How to Get More Leads and Convert Them?

Based on my experience working with B2C SaaS and B2C e-commerce brands, here are my key learnings on lead generation and conversion.

While there is some overlap between B2B and B2C lead generation, this post focuses on B2C lead generation specifically.

The Three Pillars of Lead Generation

1. Demand Capture

At any given time, only 3% of users are actively looking for your product or service. To capture them, Paid Media is the best approach.

Which Paid Media platforms should you use?

Nearly 90% of ad inventory is controlled by Google Ads and Meta Ads. For any B2C business, running ads on these two platforms is a no-brainer

In my experience

• For e-commerce Brands: Both Google & Meta Ads perform well
• For SaaS Brands: Google UAC (Universal App Campaigns) gives better results

2. Demand Generation

What about the remaining 97% of your audience? They aren’t ready to buy yet—but you can nurture them so they become customers in the future.

How do you generate demand?

By sharing high-quality content that:

• Solves their problems
• Provides real value

Methods for Demand Generation:

• YouTube Videos
• Blog Posts
• Instagram Reels
• Facebook Videos
• Answering user queries on Quora & Reddit
• Twitter, Pinterest, and other social media channels

 📢 Pro Tip: You can amplify these efforts with Paid Media to reach a larger audience faster.

In my experience

For both e-commerce and SaaS brands, I’ve seen significant growth by implementing these demand generation strategies.

3. Demand Conversion

Once you attract the right users to your website or app, the next step is to convert them into paying customers.

The Three Steps of Demand Conversion

1. Website Optimization

• Is your messaging clear & simple?
• Can users understand the value within 3 seconds?
• Do you have enough testimonials?
• Do you display credibility badges (media logos, certifications)?
• Is there in-depth product/service information?
• Are you following CRO (Conversion Rate Optimization) best practices?
• Are you using data analysis to improve conversions?

2. App Optimization

• Is your onboarding process seamless?
• Do users experience an Aha! moment immediately?
• What’s the Time to Value for new users?
• Are you using personalized in-app communication?

 3. Sales Alignment

• Is your sales team skilled at converting leads?
• Is there alignment between sales & marketing?

In my experience

For both e-commerce and SaaS, boosting website/app conversion rates through CRO best practices — and having the right salesperson for high-ticket products — has been key to driving more conversions and revenue.

In a nutshell, from my experience working with brands, successful lead generation and conversions requires all three pillars:

• Demand Capture (Paid Media)
• Demand Generation (Content & Organic Reach)
• Demand Conversion (CRO & Sales Optimization)