11 Lead Generation Campaign Examples That Work Very Well

11 Lead Generation Campaign Examples That Work Very Well

Lead generation is a critical part of growing a business.

And what better way to learn lead generation than by analyzing examples of past successful lead-gen campaigns?

That’s what we’ll do here!

We’ll look at 11 lead generation campaign examples from many different industries and niches — there’s bound to be something here that’ll work for you.

We’ll show you each example, talk a bit about why it worked so well, and provide some pointers if you want to use the same lead-gen tactic for your own business.

Let’s dive right in!

Or click below to get the good stuff 😉 …

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1. Free Book + Shipping

This first lead-gen example comes from a sales funnel that we use a lot here at ClickFunnels.

We’ve dubbed it the “Free Book + Shipping” offer because that’s exactly what it is…

We offer the visitor a free book and ask them to only cover the cost of shipping and handling (usually about $8).

Here’s an example from our DotCom Secrets book sales funnel…

Obviously, this is one of our front-end products. And when people buy this, we don’t make much money. But our value ladder slowly steers the new leads toward our other more valuable and more expensive offers, as well as our software subscription.

The Dotcom Secrets, Value Ladder.

What’s great about this sales funnel is that…

  1. Visitors also become customers and get used to giving you their payment information.
  2. The cost of shipping & handling also helps to cover your advertising costs.

And if the book is about something that your target market desperately wants to learn about, then this offer is a no-brainer purchase for them… especially since they feel like they’re getting the book for free.

The biggest headache to creating this funnel is writing and publishing a book. But remember: since you’re giving the book away for free, it doesn’t need to be a mind-blowing 300-page bestseller. It just needs to provide some basic value to your target market.

Once you’ve written the book, you can publish and ship through Amazon and you can build a sales funnel with our headache-free software.

2. Webinar & Auto Webinar

One of the first offers that Russell Brunson (our founder) used to trigger the market penetration we’ve achieved here at ClickFunnels was a webinar.

It looked like this…

Webinar & Auto Webinar, Landing page example.


But what’s a webinar?

It’s just a free live or recorded online training that ends with some sort of sales pitch… and they’re super effective.

This is why we still use tons of webinar funnels today.

We have our Brick & Mortar Funnels webinar…

Brick & Mortar Funnels webinar example.

Our Secrets Masterclass webinar…

Webinar & Auto Webinar, secrets masterclass.

And lots more.

To be clear, we’re not running these webinars live every time someone signs up. We run each one live until we get a great sign-up and conversion rate, then we just use the recorded version and set the funnel to autopilot.

Easy peasy.

Sort of.

If you’re inexperienced with webinars, then your primary concerns are probably…

  1. What do I teach?
  2. How do I transition from teaching to selling at the end of the webinar?

Good news! We’ve created a webinar framework that’s proven to work in any industry and any niche — all you’ve got to do is copy and paste. Click here to get it for just $7.

3. Quizzes

Should you use a quiz to generate leads?


Here are a few stats from LeadQuizzes to raise your eyebrows…

  • 70% of marketers agree that interactive content is effective at converting site visitors.
  • Interactive content, such as apps, assessments, calculators, configurators and quizzes, generate conversions moderately or very well 70% of the time, compared to just 36% for passive content.
  • 81% agree that interactive content grabs attention more effectively (than static content).

Clearly, people love quizzes.

Your target market probably isn’t an exception.

The online glasses company, Warby Parker, uses a quiz as the primary source of leads…

Quizzes, the Warby Parker example.

What’s cool about Warby Parker’s quiz is that it naturally leads into their product — so people aren’t just taking a random quiz about eyeglasses, they’re actually telling Warby Parker exactly what type of product they’re looking for.

The popular personal development newsletter, The Tonic, also uses a quiz to generate leads…

Quizzes, The Tonic, ad example.

Quizzes can be a fun and engaging way to generate leads AND learn about leads at the same time.

The best tool we’ve found for creating quizzes is Interact — the logic is simple to follow and create and their quiz funnels convert pretty darn well.

If possible, try to make it so that your quiz naturally flows into your products or services.

At ClickFunnels, for instance, we could potentially create a quiz titled, Which Type of Sales Funnel Does Your Business Need?

