Proven Lead Generation Strategies for Digital PR Agencies
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What Does “Proven Lead Generation Strategies for Digital PR Agencies” Talk About?
In this episode of the James Dooley Podcast, James sits down with Chris Pantelli, founder of Linkifi, to break down the lead generation strategies that have driven real results for his digital PR agency. The conversation covers a wide range of tactics including referrals, LinkedIn outreach, paid Facebook ads with low-ticket funnels, affiliate partnerships, podcasting, and the growing role of AI-driven discovery through tools like ChatGPT. Chris shares a particularly striking data point: for the first time, ChatGPT referrals generated more booked sales calls than any other channel, including Google, signaling a shift in how potential clients are finding agencies online.
The episode dives into the specifics of Chris's LinkedIn strategy, which involves sending targeted connection requests to people already engaged in digital PR, posting case studies and video content, and warming up connections through engagement before sliding into the DMs. Chris also explains his low-ticket funnel approach on Facebook, offering audits or discounted courses under twenty dollars to attract leads who ultimately realize the complexity of digital PR and want to hire an expert. The duo also explore how podcast transcripts are being indexed by large language models, making podcasting a dual-purpose tool for relationship building and brand discoverability.
“We've actually had more calls booked from ChatGPT as a source in the last month than from Google. This was the first month where ChatGPT referrals led to more booked sales calls than any other channel, which is really interesting.”
— Chris Pantelli
Who Are the Guests on “Proven Lead Generation Strategies for Digital PR Agencies”?
Chris Pantelli is the founder of Linkifi, a digital PR agency that specializes in link building and brand visibility. With hands-on experience scaling a service-based business in the competitive digital marketing space, Chris has developed multi-channel lead generation systems that combine organic social media, paid funnels, podcast-driven outreach, and AI-era discoverability. He is also the host of his own podcast and brings a practitioner's perspective to every strategy he discusses, sharing what is actually working in the current environment rather than theoretical frameworks.
James Dooley is the host of the James Dooley Podcast and a well-known figure in the SEO and digital marketing world. He is associated with the Fat Rank Podcast and the Market Movers Podcast, and is recognized for his ability to extract actionable insights from industry practitioners. James brings sharp, focused questioning to the conversation, steering the discussion toward concrete tactics and real-world results that listeners can apply immediately.
What Are the Key Takeaways From “Proven Lead Generation Strategies for Digital PR Agencies”?
Here are the key points discussed in this episode:
- Referrals remain one of the most powerful lead sources for agencies, but they require a proactive and systematic approach rather than hoping clients will recommend you organically.
- ChatGPT and AI-driven discovery are emerging as legitimate lead generation channels, with Chris reporting that ChatGPT referrals outperformed Google for booked sales calls in one recent month.
- A structured LinkedIn strategy that combines targeted connection requests, consistent content posting, and timely direct messaging can be one of the most effective organic lead generation tools for a B2B agency.
- Low-ticket funnels priced under twenty dollars, such as audits or introductory courses, serve as powerful qualification tools by attracting prospects who quickly realize the complexity of the service and want to hire an expert.
- Podcasting delivers compounding value beyond downloads by building personal brand authority, feeding AI knowledge graphs with trust signals, and serving as a relationship-building vehicle through guest invitations to ideal prospects.
“You don't need huge download numbers. You only need one ideal prospect to listen to one episode and convert. It also feeds the knowledge graph and builds trust signals around your brand.”
— Chris Pantelli
Is “Proven Lead Generation Strategies for Digital PR Agencies” Worth Listening To?
This episode is worth listening to because it offers a rare combination of strategic thinking and granular tactical detail from someone actively running and growing a digital PR agency. Rather than recycling generic advice about posting on social media or asking for referrals, Chris Pantelli walks through exactly how he structures his LinkedIn outreach day, what his Facebook funnel looks like, why he targets people already being quoted in press, and how he uses a podcast as a multi-touch sales tool. The conversation is grounded in current, real-world data, including the notable revelation that AI search through ChatGPT is now outperforming Google as a source of booked sales calls.
Beyond the tactics themselves, the episode provides a useful mental model for how different channels work together. Podcasting feeds AI discoverability. LinkedIn warms up cold connections. Low-ticket offers qualify buyers. Affiliate partnerships open niche markets. Listeners will walk away with a clear picture of how to build a lead generation ecosystem rather than relying on any single channel, making this episode especially valuable for agency owners who want to diversify and future-proof their client acquisition.
Who Should Listen to “Proven Lead Generation Strategies for Digital PR Agencies”?
