The generation game: How to win at inbound lead generation

What is inbound lead generation?

Inbound lead generation is a customer-centric marketing strategy that attracts potential customers to a brand with content and engaging experiences. It focuses on building trust and relationships to convert prospects into leads.

How does inbound compare to outbound lead generation?

Outbound lead generation is the traditional approach, where businesses reach out to potential customers directly – typically through cold calling, cold emailing, and direct mail.

Inbound lead gen relies on drawing interested prospects towards the business and gives prospects control and choice of the content they consume.

Outbound methods can be effective: think advertising, trade shows, and email marketing. Generally, outbound is less targeted and more expensive than inbound marketing strategies.

Cold calling is simply far too intrusive. Who needs that kind of interruption, when you can research your next purchase from the palm of your hand?

The evolution of inbound lead generation

The digital age has spawned bigger and better ways for marketers and sales pros to generate leads, and the growth of inbound lead generation has flicked a switch.

Content marketing and SEO came first, teaching us to focus on creating valuable content to attract leads.

Today you can attract leads through social media, email marketing, pop-ups and chatbots. Next, you can automate some seriously convenient email nurture programs.

An increasing emphasis on personalization, user experience and data analytics has refined inbound lead management into content experiences served as smoothly as a five-star supper.

AI-driven chatbots, interactive content and advanced CRM systems enable laser-targeted and deeply personalized lead generation. By enhancing customer journeys with better content at convenient touchpoints, you’re going to drive higher conversion rates. Here’s exactly why interactive content is king.

Marketers now have the ideas, tools and platforms to create a conveyor-belt system of engaged leads, primed and ready for sales professionals to start a direct conversation with.

Inbound lead generation works. It focuses on providing value, building relationships - and meeting customers where they are.

Here's how.

Relevant and valuable
Inbound strategies focus on creating valuable, relevant content that addresses the needs, problems and interests of a target audience. By providing helpful information, businesses build trust and credibility, making prospects more likely to engage with the brand.

Customer-centric all the way
Inbound lead gen revolves around the customer’s journey and preferences. By understanding the buyer persona and tailoring content to match their needs, businesses can attract the right audience and increase the chances of conversion.

Permission-based marketing
Unlike outbound methods, inbound strategies rely on permission-based marketing. Customers willingly opt-in to receive information, making them a more positive and receptive audience.

Relationships for the long-term
Inbound lead gen builds lasting relationships with prospects. It focuses on nurturing leads through the buyer’s journey, providing continuous value – and staying engaged with potential customers. This increases the likelihood of converting people into loyal clients.

Much more cost-effective
While inbound lead gen needs an initial investment in content creation and marketing efforts, it proves more cost-effective in the long run. Once established, valuable content continues to attract leads organically, reducing the need for ongoing outbound marketing expenditure.

Adapts to changing consumer behavior
Inbound strategies align with the way modern consumers research and make buying decisions. With the rise of digital, customers actively seek information and solutions online, making inbound methods more relevant and influential.

Is inbound replacing outbound lead generation for marketers?

A GIF of a magnet sucking up people

Not quite, both have their own merits. In the B2B sales process, in-person outreach and direct communication are essential for closing deals. In reality, the most successful marketing strategies often involve a combination of inbound and outbound tactics.

Let’s face it, large accounts need a bit of silver service from time to time – you shouldn’t automate your most important business relationships.

Is there a crossover between inbound lead generation and marketing-led and product-led strategies?

Inbound lead generation often intersects with product-led and marketing-led techniques. Try mixing them up to gain holistic working methods that better fit your goals. Let’s look at where they crossover.

Product-led inbound marketing

Product-led growth marketing places the product as the North Star, driving acquisition, activation and retention. Inbound lead generation is its perfect partner, using content marketing, SEO and thought-provoking resources to attract users actively searching for connected content.

Answers to problems, guides and how-tos, ebooks and thought leadership all work as product-led inbound content. By providing content that high-intent prospects need, businesses can demonstrate the value of their product and encourage self-driven exploration.

