In the dynamic world of B2B marketing, leads are the lifeblood of any enterprise. Whether you’re selling cutting-edge software, educational products, or tangible goods, the need for quality leads is as fundamental as food is to survival. However, in today’s saturated market, merely attracting visitors to your website or enticing them with a free e-book is insufficient. The real challenge lies in penetrating the marketing noise to garner high-quality leads—those that not only convert but also cultivate loyalty and trust among your clientele.

So, how can you rise above the fray and effectively capture the leads that will drive your business forward? This article delves into proven strategies for B2B lead generation, offering you a robust framework to attract potential customers and convert them into lasting partners in growth. Let’s embark on this journey to master the art of lead generation.

Key Takeaways

  1. Master the Sales Funnel: Optimize each stage to attract, engage, and convert leads effectively.
  2. Differentiate with Content Marketing: Use diverse formats and a unique voice to stand out.
  3. Leverage SEO Hacking: Utilize advanced SEO strategies to improve visibility and attract quality leads.
  4. Enhance Outreach and Cold Emailing: Personalize efforts and craft compelling subject lines for better engagement.
  5. Utilize Reward-Based Promotions & Events: Design targeted promotions and events to boost lead generation.
  6. Incorporate Surveys and Quizzes: Use interactive tools to gather insights and generate leads.
  7. Organize Effective Webinars: Educate, engage, and convert leads through strategic webinars.
  8. Continuous Testing and Optimization: Regularly analyze and refine strategies to enhance effectiveness.

1. Master The Sales Funnel

A B2B lead generation funnel incorporating the keywords tofu and bofu.

Understanding and mastering the sales funnel is critical for any B2B marketer aiming to improve their lead generation and conversion rates. A sales funnel outlines the journey potential customers go through, from first learning about your company to making a purchase decision.

Here, we’ll break down the sales funnel into its three main stages—Top of the Funnel (TOFU), Middle of the Funnel (MOFU), and Bottom of the Funnel (BOFU)—and provide actionable strategies to enhance your efforts at each level.

Top of the Funnel (TOFU): Awareness and Attraction

The top of the funnel is all about generating awareness and attracting as many potential leads as possible. This stage is crucial because it fills your funnel with prospective customers. Effective strategies for TOFU include:

  • Content Marketing: Publish informative blogs, whitepapers, and reports that address common industry problems or trends. Ensure your content is SEO-optimized to attract organic traffic.
  • Social Media Engagement: Utilize platforms where your target audience is most active to share your content and engage in conversations. Tailored ads on LinkedIn, Twitter, and Facebook can expand your reach.
  • Video Marketing: Videos can engagingly explain complex products or services. Use platforms like YouTube and Vimeo to share tutorials, company introductions, and customer testimonials.

Middle of the Funnel (MOFU): Consideration and Engagement

Once you’ve attracted an audience, the middle of the funnel focuses on nurturing those leads to prepare them for a purchase. Here, your content should help leads evaluate your offerings and see you as the best solution:

  • Email Marketing: Send personalized emails that cater to the specific needs and industries of your leads. Use segmentation to tailor your messaging based on the actions leads have taken on your site.
  • Webinars and Live Events: Offer deep dives into topics relevant to your audience. Webinars are powerful for demonstrating expertise and directly engaging with potential customers.
  • Case Studies and Testimonials: Showcase successful stories from your customers. This not only provides social proof but also details specific use cases and outcomes, which can help leads visualize their success with your product.

Bottom of the Funnel (BOFU): Decision and Conversion

At the bottom of the funnel, your leads are ready to make a decision. This stage is about conversion, turning prospects into customers:

  • Free Trials or Demos: Offer a no-commitment test run of your product. This can help alleviate any lingering doubts and demonstrate confidence in your product’s value.
  • Consultative Selling: Employ a sales team that understands the nuances of consultative selling, focusing on the lead’s needs and how your product can meet them.
  • Special Offers: Limited-time discounts or bundle deals can create urgency and encourage leads to convert. Ensure these offers are communicated clearly and feel exclusive to the recipient.

Strategic Integration Across All Stages

A colorful infographic depicting a sales funnel with stages labeled from top to bottom: 1. Awareness, 2. Consideration, 3. Purchase, 4. Retention, and 5. Advocacy. Icons next to the funnel illustrate different marketing and engagement actions. The funnel leads down to an illustration of happy customers, symbolizing the customer journey from attraction to connection.

