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Lead Generation

It really isn’t possible to discuss inbound marketing, or any type of marketing or sales, without talking about lead generation. This is the process of developing a pipeline of people to whom you can sell. Needless to say, there can be no sales without an audience of potential customers. Let’s take a look at what a lead is, and how we at Rhino can work with you to generate a steady flow of high-quality leads.

What is a lead?

A lead is someone who, in one way or another, has indicated some form of interest in the products or services that you’re selling. The key element here is interest. Anyone who has somehow expressed that they’re interested in what you’re offering is already a “hotter” lead, and closer to becoming a sale, than someone to whom you make a cold call.

What is lead generation?

Lead generation is the process of getting people interested in what you’re selling. Another way of looking at it is that lead generation transforms strangers into leads, and hopefully, into buyers. To put it in inbound terms, it’s the first step in what we call the buyer’s journey.

Why is lead generation so important?

It’s a different world of marketing today, and the old “outbound” methods of marketing are not only outdated, they’re also no longer effective. When was the last time that you received a true cold call or email from a marketer that actually enticed you to buy what they were selling? Today’s consumers have learned to filter out unsolicited contacts. Caller ID makes it easy to screen out telemarketing calls, paper “junk mail” ends up in the recycling basket, and everyone knows how to use their delete key to get rid of unwanted emails before even opening them.

The Inbound approach to lead generation

Instead of chasing after huge numbers of people who may have no interest in what you’re offering, inbound marketing attracts and entices them to come to you, with an offer of value. We’ll work with you to develop content offers tailored to your target audience that will bring them to your website, where you can then begin the process of transforming them into buyers.


We’ve become experts at building the type of website that will use the most effective methods of converting your leads into customers, including these vital elements:

Landing Page

This is a page where a potential lead will land when they click through to your website. At Rhino, we know what it takes to get someone to your landing page, and then to proceed to the next step.


Landing pages typically include a form which requests some information from the website visitor. Since they’ve come for a free offer of content, or perhaps a free trial, it’s not really an imposition on the visitor to ask for their name and email address in exchange for something of value. Compare this to calling someone whose contact info you bought as part of a mailing list of thousands or millions, and it’s easy to see why the inbound method is so much more effective.


This is what will entice someone to follow a link to your site, and give you their information. We’ll create content, including eBooks, whitepapers, and infographics, which will be of interest and value to the audience you want as potential buyers.


A call-to-action (CTA) is typically a button on the landing page that invites visitors to take some action, usually sending you their info, in return for downloading your content. At Rhino, we know how to optimize your landing pages to get people to click on that CTA and take the first steps towards becoming qualified leads.

A Guide to Online Lead Generation for Business Owners

As a business owner, you probably spend a great deal of time brainstorming how to generate more leads. If you don't have new leads coming in on a regular basis, you will have a hard time growing your business.

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