You generate leads by reaching potential customers through the right channels and obtaining their contact information in exchange for real value—such as a white paper, a demo, or a consultation. Which method works best depends primarily on your industry and your budget.
Most companies invest a lot of money in reach and clicks. Here’s where things often go wrong: A large proportion of prospects ready to buy don’t submit a form—they pick up the phone. And that’s exactly where a lot of potential is lost. According to matelso’s Lead Management Study, 23% of attempted phone calls go unanswered. Each of those calls was a ready-made lead.
This guide shows you the most important channels, the right method for your goal, and how to measure which channel actually brings in customers.v
What is a lead? #
A lead is a contact who has shown interest in your offering and provided you with their information—such as their name, email address, or phone number. A lead is therefore more than just a website visit. It is only when they reach out that anonymous traffic becomes a tangible prospect.
In practice, leads are often categorized by their level of readiness:
– MQL (Marketing Qualified Lead): has shown interest, for example, by downloading a white paper.
– SQL (Sales Qualified Lead): is ready to make a purchase and is handed over to the sales team.
Inbound or Outbound: What’s the Difference? #
With inbound marketing, prospects come to you; with outbound marketing, you actively reach out to them. Both approaches work, but they’re best suited for different goals.
– Inbound focuses on visibility and trust: content, SEO, social media, and ads attract prospects. It takes longer to build up, but the leads are often better pre-qualified.
– Outbound relies on direct outreach: cold calling, cold emailing, or LinkedIn messages. It can be implemented quickly, but involves greater scatter and more effort per contact.
Most companies do best with a mix of both. Inbound builds a predictable pipeline over the long term, while outbound fills short-term gaps.
Through which channels do I generate leads? #
| Channel | Type | Effort | Particularly suitable for |
|---|---|---|---|
| SEO & Content | Inbound | High | sustainable pipeline, B2B |
| Google Ads (SEA) | Inbound | medium | rapid demand, local providers |
| Social Ads (LinkedIn, Meta) | Inbound | Medium | B2B (LinkedIn), B2C (Meta) |
| Organic Social Media | Inbound | High | Brand building, reach |
| Email marketing | Inbound | low | Customer retention, reactivation |
| Landing page + lead magnet | Inbound | medium | measurable conversion |
| Recommendations | Inbound | Low | High conversion rate |
| Events & Webinars | Both | High | Qualified B2B Leads |
| Cold outreach (phone/email) | Outbound | High | Niche markets, high deal values |
| Inbound calls | Inbound | low | prospects ready to buy |
Here’s a structured approach:
- Define your goal: How many leads do you need per month to reach your revenue goals?
- Select channels: Start with one or two channels that align with your target audience and budget.
- Create a lead magnet: Offer tangible value in exchange for contact information (checklist, demo, calculator).
- Optimize your landing page: A clear promise, a form, a call to action.
- Measure and refine: Check which channel actually brings in paying customers—not just clicks.
Not sure which campaign is generating your calls? With matelso’s call tracking, you can see for every call which channel and which campaign the lead came from. Learn more about call tracking: Link
How can I tell which channel is generating leads? #
With call tracking, you can see which channel is bringing you leads. The technology automatically assigns each incoming call to the source that drew the prospect’s attention to you—from a Google ad to a blog post.
With online tracking alone, phone leads remain invisible. You can see clicks and form submissions, but not which campaign is making the phone ring. Call tracking closes this gap and makes it possible to evaluate your ad spend by channel:
– Attribution: Every call is assigned to the correct campaign, ad, or landing page.
– Budget management: You can identify which channels generate actual calls and shift your budget accordingly.
– Optimization: Keywords and ads that only generate clicks instead of calls stand out immediately.
matelso has been offering call tracking for over 20 years and, according to its own claims, is the market leader for call tracking in Germany. In addition, the Call Scoring AI evaluates call quality, so you know not only the quantity but also the value of your phone leads.
Conclusion #
The most reliable way to generate leads is through a mix of inbound and outbound strategies, tailored to your target audience and budget. It’s not just about acquiring new contacts—it’s also crucial not to lose the ones you already have. Phone leads, in particular, are ready to buy yet are at the greatest risk: Nearly one in four calls goes unanswered.
By making calls measurable and ensuring no leads are left behind, you’ll get more out of every euro you invest.