How to generate leads in 2023? - Instream Group
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How to generate leads in 2023?

In 2023, many companies will face new challenges in generating leads. Virtually every company has specific goals that must be met, and many are striving to get quality leads that will convert. However, identifying and connecting with potential customers is a complicated process that has certainly changed thanks to advances in technology, social media and more.

Despite the difficulty of this task, it’s not worth breaking hands over. Organizations of all sizes will be able to discover the secrets of generating new leads in 2023 through a combination of cold emails, pre-sales strategy, customer-centered marketing and the use of systems such as LinkedIn.

Strong lead generation strategies can give an organization a significant competitive advantage. Industry insights indicate that a successful lead generation process is a combination of many elements, including building an effective online presence, actively engaging with relationships, driving website traffic and optimizing solutions. To capitalize on these opportunities, organizations must have the right process, and access to the right tools, partners and resources. This article will show you how to develop and execute a winning lead generation strategy to succeed in 2023.


Table of Contents:

  1. Why is lead generation so important?
  2. What exactly is a marketing lead?
  3. What are the differences between inbound and outbound leads?
  4. How to start generating leads?
  5. What are the best websites to learn about lead generation?
  6. Why is a specialized lead generation agency better than an in-house team?
  7. What are the best ideas for generating leads?
  8. Is Cold Email difficult?
  9. How do you get started on the Cold Email adventure?
  10. What are the best tools for Cold Email?
  11. How to start generating leads on Linkedin? [Best Tactics]


1. Why is lead generation so important?

Lead generation has always been an integral and essential part of running a successful business, not only in 2023. By strategically reaching out to potential customers and converting them into qualified leads, companies can increase sales, improve the bottom line and strengthen their market position.

Lead generation isn’t just about building a list of contacts – it’s about getting the right people interested in what your company has to offer. After all lead generation is the first step in the sales process. To close more deals and grow your business, it’s essential to use marketing activities that can generate leads. Email campaigns, contacts on LinkedIn, pre-sales calls, and promotional campaigns are all activities that can help build a list of potential customers. Additionally, by learning about the latest lead generation tactics and trends, you’ll be in a better position to capture and convert potential customers.

Lead generation is also important because it helps you stay organized and manage the sales process more effectively. Once you have a list of qualified customers, you can better track conversions, make sure sales and marketing are in synchronization, and save time by identifying your target audience.

By staying on top of the latest lead generation trends, you can make sure your business is positioned for significant growth in 2023 and beyond.


2. What exactly is a marketing lead?

A marketing lead is a person or company that has been identified as potentially interested in a particular product or service. Lead generation is the process of finding, qualifying and nurturing leads. Marketing leads can come from a variety of sources, such as trade shows, referrals, existing customers, SEO and email campaigns.

Leads are usually qualified based on criteria such as position, company size, industry, location, and budget. Often companies also classify leads based on so-called scoring, which is the evaluation of individual inquiries. We can divide leads into cold (currently not interested in an offer), warm (potentially interested), and hot (ready to buy).

On the other hand, to acquire a lead, we need to know who our potential customer is. You’ve probably encountered the template for creating personas more than once, but we like to expand the description of the persona with a deeper analysis, such as:

  • What are her current problems and needs?
  • In what business environment does it revolve (partners, market, customers)?
  • What business processes related to our solution are taking place in the customer’s company?
  • What solution might the customer be looking for?
  • What frustrates the customer the most?

customer profile analysis

Qualifying leads helps marketers reach the right customers and ensure that the content they receive is relevant. Lead generation also helps companies understand their target audience and the customer’s needs and desires, enabling them to create more effective marketing strategies that are tailored to the individual.


3. What are the differences between inbound leads and outbound leads?

Inbound leads and outbound leads are often used interchangeably when referring to lead generation, but they are actually quite different. Inbound leads are generated through activities such as web searches, website visits, interactions on social networks, and more – basically, customers are looking for your business as a way to get the products and services they need. On the other hand, outbound leads are generated by companies through proactive methods such as cold emails, buying contact lists, advertising, and direct calls – that is, companies taking the initiative to reach out to customers they know will need their products and services.

inbound vs outbound marketing

When it comes to customer acquisition, the first step is to use both inbound and outbound lead generation strategies. It is important to understand the differences between inbound and outbound lead generation. By using both strategies, you will be able to implement the right tactics for your specific goals and bring in more leads for your business in 2023.


4. How to start lead generation?

If you want to start effective lead generation, there are a few basic steps you can take.

