The New Way to Generate Leads in 2025

We studied our own buying behaviour, and reverse-engineered the entire process:

1. Receive a cold email

2. Visit their website

3. Visit their LinkedIn profile

4. Consume content

5. "Self-convert"

When we asked ourselves how we bought, we realised we were missing the content part where people can consume our content to build trust.

Which is why we're introducing this "content hub" concept, where we can:

• Track buying behaviour

• Capture content feedback

• Launch warm outbound campaigns to engaged prospects

I explained more in the video, where we’re expecting it to improve our bottom-of-the-funnel conversion.

Based on the content engagement, we can launch warm outbound campaigns to qualified prospects too.

Here’s the breakdown of the 3-step process:

Stage 1: Demand Generation

This is where you get yourself in front of your audience:

• Cold outbound campaigns

• LinkedIn outreach

• LinkedIn posts

The objective here is to make yourself known to your ideal prospects, and redirect them to the content hub.

Stage 2: Nurture with Content Hub

In the content hub, you would create content that’s tailored to the different stages of the buying journey:

• Not aware

• Problem aware

• Solution aware

• Product aware

• Most aware

They can be persona-based (for CEOs); industry-based (for B2B SaaS); problem-based (not enough leads); or hyper-personalised (as a CEO of a B2B SaaS company, how you can generate more qualified leads).

With the content hub, you can track which content is performing the best, how long each person spends on the content, and what’s their overall engagement.

Once they spend enough time in the content hub, you can then “activate” them.

Stage 3: Activation

This is where you run warm outbound campaigns, to reach out to qualified prospects who have already spent time consuming your content.

This means they know who you are, have built some level of trust from your content, and they may be interested in the topics you’re sharing.

So, we’ll reach out to ask them what their interests are, provide more value, and qualify if we can support their needs through a formal engagement.

We’re introducing this new content hub element soon, and we’re excited to see how it’ll work.

If you're interested to implement this for your business, we're running a pilot to validate this playbook - DM us for more info.