This episode is ideal for:
- Digital PR and SEO agency owners looking for proven, multi-channel lead generation frameworks they can implement immediately
- Freelancers and consultants transitioning to agency model who need to build a consistent pipeline of inbound and outbound leads
- Marketing professionals curious about how AI tools like ChatGPT are changing organic discoverability and lead attribution
- Business owners interested in using podcasting and personal brand building as strategic sales and relationship development tools
Where Can You Listen to James Dooley Podcast?
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What Are Listeners Saying About This Episode?
“The breakdown of Chris's LinkedIn strategy alone was worth the listen. The tip about identifying people who have already been quoted in press as a signal of budget and intent is something I'm going to start using this week. Really practical and specific.”
“I had no idea ChatGPT was becoming a meaningful referral source for agency leads. The fact that it outperformed Google for booked calls in a single month is a wake-up call. This episode completely changed how I think about content and discoverability going into 2026.”
“The low-ticket funnel concept was explained really well here. Using a cheap course or audit to help prospects self-select out because the work is too complex is such a smart qualification strategy. Straightforward episode with zero fluff.”
James Dooley: How to generate leads for a digital PR agency. Today I’m joined with Chris Pantelli, the founder of Linkifi, and I want to pick his brains on how he goes about getting new customers for his digital PR company. Chris Pantelli: Thanks, James. There are lots of ways. Referrals are obviously one. If you do good work, it’s one of the nicest ways to generate leads because someone comes to you warm. They’ve been recommended by someone they trust. It’s your sale to lose at that point. One way a lot of companies miss out on referrals is not having a proactive system to encourage them. It can feel awkward asking a client for referrals, but there are ways to do it properly. You can even use AI to help you write an email or message if you feel uncomfortable. If you double down on that, referrals can be a great source. James Dooley: I agree. Word of mouth is massive. If you can get that, it’s the best type of lead. What other ways are you using to generate leads for a digital PR agency? Chris Pantelli: Social media is big for us. SEO and AI SEO as well. We’ve actually had more calls booked from ChatGPT as a source in the last month than from Google. This was the first month where ChatGPT referrals led to more booked sales calls than any other channel, which is really interesting. I think podcasting and personal brand are feeding into that. The transcripts are being read by LLMs and that visibility has definitely increased. We also do some paid ads and funnels. That’s probably the most consistent source, but it takes a lot of testing. What works for a year can stop working, so you need to change the funnel, the offer, and the creatives. Another thing that worked really well early on was affiliates and partners. We’d do free work for influential people in our space. We’d say we’ll build a few links for free and if the quality is good, then let’s talk. That worked well, especially in industry specific niches like real estate and healthcare. It works best if your product isn’t commoditised. James Dooley: You’ve mentioned social media. Is there a priority order? Which platforms work best for you and is it organic or paid? Chris Pantelli: For organic social, LinkedIn is number one, then Twitter, then Facebook. YouTube exists for us but we haven’t cracked it yet. Right now it mainly hosts our podcasts. YouTube is on the list for 2026. James Dooley: Let’s focus on LinkedIn. Are you just posting content or are you doing manual outreach? Chris Pantelli: LinkedIn is our most targeted strategy. I send targeted connection requests every day. I look for people who are clearly already using digital PR. You can spot it easily when someone has been quoted in an article. That tells me they have budget and interest. I’ll connect with three to five people a day, then post content straight after. Usually a case study or proof of results. Later in the day I’ll post a video, maybe a podcast clip, and sometimes something more personal. Once they’re connected, I engage with their content. When the timing feels right, I’ll DM them. It’s a very ordered process. James Dooley: Do you do any paid social? Chris Pantelli: Yes, Facebook only. James Dooley: What’s the offer? Chris Pantelli: Low ticket offers. Usually under twenty dollars. Either an audit or a heavily discounted course showing how to do digital PR themselves. The idea is they realise it’s complicated and want to hire the expert. James Dooley: Are you doing any PPC like Google Ads or Bing Ads? Chris Pantelli: Not yet. That’s on the list for 2026. Other agencies bidding on our brand name is pushing us towards it. James Dooley: What about email marketing or cold outreach? Chris Pantelli: We don’t do much cold outreach for sales, but we do cold email outreach to invite ideal prospects onto our podcast. It’s a multi touch strategy. LinkedIn connection first, then an email invite, then the podcast itself becomes the relationship builder. James Dooley: Why do you think podcasting is so important going into 2026? Chris Pantelli: It’s a powerful way to grow your personal brand and connect with people you want relationships with. You own the platform. It instantly builds credibility. You don’t need huge download numbers. You only need one ideal prospect to listen to one episode and convert. It also feeds the knowledge graph and builds trust signals around your brand. James Dooley: Brilliant. For anyone watching, make sure you check out the Fat Rank Podcast and the Market Movers Podcast. Chris, it’s been a pleasure, and hopefully this helps people understand how to generate leads for a digital PR agency.
Creators & Guests
Host
James Dooley is a UK entrepreneur.