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Updated March 2026: This blog originally shared four lead generation tips. We’ve expanded it with additional strategies based on what we see working for technical companies looking to get leads and attract qualified prospects to grow their sales pipelines today.
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Looking for ways to get more leads? Effective lead generation requires more than simply increasing website traffic. Technical companies need strategies that help attract qualified prospects and convert interest into meaningful sales conversations.
For most companies, generating leads is a top priority for growth. When we meet with prospective clients, lead and lead generation is an area where they often want help to get started and maintain a steady, qualified pipeline.
We advise a sustained and multi-pronged approach that uses your expertise as a lead magnet and follows a documented process for tracking results.
Here are six tips on how to get started generating leads.
1. Start creating lead magnets
Lead magnets are marketing assets that use your expertise to attract leads.
They are essential tools for lead gen and can take many forms: project success stories, videos, white papers, product selection guides to name a few. On your website or through social media, the most valuable magnets should be behind a gated form where the prospect provides their contact information to receive the content. The gated form should not be used for sell sheets, technical specifications or data sheets that your customers expect to get as part of product support.
Examples of lead magnets topics:
- Best practices on how to evaluate, implement or maintain the solution you provide
- Forward-looking trends presented from your perspective as an industry expert
- Examples of how a recent project you completed was successful for your client
2. Experiment with different lead generation activities
When you think about the leads you’re generating, do they come from a mix of activities or just one or two?
If you are relying on just one avenue to get leads, consider diversifying your activities to discover other opportunities and to understand which activity produces the best leads for the least cost (time and money). In addition to digital and traditional marketing channels, here are examples of other lead gen activities you could fold into your mix.
- Build a referral network with other professionals
- Be an active member of an association that caters to your target market
- Guest author articles for a publication your prospects trust
3. Set up a process for tracking leads
Tracking leads in a formalized way is critical.
You’ll want to identify a process for tracking where the lead came from, the number of touchpoints to convert that lead to a prospect, and finally the end result. Incorporating some way to identify where the prospect is in the lead nurture process is also important.
While you could use a spreadsheet, there are many low-cost platforms that have valuable functionality that makes tracking leads more efficient and accurate and can be used by more than one person at a time. We use Pipedrive to track our leads. It’s easy to set up and use and also has a mobile app.
4. Offer a valuable resource
Many technical B2B companies have a wealth of knowledge that can be valuable to prospective customers who are researching solutions.
One effective way to get leads is to offer a helpful resource in exchange for a visitor’s contact information. This might include an industry checklist, a technical guide, a recorded webinar, or a detailed case study.
Providing useful information not only helps potential customers better understand their options during their Consideration and Decision stages, but also allows your company to begin building relationships with prospects who may be evaluating solutions like yours.
5. Share case studies and success stories
Technical buyers often want to see proof that a company can deliver results before taking the next step.
Case studies and success stories can help demonstrate how your products or services have helped other companies address similar challenges. These examples might highlight improved efficiency, increased visibility in the market, or successful implementation of a complex solution.
By sharing real-world examples, you help prospective customers better understand how your company’s experience and expertise can support their goals.
6. Evaluate your lead generation activities
You always want to do more of what works and less of what doesn’t.
Without a process to track your leads you can’t evaluate how your lead gen activities are working. On a regular basis evaluate how much time and money is spent on each activity against the number of leads that were converted into business. Armed with that information you can continue to build your pipeline using activities that have been proven to have positive results.
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Generating leads is an ongoing challenge for many technical companies, but the right strategies can make it easier to attract qualified prospects and start meaningful conversations.
By sharing valuable information, demonstrating your expertise, and making it easier for potential customers to learn about your solutions, your company can build a stronger pipeline of opportunities over time, and get more leads.
If you would like help developing a lead generation strategy for your organization, Blue Canoe Marketing works with technical companies to improve visibility, attracts qualified leads, and support long-term growth. You can learn more about our approach or contact us to start a conversation.
