Koju Guide to Lead Generation

Lead Generation, Lead Gen, B2B, B2C

Find your own leads with Koju's guide to lead generation

The Beginner’s Guide to B2B Email Lead Generation

Want more? Want better quality? Want to pay less? If the answer is yes to any of these questions – Koju’s latest article will help you understand Email Lead Generation and introduce how we can help you.

If you have read my previous guides, we have gone into detail on the purchasing of data, lead magnets, email content and design etc. If all this seems like too much work, Koju can do it for you, and even better, we will only charge you for the leads that we generate

Before setting upon the process of increasing the leads through to your company, just run a couple of internal checks first – Where do I want these leads to go?

  • Is your website fit for purpose?
  • Should I build a custom Landing page?
  • Telephone – Do my agents have enough skill to convert inbound calls
  • Telephone – Do I have enough agents?


There are many sites that can give you feedback on your website;

All these are free tools that will give you an idea of where your website stands and what you can do to fix any issues. Koju Media can organise a free, in-depth SEO and website build check for you if you so wish – just drop us a line at info@kojumedia.com

Landing Pages

Landing pages are custom built pages for a campaign to land on, they are generally used for PPC or Email Campaigns as lead capture pieces as they only contain details relevant to the email or link the customer has clicked. They are great in keeping the customer focused rather than losing them as they navigate around your full website.

Koju recently sent a campaign to companies with apps to ask where they were obtaining business data, and if they understood the upcoming changes in May 2018. As this was a specialised campaign we did not want to send them to any current page on Kojumedia.com, it was much better for us to build a specific landing page for this campaign as below;

Lead Generation Through Email Marketing

In our experience, the Companies who get the best out of email, balance their approach between promoting their products and services, whilst educating and interacting with readers. Establish yourself as a thought leader and showcasing the value of your products/services, with examples of how you can solve customer challenges.

Utilise Split Testing

Split or A/B testing is a fantastic method for figuring out the best online promotional and marketing strategies for your business. It can be used to test everything from website copy to sales emails to search ads. And the advantages A/B testing provide are enough to offset the additional time it takes.

To split test, change an important element of your email and then segment your email subscribers into two groups and sending each a different version. Every subscriber will either receive A (the original design) or B (the new version).  Review the reports and analytics provided by your ESP and determine which version was more successful.

Experiment with multiple elements over time to see the greatest results. Here are a few things to test for each metric you want to improve:

  • The location of the call to action/s
  • The exact text used
  • The button colour or surrounding space
  • Subject line
  • Time and date email is sent
  • Headlines
  • Sales copy

Let’s say you find that using images of people on your landing page as opposed to images of products improved click-through rates. Aside from just ensuring that you continue using images of people moving forward, this finding can be applied to other elements of your marketing content, such as in your ads or on your website homepage. The only way to find out if this works is to test and test again.

You will begin to see patterns among the different elements that increased email performance. You can then use these patterns to better understand your subscribers and continue delivering compelling email copy in the future

Or Just Let Koju Do it for You!

Traditional email campaigns are sold on a cost per ‘000 basis and thus results and CPL’s will fluctuate. Koju Media can offer a cost per lead model, which will guarantee you the leads you want, when you want them, at the agreed rate.

Cost per lead is not suitable for everyone, if you sell Cars then CPL will work, but for bars of soap it would not be wise, use Lead Gen if;

  • High Value product/services
  • Broad target market
  • Have at least 3k budget
  • Can commit to a 3-month test (1k min per month)

Why Use Koju?

We have all the emails!

In association with 118 information Group, we have access to over 1 million opted in email addresses, the largest B2B database available, and with 25% more decision maker contacts than the nearest competitor

We excel at lead generation delivering consistent volumes of leads for our clients daily

Low bounce rates (>1%) and high opens (8-25%) and clicks (1-2% average)

Pick your target market by Sector/SIC codes, Employee size/turnover, Head Offices/Branches and many more options….


Professional email and landing page design

We will design from scratch or use/optimise existing email creative that you have to produce an email that will produce the highest level of interest and response

The landing page here is standard, but can be bespoke to your needs and collect the data you want

How is the price of a lead calculated?

Market Size

Koju has more than 1 million email addresses, but if your targeting requires multiple restrictions, this will impact the potential audience we can go out to

Smaller Audience = Increased CPL

Landing Page Qualification

The number of questions/restrictions you put on your landing page will cause interested people to drop out before submitting their details.

More questions on your landing page = Increased CPL

To discuss how email lead generation can work for you, drop us an email, call on 0203 883 6867 or visit our contact us page here


Leave a Reply

Your email address will not be published. Required fields are marked *