The best lead generation campaigns contain most, if not all, of these components.

From a tactical perspective, a marketer needs four crucial elements to make inbound lead generation happen. These include:

1. Offer – An offer is a piece of content that is perceived high in value. Offers can be ebooks, white papers, free consultations, coupons, infographics, videos and product demonstrations.

2. Call-To-Action (CTA) – A call-to-action (CTA) is either text, an image or a button that links directly to a landing page so people can find and download your offer.

3. Landing Page – A landing page, unlike normal website pages, is a specialized page that contains information about one particular offer, and a form to download that offer.

4. Forms – You can’t capture leads without forms. Forms will collect contact information from a visitor in exchange for a valuable offer.

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