The Smart Guide To Lead Generation [Ebook]

Smart Guide To Lead Generation By Hubspot

Generating leads – both high in quantity and quality – is a marketer’s most important objective. A successful lead generation engine is what keeps the funnel full of sales prospects while you sleep. Surprisingly, only 1 in 10 marketers feel their lead generation campaigns are effective. So, what gives?

There can be a lot of moving parts in any lead generation campaign and often times it’s difficult to know which parts need fine tuning. In this guide, we expose the top 30 techniques marketers should utilize to increase leads and revenue. These tactics have been tested over the past 7 years and have been used by 8,000+ Hubspot customers to generate more than 9.8 million leads.

The Mechanics of Lead Generation

From a tactical perspective, a marketer needs four crucial elements to make inbound lead generation happen. These include:

The Mechanics of Lead Generation

The tips in this ebook will cover each of these elements so that each component is fully optimized to help you generate the most leads for your business. This preview; however, will give you one tip from each section. Yea, we know, we are one big lead gen tease.

To give you a taste of what’s in the ebook, we’ll give you a preview to 4 of the lead gen ideas, 1 from each section. You’ll want to download The Smart Guide To Lead Generation to get all 30 in full-length though.

1. Creating Irresistible Offers

Creating Irresistible Offers

Focus on Creating An Amazing Title

Brian Halligan, HubSpot CEO and Co-founder, once said that “you can have a great offer with a bad title and no one will download it. But if you have an amazing title, suddenly everyone wants it.” Yes – people do judge a book by it’s cover. If your offer is a piece of content, such as a whitepaper, ebook, or presentation, put effort into creating an amazing title.

2. Calls-to-Action That Rock

calls to action that rock

Thank You Pages Are Great CTA Real Estate

Even if someone completes a form on your website (thus they’ve converted as a lead), don’t stop there. increasing engagement is also a top priority for marketers so that prospects turn into loyal fans. Once someone reaches a “thank you page,” the page that a visitor arrives on after completing a form, use that space as an opportunity to promote more offers and content.

3. Landing Pages That Convert

landing pages that convert

More Landing Pages Equal More Leads

According to a recent marketing benchmarks report, companies see a 55% increase in leads by increasing landing pages from 10 to 15. The more content, offers, and landing pages you create, more opportunities to generate more leads for your business.

4. Optimized Forms

optimized forms

Make the Form Appear Shorter

Sometimes people won’t fill out a form just because it “looks” long and time-consuming. If your form requires a lot of fields, try to make the form look shorter by adjusting the styling. Reduce the spacing in between fields or align the titles to the left of each field instead of above it so that the form appears shorter. If the form covers less space on the page, it may seem as if you’re asking for less.

That’s a little teaser of what’s inside The Smart Guide To Lead Generation — Now, go get all 30 full-length lead generation tips, it’s 42 pages and packed with actionable ideas.

— Jessica Meher

About Jessica Meher
Jessica is Head of Enterprise Marketing at HubSpot and author number of marketing eBooks, with more than 215 thousand downloads. Jessica is responsible for helping HubSpot generate over 60 thousand leads per month and for teaching businesses how to build effective online marketing strategies. Jessica's work at HubSpot has been featured in The Atlantic & on the Today Show. You can reach her @jessicameher or on LinkedIn.
» More blog posts by Jessica Meher


  1. Nile Lars

    Hi Jessica,

    First of all I would like to say Thank you for such a valuable book. I had came across many business owners, who have complaint that they have good amount of traffic but very few conversion or contact us form has been filled to get job rather than getting business leads.

    You had really shared important points to increase quality leads. Especially for email marketing. For email marketing, owners do have email addresses but they don’t find the right addresses to start their campaigns.

    I hope I can try to implement your suggested tactics for email marketing.

  2. Ben

    I ended up not downloading the ebook due to #4. I also knew it wasn’t an Unbounce form right away since they never ask for that much information up front.

  3. Don Downs

    I was going to download as well until I went to get it. Wow, too much information required. I am sure it is great info. Maybe I’ll reconsider and come back a a later date. I am sure it is filled with good tips and strategies.

  4. Inno

    Many good information in this post and great Ebook, not finnished but seems very useful.

    Thank you


    Fantastic article, thanks for sharing. Traffic is king and conversion is queen as they say. Everyone should put a lot of focus on testing what works vs. what doesn’t the numbers will never lie.

  6. GTU Result

    Hi thanks for sharing info. Want to know that is there any video tutorial for the same ? I mean it makes easy to learn via video tuts because generating leads is not an easy topic. The result of implementing any thing takes time.

  7. Saurabh Khetrapal

    You’d be amazed at how much of an impact changing the lead form can have. Sometimes the difference of one or two lines makes a huge change. That’s why you have to be willing to test, test, test!

  8. Randall Magwood

    Jessica thanks for the great ebook. I have to ask though, because I know Hubspot does alot of paid advertising… do you guys have an aggressive free marketing strategy too?

  9. used autoparts online

    Thanks for the info. It helped me a lot…… :)

  10. Ritch Crosby

    The ebook was awesome, many thanks..