Marketing-led inbound strategies

Inbound lead generation is a marketing-led technique that puts marketing at the center of driving customer acquisition and engagement.

While inbound strategies focus on attracting prospects with valuable content, marketing-led approaches might also involve outbound techniques. Think billboards, adverts, and promotions to amplify reach, support campaigns and get in front of a wider audience.

Content marketing and product education

What inbound lead generation and product-led marketing have in common, is their reliance on content marketing and product education. Inbound content marketing is the backbone of inbound lead generation, as it provides valuable information to prospects.

In product-led approaches, the product’s value and use can be communicated through educational content, product demonstrations, and the cool kid on the block: user-generated content.

User-centric approach. All three techniques share a user-first approach – or, a shared awareness of content design. Inbound lead generation tailors content to address user pain points, with the goal of reaching people with the right content, at the right time. Product-led marketing prioritizes seamless online experiences to get you subscribed and sharing – quickly.

Data-led optimization. All benefit from the inarguable quality of data. By tracking user behavior, engagement metrics and conversion rates, businesses can map and refine content. Ultimately, data gives marketers the ability to directly improve customer acquisition and retention.

Lead nurturing, onboarding, and delighting. Inbound lead gen often involves lead nurturing through email marketing and automation. Similarly, product-led techniques focus on onboarding and guiding users through product features and benefits.

Once people are using your product, you want to keep them at it, help them see its value, and then turn them into a fan. A well-planned experience nurtures leads from their first interaction with the brand, through their journey to becoming active users and loyal, happy customers.

B2B and B2C lead generation - similarities and differences

Lead generation is a critical process for both business-to-business (B2B) and business-to-consumer (B2C) companies, as it forms the foundation for acquiring new customers and driving business growth.

While the ultimate goal of attracting and converting leads remains the same, there are significant similarities and differences in the approaches used by B2B and B2C businesses.

Here’s how they’re similar.

Target audience identification
Everything starts with your customer, always. (So how will you get to know them?)

Multichannel marketing
B2B and B2C businesses use websites, social media platforms, email marketing, content marketing, SEO and online advertising. Both recognize the importance of having a strong online presence.

Content marketing
Both use relevant, valuable content to attract, educate and nurture leads throughout the buying journey.

Lead nurturing
B2B and B2C use email marketing and other strategies to stay linked with leads, build trust and convert them into customers.

Measurement and analytics
Using analytics and metrics, both business types monitor campaign performance, track lead conversion rates and continuously optimize their strategies.

And here’s how they’re different.

Sales cycle length
The length of the sales cycle. B2B sales cycles are longer and more complex, involving multiple decision-makers and a more thorough evaluation process. B2C sales cycles are shorter and focus more on impulse purchases.

Target audience size
B2B businesses typically target a smaller and more niche audience compared to B2C companies, which usually have a broader and more extensive consumer base. B2B lead generation focuses on reaching key decision-makers in specific organizations. B2C lead generation aims to attract a large pool of consumers.

Purchase decision factors
B2B buyers prioritize cost-effectiveness, return on investment (ROI) and long-term value. B2C consumers are influenced by emotional triggers, brand affinity and personal preferences.

Personalization and relationship building
B2B and B2C lead generation value personalization, but B2B lead gen often emphasizes building strong and lasting relationships with potential clients. Personalized content, tailored offers and one-on-one interactions play a crucial role in nurturing B2B leads through the sales cycle. B2C lead gen may focus more on mass personalization, reaching a broader audience with personalized messages but on a larger scale.

Purchase frequency
B2B purchases are typically less frequent and involve higher-value transactions, such as enterprise software or industrial equipment. B2C purchases are more frequent and usually involve lower-value consumer goods and services.

Long-form content is a big deal in B2B inbound lead generation

You’re going to need to create long-form content for B2B lead generation campaigns.

We’ve got a guide to help you do exactly that.

Cover of The Practical Guide to Long-form Lead Gen Content

The inbound lead generation process

To attract, capture, and convert potential customers/leads into future sales, businesses follow a series of steps.