To effectively master the sales funnel, it’s essential to ensure a seamless transition between stages. This requires a well-integrated CRM system that tracks and manages lead interactions across every touchpoint, providing insights that help tailor future interactions and predict lead behavior.

By understanding each stage of the sales funnel and implementing targeted strategies, you can enhance lead quality, increase conversions, and ultimately drive revenue growth. Remember, the sales funnel is not a set-it-and-forget-it tool, but a dynamic framework that needs continuous refinement and adaptation to the changing needs of your market and the behaviors of your leads.

2. Differentiate With Content Marketing

A graphic with a light bulb filled with various content marketing icons and words like "ideation," "blogs," "social," "SEO," "email," and more, radiating with lines to represent light. Below the bulb is the phrase "CONTENT MARKETING" in bold, stylized lettering, emphasizing the idea generation and dissemination aspects of the field.

In the crowded B2B landscape, content marketing offers a powerful way to stand out and connect with your audience on a deeper level. By differentiating your content strategy, you not only attract leads but also establish a unique voice and build trust. Here’s how you can leverage content marketing to differentiate your brand and drive meaningful engagement.

Define Your Unique Voice

The tone, style, and perspective of your content can set you apart from competitors. Identify a unique voice that resonates with your target audience and remains consistent across all your content. This could be authoritative and data-driven, conversational and personable, or even humorous and irreverent, depending on your industry and audience.

Tailor Content to Buyer Personas

Understanding your buyer personas is critical. Develop content that addresses the specific needs, challenges, and interests of your different audience segments. This targeted approach not only increases the relevance of your content but also enhances engagement and conversion rates.

Utilize a Variety of Formats

Don’t just stick to blog posts and white papers. Diversify your content formats to include:

  • Videos: Create how-to videos, product demos, or customer testimonials.
  • Infographics: Distill complex data into visually engaging graphics that are easy to share and understand.
  • Podcasts: Reach your audience through conversational audio content, which is excellent for in-depth discussions on industry trends or interviews with thought leaders.
  • Interactive Tools: Develop quizzes, calculators, or assessments that provide personalized insights or recommendations based on user input. These tools can be highly engaging and useful for gathering data on potential customers.

Focus on Visual Storytelling

Enhance your content with high-quality images, branded graphics, and consistent visual themes. Visual storytelling can make complex information more accessible and memorable. Invest in professional design services to ensure your visuals reflect the quality and professionalism of your brand.

Enhance your content with high-quality images, branded graphics, and consistent visual themes. Visual storytelling can make complex information more accessible and memorable. Invest in professional design services to ensure your visuals reflect the quality and professionalism of your brand.

Implement Advanced Content Strategies

A banner with bold text stating "ADVANCED CONTENT STRATEGY" on a red background to the left and a photo of a man working intently on a laptop while taking notes to the right, suggesting a professional approach to content planning and creation.

Beyond basic blogging and social media posts, consider these advanced content strategies:

  • Thought Leadership: Position your company leaders as experts in their field through guest articles, speaking engagements, and participation in industry panels.
  • SEO-Driven Content: Craft content based on thorough keyword research and SEO best practices to ensure visibility on search engines. Tailor your content to answer the specific questions your prospects are asking.
  • Content Personalization: Use data to personalize content experiences at scale. For example, dynamic content on your website can show different content based on the visitor’s industry, location, or interaction history with your site.

Measure and Optimize

An illustration showing three characters each performing a task related to web optimization: one with a magnifying glass and laptop labeled "measure," the second holding a wrench and gear labeled "optimize," and the third with a futuristic interface labeled "monitor." Each character represents a step in the web development and analysis process.

Continuously track the performance of your content through analytics. Understand what works and what doesn’t by measuring engagement rates, lead generation, and conversion metrics. Use these insights to refine your strategy and invest more in the types of content that deliver the best results.

Integration with Overall Marketing Strategy

Ensure that your content marketing efforts are integrated with your overall marketing strategy. Your content should support your brand’s goals, whether it’s driving lead generation, enhancing customer loyalty, or establishing industry authority. Alignment across all channels amplifies your message and maximizes the impact of your marketing efforts.

