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How to create a lead generation campaign that works.


What makes a successful lead generation campaign?

While there are no guarantees when humans are part of the equation, there are certain elements that go a long way to guaranteeing an impact and driving desired behaviours or actions.

As a digital strategist, I’m often asked, “What makes you think this will work?” “Are you sure we’ll hit our target?”

Read more: How to design a lead engine

Here’s a handy checklist that should help you craft a lead generation campaign that works:

  • Be clear about your audiences’ need – picture it, feel it, know it (don’t guess).
  • How are you going to fix it or address it?
  • Who are you talking to? Speak their language in their context – don’t ‘mimic’ it.
  • Take time to do research on the current state of your target industry. What other messages is your audience receiving?
  • Assess competitor positioning. How are you honestly different?
  • Have stakeholders agree what success looks like, framed with clear expectations and measures of success.
  • Create a simple workflow for your audience to follow – don’t over complicate.
  • Consider integrating several different tactics to cater for the time-poor.

Creating a logical stepped journey that feels natural will help your audience make decisions quicker.

That doesn’t mean making your communications devoid of emotion – in fact, empathy and emotion are the most powerful hooks we have as marketers.

Just make sure your message is easy to understand. This is also a measure of respect – you respect your audience’s time, so don’t waste it with waffle (particularly about how great you are).

Read more: 7 risks of poor data hygiene

Remember, this checklist applies to any channel.

The B2B lead playing field is fragmented and diverse. In-person events, social media, phone calls, emails, SEO, paid media… it can all work, and works together (a little like a multi-headed hydra).

Do your lead generation homework and you’ll come as close as you can to guaranteed results.


Andrew Haussegger

Andrew is the CEO and a co-founder of Green Hat. He is passionate about customer lifecycle marketing, sales/marketing alignment, and automated operational effectiveness. He developed the 3C3P strategic marketing methodology that has been adopted by many bluechip B2B brands, and is a co-author of the annual B2B Marketing Research report.