First, the priority is to create a contact base, which you can create in a number of ways, such as putting a form on your website to sign up for a newsletter, using lead forms advertising on Facebook, using a lead generation company to get people interested in your offer. In addition, you can contact your current customers via email or social channels to ask for referrals. Cold emails, if written correctly, can also be a great tactic for getting new leads for your company.

Second, build a strong online presence. This includes optimizing your website for SEO and user experience, building a social media presence, and establishing yourself as an authority on platforms like Linkedin or KnowledgeHut with content. Additionally, use presales as an effective sales technique to reach potential leads and capture their attention.

Third, analyze what works and what doesn’t. Keep track of which channels and methods are bringing in the highest conversion rates and which are ineffective. With this data, you can adjust and fine-tune your lead generation formula for optimal results.

Lead generation should be a fundamental part of any company’s growth strategy. The steps outlined above are just the beginning, but they provide an effective foundation to start generating leads in 2023.


5. What are the best websites to learn about lead generation?

Lead generation is a critical component of sales and marketing, and understanding the latest trends and methods is critical to long-term success. With the ever-changing landscape of technology and marketing, finding the best websites to learn about lead generation can be a challenge in 2023. To help you get started, here’s a list of the best websites to learn about lead generation in 2023.

  1. LinkedIn: As a powerful platform for networking and connecting with potential prospects, LinkedIn provides valuable educational materials on lead generation. Through their “Marketing Solutions” section, you can learn how to use articles, videos, and lead gen forms to find new customers and build relationships. What’s more, on the platform itself you can observe experts in specific fields who often share their industry knowledge in posts or webinars.
  2. Google Adwords: Google includes a wide selection of lead generation tutorials, including how to create successful campaigns with keywords, budgets, and strategies, as well as how to create tests and experiments.
  3. HubSpot: A leading provider of inbound marketing, offers detailed insights and resources on lead generation, including webinars and articles on creating successful campaigns.
  4. Sumo: Sumo is one of the world’s most popular lead generation tools. They provide helpful guides and tutorials on everything from creating effective content to setting up lead capture forms.
  5. InStream Group: of course, as you read this article, you probably know that you’ll also find a number of articles and other resources on our site to help you start or improve your lead generation process. As specialists in this sector, we share our experience with you through free materials or by starting a partnership in this area, saving you time. 🙂

So, by reading and researching the tips from these pages, you can be sure to stay on top of the best lead generation tactics in 2023. Learning the basics of lead generation and using the right tools can make quite a difference when it comes to lead generation.


6. Why is a specialized lead generation agency better than an in-house team?

In the modern business landscape, lead generation can be daunting, especially when deciding whether to hire an in-house lead generation team or use a specialized lead generation agency. It’s important to realize that a specialized agency is likely to be more effective at acquiring leads than an in-house team, and here’s why.

First, a specialized agency has the knowledge and resources necessary to execute an effective lead generation strategy. They are well-versed in tactics such as cold email, presales, Linkedin outreach, digital marketing, and others, allowing them to make informed decisions when creating a lead generation plan. In addition, they have access to tools and benefits that an in-house team of one or two people wouldn’t have, such as established relationships with prospects on LinkedIn, automated customized processes and much more.

Second, a specialized lead generation agency can provide more cost-effective services. By outsourcing lead generation, companies have access to services at competitive prices and often with more successful results than they could achieve in-house.

Finally, a specialized lead generation agency can help reduce the burden on an internal team. By taking on lead generation, a specialized agency frees up the organization’s sales and marketing team to focus on other important tasks and the organization’s mission.

It’s also worth considering that companies are often testing different solutions or looking for new lead generation channels. Thus, cooperation with an agency can be a valuable test of a particular channel, and at the same time the company’s resources and employees’ time will not be wasted. Acquiring specialized knowledge and improving operations can take a lot of time for an internal department that has not used a particular lead generation solution before. In such a case, it is easier to rely on an experienced external partner who has conducted hundreds of thousands of similar campaigns. 

Thus, the decision to hire a specialized lead generation agency instead of an in-house team in all likelihood may be a better choice, considering all the factors mentioned above. Such agencies provide dedicated resources, experience and cost-effective services – all of which are essential in the quest for successful lead generation in 2023.


7. What are the best ideas for lead generation?

Lead generation technology has evolved over the years, and with it the ways marketers acquire customers. Companies now have access to detailed reports, data segmentation and AI-powered tools to better measure success and target the right people with the right messages. When executing in 2023, it’s important to understand the various aspects of lead generation and apply the most effective channels and strategies to capture qualified leads and drive successful sales.

