Creating guidelines and best-practices around how to schedule and conduct meetings can help ensure that team members involved with lead generation aren't devoting time to meetings they may not need to be involved in, or in meetings that aren't effectively using the time allotted.

If there are larger company meetings that your executive team is coordinating, ensure those are also following the same meeting productivity guidelines and standards.

Roles

And if your company has the budget and ability, adding new team members or evaluating and adjusting current team members' roles and responsibilities may be necessary.

Even the most robust automation tools may be unable to compete with adding a team member who has more specialized knowledge or the experience to propose innovative solutions.

Bringing in a marketing agency could also be a good short- or long-term solution for assisting with your lead generation process if a more permanent team member isn't an option.

Get Creative and Share With Your Audience

Leaders can also take a hands-on approach to lead generation by getting inventive with your involvement within the company. Your company's audience is more likely to be attracted to your organization and will want to learn more about your core values if they see that company executives are directly involved in the company's marketing and communication.

That doesn't necessarily mean you need to stretch beyond what you're already doing. Leverage the extracurriculars you're already involved in, such as participating in a conference panel, attending an industry event, or just looking for different ways to innovate your company's solution. Take those as opportunities to share what you're experiencing, and apply it to your team's marketing efforts.

Your team can then use an informational interview with you to create the content surrounding your activity or side project. That content might be in the form of a blog post series, video, or whatever content type appeals most to your audience and aligns with your team's marketing strategy.

If you don't have anything that stands out as a great opportunity for spinning into content, your team can sit down with you for an informational interview based on a topic that resonates with your audience and aligns with content marketing objectives. Personal, creative content like that from leaders is a great way to help turn company executives into thought leaders, helping you reach a wider audience to generate more leads.

Another creative way for leaders to contribute to lead generation efforts is to host or participate in meetup events. Having a company executive present at these events will entice participants and provide a more personal touch.

In-person events, once they're again feasible, are a great way for leaders to build more sincere connections with potential and current customers. Though an online presence through social media and content marketing is essential, it's also important for leaders to step outside of technology and interact with their audience in a personal way.

Supporting a More Efficient Lead Generation System

Though your marketing, sales, and customer teams will be the principal executors of your lead generation strategy, involvement from the executive team sets a strong precedent for the mentality and rigor with which your team will approach lead generation efforts.

By engaging your company's lead gen team in proactive efforts to support marketing and sales team efforts, your company will be able to bring in more and better-qualified leads, who can ultimately become lasting and engaged customers for your organization.