And then offer people the right type of funnel based on their quiz results as well as a free trial of our software.


Maybe we should do that…

4. Challenges

Challenging your visitors to take action might not seem like a good way to generate leads…

Don’t people just want to take the easy way out?


People want to make progress.

And if your business focuses on helping people achieve some sort of result — in their health, wealth, or relationships — then a challenge funnel is probably a great way to generate leads.

At ClickFunnels, for instance, we help ambitious people build successful online businesses using sales funnels.

And our One Funnel Away Challenge encompasses that mission really well…

Challenges, One Funnel Away Challenge example.

We’ve also got a 5-day lead-gen challenge for companies that want help building sales funnels that generate leads like clockwork…

Challenges, 5-day lead-gen challenge example.

And both of those sales funnels have generated a ton of leads for our business.

Challenges work.

Because people want to make progress… they just want your help (and maybe accountability) to do so.

That’s what a challenge offers. It allows you to build a meaningful relationship with your leads, show your expertise, and naturally guide them to your other products or services.


You can start building a challenge funnel with a 14-day free ClickFunnels trial!

5. Referral Rewards

What if your customers found leads and customers for you?

That’s the power of having a referral program — it encourages your most loyal customers to refer their friends and family to your business by offering them rewards for doing so.

AirBnB created a famous referral program that skyrocketed them to massive success…

Referral Rewards, AirBnd example.

And Morning Brew — the massive newsletter — created a referral program that had a huge impact on their growth…

Referral Rewards, Morning Brew Newsletter example.

Even Tesla created a referral program!

Referral Rewards, Tesla example.

And why not?

Referral programs work in just about every industry.

If you want to create a referral program and automate it, then we recommend using a tool like ReferalCandy. SparkLoop is great if you want to create a referral program for an email newsletter.

If you own a small business and just want to find some additional clients, then why not reach out to your existing clients and offer them a 20% commission for any referrals they send your way?

There’s a way for every business to leverage referrals for lead-gen.

Just ask yourself the following questions…

  • What rewards could you give that would motivate your customers?
  • How can you make the process super easy for your customers?
  • How can you benefit both the customer and the person whom they referred (to make your current customer look good)? 

6. Giveaways

To grow your business, you’ve got to sell products or services.

But giving away something that your target market wants — more specifically, running a giveaway — can be a great way to generate leads.

Chipotle has done it before…

Giveaways, Chipotle example.

And Zager, the guitar company, does it as well…

Giveaways, Zager guitars example.

The most important thing to keep in mind when running a giveaway is that whatever you’re giving away should only attract your target market.

For example…

  • A skincare company might give away a year’s supply of their skin products.
  • A software company might give away a lifetime membership to their software.
  • A dog food company might give away a year’s supply of their dog food.
  • A coffee company might give away a year’s supply of their coffee.

What’s great about a giveaway is that, in the end, you only have to choose one winner, but you could potentially generate thousands or even tens of thousands of leads.

To get your giveaway off the ground, try collaborating with influencers or micro-influencers in your industry, share it with your own audience, and maybe even run some Facebook ads. 

The more attention it gets, the more leads you’ll generate.

As for creating your giveaway, KingSumo has great software for running giveaways.

7. The Dream 100

It’s no secret that influencer marketing is super powerful for lead-gen and brand awareness… especially if you work with the right influencers.

Consider the following stats from Influencer Marketing Hub

  • The majority of brands (59%) have a standalone budget for content marketing, and 75% of them intend to dedicate a budget to influencer marketing in 2021.
  • 90% of our survey respondents believe influencer marketing to be an effective form of marketing.
  • 36% of brands still tend to pay their influencers with free product samples (or even just discounts on more expensive products) rather than paying cash to their influencers.

The question is… how do you find and reach out to these influencers?