Using a mix of online and offline tactics, such as webinars, conferences, trade shows, cold email, social selling, GoogleAds and content marketing, are some of the most effective lead generation strategies. Social media, especially platforms such as LinkedIn and Instagram, have become powerful channels for finding, engaging and converting leads. Personalized emails and pre-sales messages continue to be one of the most important lead generation tactics and are used with great success when targeted and sent at the right time.

So companies that want to make direct contact with potential customers should send personalized cold emails to their target market. It is important to create a message that is tailored to a specific person, and mention the unique benefits of the product or service offered. Additionally, to ensure effectiveness, it is recommended to use A/B testing and track metrics such as open and click-through rates.

przykładowe wyniki kampanii cold e-mail
Example results of a Cold Email campaign for one of our clients

LinkedIn, on the other hand, allows companies to sell their products and services to a growing, engaged audience. Companies can access valuable information about their potential customers and establish meaningful relationships. In addition, LinkedIn’s various advertising tools can help attract more leads through dynamic, engaging content.

Last but not least! Pre-sales activities are a great way to drive lead generation in 2023. Presales typically refers to activities that are conducted before a product is sold. These activities include progressive demonstrations and feature presentations to showcase the product’s capabilities in more detail. This more hands-on sales approach helps attract and convert customers more easily and on a larger scale.

In conclusion, there are many effective and innovative ideas for lead generation in 2023, but we know from experience that Cold Email, LinkedIn and Presales activities are constantly on trend and are working well as lead generation strategies for companies around the world. Implementing these solutions will help brands stay ahead of the competition, increase revenue and maximize success.


8. Is Cold Email difficult?

Cold Email is a great way to generate leads, but not necessarily easy. Cold Email can be a daunting task for someone new to the process, and even for experienced marketers.

The first challenge can be finding specific email addresses to send messages to. Often companies have their own databases, but if you want to reach a new or wider audience, it can be difficult to find email addresses because they are often not available. On the other hand, purchased databases are often outdated, inaccurate and of questionable origin. In this case, it’s worth investing in available tools, such as, and building the contact database yourself, or using a company that builds contact databases “fresh” according to the guidelines you receive.

There is also a risk of rejection in cold emailing. When creating cold email campaigns, it is necessary to demonstrate expertise, good copywriting and knowledge of the given markets and good practices in order to attract the attention of recipients and be noticed by them. However, it is worth remembering that every marketing and sales activity involves such risks and only well executed campaigns, get good results.

Cold Mailing also requires knowledge of the law and specific regulations. It is also a time-consuming process, because in addition to the basics, it requires constant coordination, A/B testing and responding to emerging feedback messages.

Despite all these difficulties, Cold Email can be a very effective tool when it comes to marketing and sales, so it is worth investing in it.

On the other hand, if you need help running a Cold Email campaign and want to save time, we’d be happy to help. 🙂


9. How do you get started on your Cold Email adventure?

While there will always be a degree of uncertainty when starting a Cold Email campaign, there are steps you can take to get the maximum chance of success.

When starting out, it is important to establish a solid foundation from which to prepare your campaign.  This includes establishing a high-quality contact base by collecting leads from various sources, such as Linkedin, Google Adwords or through pre-sales efforts. Once you have your list, try to segment it, taking care to personalize your message for that particular audience. Next, an important step is to create a relevant, non-spammy and professional message. Give your prospect clear and benefit-focused content that explains why you are emailing them and what you can do for them.

example of Cold Email

As with any marketing strategy, experimentation and measurement are key factors in the success of a Cold Email campaign. As such, you should track performance data, analyze results and adjust your efforts as necessary. Finally, if you find that you’re struggling to generate results, you may want to consider using dedicated tools to automate your campaign and optimize your efforts.

By taking a proactive, organized and targeted approach to Cold Email in 2023, you can be sure to increase your chances of success. By doing so, you can set yourself up for successful lead generation and ultimately, increased sales.


10. What are the best tools for Cold Email? 

Using tools to implement Cold Email campaigns is very beneficial. These tools allow you to automate the process of sending messages, which significantly reduces the time it takes to send them. In addition, they allow you to monitor the effectiveness of the campaign, so you can quickly respond to the changing needs and expectations of your audience and optimize your actions. What’s more, most tools take into account the creation of personalized messages, which increases the chances of reaching your audience and encouraging them to respond.

