Lead generation examples that beat expectations

Leading the way: Frost and Sullivan

Frost and Sullivan, a consultancy business, blended in with the crowd. They needed to revitalize their content to convert more leads.

How they turned it around

A lead generation campaign that included a myriad of interactive newsletters that catered to different audience industries. They captured leads and gathered data on audience interests to shape their future content and campaigns.

Redesigned and dynamic research reports built brand awareness and gave them better analytics to move forward with qualified leads.

Why it worked

Their diversified lead magnet content went from looking generically corporate, to stand-out, standout, unmissable, and un-put-downable.

Impressive stats

• 60% increase in global lead generation
• 54% higher CTR
• 11% increase in open rates
• One report had over 4700 reads and generated 900 sign-ups. Woah

Finding face-to-face alternatives with Informa Connect

When events – their main source of lead generation – became impossible in a pandemic, Informa Connect got creative fast.

How they turned it around

They created sponsored interactive ebooks, instead of events. Brand packages for third parties to sponsor the ebook were pulled together. They ranged from:

Buying an interactive ad space and getting 50 leads to buying interactive ad space, thought leadership articles and getting 100+ leads.

Embedded lead capture forms in their digital magazines and integrated with their form provider

Why it worked

They delivered content in a new format. They were also quick. Quick to market and quick to turn around the content, using Turtl’s editing software. The gated content also got more sign-ups than a  standard lead capture form.

Impressive stats

• Doubled the number of leads from similar content
• Generated $55k in revenue

Reinvigorating readership with Guidant Global

This talent management and recruitment specialist needed to turn reads into leads.

How they turned it around

Moved from static, lifeless PDF content to interactive, immersive Turtl docs. Sped up content production to meet their audience needs and market shifts.

Gated hero content to encourage sign-ups.

Analyzed how audiences interacted with their content. This led to better sales conversations.

Why it worked

When they revisited their B2B content marketing strategy, Guidant Global realized PDFs weren’t good for their lead generation campaign objectives. Their new content got more interest, created more intrigue and was relevant in the moment – thanks to their super quick turnaround.

Impressive stats

• 1 in 5 readers signed up
• Leads had an 8+ minute average read time

Inbound lead gen content led to a 62% increase for IR Magazine

IR Magazine’s lead generation campaigns weren’t taking off. So they said CYA to PDFs.

How they turned it around

Moved to a digital magazine format and increased their content to cover:

Quarterly magazine
Research reports
Event follow-ups
Sales materials
Product guides
Media packs

Embedded lead capture forms in their digital magazines and integrated with their form provider

Why it worked

The magazine used to embed magazine issues as PDFs on its website using a specific PDF viewer. Integrating lead capture forms was fiddly at best. Converting to a digital magazine format kept their new content sparkly and their lead capture forms in one place. And it increased their submissions.

Impressive stats

• Average read time increased to 5m 36s
• 62% increase in submissions. Boom

1 in 3 conversions with Kantar Media

After 8 years, the lead generation from Kantar’s Brand Footprint report had stalled. It needed a glow-up.

How they turned it around

Moved from PDF to digital

Gated chapters so readers could get a sneak peek of the content – and sign up for full access.

Why it worked

With the content chunked up into chapters instead of one long PDF, readers could scan through the report and choose the areas that interested them. Data gave Kantar full sight of which content was popular and what they could tweak or improve. Serving a sneak peek of chapters proved to be the winning strategy to increase sign-ups – their content was too enticing.

Impressive stats

• 1 in 3 readers signed up
• 440 engagements with interactive features

Direct ROI from social for Mind

Mind struggled to get businesses to take part in their Workplace Wellbeing Index. They needed sign-ups. And to get sign-ups, they had to cut through a hefty amount of Twitter and LinkedIn noise.

How they turned it around

Created a digital resource asking people to sign up as potential participants
Optimized the content for sharing over social
Added sign-up forms mid-document
Added subscribers to their direct mailing (DM) list

Why it worked

This lead generation campaign had a solid follow-up. From signing up to the DM list, Mind had the data it needed to promote its Workplace Wellbeing Index. The mid-document sign-up form worked perfectly. Their data told them interest was highest in the middle of the document – so it was strategically positioned to drive the most leads.

Impressive stats

• Their Mentally Healthy Workplace resource generated 147 new subscribers

Telenet’s 88% conversion rate

When a new target market suddenly emerged, Telenet needed to act quickly to capitalize on generating leads and building trust.

How they turned it around

They implemented a segmentation strategy featuring content that included data-driven personalization. Get this – their lead magnet asked readers’ preferences at the very start and the content was generated from their responses. Immediate personalization. It could then iterate based on what the readers then engaged with most.

They also used eBooks as a lead magnet in email campaigns with a CTA to book a meeting.

Why it worked

Data, data, and more data. They recorded and analyzed every reader interaction. They made sure that the next touchpoint was even more timely and relevant than the last for their potential customers.

Impressive stats

• 88% conversion rate
• 11% bounce rate
• 4m average read time
• 1400 leads generated in 60 days

567% more MQLs for Redstor

Redstor’s lead magnets were only bringing in 30-40 MQLs a month. But their new CMO had a few tricks up his sleeve.

How they turned it around

Moved all content production to Turtl so their content was more interactive, easier to read, and improved engagement.
Automated personalized content for their account-based marketing (ABM) program.
Made all content digital-first.
Centralized all their sales collateral using Turtl.

Why it worked

Content was more relevant to their customers because of interactivity and personalization. As well as that,  their sales team could follow up with leads more effectively and with better brand consistency with all their content in one place.

Impressive stats

• 567% increase in MQLs vs their previous PDF content

You’ve read the examples. You’re armed with all the lead gen knowledge you need.

Why not experience the magic of creating lead magnets in Turtl for yourself?  We’ve got templates to get you started quickly, or you can start with a blank canvas. The first step is to talk to our team.

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