3. Practice SEO Hacking

A person's hands interacting with a laptop keyboard, overlaid with vibrant icons and graphics symbolizing different elements of SEO, including a magnifying glass for search, a globe for global reach, a graph for analytics, a camera for visual content, an envelope for email marketing, and a rocket launching from a cloud representing growth in rankings. The blend of digital and physical imagery captures the dynamic nature of optimizing online content for search engines.

SEO hacking, or growth hacking through SEO, is a crucial strategy for enhancing your visibility and attracting more qualified leads in the B2B sector. By leveraging innovative and strategic SEO techniques, you can significantly improve your site’s ability to rank for key terms like “B2B lead generation.” Here are detailed tactics to effectively use SEO hacking for B2B lead generation

Focus on Keyword Research

A hand holding a magnifying glass over a search bar with the text 'Keyword Research...' on a soothing blue background with abstract circular patterns. The magnifying glass symbolizes the detailed and focused search for optimal keywords in the field of SEO, emphasizing the importance of precision and clarity in online content strategy.

Start with comprehensive keyword research to identify terms that are relevant to your B2B audience. Look for keywords that not only have a good search volume but also high intent. Tools like SEMrush, Ahrefs, or Moz can help you discover these keywords. Consider long-tail keywords related to “B2B lead generation,” which may have less competition and can be more targeted toward specific queries.

Optimize Website Structure

A schematic representation of a website architecture example showcasing the hierarchy from the homepage down to categories and subcategories. The diagram features a central blue 'Home' block at the top, flanked by three green 'Category' blocks beneath it. Each 'Category' block branches out to multiple yellow 'Subcategory' blocks, and one set of 'Subcategory' blocks further divides into orange 'Sub-subcategory' blocks. The color-coded chart simplifies the understanding of a website's structure, indicating a logical flow from general to specific content. The logo of SEMrush is present at the bottom, indicating the source of the diagram.

Ensure your website is structured in a way that search engines can easily understand. This includes using proper HTML tags like headers (H1, H2, etc.) and meta tags, as well as organizing content in a logical hierarchy. Your website’s architecture should facilitate easy navigation and help search engines index your pages more effectively.

Implement On-Page SEO Best Practices

On-page SEO is vital for any B2B lead generation strategy:

  • Title Tags and Meta Descriptions: Include the keyword “B2B lead generation” in your title tags and meta descriptions to improve relevance and click-through rates from search engine results pages (SERPs).
  • Header Tags: Use header tags (H1, H2, H3) to structure your content clearly. Include your primary keywords in at least the H1 or H2 tags.
  • Keyword Optimization: Naturally incorporate your targeted keywords within the first 100 words of your content, and use them sparingly throughout the text to avoid keyword stuffing.
  • Image SEO: Optimize all images with relevant alt tags and file names that include your targeted keywords, enhancing your content’s visibility in image searches.

Content Optimization for B2B Lead Generation

A digital marketing flow depicted as a magnet attracting business and communication icons against a blue background.

Create content that addresses the specific needs and challenges of B2B buyers. This could include:

  • Educational Content: How-to guides, tutorials, and articles that help your audience understand better ways to generate leads.
  • Case Studies and Success Stories: Showcase how your solutions have successfully helped other businesses in achieving their lead generation goals.
  • Resource Pages: Develop comprehensive resource pages that aggregate valuable information on B2B lead generation, making your site a hub for related information.

Link Building Strategies

Hexagon and pentagon shapes interconnected to spell out various SEO link-building strategies.

Develop a robust link-building strategy to enhance your site’s authority and improve its ranking:

  • Guest Blogging: Write articles for reputable websites in your industry, linking back to your site.
  • Partnerships: Collaborate with other businesses and industry influencers who can provide high-quality backlinks to your site.
  • Quality Content: Create compelling, unique, and valuable content that naturally attracts links from other websites.

Utilize the Skyscraper Technique

Identify well-performing content within your niche that ranks well for “B2B lead generation” and other related keywords. Create content that is more comprehensive, up-to-date, and valuable, and then reach out to websites that link to the existing content, encouraging them to link to your superior version instead.

Tracking and Analytics

Illustration of a laptop with charts indicating SEO progress and a figurine pointing at the data.

