The Complete Visual Guide to Lead Generation

by Kathryn Aragon

Last updated on August 26th, 2017

At first glance, conversion optimization is about driving sales. But one of the most common goals for CROs isn’t sales. It’s lead generation.

And lead generation has its own unique challenges, particularly when you need to drive optins but aren’t sure who to target or how to motivate them to respond.

It helps to have a handy resource tucked away somewhere, something that you can refer to when you think you have exhausted every avenue. That’s just what the folks at Pareto have provided.

With a Trivial Pursuit-esque design, this interactive covers the 7 core stages of the lead generation process and shows you how to target decision makers through a number of different online platforms. It also shows you how to capture potential customers across different industries, locations and businesses.

While sales managers often look for activity from their team in terms of lead volume, the quality of those leads is just as important—that’s what this guide emphasizes. Each embedded article focuses in on a part of the lead generation process.

Here are some of the key points that you need to bear in mind:

  • Once you have identified a prospect, make sure that you have captured as much information about them as possible. There are a multitude of free ways to build up a clear picture of them and their buying habits.
  • Knowing your target industry inside out is just as important as knowing your contact at a particular company.
  • Analyzing market trends will allow you to approach your prospect at just the right time and increase your chances of closing that all-important deal.
  • While most contacts are made via digital channels, you shouldn’t neglect the more traditional form of communication. Often they can work hand-in-hand to increase the likelihood of you being top of mind.

The Complete Guide to Lead Generation (click to enlarge)

pareto lead gen guide

The 7 Core Stages of Lead Gen

Source Quality. Learn how to get the best ROI from your lead generation efforts.

Lead Volume. Discover how data and timing are essential to better lead management.

Decision Makers. Learn the best way to identify and build relationships with decision makers.

Business Targeting. Learn to categorize, target and talk to the right businesses.

Location Targeting. Find out how to turn your location into a benefit, not a limitation.

Industry Targeting. Discover how to expand beyond your established industries.

Social Media. Are you using these channels to their full potential? Find out how you can do more.

Some Tips for Better Lead Generation

The best time to generate leads from email is between 8 am and 3 pm. (

Going to “the top of the tree” isn’t always your best strategy. Prior research into a company’s structure always pays off.

Through social media, you can learn which companies are expanding, investing, or have new management structures.

Different industries have different key purchase times. Make sure you know when people are researching and buying in your industry.

Monitor social media and the press to gain insight into the lives of key influencers.

Learn more…

If you would like to see more tips like these, head over to the interactive page on Pareto where you can access all seven articles.

By the way, if you’re wondering who’s behind the design and development of the interactive check out check out Venn Digital a Manchester, UK based digital marketing agency.

Read other Crazy Egg articles by Kathryn Aragon.



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Kathryn Aragon

Kathryn Aragon is the former editor of The Daily Egg. She's a content strategist, consultant, and author of The Business Blog Handbook. Learn more at Follow her on Twitter.


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  1. Anonymous says:
    April 11, 2016 at 9:45 am

    Just simply wished to mention I am relieved I came on your internet page.

  2. John Pyron says:
    June 30, 2015 at 2:44 pm

    Thanks for this. Infographics are useful and can be easily understood.

    • Kathryn Aragon says:
      June 30, 2015 at 4:51 pm

      You’re welcome. I agree. This one is especially nice.

  3. John WoodmAN says:
    June 14, 2015 at 8:59 am

    I employed a lead gen company for a while and they seemed to be unearthing all sorts of rare gems leads wise. Until I realised they were simply searching the social media and news channels for information on companies with new products, project or expansion plans. I immediately got rid of their service and started to carry out this research myself. And it actually pays off. It’s not hard to plan some qualitative research and then try to look at conversions from a position of knowledge.

    • Kathryn Aragon says:
      June 14, 2015 at 3:24 pm

      Smart move, John. Doing the research yourself probably helped you see the big picture, which gives you a huge advantage when optimizing for conversions.

      • JOhn WoodmAN says:
        July 9, 2015 at 6:07 am

        Seeing that bigger picture is what some people don’t seem willing to try. Or don’t understand. It’s too easy with the advent of the web to hive off important tasks to someone who has a website claiming to be an expert. People should empower themselves to become the expert of their own company and not give the role to someone else.

        • Kathryn Aragon says:
          July 9, 2015 at 8:54 am

          I completely agree. When you do it yourself, you begin to understand what works and why. You also begin to see how everything interrelates, and that helps you get better results overall.

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