You’ve just poured your morning coffee, opened your inbox, and there are already 42 new messages, at least 15 trying to sell you something. One starts with “Hope this finds you well,” another includes a cold PDF, and a few don’t even know your role. If that’s still what lead gen tactics look like in 2025, it’s time for a serious upgrade.
Delete. Delete. Unsubscribe. You’ve been there, right?
Now flip the script. If you are the one sending those emails as part of your marketing role, ask yourself, would you open that? Would you read past the first sentence? In 2025, lead generation isn’t about pushing harder; it’s about connecting smarter. The rules have changed, attention spans are shorter, and HR tech buyers? They’re sharper, busier, and more self-directed than ever before.
This guide to 2025 lead gen tactics isn’t a list of hacks. It’s a modern playbook for those of us who want to build meaningful, data-backed relationships with decision-makers who are tired of “just another pitch.”
Lead Generation in 2025
Let’s start with the obvious: decision-makers don’t want more noise. They want relevance. And 2025 is proving to be the year when buyers are calling the shots on their terms.
According to Forrester, 74% of B2B buyers now research independently before engaging with sales. In HR tech, this means CHROs, VPs of Talent, and HRIS managers are reading peer reviews, joining webinars, and scrolling LinkedIn well before they even download your eBook.
Your lead-gen strategy has to feel like a conversation, not a campaign.
As Katie Thomas from Forrester put it: “Buyers don’t want more content. They want context.”
1. Use Intent Data Like a Compass, Not a Crystal Ball
You know those moments when a prospect fills out a form, but you can tell they’re not ready? Intent data helps bridge that gap. Tools like Bombora, 6sense, and Demandbase show you what topics your ideal customers are actively researching, even if they haven’t visited your site yet.
Chargebee, a subscription management platform, leveraged intent signals from G2 to enhance its prospecting and ad retargeting strategy. As a result, they:
- Generated 280+ top-funnel leads in one year.
- Achieved 3-year-over-year growth in Ideal Customer Profile (ICP) deals from competitor-triggered campaigns.
- Increased European market leads 4-year-over-year.
2025 lead gen tactics are all about getting in front of the right people at the right time, with insights that show you’ve done your homework.
2. Community-Led Growth: Your Secret Weapon
Here’s a question: Where do HR leaders go when they need real answers? Often, it’s not Google, it’s their people. From Slack groups and Reddit forums to niche LinkedIn collectives, decision-makers are turning to peers to vet tech. Your next best lead might not come from a webinar; it might come from a comment in a Slack channel or a shoutout from a peer.
Quantive (formerly Gtmhub) grew its OKR community on LinkedIn to 20,000+ engaged HR professionals. No pitches. Just thoughtful content and genuine interaction. That community became their best-performing lead source.
Think beyond traditional content. Host live, unscripted chats with HR influencers. Drop into relevant community threads. Listen before you speak.
3. Personalized Video Outreach Works
We all get cold emails. We rarely get a 45-second video with our name, logo, or a thoughtful nod to our company’s DEI initiative. And that’s the magic of video-led outreach.
Why it works:
According to HubSpot, sales emails with videos get 8x the replies of text-only messages. It’s warm, it’s human, and it feels personal.
Don’t overthink it. Authenticity always wins.
4. Content That Teaches
Whitepapers and PDFs still have a place, but they need to evolve. HR leaders want real value: ROI tools, live demos, use case stories, and interactive assessments that speak to their world.
What’s working in 2025?
- Micro-courses or certifications (e.g., “AI Compliance in Hiring”)
- Dynamic ROI calculators.
- Real-life walkthroughs with actual clients.
As ON24 shared on LinkedIn recently, “B2B buyers expect personalized, interactive content that addresses their needs directly.”
Buyers aren’t just watching webinars; they’re actively engaging, interacting, and expecting to be part of the experience.
So when we talk about building content that teaches, connects, and guides, this is exactly what we mean. It’s not just about producing more content; it’s about making every piece matter. Interactive polls, live Q&As, and decision-path quizzes are truly essential.
5. Predictive AI: The Quiet Game-Changer
Let’s demystify AI: In lead gen, it’s less about robots replacing humans and more about data helping humans prioritize better.
