modern sales tools are often AI-powered, enabling them to take personalization one step further and ensuring that your leads feel valued and appreciated.

6. Social media channels

Nowadays, almost everyone is on social media, which makes it the ideal lead-generation channel for all kinds of businesses.

Platforms like LinkedIn, X, Instagram, TikTok, and others are great sources of relevant leads, provided you know how to harness their potential.

Just having a profile won’t do you much good if you don’t use social networks as intended - to communicate and engage with other users.

In this case, the users in question include potential customers, meaning you have to design a social media outreach platform according to your target audience.

Regardless, there are some things you can do to increase your chances of generating more leads, including:

Creating a compelling and informative profile that shows leads everything they need to know about your brand and offering.
Sharing valuable content, such as articles, links to blogs, checklists, infographics, your views on industry trends, etc.

Running contests and giveaways to boost engagement and popularity.
Engaging with leads regularly by commenting on their posts, replying to their comments, joining groups, participating in discussions, etc.

7. Webinars

Webinars have become another great lead generation channel. They can help you identify and capture qualified leads, position yourself as an industry leader, and engage leads more actively.

The best part about them is that they are hosted online, meaning you can easily reach audiences across continents without significant expenses.

To ensure that they successfully attract qualified leads, choose a compelling topic that resonates with your target audience and present it in an engaging way.

Moreover, to drive active participation, you can include live polls, Q&A sessions, and chat features, encouraging leads to ask questions, give their views on a specific topic, or share personal experiences and best practices.

By including your leads in your presentation, you’ll gain a closer look at their needs, pain points, and expectations while building rapport.

Finally, webinars are a sort of evergreen content, as you can use recordings of prior events to generate new leads over time. Make them available on demand, asking viewers to provide their email addresses to access them.

8. Conferences and trade shows

In-person events like conferences and trade shows can help you build lasting relationships faster and more easily than by relying on online methods alone.

Attending industry-relevant events provides you with a wonderful opportunity to showcase your brand and product while staying in complete control over your brand image and the way potential leads interact with you.

This is why you should ensure that your booth or exhibit is compelling and engaging enough to give leads all the information they may need on your product.

You can even consider incorporating multimedia displays, product demonstrations, or interactive elements that encourage participation.

The more engaging your booth, the more likely attendees are to stop by and engage with your team, increasing your chances of capturing qualified leads.

9. Cold calling

Cold calling is one of the oldest lead generation channels that remains in use to this day.

In fact, it’s probably the most widely used offline channel for generating leads in both B2B and B2C.

Similarly to in-person events, it allows for direct engagement and interaction with potential leads, making it more personal than email campaigns.

Additionally, cold calling enables you to get immediate feedback, meaning you’ll know on the spot how well your approach is working, letting you improvise and adjust your offering on the go.

Cold calling can be used at various funnel stages, from building product awareness to following up on a previous interaction or closing a deal, making them one of the more versatile lead generation channels.

For best results, you should carefully prepare for each call - having sales call templates and scenarios crafted beforehand is a solid practice to adopt.

Come equipped with all the relevant product info and lead data you can get your hands on to ensure you’ll overcome objections and be as convincing as possible.

Create a powerful multichannel lead generation strategy today

Ultimately, you’re the only one who can tell which of these channels fits the best with your overall approach, audience, and product offering.

You can combine them any way you want, just make sure to cover all the channels where your target audience primarily lives.

The one aspect you should never neglect, though, is your website.

It’s the one piece of the puzzle you already have, so you should ensure you use its lead generation potential to the fullest—and Warmly can help with that.

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