We call this process “The Dream 100” — check out the video below…

Start by identifying where your target market already congregates online. Identify…

  • 10 websites and forums they spend time on
  • 15 active Facebook groups they participate in
  • 50 influencers they follow on Facebook and Instagram
  • 30 podcasts they listen to
  • 40 email newsletters they subscribe to

Then you can either work your way in or buy your way into each of those…

  • Work your way in — This means you’ll be emailing people, building relationships with key decision-makers, and looking for collaboration opportunities. You might guest blog for a website that your dream customers read, be a guest on a podcast that they listen to, engage in forums where they spend time, or trade mentions with influencers.
  • Buy your way in — This means you’ll pay to get attention in these places. You might pay to display advertisements on a specific blog, sponsor a podcast or newsletter, or run Facebook Ads to people who follow a specific influencer.

Work on this a little bit every day and you’ll steadily increase brand awareness and generate leads. To learn more about this process, get yourself a copy of Russell Brunson’s bestselling book, Traffic Secrets — use that link to get a free copy.

8. Affiliate Marketing

What if influencers in your industry generated leads and sold your products or services for you?

Wouldn’t that be super convenient?

Well, that’s what affiliate marketing is all about — and it’s one way that we’ve got so many members here at ClickFunnels…

Affiliate Marketing, ClickFunnels example.

Here’s how Russell Brunson explains the benefits of affiliate marketing in his bestselling book, Traffic Secrets

“The amount of leverage you get when you build an affiliate program and rely on the efforts of other people is huge. It’s kind of like building a team and hiring people to do these tasks for you, except that when they’re an affiliate, you don’t pay them for the work. Instead, you pay them commissions based on the sale. They have the risk, and you both share the rewards!”

Sounds awesome, right?

Check out the video below to learn how to build relationships with affiliates and inspire them to promote your products or services for you!

9. Joint Venture

Do you know anyone else in your industry who wants to promote their products or services?

Why not trade promotions with them?

If they’re at a similar place as you, and if there’s a good amount of overlap between your target markets, then you’ll both benefit from a joint venture.

Take Carrot, for instance, a software company that serves real estate investors.

They have a  marketplace that promotes other companies they’ve partnered with…

Joint Venture, Marketing & Strategy graphic.

And those companies also promote Carrot on their own websites.

Because Carrot and those other services are complementary to one another, everyone wins and gets more leads and customers in this sort of relationship.

So… what businesses could you create partnerships with?

10. Free Email Courses

Another idea is to create a free email course that teaches your target market something they want to learn.

This is similar to running a webinar.

But instead of using video… you just send an email sequence over a certain number of days.

This is exactly what Email Mastery does to generate leads…

Free Email Courses, The Hoth example.

The biggest benefit of doing an email course is that you’ll get to have a lot of ongoing engagement with your new leads.

In an interview that Email Mastery did with expert newsletter creator, David Perell, Perell emphasized this part of using an email course to generate leads:

“I’m a much bigger fan of things like email courses. I have a 50-day email course. That means someone is here for 50 straight days. That’s some powerful stuff. And that really builds a connection, you know. People in that course engage at an average of about 65%. That means they’re reading about 36 of those lessons. That’s pretty powerful. That puts me easily in the top 20 or 30 creators they’ve ever consumed.”

You can create the sales funnel for your email course, deliver your email course, and collect leads all using ClickFunnels — here’s a 14-day free trial!

11. Newsletters

Free newsletters are another great way to attract your target market and snag their email addresses.

And lots of companies do it.

HubSpot does it…

Newsletters, Hubspot example.

Salesforce does it…

Newsletters, Salesforce example.

… and so do many other companies.

And for good reason!

Check out some of these stats from PostUp

  • According to industry benchmarks, publisher newsletters earn an open rate of 22%.
  • Vox’s newsletter readers spend an average of 110 seconds on the site, compared to just 40 seconds for Facebook visitors.
  • Vanity Fair’s newsletter readers consume 2X more content than any other audience segment.

If you consider how little work it takes to create a newsletter and put the opt-in on your website, the results are definitely worth the effort.

At the very least, it’s worth trying and seeing how it goes!

Final Thoughts

There you have it!

That’s 11 successful lead-gen campaign examples for you to think about and learn from — quizzes, challenges, giveaways, and many more.

Just one question: which campaign will help your business generate leads? 

Only you can answer that!

And click below if you want to get the 2-page game-changing sales funnel we used to generate 185,372 leads — it works in any industry and for any niche!

Get The 2-Page Sales Funnel That Generated 185,372 Leads For Our Business (Just $7)

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