But there are tons of ways to actually produce leads.

But first – what is lead generation?

Lead Generation is the crossover between Sales and Marketing. It is what ties a product to a personality. Lead Generation is however more than just the creation of demand or interest. It is a marketing subset which relates to the process of putting systems in place to generate customer interest. These systems typically include people, process and technologies. Lead generation consultants help companies turn prospective customers into warm leads and warm leads into legions of rans.

At Click Shift Marketing and Lead Generation we help develop companies that:

1) Utilize Search to be Found

2) Provide Useful Information when found

3) Pay Attention to their journey

4) Leverage Social & Professional Networks

5) Understand Your customers problems and be interested in addressing it


So How Do Companies We Work With Generate Leads?

There are countless case studies to examine in this space. The below mentioned examples are not commonly cited as lead generation cases. This is because they are SAAS providers. As such they fall outside of the normal lead gen approach to sales and marketing. Despite the difference the leads generated by these companies are fielded by inbound sales teams who deliver products and services based on a customer’s specifications. In this way each are perfect lead gen examples and worth paying attention to.

1) Network Marketing |

Some companies pay to have you leverage their companies. This often turns people off. The best brands get people to leverage their networks simply because they believe in the brand. Brands that pursue this strategy build it into the fabric of the companies differentiating value proposition.

Example: R. Riviter

Riviter is an American hand-made handbag company that was created by two military wives to address the needs of military spouses to have consistent work. This value proposition is reinforced by the fact that the materials cut, dyed, stamped and sewn out of recycled and repurposed military supplies.

2) Campaign Marketing |

A campaign is something that is by its very nature is for a limited time. That is to say, the offer at hand, the ad produced or the product created is available for a limited time. This is a brilliant strategy because people feed on novelty and scarcity.  Brands that pursue this strategy create a sense of  scarcity, controversy or concern. The most successful examples of it are companies that build the hook into the fabric of the company’s campaign. The motivation for this is media. Companies pursuing this are looking to create buzz that ultimately turns into demand.

Example: Marmite

Marmite is a British food spread known for its savory and yeasty taste.  Its most recent offering allows customers to get personalized jars of Marmite made. The personalization that they allow is for you to put the name of yourself or loved one on a jar.  The company’s most recent campaign was brilliant banning of certain names – in particular peoples pet name for their loves.  The result was a flurry of articles around the controversy of banning pet name like “bae”.

How can you use this today?

3) Authority Marketing |

Example: Klipfolio

Companies that pursue this strategy establish their authority by creating keyword driven content that connect with your target audience’s want-to-know, want –to-go, want-to-do and want-to-visit. Brands that pursue this strategy do not build their presence around their identify. The build their presence around

How can you use this today?

4) Niche Marketing |

Example: Gell Skins

Companies that pursue this strategy frame their product narrowly in terms of a single solution. Companies that pursue this strategy try to answer with their product a particular problem.  This strategy normally works best when it leverages needs based on industry jargon

How can you use this today?

Author Marketing | Example: App Sumo | Unbounce.

Companies that pursue this strategy focus on framing the conversation about the product around the companies thought leaders use of them. This strategy bets on you taking these thought leaders advice. Typically leaders weave the need to use their tools into the broader framework they advocate for.

How can you use this today?

5) Platform Marketing |

Example:  Upwork | O-desk


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dave@clickshift.ca | I promise it get’s better.