What to do if you need leads now

"We need more leads."

It's one of the most common things I hear from companies. But I've always thought it's a strange goal. It's like saying, "I want a job" or "I want a partner." Those are outcomes. They only happen because of everything that came before them.

Leads work the same way. They're a lagging indicator that your marketing is working. At Umault, we launched in 2019 and didn't get our first inbound lead for more than a year.

During that time we were publishing articles, making videos, posting on LinkedIn, and consistently putting ourselves out there. The lead wasn't the beginning of our marketing. It was the result of it.

One of my favorite analogies comes from David C. Baker. Imagine an old hand-operated water pump. You pump and pump and nothing happens. Most people quit right there. But if you keep pumping, eventually the water starts flowing. Marketing works the same way.

Consistency feels unrewarding until suddenly it doesn't.

Okay... But What If I Actually Need Leads Now?

Sometimes you really do need business immediately.

There are two approaches I like.

1. Go After People Who Are Already Buying

If your goal is immediate leads, stop trying to entertain everyone.

Target the people already searching.

That usually means:

Google Ads
Industry directories like Clutch or G2
Direct response landing pages

Notice what's missing.

Brand campaigns.

Funny videos.

Big creative ideas.

When someone is actively looking for cybersecurity software, accounting services, or a B2B video agency, they don't need to be entertained. They need to know you exist.

The downside is these prospects don't know your brand. They're comparing vendors. You'll spend more time answering questions like:

"Why should we choose you?"

"How are you different?"

"How much do you cost?"

These aren't my favorite leads. But they are leads.

2. Make Something So Bold People Can't Ignore It

This is the approach we've always preferred.

Make one piece of content that says what nobody else in your industry is willing to say. Have a point of view. Challenge conventional thinking. Take a risk.

If nobody in your company is a little nervous before you publish it, you probably didn't push hard enough. People remember brands that make them feel something.

The tradeoff is you'll attract a lot of people who aren't buying today. Some will reach out simply to tell you they loved the video. Others will remember your company six months or three years later when they actually need what you sell.

Those leads don't show up in your CRM tomorrow. But they often become your best customers.

The Real Goal

Build a system that you can sustain over a long period of time. Leads will only flow once you're playing the long game.

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