As businesses continue to invest in advertising and automated funnels, though, many of them still have stuck or declining lead volumes. In its 2024 State of Marketing report, HubSpot discovered that increasing traffic and lead generation is among the top challenges faced by marketers.
Other than that, it is keeping up with marketing trends, understanding customer needs, dealing with low-quality data, and achieving alignment between sales and marketing teams.
With better CRM software, more data, and AI-aided follow-up, and even with additional technology, trust and human communication are still the key drivers of convertible leads.
Three surprising ways to boost lead generation, especially relevant if your tactics have plateaued.
1. Replace Gated Content with Direct Human Conversation
Rather than depending solely on gated white papers or downloadable PDFs, consider inviting your audience into something more personal, like a short, real-time conversation with someone on your team.
Today, many people are skipping the downloads. They want clarity, not clutter. A brief conversation feels more valuable than reading a 15-page guide they may never finish.
It’s faster, more human, and often more trustworthy.
Marketing experts like Refine Labs have long advocated for replacing traditional lead forms with direct calls to action such as “Book a Call” or “Let’s Talk.”
Companies making this shift have reported better engagement, more qualified leads, and shorter sales cycles. These are done by simply prioritizing human connection over form-filling.
2. Use Buyer Intent Signals Instead of Cold Outreach
Most marketers are still sending cold emails and hoping for a 2% response.
Instead, use intent data from sources such as Leadfeeder or ZoomInfo, which show what companies are visiting your website even if they haven’t filled out a form.
You can then personalize outreach or retarget ads specifically to decision-makers at those companies.
Also, you can run hyper-personalized LinkedIn Ads only to companies that are already showing intent. Give value first, before pitching.
3. Turn Customers as Experts (Not Testimonials)
One of the surprising yet effective ways to increase lead generation is by turning the traditional testimonial paradigm on its head.
Testimonials are often treated like achievements for display with only a few quotes and a logo. What people want today are real stories told by people they trust.
This is especially true when the testimonials are in the form of video, which is more trusted. Through testimonial videos, viewers can see that real people are talking.
Other than asking customers to provide reviews, invite them to co-host a webinar, panel discussion, or podcast episode.
This not only earns your brand credibility by association but also enables you to tap into their networks too.
Example: One B2B SaaS company saw a 45% increase in demo bookings after adding customers to monthly “how-we-use-it” webinars.
Conclusion
Most businesses think they are getting more leads by doing more: more advertising, more email, and more automation. But the innovations typically occur when you do something differently.
If you’re dedicated to learning how to increase lead generation in a way that generates significant results, start with these three strategies.
They’re both effective and humanize your brand in a world that craves authenticity.
Want to attract the right lead for your brand?