Monitor your SEO efforts and track their success with tools like Google Analytics and Google Search Console. Pay attention to metrics such as organic traffic, ranking positions for your targeted keywords, and conversion rates from SEO traffic. Use this data to continually refine and optimize your SEO strategies for B2B lead generation.

4. Don’t Ignore Outreach And Cold Emailing

Graphic of an email process cycle with icons for sending, delivery, and response around an envelope.

Outreach and cold emailing are indispensable tactics in B2B lead generation, especially for establishing direct connections with potential clients who may not be aware of your solutions. Despite the digital age’s emphasis on inbound marketing, proactive outreach remains a powerful tool for personalized engagement. Here’s how to refine your outreach and cold emailing strategies to enhance your B2B lead generation efforts

Understand Your Target Audience

Before crafting your cold emails, it’s essential to have a deep understanding of your target audience. Research the industries, companies, and roles of the people you will be contacting. Understand their pain points, challenges, and what solutions they might be seeking. This knowledge allows you to personalize your emails effectively, increasing the likelihood of engagement.

Craft Compelling Subject Lines

The subject line is the first impression you make on your recipient. It determines whether your email gets opened or ignored. Use clear, compelling, and concise subject lines that convey the value of your email. Test different styles, such as asking a question, creating urgency, or offering immediate value, to see what resonates best with your audience.

Personalize Your Emails

Personalization is key to successful cold emailing. Go beyond just inserting the recipient’s name; tailor the email content to address their specific needs or reference recent events in their industry. Show that you’ve done your homework and that you’re reaching out with a purposeful and relevant message.

Provide Clear Value

Your emails should clearly articulate the value your product or service offers. Explain how it solves a problem or improves the recipient’s business processes. Be concise but specific about the benefits, and if possible, include data or case studies to back up your claims.

Use a Strong Call to Action

End your email with a clear and compelling call to action. What do you want the recipient to do next? Whether it’s scheduling a call, registering for a webinar, or simply replying for more information, make sure your CTA is straightforward to follow.

Follow Up Strategically

Persistence is crucial in cold emailing, but it must be balanced with respect for the recipient’s time and attention. If you don’t receive a response, follow up with a short, polite email. Limit your follow-ups to a sequence of three to four emails, spaced over a few weeks, to maintain professionalism without becoming intrusive.

Measure and Optimize

Track the performance of your cold emailing campaigns by monitoring open rates, response rates, and conversion rates. Use this data to refine your approach, test different messages, and continually improve your strategy.

Leverage Automation Tools

Utilize email automation tools to streamline your outreach process. Tools like Mailchimp, HubSpot, or Outreach can help you manage your email lists, schedule emails, and personalize at scale. However, ensure that automation does not compromise the personal touch that is so crucial in cold emailing.

5. Organize Reward-Based Promotions & Events

Illustration of people holding a trophy next to stacks of coins and bills, symbolizing financial achievement.

Organizing reward-based promotions and events is a strategic approach that can significantly boost B2B lead generation by providing incentives that foster deeper engagement and brand loyalty. Here’s how you can design and implement these initiatives to maximize their impact and ensure they resonate with your business clients.

Strategic Planning for Reward-Based Promotions

  • Define Your Objectives: Clearly outline what you aim to achieve with your promotions. Whether it’s increasing product awareness, boosting sales, or growing your email list, your objectives will guide the structure of your promotion.
  • Segment Your Audience: Tailor your promotions to specific segments of your audience to increase relevance and effectiveness. Use data from previous interactions to segment your audience based on industry, company size, or engagement level with your brand.
  • Select Appropriate Rewards: Choose rewards that are valuable to your B2B audience. This could include extended service trials, free upgrades, exclusive access to premium content, or vouchers for professional services. Ensure the rewards are enticing enough to motivate action but sustainable for your business.
  • Develop a Thorough Promotion Plan: Outline how and when the promotion will be communicated. Plan multiple touchpoints—emails, social media posts, web banners, and direct mail—to reach your audience across different channels. Timing is crucial, so consider the best periods to launch your promotions, such as industry peak times or around specific business cycles.

