To generate leads with brand ambassadors, you need to plan out your sales funnel.  Sure, many people that the brand ambassador comes into contact with will not be a valid lead, but some will.  Plan for those that are.

Ask yourself these questions.

1. Where does our company want the brand ambassador to push people?
2. How can we capture more leads from our brand ambassadors?
3. How can we leverage more information created by brand ambassadors to create Inbound Marketing Leads?
4. What can the brand ambassador give away to make people take action?
5. How is the brand ambassador going to build lists where he or she has influence?

I suggest you assume that your brand ambassadors will create some interest – and you map out exactly how that interest gets funneled back to the company.  Brand Ambassador’s can create leads, but not if they do not know what to do with people that do express interest.