Turning Blog posts into Lead Gen Sites: B2B Case Study

B2B case study - lead generation through lead magnets on blogs

I know what frustrations you are having.

You are probably an ambitious marketer, trying to push hard to get your campaign results to the next level.

You are running Facebook ads, Google ads or simply having a website presence with a blog. Sounds about right?

One of our customers had the exact same frustration.

They are B2B research company, quite active in digital marketing. A strong blog with unique content, but weak lead generation.

A website that gets more than 4000 visitors per month, original content from highly skilled researchers that has shown good engagement.

Where's the problem?

Guess what...

They forgot one crucial thing:

They didn't commit to master the lead generation game. It was simply never the aim to capture leads from the website before.

It was a research-base for customers and prospects to find out about the company and their work.

The Cleantech blog

The blog overview page with links to the research articles

However, building a website and writing great content ultimately won't be enough to help you grow.

You need an intention and goals how you define lead generation success and then execute.

And that's exactly what happened.

The Strategy: Lead magnets on blog posts

Cleantech.com LeadGen form embedded into blog post

Research guide lead magnet embedded in Blog post



Long Story Short:

The business started using LeadGen forms on their top 10 performing blog posts.

The LeadGen forms link users to the next step of free offers, like research papers for email opt-in.


The stats speak for themselves:


Results after the first 6 month

Now, these were the first 6 months (December 2019).

The recent 6 months look even better.

With the help of LeadGen form A/B testing and by implementing more forms into the blog, both conversion rate and leads increased even further.

The graphic below shows the development of lead generation and conversion rate at the point of campaign start, after 6 month (December 2019) and for the recent 6 months (April 2020).


The lead generation results: At begin, after first 6 month and recent 6 months

Having a 9,8% conversion rate from a purely organic blog presence that is promoted by ZERO ad spend is extremely lucrative:
Almost 2000 leads captured just from forms embedded in their blog.

Here is a video testimonial by Laura who implemented this strategy and who is helping her B2B business generate hundreds of leads per month ever since.

You can do the same.

This is real and simple stuff that works.

Follow the following steps to drive up your leads with this tactic: 

1. Identify the top 10 blog posts based on traffic stats
2. Create 3-5 irresistible lead magnets and offers
3. Create LeadGen forms for the different offers
4. Embed the forms into your website content
5. Run AB tests and experiment to keep increasing conversions

LeadGen just costs you $49 per month (less than a coffee a day) and can help you generate hundreds of quality leads on autopilot. Commit to become LeadGeneration Master Now. Start here with LeadGen PRO inside your account.




About the Author


Christopher Lier, CMO LeadGen App

Christopher is a specialist in Conversion Rate Optimisation and Lead Generation. He has a background in Corporate Sales and Marketing and is active in digital media for more than 5 Years. He pursued his passion for entrepreneurship and digital marketing and developed his first online businesses since the age of 20, while still in University. He co-founded LeadGen in 2018 and is responsible for customer success, marketing and growth.

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