Guest blog post – Mark Elliott on Sales P2P: Inbound Lead Generation

During our Innovation Factory Sales Peer2Peer for September 2014, we had an excellent presentation on Inbound Marketing from Sam Brennand of UberFlip.  Sam’s presentation can be found here.

Inbound Lead Generation is known by many names, including Content Marketing and Inbound Marketing.  Sam describes Inbound Lead Generation as: “Using educational, useful, and helpful content to build trust and long-term relationships with your prospects and customers.”  Sam broke Inbound Lead Generation into four wheels of a high performance car:

Authoring Great Content:  How does your specialized knowledge overlap with your customer’s problems? Use your buyer personas to better understand your prospects and customers. Use the information they are looking for as part of their decision making process.

Distributing Your Content Effectively:  Publish your original content to blogs, use videos, or other methods.  You can then use a mix of social media platforms and email marketing to distribute your content. Well written content will get found by search engines, increasing your reach.

Measuring the Effectiveness of Your Content:  Use analytics to determine how people are consuming your content and tweak your content plan to better support your sales and marketing goals.

Create a Great Overall Content Experience:  If you have great content that is well distributed and actively measured it should result in conversions for leads.

Inbound Lead Generation is a very effective means of driving new leads into your business.  At VA Partners we work with many different types of organizations on Inbound Lead Generation. Many of these companies have realized considerable success with Inbound Lead Generation.

The Innovation Factory Sales Peer2Peer takes place during the first week of every month.  Make sure to check the calendar for upcoming events. At our next event on October 1st 2014, Dave Howe from Sales for Life, will be presenting on Social Selling.


Mark Elliot co-founded VA Partners in 2006. VA Partners provides part-time marketing and sales assistance to fast growing firms. Over the past decade, Mark and the VA partners team have worked with almost 100 companies and helped to drive millions of website pageviews, hundreds of meetings, and millions in revenue. Mark has served as a champion for the Innovation Factory Peer2Peer since 2012. Contact Mark at [email protected].

Share this article
View All Categories

Featured iF Clients

14th Annual LiONS LAIR Pitch Competition and in-person Gala on September 26, 2024 from 5:00pm to 9:00pm. Tickets available on

Attend the 14th annual LiONS LAIR pitch competition

Since 2011, Innovation Factory’s LiONS LAIR has helped more than 150 startups launch and scale their businesses. This fall, join over 350 entrepreneurs, investors and thought leaders to network over dinner and drinks, celebrate innovation, and watch finalists pitch live to a panel of judges to win cash and in-kind prizes.

When: September 26, 2024 | 5:00pm – 9:00pm 

Where: LiUNA Station – 360 James St. N, Hamilton, Ontario L8L 1H5

Celebrate BIG ideas that make a bigger impact at The Big DiF, Innovation Factory’s annual open house and client showcase. Join 250+ people from the Hamilton-Halton community to celebrate entrepreneurship and innovation.

Join Innovation Factory's Annual Open House - The Big DiF!

Network with 250+ industry professionals, discover emerging solutions from our innovators, and celebrate entrepreneurship within the Hamilton-Halton ecosystem.

May 9, 2024 | 4:00pm – 8:00pm | Hamilton, Ontario