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Are you ready to future-proof your lead generation game? Because what worked last year is already old news, and if you’re relying on a single channel or stale tactics, you’re in for a wild ride. At Affiliate Summit East 2025, a powerhouse panel delivered the ultimate roadmap for keeping your lead gen pipeline full, even as social platforms shift beneath your feet. They include:
- Alana Levine (Chief Revenue Officer, Fintel Connect, host)
- Katrin Kaurov (CEO, Frich)
- Stacey Grotz (SVP of Marketing, ISSA)
- Alonso De Lope Torres (Director of Performance Marketing, Hear.com)
The New Lead Gen Reality: Trust > Transaction
Gone are the days of passive scrolling and generic ads. Today, authenticity and trust are your non-negotiables. Here’s the play-by-play from brands dominating diverse markets:
- Storytelling Wins Hearts (and Wallets)
- Stacey: Forget pushing products. Bring your customers’ journeys front and centre. Let them share how they became personal trainers and inspire others to join the ride. Real stories drive real action!
- Alonso: Know your audience inside-out. Hear.com’s boomer audience loves a great story, whether through video or news-style content.
- Radical Honesty for Gen Z
- Katrin: Want Gen Z’s attention? Drop the sales pitch and jump into the conversation. Viral TikToks like “Is it okay to pay $3K/month for rent?” sparked hundreds of heated debates—and priceless insights for future campaigns.
Pro tip: Gen Z demands transparency. They don’t want to be sold!
Channel Surfing: Go Where Your Audience Lives
Social platforms change—and FAST. Algorithms shift. New networks pop up. Old favorites fade. If you’re stuck in a single-channel rut, you’re toast. Diversification is no longer a nice-to-have, it’s a must-have for anyone serious about growth.
- LinkedIn: If you’re surprised by this, you’re already behind. Katrin’s team unlocked major Gen Z engagement here, especially in personal finance groups. Don’t sleep on B2C opportunities!
- Reddit: Stacey finds passionate, info-hungry prospects (and shortens the sales cycle) by starting genuine conversations in niche subreddits.
- Nextdoor: Alonso finds this “boring” app a great place for his niche audience where they go to seek consultation.
- News Sites: Alonso targets readers who are already in a learning mindset. The result? Higher intent, lower acquisition costs.
- YouTube & Facebook Messenger: Stacey leverages creators and quick, personalized Q&As to nurture and convert leads on autopilot.
Speed Beats Perfection
Stop overthinking every single detail before hitting publish. The longer you wait for perfection, the more opportunities you miss. Start shipping content consistently, perfection may feel productive – but the truth is it usually delays the process.
The panel had one urgent message: Done is better than perfect.
- Post daily. Yes, even if your content feels a little rough. That rawness often resonates more than something overly produced. Consistency builds trust and familiarity with your audience.
- The 80% rule is a game changer: if it meets 80% of your criteria, take action.
- Test hooks—The first few seconds of any video or the opening line of a caption can make or break your engagement. Don’t be afraid to experiment with different formats and tones to see what captures attention.
- Adapt without overthinking. You don’t need to reinvent your content for every platform. Take one piece of content, tweak it slightly for different channels, and keep it moving. Repurpose, remix, and reuse smartly.
Pro tip: Gen Z isn’t looking for a Hollywood production!. So go ahead and film that raw video in your car right after the gym. Messy hair, background noise, unfiltered thoughts.
Automate & Personalize Lead Capture
Don’t just settle for collecting likes or fleeting engagement—start collecting real, qualified leads that drive business growth.
Use tools like ManyChat, that make it incredibly easy to automate conversations and deliver personalized experiences that feel authentic,right inside your audience's favorite social platforms like Instagram, Facebook, and WhatsApp.
Here’s how to level up your lead capture game:
- Use DMs to deliver gated content instantly. Whether it’s a downloadable guide, exclusive offer, or event invite, you sent to users who engage with your posts or ads. No waiting, no friction—just immediate value that primes your leads for conversion.
- Create highly personalized drip campaigns that run inside social messengers. These sequences feel like natural, one-on-one conversations rather than robotic auto-responses, helping you build trust and keep leads engaged over time.
- Retarget With Laser Precision. Not everyone converts on the first interaction, and that’s okay. Use retargeting tools to re-engage those who’ve interacted with your DMs, clicked a link, or started a conversation but didn’t take the next step. Stay top-of-mind and bring them back when they’re ready.
This isn’t about spamming inboxes—it’s about creating smart, scalable, and authentic interactions that move prospects from follower to customer, all on autopilot.
The Costly Missteps You Don’t Want to Overlook
- Don’t jump straight into a sales pitch. Take the time to build curiosity and capture attention first. Create intrigue with a compelling hook, an interesting story, or a surprising insight. Once the audience is emotionally engaged and eager to learn more, that’s the perfect moment to introduce your offer—when they’re already invested and hungry for what comes next.
- Don’t forget your core message. Make sure your audience walks away knowing exactly what you're offering, how it benefits them, and why it matters right now. Clarity and consistency are key—don’t bury your message under clever wordplay or flashy design. Focus on communicating your value in a way that resonates and sticks.
- Don’t use jargon or internal lingo. While those buzzwords might make sense to your product team, they can easily confuse or alienate potential customers. Use everyday language that resonates with your target customers. Clarity builds trust - confusion drives people away.
- Don’t talk down to your audience, especially Gen Z. Today’s consumers are savvy, skeptical, and allergic to anything that feels condescending. Treat them as equals who can spot inauthenticity from a mile away. Share insights, not instructions. Start conversations, not lectures.
Your Next Step? Take Action. Now.
- Experiment with new platforms—but only where your audience ACTUALLY spends time.
- Double down on authenticity. Feature real customers, real questions, and real stories.
- Automate and personalize. Your prospects expect immediate, tailored responses.
- Test meticulously—and don’t get precious about content. Volume, speed, and iteration win.
Still have questions? Good. That means you’re ready to take your lead gen to the next level. Don’t wait—talk to your team, put these strategies into play, and claim your leads before your competitors beat you to them.