At each stage of the lead magnet funnel, content is offered to help conversion happen. You can choose various content types, for different stages, topics and audiences.

Let’s look at how you typically get inbound leads

inbound lead generation process and steps


Identify your target audience and buyer personas

Remember: Sales, Marketing and Customer Success should be working together to build a clear picture of best-fit customers.

Attract prospects with content marketing

You’ll do well to also position the business as an authority in the industry – a thought leader.

Offer lead magnets and calls-to-action (CTAs)

Here’s how to make a lead magnet for high-intent leads and use engagement data to continuously improve your lead generation strategy.

It’s worth remembering that top-performing lead magnets are immediately attractive and engaging.

Frictionless forms

Make it as easy as possible for people to understand your offer, see your CTA, and fill out your lead capture form.

You can add a form at any point inside a Turtl Doc, with a soft or hard gate. Turtl’s native forms allow for name and email capture, but you are also able to use third-party forms if you’d prefer.

It’s easy to add a form at any point in a Turtl Doc. Just toggle the ‘sign-up shown’ button. To use a soft gate, choose ‘sign-up optional.’

Examples of an email capture form in Turtl

Lead nurturing and follow-up

Follow best-practice advice on lead nurturing and find out what a good email open rate looks like.

Scoring and qualification

The point of lead scoring is to centralize and communicate if a lead is ready to buy. We tweaked our lead scoring models and tailored them to speed up sales cycles.

Handoff to Sales

The more information you pass to Sales about each lead, the better they can prioritize, direct, and attend to opportunities.

Tracking and analytics

Data helps identify successful tactics, areas for improvement, and the overall ROI of lead generation efforts.

Turtl Analytics shows exactly how your content is performing.


Continuous optimization

The lead generation process is not static; it is an ongoing, iterative cycle. Businesses continuously optimize lead generation strategies based on insights gained from data analysis, customer feedback and market trends.

Inbound lead generation tools, types and ideas

Lead generation uses various techniques and tools to attract potential customers and convert them into leads. Here are some popular lead generation ideas and tools to try out.

Content Marketing

B2B content marketing involves creating and distributing valuable and relevant content to attract and engage the right audience.

Tools: Content management systems (CMS) like WordPress, Wix and SquareSpace allow you to manage, publish and edit content.

Use email marketing platforms such as Mailchimp or Constant Contact and social media management tools like Hootsuite or Buffer to promote your content.

Great content marketing lead gen campaigns hit the spot with your audience.

This lead-generation campaign was so successful, that other departments at KellyOCG begged to adopt it.

It ended up being the consulting group’s biggest lead-gen campaign to date.

Cover of KellyOCG ReWork lead generation report

For us, measuring the impact of marketing materials is as important as creating good content. This access to analytics is precisely why we use Turtl for our marketing materials. Powerful, engaging content marketing is all about personalization and relevance. The ability to figure out through data what is working with the viewers and driving more engagement plays a huge part in ensuring our content marketing strategy delivers a strong return on investment.

Social media marketing 

Social media helps to reach and engage your audience. Make sure to share valuable content, interact with followers, run social media ads and participate in discussions.

Tools: Buffer, Sprout Social and Hootsuite schedule posts, track engagement and measure the effectiveness of social media campaigns.

Email marketing

Email marketing sends targeted and personalized emails to prospects and leads. It’s an effective way to nurture leads and build lasting relationships.

Tools: Mailchimp, ConvertKit, Constant Contact and HubSpot help create and automate email campaigns, segment audiences and track performance.

For inspo, we’ve highlighted some of the best B2C and B2B email marketing examples we’ve seen recently.

Search Engine Optimization (SEO)

By optimizing content, businesses can attract organic traffic from potential customers searching for relevant keywords. Read our simple guide to SEO and soak up tips from experts on what to do. It includes the most common SEO mistakes people make.

Tools: SEMrush, Moz and Google Search Console provide insights on keyword rankings, competitor analysis and opportunities for improving website SEO. Here are nine free tools for SEO to get you up and running.

Webinars and events

Online and in-person events allow you to showcase expertise, provide valuable insights and interact with potential customers.

