The Growth Hacking Guide For the Lead Generation Business

Do you have a company dealing with it generating leads and do you want to start with growth hacking? Then this guide is for you.

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The Growth Hacking Guide For the Lead Generation Business

Do you have a company that deals with generating leads and do you want to start with growth hacking? Then this guide is for you.

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Growth hacking for lead generation

Learn to apply growth hacking for your lead generation business

Growth hacking has become extremely popular in recent years as go-to marketing strategy for startups, e-commerce and lead generation business . In short, growth hacking is a data-driven marketing technique / methodology and a collection of smart marketing techniques.

Analyzing the data and then using this data to make a short marketing print. This sprint can consist of anything and depends on where the bottleneck for growth is found.

For example, if the kink is in not generating enough visitors, the sprint can consist of optimizing the social media, paid advertising or an SEO plan. If the kink is in the fact that people do not convert to leads, then CRO (conversion rate optimization) will be discussed and maybe even landing page optimization.

In this guide I will give you an example of a growth hacking process that I recently did for a lead generation business. Just keep in mind that it is a specific strategy and you probably need to tweak it where necessary.

I have done this and I am going to explain this to you;

Collect data

The first step is to collect data.

Analyze / visualize data

The second step is to visualize this data.

Make a hypothesis

The third step is to formulate a hypothesis.

Develop test

The fourth step is to develop a test.

KPIs for lead generation

The fifth step is to set KPIs (goals) for the test.

To work

The sixth step is to work out the test.


The seventh and final step is to analyze your result.

Step 1: Collect data as the basis for growth hacking

with analytics or another platform

The first step if you want to create a growth hacking framework for your leadgen business is to collect data. Data is the backbone of this process. You can do this with many applications, but I am a fan of the most used, namely Google analytics. 

Now it is a mystery to many people how to get Google analytics active on your site, while this is really very simple. 

You can do it in various ways;

Straight away

You install the code directly on your website.

Via Google Tag Manager

You install the code via GTM

Way 1: Direct

The code I am talking about is the code from Google analytics. A simple piece of javascript that tracks cookies. When I come to your site, this code sees that I am a new visitor, where I click to etc. The data that is collected is not personal, the cookie tracks the browser.

An extensive topic and too extensive to explain here.

You install this code directly on your website. You will need access to the code of your website here. In many cases, your website builder knows what to do.

It is even easier if you use one of the major website systems such as Magento, WordPress, Drupal, Umbraco etc. These often have a built-in model where you just use the code.

Below I give you the step-by-step plan if you install the code via a WordPress website.

Step 1: Google analytics

Log in to your Google analytics and navigate to;

  1. Settings
  2. Correct account
  3. Correct property
  4. Tracking info

Step 2: tracking code

Click on tracking code at tracking info and you will get this screen.

  1. Tracking code
  2. Tracking ID (not needed in this case)
  3. Copy this script (you will need this)

Step 3: WordPress

Go to set the code in Worpdress.

  1. Click on view
  2. Then click on “theme editor” in the dropdown

Step 4: Go to header.php

The code must be set in the header.php. Find it and click on it.

  1. Find the opening tag< head> on (cmd + F for Mac and Ctrl + F for windows)
  2. Paste the code from step 2 below this one< head>
  3. Save

Way 2: Via Google Tag Manager

Now you want to collect as much data as possible. From Google, Bing, LinkedIn, Facebook, Hotjar and so on. This means that you have to manually place the codes of all these applications / software.

Our great friend Google has found a solution for this, namely Google Tag Manager. The solution is that you only place something in the source code once, namely the code of GTM, and then you can paste all other codes in the platform of GTM.

Super simple.

Below I show you how to install the code from GTM in WordPress, but in many cases it works the same on other systems.

Step 1: Create an account in tag manager

Create a free data studio account with your gmail address. You go to and create your account.

  1. Click on “create account”

Step 2: create your account

  1. Enter the name
  2. Enter the country
  3. Enter the name of the container, generally your url
  4. Choose “internet”
  5. Click Create

Step 3: Copy the code / tag

You can close the pop-up field that comes immediately after creation. You need this code for the next step.

Step 4: in your WordPress account

Now you need to install a plugin to connect your GTM.

