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Team working to get new product launch meeting
KristaOct 27, 202310 min read

How to Leverage Online Lead Generation to Launch a New Product

In the manufacturing industry, where innovation reigns supreme. Competition is fierce, but there exists a powerful catalyst for success: lead generation. If you've ever wondered how to launch a new product, you're in the right place. Most businesses have recognized the importance of lead generation in their strategies.

Successful manufacturing businesses have grasped the fundamentals and are trying to elevate their lead generation game to unprecedented levels. The key? Keep your pipeline brimming with precisely the right kind of leads.

Understand Your Target Audience

Defining your ideal customer profile and creating buyer personas is fundamental to any successful lead generation strategy. It forms the cornerstone of your marketing efforts and allows you to tailor your content and messaging to resonate with the right audience. A buyer persona is a semi-fictional representation of your perfect customer that goes beyond demographics and encompasses their interests, pain points, behaviors, and preferences. 

Tailoring Content to Appeal to Individuals

Once you've created your buyer personas, let's consider how they come into play when creating content for lead generation. An accurate buyer persona enables you to speak directly to individuals rather than faceless groups, making your messaging more relevant and persuasive. It humanizes your marketing efforts and allows you to connect with potential customers more deeply. Take advantage of this opportunity to supercharge your marketing strategy. Get the steps to create laser-focused buyer personas with our Buyer Personas Workbook.

Download the Workbook to Create Buyer Personas

Create a Compelling Landing Page

Your landing page is the virtual doorstep of your business. It's where potential customers arrive after clicking on your ads, emails, or other marketing materials. To maximize conversions, your landing page must be a well-crafted and highly persuasive destination. 

Elements of a High-converting Landing Page

Attention-grabbing Headline: Your headline should immediately capture the visitor's attention and communicate the primary benefit or solution your offer provides. Make it clear, concise, and relevant.

Engaging Visuals: Use high-quality images or videos that reinforce your message and resonate with your audience. Visual content can help explain your product or service more effectively.

Clear and Concise Copy: Keep your text straightforward and easy to understand. Use bullet points and subheadings to break up content and make it scannable. Focus on the benefits of your offer rather than just features.

Compelling Value Proposition: Communicate the unique value your offer provides. Explain how it solves a problem, meets a need, or fulfills a desire for your target audience.

Lead Capture Form: Place a user-friendly form prominently on the page. Collect only essential information to reduce friction. Consider using multi-step forms if you need more details but want to keep the initial form short. 

Relevant and Persuasive CTAs: Create clear and compelling calls to action (CTAs) that guide visitors toward taking the desired action, whether signing up, purchasing, or downloading content.

Designing a Visually Appealing and User-friendly Landing Page


Minimalistic Design

Keep the design clean and clutter-free. Use a consistent color scheme and font to maintain visual coherence. Utilize whitespace effectively to provide a sense of space and prevent overcrowding. It helps direct the visitor's attention to key elements. 

Easy Navigation — On Any Device

Keep navigation simple. Avoid distractions like excessive links or menus that may divert users from the primary conversion goal. Test your landing page on various mobile devices to ensure it looks and functions well on all screen sizes. Start building your landing pages now.

Lead Magnet Development

Defining Lead Magnets and Their Role 

Lead magnets are valuable incentives or offers businesses use to attract potential customers and capture their contact information, typically their email addresses. The primary role of lead magnets in lead generation is to entice individuals to engage with your brand, provide their contact details, and express interest in your products or services. Lead magnets help you build trust, initiate relationships, and segment your audience for personalized marketing.

Content Marketing for Lead Generation

Content marketing plays a pivotal role in attracting and engaging potential leads. Create informative content that addresses your target audience's pain points and questions. This positions your brand as an authority in your industry. 

Optimizing Content for Search Engines and Social Media

To maximize the reach of your content:

  • Keyword Research: Conduct thorough keyword research to identify the terms your audience searches for. Use these keywords strategically in your content.
  • On-page SEO: Optimize your content's structure, headings, and meta tags to make it more search engine-friendly.
  • Off-page SEO: Build high-quality backlinks to your content from reputable websites in your industry.
  • Social Media: Share your content on social media platforms to reach a wider audience and encourage sharing. 


Using Social Media Marketing to Generate Leads 

Social media has emerged as a powerful tool for generating business-to-business (B2B) leads. It offers an expansive reach, engagement potential, and the ability to connect with your target audience on a personal level. The sheer number of users on platforms like LinkedIn, Twitter, and Facebook makes them goldmines for potential leads.

Platforms for B2B Lead Generation 


LinkedIn is a treasure trove for B2B lead generation. Create an optimized company page, connect with relevant industry professionals, and engage in meaningful discussions within relevant groups. Posting thought leadership content, such as articles and case studies, can position your brand as an authority in your niche. 


Twitter's fast-paced nature allows you to participate in real-time conversations. Use industry-specific hashtags to join discussions and share valuable insights. Consider running Twitter chats or polls to engage your audience and gather leads through interactions. 



While often associated with B2C marketing, Facebook can also be effective for B2B lead generation. Utilize targeted advertising to reach decision-makers in your industry. Share informative content, webinars, and whitepapers to capture leads' attention and encourage them to engage.

Email Marketing Campaigns

Email marketing is a versatile and essential component of any digital marketing strategy. It is pivotal in nurturing leads, building brand loyalty, and driving conversions. Email marketing allows you to establish and maintain direct communication with potential customers, providing them with relevant and valuable content. Here's how email marketing contributes to lead nurturing:

Relationship Building

Email allows you to build and nurture relationships with leads over time. By sending informative and engaging content, you can establish trust and credibility.  

Use Content to Educate Your Leads

Through email campaigns, you can educate leads about your products or services, industry trends, and pain points your offerings address. This positions your brand as an industry authority and helps leads make informed decisions. 