Tools: Zoom and GoToWebinar host virtual events, engage participants and capture lead information.

A magnet pulling people in

Lead magnets, forms and landing pages

Offer a great lead magnet as an ebook, template or guide to tempt people to share contact information. Next, drive traffic to its landing page using a simple form to capture leads. Whether you choose to gate content or not, there are different ways to approach gating to help decide what works best for your goals.

Tools: Unbounce, Leadpages and Instapage simplify the creation of attractive, conversion-focused landing pages.

Email capture forms

Place a form strategically near a compelling statistic, answers to questions, or social proof. 

Tools: You can add a soft or hard gated form at any stage of a Turtl Doc. Customize a native Turtl lead generation form, or embed one from your preferred app. 

Chatbots and live chat

Adding chatbots and live chat features to websites means you can engage with visitors in real-time, answer questions and capture more leads.

Tools: Intercom and Drift enable businesses to set up automated chatbots. Live chat tools such as LiveChat and facilitate real-time interactions with website visitors.

Referral programs

Encouraging existing customers to refer new leads is an effective way to snap up high-quality leads with a built-in trust factor.

Tools: ReferralCandy and Ambassador help set up and manage referral programs, track referrals and reward advocates.

Content upgrades

Offering additional content upgrades (e.g., bonus material, checklists) in blog posts or articles entices visitors to switch their email addresses for the premium content.

Tools: Email marketing platforms with automation capabilities make it easy to deliver content upgrades and capture leads automatically.

Interactive content

Interactive content such as quizzes, polls and assessments engage and encourage visitors to provide their information in exchange for personalized results. There;s no doubt

Tools: Create interactive surveys, polls and quizzes in Turtl and capture lead data. You can edit in real time to increase relevance and impact.

Exit-intent popups

These popups appear when a visitor is about to leave the website, offering them a compelling reason to stay – if they provide some information.

Tools: Website plugins like OptinMonster and Sumo create exit-intent popups with targeted offers to capture leads before they leave the site.

Social proof and testimonials

Display customer testimonials, reviews and case studies on websites to build trust while inviting visitors to become leads.

Tools: Trustpilot and Testimonial Hero collect and showcase customer feedback and testimonials.

As you can see, lead generation covers a diverse range of ideas and tools to attract, engage and convert potential customers into leads. There are also many software options to help drive successful lead generation. Let’s see what’s available.

Software and platforms that ace inbound lead generation

There are numerous software and lead generation platforms available, each offering unique features to help businesses attract, capture and convert. Here are some of the top software and platforms widely used for lead generation:

  • HubSpot: Inbound marketing and sales platform offers lead generation tools, including landing page builders, forms, email marketing and CRM. Businesses can create and manage personalized lead capture and nurturing campaigns.
  • Marketo: Marketing automation software platform that helps streamline and automate marketing efforts. Marketo offers tools and features designed to attract, engage and nurture leads, drive effective marketing campaigns and improve customer engagement.
  • Leadpages: Used by entrepreneurs, small businesses, and marketing professionals to build landing pages and forms, A/B test, capture leads, grow email lists and drive more conversions through landing page optimization.
  • Unbounce: Custom landing page builder with a drag-and-drop interface and A/B testing that integrates with various marketing tools.
  • OptinMonster: Lead generation software and optimization tool with a range of opt-in forms designed to encourage website visitors to subscribe or take specific actions.
  • Intercom: Customer messaging platform with live chat, chatbots and messaging features to engage with website visitors in real-time, capture leads and offer personalized assistance.
  • Drift: Conversational marketing platform with chatbots and live chat capabilities. Allows for real-time interactions, lead capture and lead qualification.
  • Mailchimp: Email marketing platform with lead generation tools such as signup forms, landing pages and automated, personalized email campaigns.
  • Turtl:  Content creation platform with interactive video, forms and surveys ideal for lead capture. Integrates with CRMs to help lead scoring and with third-party form builders for full flexibility. Turtl has an analytics dashboard that informs lead generation strategy and reader intent.
  • ConvertKit: Email marketing platform designed for content creators and bloggers. It offers lead capture forms, automation and segmentation features to nurture leads.
  • LinkedIn Sales Navigator: Identify, capture and connect with prospects based on specific criteria, facilitating personalized outreach and relationship-building.
  • Sumo: choice of lead generation tools, including email capture forms, pop-ups and social sharing buttons.

