In an ever complicated and competitive digital world, it can feel difficult finding new ways to generate leads for your business without spending an arm and a leg to do it. Don’t lose hope; you can outsmart the competition with strategies that are often underestimated and underutilised. 

Here are three super-powerful lead generation tactics to try in 2020.  

1. LinkedIn InMail marketing 

You may be killing it when it comes to your inbound email strategy. Maybe you have a big team dedicated to outbound emails at your company. But there’s still a lot of room for growth that you’re missing if you could only reach the right audience with a very targeted message, in a place where you could really get their attention. Often emails, no matter how customised and targeted the messaging, can get lost in the sea of other emails in someone’s inbox. In fact, each day the average office worker gets 121 emails. 

Luckily there’s another channel where you can easily reach professionals – LinkedIn. And we’re not necessarily referring to the traditional yet still effective approach where you would connect with your ideal customers through well-thought personalised invitations to connect, but there’s an even more effective way to connect and start relevant conversations at scale – LinkedIn InMail. This method is underutilised because of the credit cost with LinkedIn. However, what many people don’t know is that you can send an InMail to everyone with an open badge, at no extra cost. Since this is not something that they receive every day but is still a LinkedIn based communication channel, expect your response rate to skyrocket. 

But it’s hard to find these profiles one by one and scale your outreach campaign without sacrificing time, right? Actually, lead generation software has taken a leap in recent years. LinkedIn automation tools like and CRM software like have become invaluable for sales teams interested in putting their outbound sales & lead generation activities on auto-pilot.

2. Conversational marketing

Have you ever landed on a page, seen a long-form, and figured it just wasn’t worth your time? You’re not alone – consumers are demanding more interactive and personalised experiences with businesses. Companies like are emerging and dominating to drive awareness of the potential of this “conversational marketing space”. 

When you add a chatbot to your site you can create a very personalised and customised journey for your potential customer. Conversation bots can be automated and create opportunities for the immediate response time that consumers expect. If you wait 30 minutes to contact a prospect your odds of connecting with them plummets 100x. Don’t lose valuable but impatient prospects. Adapt your site for today’s digital consumer. You’ll see a lift in generated leads from your website traffic if you can create this customised interactive experience.  

3. Retargeting ads strategy

If you’re spending a lot of time and money trying to drive leads to your website, then you absolutely should be spending money on re-targeting those visitors. On average, 96% of web visitors leave a site without converting. Invest in their journey! Website visitors who are retargeted are 43% more likely to come back and convert. Surprisingly only one in five marketers have a dedicated budget for retargeting. That leaves room for you to take advantage of the opportunity! 

Consider shifting your prospecting display budget to a retargeting display budget. If you’re concerned that retargeting all website visitors is too broad, then narrow down your audience to the most highly engaged visitors that have gone to key pages on your website.


To stay competitive it’s vital to optimize and amplify what’s already working for you. On top of that, it’s important to constantly explore new methods to generate leads and optimise your funnel. Try out these tactics to see how they work for you!