Lead Scoring

TNM_Blog_Lead Scoring_Color_Center

Implement lead scoring systems to prioritize leads based on their level of engagement and interest. This allows you to allocate resources efficiently and focus on leads most likely to convert. 

Lead Segmentation

Effective email marketing involves segmenting your leads based on their preferences, behaviors, and demographics. This segmentation enables you to send highly targeted and personalized content, increasing the chances of engagement and conversion. 

Building and Segmenting Email Lists for Targeted Campaigns

Building a high-quality email list and segmenting it effectively is crucial for successful email marketing campaigns. Here are some tips to help you do just that: 

  • Opt-in Mechanism: Always use opt-in mechanisms to collect email addresses. This ensures that you have consent from recipients to send them emails and reduces the risk of being marked as spam.
  • Content Offerings: Encourage website visitors to subscribe to your emails by offering valuable content such as eBooks, whitepapers, or exclusive access to resources.
  • Segmentation: Segment your email list based on various criteria, including demographics, purchase history, behavior, and interests. This allows you to send tailored messages that resonate with each segment.
  • Personalization: Leverage personalization techniques, such as addressing recipients by their first name and recommending products or content based on past interactions. 


Pay-Per-Click (PPC) Advertising


Pay-per-click (PPC) advertising is a highly effective digital marketing strategy that allows businesses to drive targeted traffic to their landing pages. In PPC campaigns, advertisers pay a fee each time their ad is clicked, ensuring they only pay for actual visits to their website. 

Driving Targeted Traffic

One of the primary benefits of PPC advertising is its ability to deliver highly targeted traffic. When setting up a PPC campaign, advertisers can choose specific keywords and audience demographics, ensuring that their ads are shown to users more likely to be interested in their products or services.  

Keyword Selection and Ad Copy Optimization

Selecting the right keywords and optimizing ad copy are critical components of a successful PPC campaign. Advertisers must conduct thorough keyword research to identify relevant search terms that potential customers use. Crafting compelling ad copy with clear calls to action can improve click-through rates and overall campaign performance. 

Budgeting and Monitoring Strategies

Effective budget management is crucial in PPC advertising. Advertisers need to allocate their budget strategically, bidding on keywords that are both relevant and cost-effective. Regular campaign performance monitoring is essential to identify underperforming keywords or ads and make necessary adjustments. 

Conversion Rate Optimization (CRO)


Conversion Rate Optimization (CRO) is improving the percentage of website visitors who take a desired action, such as filling out a contact form or purchasing. Here's what you need to keep in mind:  

Continual Optimization

Lead generation is an ongoing process, and CRO ensures you continually improve your efforts. You can optimize your conversion rates over time by regularly analyzing user behavior, testing different elements on your landing pages, and making data-driven adjustments.

Use A/B Testing 

A/B testing involves creating two or more variations of a webpage or an element (such as a call-to-action button) and measuring which version performs better. This iterative approach helps you identify what resonates most with your audience and can significantly improve conversion rates. 

Rely on the Analytics

Analytics tools provide valuable insights into how users interact with your website. You can deeply understand your audience's behavior by tracking metrics like bounce rates, click-through rates, and conversion rates. This data lets you make informed decisions about changes and optimizations to improve your lead-generation efforts.

Nurture Leads to Conversion

Once leads are generated, guiding them through the sales funnel is essential. This process involves building and maintaining relationships with potential customers and providing them with the information and support they need to convert.  

Sales Funnel Nurturing

Understand that not all leads are ready to convert immediately. Leads may be in different sales funnel stages, from awareness to consideration and decision. Tailor your communication and content to each step, providing educational materials, testimonials, and incentives to move them closer to conversion

Streamline Your Sales Funnel with Intent Data

Reimagine the sales funnel: typically divided into awareness, consideration, and decision stages. What if you could skip a step, save money, and boost efficiency? Start by bringing prospects into your funnel through channels like paid ads.  

Importance of Lead Scoring and Prioritization

Lead scoring and prioritization are essential as they help maximize the efficiency and effectiveness of your teams. 

Efficient Resource Allocation

Not all leads are created equal. Some are more likely to convert into customers than others. Lead scoring allows you to allocate your resources more efficiently by focusing on leads most likely to convert. 

Data-driven Decision Making

Lead scoring relies on data and analytics, allowing you to make informed decisions. Over time, you can refine your scoring criteria based on the actual performance of leads, leading to better results.

Revenue Growth

Effective lead scoring and prioritization ultimately contribute to revenue growth. By focusing on the leads most likely to convert, you increase the chances of closing deals and generating more revenue for your business. 

Aligning Marketing and Sales Teams for a Cohesive Approach

Aligning marketing and sales teams is crucial to ensure they work together harmoniously toward common goals. Here are some tips to achieve this alignment: 

Define Common Goals

Both teams should clearly understand the organization's overall goals. These include revenue targets, lead generation targets, or customer retention goals. 

Shared Metrics and KPIs

Establish shared key performance indicators (KPIs) that both teams can track. For example, marketing can track the quality of leads generated, and sales can track lead conversion rates.  

Leadership Support

Ensure that senior leadership supports the alignment effort. When leadership emphasizes the importance of collaboration and provides resources for it, teams are more likely to align effectively. 

Looking For Improved Lead Generation? Let’s Talk About Your Goals and Challenges

Mastering online lead generation is not just a choice but imperative for sustainable success. Competition is fierce, and innovation is paramount, so the ability to create, optimize, and implement a successful lead generation strategy can be the difference between thriving and merely surviving. By implementing these strategies, you can unlock the full potential of your manufacturing business. Get started today by setting up a 15-minute discovery call.

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Co-founder & VP, Client Services at TANK New Media.