Tools that show intent signals further improve handover to Sales, lead qualification, and top-of-funnel content tweaking.

Content for inbound lead generation

A woman saying 'amazing content'

The best content for inbound lead generation is content that provides real value. Here are some types of content that excel in lead generation.

  • Ebooks and whitepapers. Comprehensive guides or research reports that offer in-depth insights and solutions to specific industry challenges.
  • Webinars and online events. Interactive sessions where experts share knowledge and engage with the audience, encouraging lead capture during registration.
  • Infographics. Visual representations of complex information that are easy to digest and shareable, driving traffic and potential leads.
  • Case studies. Real-life success stories showcasing how a product or service solved a problem for a customer.
  • Checklists and templates. Practical tools that simplify tasks and offer value to the audience.
  • Quizzes and assessments. Interactive content that engages users, offers personalized results and collects lead information.
  • Video content. Engaging and informative videos that showcase products, answer questions or provide valuable insights.
  • Blog posts and articles. Informative and relevant articles that position the brand as an authority in the industry.
  • Free tools or trials. Offering free tools or trial versions of products to capture leads and demonstrate value.
  • Content upgrades. Additional valuable resources are offered in blog posts or articles to capture email addresses.

Want to win more leads from your content? Watch our lead-gen webinar now for content ideas that work.

How to win more leads with your content webinar

Inbound lead gen: Best practice roadmap

Content for best inbound lead generation


Follow these steps for a winning formula and get the most out of your inbound lead generation.

1. Know your target audience

2. Create high-quality content

3. Craft a clear content journey

4. Optimize for SEO

5. Offer compelling lead magnets

6. Harness social media

7. Nurture your leads

8. Remarket and retarget

9. Market across all channels:  PPC and organic

10. Monitor and analyze content performance

11. Continuously optimize

How to land high-intent leads with Turtl

1. See intent and interested prospects

Use qualifying questions in your content through surveys, quizzes and polls. Interactive feedback features are appealing and popular, so use them to your advantage. Gather teams to ask the right questions at strategic journey stages. These interactions can:

  1. Trigger a user-led topic journey
  2. Inform lead-scoring models
  3. Provide product or service feedback for business decision-making

You can also drill into engagement metrics and cherry-pick prospects who are warming faster than others.

2. Personalization improves lead-gen performance

Personalized lead magnets are more effective at reaching readers across your target audience. Using personalization tailors the reader’s journey through your content and is proven to increase engagement by up to 84%.

Data about your audience can influence interactive parts of your content (e.g. polls, surveys) to keep their attention on the page and dramatically improve conversion rates.   You can also trigger personalized content journeys with Turtl CTAs and give people an experience they won’t forget.

Turtl’s Personalization Engine can automate relevant content journeys and deliver tailored content in minutes. 

3. Measure to make sure you’re getting it right

We all know how crucial it is to measure the performance of our lead generation strategy but the question is how should we do it?

Before deciding on a metric of success, sit down with stakeholders and C-suite members and align on what success looks like in relation to your organization’s goals. When that’s nailed down, pick the metric.

Some of the most common metrics are:

  • Number of Marketing Qualified Leads (MQLs)
  • Return on Investment (ROI)
  • Conversion Rate
  • Click-Through-Rate (CTR)
  • Cost Per Click (CPC)
  • Cost Per Lead (CPL)

Whichever you go for, this data will give you invaluable insight into the revenue and/or growth your output is contributing.

We’ve also written in detail about pipeline acceleration, to help you remove blockers and streamline revenue operations.

4. Close the loop efficiently and accurately

You’ve created compelling content, you’ve promoted it like a pro, and you’ve measured its success – now comes the final piece of the puzzle.  Closing the loop is crucial to make sure all your hard work pays off. And it’s not too hard these days thanks to automation.

