A lot of industries are down right now. Just across the board. The good thing about that is there’s some pain. And pain usually means innovation.” – Marcus Sheridan, author, keynote speaker, and partner at IMPACT.
In this episode of Endless Customers, I sat down with Marcus Sheridan to tackle a question many business leaders are asking: What do you do when your pipeline slows down and leads are scarce?
Marcus shares practical strategies, from implementing self-service tools like pricing calculators to running targeted paid campaigns, that can help you boost lead generation and adapt when traditional tactics no longer deliver.
Marcus shares the success of Shasta Pools, a concrete pool builder in Arizona, who took a chance on a self-service tool during their busy season. Shasta Pools implemented a pricing calculator, a tool rarely seen in their industry.
The result?
Doubled leads year over year
Higher-quality conversations with prospects
A stronger reputation for transparency
This shows that even simple tools can completely shift lead flow if they match what buyers are craving.
While Marcus is known for his inbound marketing methodology, he does mention that there are some faster ways to bring leads if your situation is urgent: "If you need leads right now, you should be doing some type of paid campaign. Whether it's on Google, whether it's on social… few things are more effective in terms of just immediacy than turning on a campaign.”
However, this doesn’t mean that paying for a campaign will be a guaranteed win. You still have to craft a clear, quality message, or the leads you get will not be a good fit to buy from your company: "Leads are as good or as bad as the messaging that brought them there.”
To succeed, pair paid ads with a clear value proposition and buyer-focused content.
Quick wins are helpful, but Marcus emphasizes the importance of continuous content creation for all businesses:
Build trust by addressing buyer questions.
Add self-service tools (like calculators, assessments, and guides).
Use personalized outreach that meets prospects where they are.
Continue publishing blogs, videos, and resources that answer buyer pain points.
As Marcus says: "You can't do things like you've always done them."
Whether through implementing self-service tools, investing in paid advertising, or adopting personalized outreach, businesses must evolve their lead generation strategies to stay ahead.
At IMPACT, we coach businesses on how to implement self-service tools, buyer-focused content, and trust-building strategies that create consistent, qualified lead flow.
If your funnel feels dry, let’s talk about how to implement Endless Customers at your company and build a system that works in any market.
Marcus Sheridan is a writer, speaker, and business expert who’s worked with companies all over the world. Marcus is the author of Endless Customers and They Ask, You Answer.
Connect with Marcus on LinkedIn
Learn more about Endless Customers
Watch: 'The Big 5': Best Business Blog Topics to Drive Traffic and Sales
Learn: 9 Self-Service Tools to Inspire Your Business Website
Are self-service tools really worth the investment?
Yes, tools like pricing calculators both attract qualified leads and build trust by offering transparency.
What if my paid campaigns don’t generate quality leads?
Revisit your messaging. Leads are only as good as the promise that brought them in.
How does Endless Customers help with lead generation?
The Endless Customers System™ teaches businesses to build trust through transparency, consistent content, and tools that empower buyers to self-educate — which in turn fuels more qualified leads.