Execution of Reward-Based Events

  • Choose the Right Event Format: Decide whether an in-person, virtual, or hybrid event will best suit your audience and objectives. Webinars, online workshops, and virtual conferences can reach a broad audience, whereas in-person events may provide deeper engagement and networking opportunities.
  • Engage with Interactive Content: Make your events interactive to keep attendees engaged. Use polls, Q&A sessions, and breakout rooms to encourage participation. Interactive elements not only make the event more engaging but also provide valuable feedback and data from participants.
  • Offer Immediate Rewards for Participation: To increase event attendance and participation, offer immediate rewards such as exclusive content downloads, immediate access to beta features, or discounts on future services upon participation or completion of feedback surveys.
  • Ensure Seamless Event Technology: For virtual events, ensure the technology platform you choose is robust, easy to use, and offers an excellent user experience. Test the technology thoroughly before the event to avoid glitches that could affect the attendee experience and diminish the perceived value of the event.

Maximizing Impact with Referral Programs

Text 'REFER & earn' with a megaphone and a speech bubble with dollar signs on a blue background.
  • Communicate the Benefits: Make sure your customers understand what’s in it for them and their referrals. Clearly outline the benefits of the referral program in your communications to encourage participation.
  • Simplify the Referral Process: Reduce friction in the referral process by making it as easy as possible to share and track referrals. Provide pre-written emails, social posts, and unique referral links that customers can easily share with their networks.
  • Offer Tiered Rewards: Implement a tiered reward system where the rewards increase with the number of successful referrals. This encourages ongoing engagement with the program and maximizes participant investment.

Continuous Improvement through Feedback and Analysis

  • Collect Participant Feedback: After each promotion or event, gather feedback through surveys or informal discussions. Understand what worked, what didn’t, and what participants would like to see in the future.
  • Analyze Performance Against Goals: Review the performance of each initiative against your initial objectives. Look at participation rates, lead conversion rates, and ROI to gauge success.
  • Iterate and Optimize: Use the insights gained to refine and improve future promotions and events. Consider testing different types of rewards, tweaking your event formats, or targeting different audience segments to optimize performance.

6. Play With Surveys & Quizzes

Illustration of two people interacting with large analytics and rating graphics on a digital interface.

Surveys and quizzes are dynamic tools for B2B lead generation, offering interactive and engaging ways to gather insights while also capturing valuable lead information. These tools can help you understand your audience better, tailor your offerings, and enhance your marketing strategies. Here’s how to effectively utilize surveys and quizzes in your B2B marketing efforts.

Designing Effective Surveys and Quizzes

  • Define Clear Objectives: Before creating a survey or quiz, clearly define what you aim to achieve. Are you looking to gather market research, generate leads, or increase engagement? Your objectives will guide the questions you ask and how you structure the survey or quiz.
  • Keep It Short and Engaging: To maximize completion rates, ensure your surveys and quizzes are concise and to the point. Use engaging questions that are relevant to the audience’s interests and challenges. Adding elements of gamification, such as scoring or interactive visuals, can enhance engagement.
  • Segment Your Audience: Tailor surveys and quizzes to different segments of your audience to increase relevance and response rates. Personalization can be based on the user’s previous interactions with your brand, their industry sector, or their role within the company.

Leveraging Surveys for Lead Generation

Cartoon of professionals and business icons surrounding 'B2B' text, indicating B2B surveys for lead generation.
  • Incorporate Lead Capture: Integrate lead capture forms at the start or end of the survey. Offer something valuable in return for their contact information, such as a free report, eBook, or entry into a giveaway. This incentive should be directly related to the content of the survey and valuable to the respondent.
  • Use Surveys to Qualify Leads: Design survey questions that help qualify leads based on their answers. This can help you identify which respondents are potential customers and their stage in the buying process. This information is invaluable for personalized follow-up campaigns.
  • Analyze and Act on Data: Use the data collected from surveys to inform your marketing strategies and product development. Analyzing survey data can reveal trends, pain points, and opportunities in your market, guiding more informed business decisions.

Using Quizzes to Engage and Educate

  • Educational Quizzes: Create quizzes that educate participants about your industry or products while subtly showcasing the benefits of your solutions. This can help position your brand as a thought leader and trusted advisor in your field.
  • Shareable Results: Design quizzes with shareable results to encourage participants to spread the word about your quiz on social media. This not only extends your reach but also enhances engagement and interaction with your brand.
  • Follow-up Based on Results: Use the results of quizzes to segment participants and tailor follow-up communications. For example, send customized content, product recommendations, or services that align with their quiz outcomes, increasing the chances of conversion.