  1. Go to plugins
  2. Click on new plugin
  3. Search for Google Tag Managaer
  4. Click on “install now”
  5. Click on “activate”

Step 5: activate GTM

Now you have to activate GTM in your WordPress

  1. Go to Settings
  2. Go to Google Tag Manager
  3. Enter your tag manager id (which you just copied)
  4. Check the first choice
  5. Click on save

Now your tag manager is set up

And you can link all platforms you can think of in tag manager. The next step is to link various platforms.

The more data, the better

Let me put it this way.

I’d rather have too much data than too little.

In my opinion, collecting data is the most important element in growth hacking. I spend quite a lot of time on this when I start working at a company.

Step 2: Visualize data

with data studio or another program

A phase that is generally not difficult, but all the more important.

You want a sheet, you can do it in Excel, you can do it in a data studio or PowerBI, where you can compare your data every week / month / quarter.

Yes, this is also possible in Google Analytics, but if you are not passionate about that program, it is easier to use a sheet with which you can compare the data.

I’ll give you the most important KPIs (aka One Metric That Matters) for lead generation later in this guide. You can also download a data studio sheet that you can use every week / month.


The sky is the limit

Data studio

Another useful tool from Google

Way 1: Excel

The first way in the beginning is to simply transfer all data to an Excel sheet. You can of course imagine that if the data becomes a bit more, this is not really the most cost-efficient way.

Way 2: Via Google Data Studio

Of course, Google has an answer to this, namely Google Data Studio. Google data studio is free as long as you use Google products.

A little bit of Apple style. As long as you use Apple products on your Apple, everything will work fine.

For example, if you want to link Facebook, you need an external connector. At the moment I am in favor of Supermetrics as a connector. Slightly more pricey than the competitors, but the most comprehensive and stable.

Since this guide is about the process and not so much about setting up a data studio, I grabbed a nice video from a YouTube channel from which I get a lot of information myself.

Wil Je Weten Hoe Ik Jouw Bedrijf Ga Helpen Met Growth Hacking?

Je kan mij inschakelen als freelance growth hacker. Hierbij zal ik me volledig inzetten om een growth hacking framework op te zetten binnen jouw organisatie of bedrijf. 

Analyseren van de data
Opzetten van growth hacking testen
Uitvoeren van de testen
Analyseren van de resultaten

Step 3: Make a hypothesis

to refute your idea

This is the thing that makes growth hacking different from the other marketing things.

You can find more information about this process on this page about the GROWS process and this one about the PIRATE funnel .

You notice something in your data, generally a bottleneck, something that prevents the achievement of the ultimate goal of the company. This ultimate goal goes in the growth hacking world under the name “True North Metric” or TNM. Growth hacking then enables you to locate the bottleneck and use marketing specifically for that problem.

So no more assumptions.

Just an example

Imagine your lead generation is stagnating. The monthly quotation requests go down and you really do not know what is causing it. You quickly think that it must be because of the color of your CTA button or the landing page texts.

However, the data shows that there is a huge drop in monthly visitors.

Your first thought that you had to do something about the landing page right away is therefore not good, because the conversion rates are the same. You just have fewer visitors.

You are going to search.

Your advertising budget is the same, you have not changed anything in your titles and your social advertising is still running.

Dig a little deeper into Google ads and you discover that your biggest competitors are suddenly advertising en masse. Your impression share has fallen below 10% and that explains the decrease in quotation requests.

An observation that is only possible by collecting the data. Hard work pays or.

Now the hypothesis

You make a hypothesis on the basis of this observation. This often comes in the form of;

“I think if we[handeling doen] do, we see an increase in it[metric] . The following[periode] we go[actie] do with the goal one[metric doel] “

In my example, the hypothesis turned out to look like this;

“I think if we optimize one ads and increase the budget, we will get a minimum impression share of over 40% again. Optimizing the ads will involve improving ad copy, increasing the budget and matching the keywords in the ads with the landing pages.

I expect within 6 weeks that we will have an impression percentage of at least 40% again, so that the number of quotation requests is back to the norm.

You can develop a test based on this hypothesis.

Step 4: develop test

and gather your team

Now that you know the hypothesis, you know which test you can take and which expertise you need for this. In other words, you can put together your team.

How this looked to me:

Google ads audit

Do an audit of the Google ads, including description, sitelinks and titles. The goal was to increase the quality score so that my cost per click went down drastically.

Do a calculation of the CPC

Calculating the cost per click to see if the budget could be increased.

