12 Ways to Generate Leads for AdTech Companies

Growing an AdTech business requires a strategic approach to attract high-quality leads. This comprehensive guide explores 12 proven strategies that can help your firm increase conversions, build a robust pipeline, and achieve sustainable growth.

• 1. Leverage Content Marketing
• 2. Optimize Your Website for Conversions
• 3. Utilize Paid Advertising Campaigns
• 4. Implement Account-Based Marketing (ABM)
• 5. Engage in Industry Events & Webinars
• 6. Build Strategic Partnerships
• 7. Use Social Media Effectively
• 8. Offer Free Trials & Demos
• 9. Deploy Email Nurture Campaigns
• 10. Invest in SEO & SEM
• 11. Encourage Referrals & Testimonials
• 12. Track, Analyze & Improve
• Frequently Asked Questions
• Lead generation tips for other industries

1. Leverage Content Marketing

Content marketing is essential for establishing authority in the AdTech space and attracting inbound leads through informative, valuable content.

1.1 Create Thought Leadership Articles

Publishing thought leadership articles on topics like Programmatic Advertising and Demand Side Platforms (DSP) positions your firm as an industry expert and improves SEO visibility, driving organic inbound interest.

1.2 Develop Case Studies & Whitepapers

In-depth case studies and whitepapers offering insights into successful demand-side platform (DSP) implementations or retargeting strategies not only attract targeted leads but also showcase your expertise, fostering trust.

2. Optimize Your Website for Conversions

Enhancing your website’s user experience and strategic CTA placements can significantly increase visitor-to-lead conversion rates.

2.1 Clear CTA Placement

Positioning calls-to-action (CTAs) prominently on relevant pages—such as offering demos of your marketing automation tools—guides visitors toward desired actions, increasing lead acquisition.

2.2 User Experience & Design

A clean, responsive, and intuitive website design maximizes engagement, reduces bounce rates, and encourages visitors to explore your solutions like CRM integrations or analytics tools.

3. Utilize Paid Advertising Campaigns

Paid campaigns swiftly generate targeted leads and maximize your reach within the competitive AdTech industry, especially when using PPC and retargeting tactics.

3.1 PPC & Google Ads

Targeted Google Ads campaigns based on keywords such as “Programmatic Advertising platform” deliver high-intent traffic, directly connecting your firm with potential clients actively searching for your services.

3.2 Retargeting Strategies

Implement retargeting and remarketing campaigns to re-engage visitors who previously interacted with your website, nurturing leads through tailored messaging based on their behavior.

4. Implement Account-Based Marketing (ABM)

ABM helps focus resources on high-value prospects by tailoring personalized marketing campaigns to specific accounts, boosting conversion odds.

4.1 Identifying High-Value Targets

Use CRM data and industry intelligence to identify potential clients that fit your ideal customer profile—businesses investing heavily in demand-side platforms or programmatic advertising.

4.2 Personalized Outreach

Craft customized emails, landing pages, and proposals addressing the unique needs of each target, increasing engagement and establishing strong client relationships.

5. Engage in Industry Events & Webinars

Networking through industry conferences and webinars enhances your visibility and positions your firm as a leading voice in the AdTech ecosystem.

5.1 Hosting Insightful Webinars

Organize webinars on topics like “Maximizing ROI with Programmatic Advertising” to generate leads and demonstrate thought leadership among industry peers.

5.2 Attending Conferences

Participate actively in conferences such as ad:tech or IAB NewFronts to build relationships, gain insights, and showcase your solutions to potential clients.

6. Build Strategic Partnerships

Partnerships with complementary tech providers expand your reach and credibility through co-marketing and integrations.

6.1 Collaborate with Complementary Tools

Partner with Customer Relationship Management (CRM) platforms or analytics platforms such as Google Analytics or Mixpanel to offer integrated solutions.

6.2 Co-Marketing Opportunities

Joint webinars, eBooks, or joint case studies with industry leaders enhance your brand’s authority and generate mutual leads.

7. Use Social Media Effectively

Social media channels are powerful tools for sharing success stories, engaging industry influencers, and building brand awareness.

7.1 Sharing Success Stories

Highlighting case studies involving demand-side platforms (DSPs) and automated bidding success stories on LinkedIn and Twitter attracts prospects interested in similar solutions.

7.2 Engaging with Industry Influencers

Connecting with industry thought leaders and influencers amplifies your reach, fosters credibility, and can lead to valuable referrals.

8. Offer Free Trials & Demos

Allowing prospects to test your solutions lowers barriers and demonstrates tangible ROI, accelerating the sales cycle.

8.1 Showcase Value & ROI

Showcase how your tools optimize programmatic advertising campaigns or improve demand-side platform (DSP) performance through free trials.

8.2 Simplify Sign-Up Process

Ensure that trial sign-up flows are simple and user-friendly, with clear instructions and onboarding support.

9. Deploy Email Nurture Campaigns

Building relationships over time with targeted, value-driven email campaigns nurtures leads until they convert.

9.1 Segmentation & Personalization

Segment your contact lists based on industry, engagement level, or job role, and personalize messages about marketing automation tools or demand-side platforms to increase relevance.

9.2 Regular Value-Adding Content

Send newsletters featuring industry insights, new product features, or case studies that keep your brand top-of-mind for prospects.

10. Invest in SEO & SEM

Visibility in search engine results through SEO and SEM is crucial for inbound lead generation in the competitive AdTech landscape.

10.1 Keyword Optimization

Focus on keywords like “AdTech solutions,” “Demand Side Platform,” and “Programmatic Advertising” to improve organic traffic from search engines.

10.2 Local & Technical SEO

Enhance technical SEO aspects such as site speed, schema markup, and local SEO to increase your visibility across search engines.

11. Encourage Referrals & Testimonials

Leverage satisfied clients’ voices through referrals and testimonials which build trust and attract new business.

11.1 Incentivize Client Referrals

Offer incentives or referral bonuses to existing clients who introduce your services to new prospects.

11.2 Display Customer Success Stories

Showcase testimonials on your website and case studies featuring successful integrations of your demand-side platform (DSP). solutions.

12. Track, Analyze & Improve

Ongoing measurement and refinement of your lead generation efforts ensure continuous improvement and optimal ROI.

12.1 Use Analytics Tools

Utilize platforms like Google Analytics, Mixpanel, and marketing automation tools to monitor KPIs such as lead quality, conversion rates, and engagement.

12.2 Continuous Optimization

Test different messaging, channels, and campaigns regularly to understand what works best for your target market and stay ahead in the competitive AdTech space.

Frequently Asked Questions