Reporting on your content’s performance is made simple by integrating your lead magnet software with your CRM to auto-load updates and activity. A happy boss gets the data, happy content marketers get insights for further improvements and Sales are happy to discover more about potential clients.

It doesn’t stop there – automation makes following up with readers of your lead magnet a breeze.

Better lead magnet software has built-in follow-up features to take the work out of chasing prospects.

But even if your follow-ups are super effective and your reports are top-class, it’s worth benchmarking your lead magnets’ performance. Competitive intelligence tools like BuzzSumo, Ahrefs, and Semrush will help you compare your organization’s performance against your competitors in areas like web traffic, social media mentions, organic search visibility, etc. Turtl can benchmark your content’s performance against that across teams at your company, or your entire global industry.

Content marketing is a crucial part of a successful lead generation strategy – if you can nail this, you’ll have a content machine that brings in leads all day long.

5. Automation for easy lead generation

Generating leads is hard work. Planning how to get them, producing the content to attract them, holding their attention until they’re ready to buy – there’s a lot involved in turning casual readers into valued customers.

Automation lightens the load and takes over some parts of the process. Marketing automation tools are designed to eliminate repetitive marketing tasks and give back time to work on high-level projects that really move the needle. Tools on the market today streamline everything from simple tasks like adding email addresses to databases to more complex jobs like sales lead rotation.

Automating interactions with leads is something every marketing team should consider if they want to maximize output. Lead scoring software like Hubspot lets you plug in your lead scoring models and automatically alerts you as soon as a hot lead comes your way. Pipeline management can be simplified by using tools like Zapier which automate nurture campaigns and bring leads smoothly through the funnel.

Personalizing your readers’ experience boosts the chance of converting them into a lead, and Turtl lets you do this hands-off by automating the personalization process.

Research by management consulting firm McKinsey & Company shows that companies that excel at personalization generate 40% more revenue from it than their competitors.

Simply put, it pays to be good at personalization. Turtl’s content automation platform uses personalization to power up lead-generation content. Find out how inside this guide.

A guide to Turtl's Personalization Engine

Inbound lead gen examples that soared with Turtl

We’ve packaged up some of our favorite lead generation examples from our favorite Turtl customers. Increased conversion rates, creative content solutions and making the most of intuitive MarTech, we’ve covered it all.

A 60% increase in inbound lead gen? 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

Read more about it

See how Frost and Sullivan also used analytics to skyrocket their content performance.

Cover of Frost and Sullivan Turtl Doc about raising lead gen through content insights

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

Read more about it

Get more intel on Informa Connect’s unique ebook content strategy in our customer example.

Cover of Informa Connect lead gen story

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

Read more about it

Get the lowdown on how the whole business has adopted Turtl.

Cover of Guidant Global and Turtl case study featuring content engagement

Inbound lead gen content that led to a 62% increase with 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. Crikey.

Read more about it

See how IR magazine went from a one-designer bottleneck to regularly producing superb content.

Cover of IR Magazine lead generation story

1 in 3 conversions with Kantar

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

Read more about it

Our customer example tells you more about Kantar’s wider content objectives and how Turtl helped them reach new potential.

Cover of Kantar lead generation story

Direct ROI from social with 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.

Read more about it

See an example of Mind’s digital resources in our customer example.

Cover of Mind lead generation example

567% more MQLs with 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.

Read more about it

Get more of Redstor’s CMO’s marketing nuggets of wisdom in our customer example.

Cover of Redstor's lead generation and ABM increase

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 with personalized content. 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.

Read more about it

Learn more about the success of Telenet’s feedback loop in creating personalized, on-point content in our customer example.

Cover of Telenet lead generation example

Ready for your next inbound lead gen campaign?

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

Start creating lead magnets in Turtl today. We’ve got templates to get you started quickly, or you can start with a blank canvas. Our free trial means you can send out a lead magnet with lead capture forms and access to our full analytics suite, so you know exactly what is working well and what isn’t.


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