Integrating with Marketing Automation

  • Seamless Integration: Ensure your surveys and quizzes integrate seamlessly with your marketing automation tools. This allows for automatic capture and segmentation of leads based on their responses, facilitating timely and relevant follow-up actions.
  • Trigger Automated Campaigns: Set up automated email campaigns triggered by specific responses or actions taken in your surveys and quizzes. This can include sending tailored content, scheduling sales calls, or offering discounts to highly engaged participants.
  • Monitor and Optimize: Continuously track the performance of your surveys and quizzes through analytics to understand what resonates with your audience. Use A/B testing to try different questions, formats, and incentives to refine your approach and improve engagement and conversion rates.

7. Organize Webinars

Cartoon of a man video calling on a laptop with office icons in the background.

Webinars are high-value, practical training events that effectively educate potential customers and nurture existing relationships. They are an excellent way to generate leads, interact with your audience, and promote your business while providing substantial value. Beyond simply hosting a webinar, you can repurpose the content into various formats, enhancing your content marketing strategy and extending the lifespan of your efforts.

Plan Your Webinar Strategically

  • Choose the Right Topic: Select a topic that is not only relevant to your audience but also showcases your expertise and the unique benefits of your product or service. The topic should address current industry challenges or trends and provide actionable solutions.
  • Select the Right Platform: Utilize reliable webinar software that supports interactive elements such as polls, surveys, and Q&A sessions. Consider platforms like Zoom, GoToWebinar, or Webex based on their features, such as attendee limits, recording capabilities, and ease of use.

Promote Your Webinar Effectively

  • Early Bird Registration: Offer early bird discounts or special incentives for early registrations to drive quick sign-ups.
  • Multi-Channel Promotion: Promote your webinar through multiple channels—email campaigns, social media, your website, and even paid ads. Tailor the message across channels to appeal to different segments of your audience.
  • Partner with Industry Influencers: Collaborate with thought leaders or industry influencers who can co-host your webinar. This not only adds credibility but also expands your reach as co-hosts will likely promote the webinar to their followers.

Engage Your Audience

  • Interactive Elements: Incorporate polls, live Q&A sessions, and interactive quizzes to keep the audience engaged. These elements make the webinar more dynamic and can provide valuable insights into your audience’s preferences and pain points.
  • Live Demonstrations: If applicable, include live demonstrations of your product or service. This can make your webinar more engaging and give a real-time example of how your offering works and the problems it solves.

Maximize Post-Webinar Opportunities

  • Follow-Up Promptly: Send a thank-you email to all participants with a link to the webinar recording, additional resources related to the topic, and a call to action, such as scheduling a demo or a consultation.
  • Segment and Personalize Follow-Up: Use the insights gathered from the webinar (e.g., poll answers, and questions asked) to segment your audience and personalize follow-up communications. Tailored messages based on participant interaction can lead to higher conversion rates.
  • Repurpose Webinar Content: Convert the webinar into multiple content formats such as blog posts, infographics, or a series of video clips. This approach helps to maximize the reach and utility of the content generated during the webinar.

Measure Success and Iterate

  • Analyze Webinar Metrics: Evaluate the success of your webinar by analyzing attendance rates, engagement levels (like poll and survey responses), and the follow-up conversion rate. Tools integrated with your webinar platform can provide these analytics.
  • Solicit Feedback: Ask for feedback through post-webinar surveys. Understanding participant experiences and gathering suggestions for improvement can help refine future webinars.
  • Refine and Optimize: Use the data and feedback to refine your webinar strategy. Testing different formats, topics, and promotional strategies can help you optimize future webinars and lead-generation efforts.

Leverage Webinar Insights for Strategic Decisions

  • Lead Scoring: Use engagement metrics from webinars to score leads and identify those who are most likely to convert, allowing more focused follow-up efforts.
  • Content Strategy Alignment: Insights from webinar topics and questions can inform your broader content strategy, helping to ensure that your content aligns with audience needs and interests.