Here are some of the best tools for successful Cold Email campaigns in 2023:

  1. Woodpecker – is a tool for automating the process of sending cold e-mail messages. It allows you to create and send scheduled cold e-mail campaigns, as well as monitor the results. The tool allows you to create customizable message templates. Woodpecker also allows you to create mailing lists, segment recipients and send messages at specific intervals. The tool also offers analytics features, such as monitoring opens and clicks, to help optimize cold email campaigns. To learn more about Woodpecker, take a peek at our review.
  2. Lemlist – is an email marketing automation tool that allows you to create and send advanced email campaigns. Users can use templates, mailing lists, segmentation and other features. The tool also allows users to monitor campaign results so they can better understand the effectiveness of their efforts. Lemlist also offers a range of campaign optimization tools, such as A/B testing, automation and personalization.
  3. Mailshake – is a powerful platform for effective email campaigns, enabling segmentation, automation and integration with Salesforce. It’s a great way to personalize emails with custom templates and easily track results.
  4. Salesflare – is a CRM platform focused on effective lead management. It allows you to book appointments directly in the CRM, auto-fill contact information and track online activity of potential customers. It’s a great way to make sure your Cold Email campaigns are effective.
  5. Linkedin – is an invaluable social network when used for Cold Email. It is the best place to find potential leads and verify contact information and build relationships.
  6. Datanyze – is an AI-powered sales platform designed to help you research and identify key prospects. It is integrated with Salesforce, Linkedin, Google and other platforms for effective lead identification and nurturing.
  7. SalesLoft – is a powerful platform for custom Cold Email campaigns with automated sequences, content templates and even a blog with tips and tricks from experts.

With the right tools, creating an effective and efficient Cold Email campaign is easier to do in 2023. Use the tools listed above to maximize your chances of creating interest and generating valuable leads.


11. How to start generating leads on Linkedin? [Best tactics]

Well, what if in 2023 you want to focus your lead generation efforts on the Linkedin platform? Great choice!

Lead generation on LinkedIn is a popular way to expand your network, grow your business and increase sales. While many people think of LinkedIn as just a social network, it has become a powerful marketing and sales tool.

linkedin statistics

By regularly using the social media platform and actively engaging with other users, brands can reach a larger, more targeted audience and generate high-quality leads.

Currently, the platform gives you many solutions to help you find potential customers. Social Selling, Account Based Marketing, inMail messages, advertising, regular posting, creating groups and communities, Sales Navigator, personal or company branding, etc.

However, it is worth remembering that direct or pushy selling will not work on LinkedIn. It is a place to build and nurture relationships, give value and educate. So if you plan to use the Linkedin platform in your lead generation strategy in 2023, don’t forget to follow the H2H (Human To Human) approach.

Your strategy on Linkedin can involve activities such as:

  • Regularly posting valuable content, developed based on the needs of your target audience. In this way, you will increase brand awareness and build your position as an expert. High-quality content that targets your audience and creating campaigns around it can act as a magnet for lead generation.
  • Search and join topical groups in your industry and contribute to interesting threads. This way, you’ll join in the discussion, which will allow you to build relationships and make new friends.
  • Run paid Linkedin Ads campaigns. This is a faster way to reach your target audience widely compared to organic efforts.
  • Presales activities, such as using Sales Navigator to search for an audience group to communicate through an InMail message or invite to a network of contacts at a later stage, so as to increase the likelihood of reaching a specific person with the content/post. Connecting with leads organically and using presales tactics can help increase conversion rates.

We’ve written more about how to get customers on Linkedin in our blog:

Linkedin as a sales tool

How to make effective sales on Linkedin platform. 7 tricks you probably don’t know


Using the above tactics, you can successfully generate leads on LinkedIn in 2023 and start building relationships with more potential customers. Remember, to create a successful lead generation campaign on the platform, you need to have a good understanding of its features and community, use relevant keywords and make sure you’re targeting the right audience. With a well-developed strategy, you can build relationships that will help grow your business.

If, on the other hand, you’re looking for a business partner to help you make your efforts on Linkedin more effective, please feel free to contact us 🙂 .


In conclusion, the future of lead generation in 2023 will be centered around digital strategies such as Cold Email, Linkedin Social Selling and Presales. With a few minor or major changes, companies of all sizes will be able to generate more leads in the new year. Both marketing and sales departments should be sure to use these tactics to reap maximum benefits while keeping customer needs and preferences in mind.

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