Predictive AI tools like MadKudu and Drift now help you identify:
- Which leads are silently researching?
- Who’s bouncing between pricing and demo pages?
- What content signals conversion-readiness?
Segment leads by behavior, not just job title. Create nurture paths for the silent researcher vs. the active evaluator. Use AI scoring to label your pipeline: “hand-raisers,” “educators,” “curious,” etc. Then serve content that meets them where they are.
6. Collaborate with HR Influencers and Analysts
Here’s a truth no marketer loves admitting: Buyers trust third parties more than your landing page. That’s why co-branded reports, analyst webinars, and influencer collaborations are exploding in HR tech.
Example Worth Following:
Even if you’re not chasing direct lead numbers, brand credibility is a lead magnet in disguise. Just look at how Eightfold.ai teamed up with renowned industry analyst Josh Bersin. They didn’t push a gated whitepaper or flood inboxes with CTAs; instead, they co-created a high-impact podcast and thought-leadership series centered on HR technology and talent intelligence.
The result? A credibility boost that resonated deeply with senior HR decision-makers. It wasn’t a flashy lead-gen campaign, but it positioned Eightfold as a trusted voice in the HR tech space, right where their audience was listening.
Who to watch in 2025:
Jason Averbook, RedThread Research, Workology’s Jessica Miller-Merrell, and the Leapgen community.
7. ABM Isn’t Just for the Big Guys Anymore
Account-based marketing used to sound intimidating. Now? Tools like RollWorks and Terminus have made it accessible even for lean teams.
Smart ABM means multi-threaded engagement. That means you’re reaching not just the CHRO, but the CFO, CTO, and even the L&D leader because all of them have a stake in HR tech decisions now.
Sync your ABM campaigns with LinkedIn and your CRM. Use job-change alerts and topic triggers to start smarter conversations.
Let’s Rethink What “Lead Gen” Means
Maybe it’s time we stopped calling it “lead generation” and started calling it “relationship onboarding.” Because that’s really what great marketing does: it starts something meaningful.
In a world where HR leaders are flooded with offers, PDFs, and AI this-or-that, your edge will be something deeply human: empathy, relevance, timing, and trust.
So the question isn’t just, “How do I get more leads?” It’s: How do I become the brand they trust when they’re ready to act?
Your 2025 Lead Gen Tactics Checklist
Let’s bring it all home. Here’s your field-ready checklist:
- Use intent data to meet buyers before the form fill.
- Engage authentically in communities (Slack, LinkedIn, etc.)
- Use personalized video to humanize your outreach.
- Build tools, not just downloads (ROI calculators, quizzes)
- Let predictive AI guide your lead scoring.
- Partner with HR influencers to build trust.
- Run multi-threaded ABM with scalable platforms.
Stay focused, stay human, and stay helpful, and you’ll find that great leads don’t just convert. They advocate.
FAQs
1. What’s the biggest shift in HR tech lead generation in 2025 compared to previous years?
The biggest shift is the move from mass outreach to personalized, context-aware engagement. HR buyers now expect interactions that feel relevant and respectful of their time, not just another sales pitch.
2. How can I use intent data if I don’t have a big budget or team?
Great question! You don’t need a massive budget to start using intent data effectively. Many platforms offer entry-level plans or integrations with CRMs you may already use.
3. Are webinars and gated content still worth it in 2025?
Yes, but only if they truly deliver value. In 2025, buyers are more selective. They’re not signing up for another generic webinar or PDF unless it offers real, actionable insights.
4. What’s the role of video in modern lead generation? Is it effective?
Video is one of the most underrated superpowers in 2025 lead gen tactics. Short, personalized videos break through the digital noise by adding a human face to your outreach. They’re especially effective in outbound email or post-event follow-ups.
5. How can I involve my sales team in lead generation without overwhelming them?
The key is alignment, not overload. Share clear signals from marketing, so sales can prioritize the most engaged leads. Arm them with useful content, short video scripts, one-pagers, or talking points that align with what the buyer cares about right now.
HR tech is evolving fast, are you keeping up? Read more at HR Technology Insights
To participate in our interviews, please write to our HRTech Media Room at sudipto@intentamplify.com
