Tapping into missed lead generation opportunities

Inbound marketing leads offer a way to establish strong connections with target audiences by capitalizing on their initial engagement. At GemPool, an IT recruitment agency, they noticed that their careers page was gaining traction, but another page, the Tech Industry Salary Guide for 2020, had the most pageviews and provided valuable information to customers and candidates. To maximize lead generation capacities, they turned it into a lead magnet by requiring email addresses in return for the content, created a landing page with a clear CTA, and included links to job search toolkits at the end of the guide. They also established an automated email drip campaign to nurture leads and moved them through their lead generation funnel by segmenting and sending relevant content via email marketing tools like Zapier.

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