Match keywords with the correct landing page

This has nothing to do with recreating the landing pages. Optimizing has to do with ensuring that the ads go to the correct LP with the correct keywords

Social media audit

Basically the same as with the Google ads, only in terms of social media.

So the tasks are known, now I also knew which team I needed. My team had to consist of;

  • An SEA specialist
  • A land page specialist
  • An SEO specialist
  • A social media marketer
Then I sat down with the team to make a plan and divide the tasks. The goal was clear, a 40% increase in impression share.

Wow, at this point I was already very far. The specialists were there, we knew what had to be done, the next step is to determine the KPIs to frame whether the hypothesis is correct.

Step 5: KPIs

to frame your hypothesis

All too often I come across companies that deploy a marketing strategy without predetermining what the goal should be.

If you do not do this, you will determine the goals during the test period. That is the same as adjusting the rules during a game. You always adjust them to how it suits you.

You don’t really come across KPIs much in growth hacking. These go under the name True North Metric and One Metric That Matters. Super fancy of course, but what are they.

In short;

  • True North Metric
    The big goal of the company. In many cases, request turnover or an x number of quotations.
  • One metric that matters
    Interim goals to achieve the True North Metric. These are often the goals that are measured in growth hacking.

Below I have first put the One Metric That Matters that I included in my process.

Quality score from 5/10 to a minimum of 7/10

A score that Google gives to your ads.

An average CPC of € 0.79 to € 0.74

Ensure there is a lower CPC for the highest position.

A CTR of +/- 7% to + 9%

An increase in the CTR of the Google ads

Number of visitors from - / - 10,000 back to + / + 15,000

The ultimate goal is to reduce the number of visitors to more than 15,000

The KPIs or OMTM that you measure naturally depend on your goal / hypothesis and type of company. Unfortunately, I cannot give you a standard list of these, because there can be literally hundreds of them.

Step 6: work

to defend your hypothesis

All of the above, if the data is there, can be arranged pretty quickly. Good brainstorming, making hypotheses, putting together and framing a team. Now it comes to work. Actually executing what you have come up with.

Two factors of growth hacking come back here, namely mindset and team.

Growth hacking gata for short sprints. That means that there is a full focus on the hypothesis and the test for this short period of time. That also means that you let go of all other marketing tasks a bit.

It can also mean that you focus a little less on design or whether the correct emails are being sent with the correct sender and title for a short period of time.

I often find out that many companies find this extremely difficult. They have found a data breach, know how to deal with it, but then have difficulty letting go of the standard everyday process.

The specialists know what to do, but the manager is often the bottleneck and that is why I say that mindset is the biggest factor in this process.

Step 7: analyze

what you did

In principle, you are now going to do the same as in step 1. You take all the data, but you are now going to check whether the thought you had, the hypothesis, was correct.

There could be two outcomes at this point and here I want to emphasize again the need for a frame.

You have reached the targets

Super! Then you enter the strategy. You turn it into a protocol in your fixed marketing strategy and then you continue to analyze.

You have not met the targets

Unfortunately! But you now know that the decline in results was not due to this. So again to the brainstorming table.

How can I help your business

I help companies in the following way

Increased conversion

I optimize channels to increase conversion.

Reduced cost per lead

I optimize the marketing to achieve the lowest possible cost per lead

Data tracking

I ensure that there is error-free data tracking to be able to apply growth hacking.

Growth mindset

I implement a growth mindset in the organization.

Find growth opportunities

I find and optimize new growth opportunities.

Client mindset

I provide customer-oriented and personal marketing.

How I proceed

Turn me on

You can hire me as a freelance growth hacker. I will fully commit to setting up a growth hacking framework within your organization or company.

The first step is an introductory meeting, which is completely without obligation.

I believe in a transparent and targeted approach. I like to have 1 on 1 contact with you as a client and to involve you in as many processes as possible, without increasing your workload.

My goal is to start the experiments as soon as possible, the element for which growth hacking is known. This will start as soon as the data of the particular test is clear.

Below the option to enable me;

Growth marketing

Growth Hacking Consultancy

Depending on the size of the assignment I will come maximum 3 times a week at location. I'm setting up one growth hacking strategy, help with the work and coach the other employees. Once the data is in we will start experimenting immediately . The goal is to realize your way to systematic growth asap.

Suitable for: startups, starting agencies, marketing teams and corporate

I hope you found what you were looking for...

Do you want more information about how I can help you implement a growth hacking framework?