Framework Quick Reference
When to use this: Traditional website-driven lead gen isn’t working, or you want to capture buying signals where prospects are already engaging without forcing them off-platform.
What you’ll achieve: Lead generation directly from social engagement by identifying and qualifying prospects based on their interactions with your content, not form fills.
Who this is for: B2B companies with strong social presence (especially LinkedIn) and access to account intelligence tools or sales teams who can manually track engagement.
How it works: Post valuable, targeted content on social platforms, track engagement from target accounts using intelligence tools or manual monitoring, route qualified engagers to sales for follow-up.
What you’ll need: Consistent social content production, account intelligence platform (like 6sense, Demandbase) or manual tracking process, and sales team ready to follow up on warm social signals.
Time to results: 2-4 weeks to establish posting cadence and engagement tracking, with immediate lead identification once qualified prospects engage.
This social-focused content marketing framework is light and nimble, just like a butterfly.
With this strategy, you don’t have to try to push everyone to your website or badger them with a million retargeted ads to try to get them to convert.
Instead, you can rely on social signals and modern technology to do the trick.
The whole premise of this framework is that you don’t always have to use ads or links back to your website to effectively generate leads.
In practice, this looks like…
- Posting valuable, targeted content to your social channels.
- Using modern account intelligence tools to track engagement on these posts (or, you can do this step manually).
- Sending folks who engage and who are in your target market to your sales team to follow up.
In Action: LinkedIn Lead Generation
On LinkedIn, Tyler Hakes, Principal at Optimist, shared the ins and outs of how the team uses the Anchor & Hooks framework to turn one client’s core content into a plethora of engaging visuals for social media every month.
As usual, a mix of marketers and content writers in Tyler’s circle engaged. But the real nugget of gold was a comment from a senior content marketing manager — someone right in Optimist’s target audience of content and marketing decision-makers:
Now that a (somewhat) qualified lead has shown interest without even having to go off-platform, Tyler can continue to move them through the social-led lead gen framework to further qualify and deepen the relationship.
Explore the full collection: Essential Content Marketing Frameworks for a Zero-Click World