BONUS: 7 B2B Lead Generation Tactics Shared By Marketing Experts

Business people around a 'B2B' cycle with various commerce and innovation icons.

Siobhan McGinty - Campaign Marketing Manager (EMEA) at Hubspot

My favorite lead gen tactic for B2B is co-marketing.

Co-marketing is a great way to tap into databases that aren’t your own. For example, we often co-create content with brands like Twitter, LinkedIn, Prezi, and Canva. We then promote the content to each of our databases and share any leads that result from this promotion. 

By doing this with the right co-marketing partners, you can double the yield of your efforts. Of course, you need to make sure that your co-marketing partners are aligned with your audience. As well as increasing the number of leads you generate from a campaign, you also can half the work required to get a campaign over the line by sharing content creation.

Ben Sailer - Content Marketer at CoSchedule

Gating content upgrades (such as infographics, guides, templates, or anything else useful) within blog posts. It’s an easy way to offer your audience something of value and make it worthwhile for readers to sign up for your newsletter.

James Scherer - Head of Content at Wishpond

For the past six months, rather than creating new landing pages for our ebooks or content upgrades, we’ve instead created a simple, in-line, conversion funnel with click popups. Click popups can be converted without opening a new tab or window, which results in fewer drop-offs and decreases conversion friction. Users see a CTA link article, click it, provide their lead information in the popup that shows, and download their ebook or content upgrade in the subsequent Thank-You window.

Our results have been really exciting. The average conversion rate on our email-gate landing pages is 27.47%, and blog click popups are averaging 54.84%. That’s a 99.64% increase – close enough to double as it makes no difference.

Dan Levy - Content Director at Unbounce

The best way to generate leads is by using a dedicated lead gen landing page. A landing page is a campaign-specific web page that has one unique goal – in the case of lead gen, to get people to fill in your form and click your call to action. When you send people to a dedicated landing page instead of your homepage or some other page on your website, you can tailor the page to the persona you’re targeting, the campaign (PPC ad, email)  that brought them there, and whatever you’re offering – ebook, webinar, email subscription – in exchange for their email address. 

You’re also reducing the number of opportunities they have to click away from your form since a high-converting landing page won’t have any links (i.e. leaks) or site navigation – just your form and a single call to action. At Unbounce, we used lead gen landing pages to generate tens of thousands of highly qualified leads.

Andra Zaharia - Marcomm Manager at Heimdal Security

As a quick disclaimer, the Heimdal Security blog is focused on generating B2C leads, but we also use the blog as a tool to create awareness for the B2B product and to build the company brand further.

Consequently, our favorite lead generation tactic is content marketing. It’s worked very well for us so far, and, on the B2B side, we’ve received great feedback from our colleagues in the sales team. Very often, they’d go to a meeting and the prospect would say that they already knew all about Heimdal, that they read the blog, and want to go ahead and buy Heimdal CORP.

The blog has also helped us support building our distribution network through resellers, who often reference the articles published on the blog. Moreover, competitors from the industry read our blog and reference it, which doesn’t happen very often in cyber security.

Chelsea Hunersen - Social Media Manager at Hubspot

The lead generation tactic I’m excited about now is targeting. As audiences become more diverse, content becomes more common, and engagement more important, targeting is the best way to make sure to get the right content in front of the right audiences. 

Targeting is available organically for Facebook and LinkedIn (and should always be used in your emails). It has allowed us to increase our posting volume, without increasing the posts seen by each audience member.

Jonathan Bentz - Organic Strategist at Direct Online Marketing

My favorite B2B lead generation tactic is to provide an overview of pricing for your products/services on your website. Many B2Bs are objective to this because they want to collect as many opportunities as possible. 

In my experience, not having pricing on your site WILL result in more inquiries on your website. However, a large percentage of those leads you generate will be unqualified because they are simply filling out your form to seek a price, and will make a purchasing decision based on that alone.  

With a pricing page that gives your site visitors a general idea of how to budget for your products/services, B2Bs should be prepared to receive fewer total inquiries from their website. With that said, the percentage of those inquiries that are qualified will be higher, and the price will no longer be a barrier to your sales opportunity.

Final thoughts

Finally, I hope that this 7-point blueprint will help you generate a greater number of qualified leads for your business. Remember: the process of B2B lead generation is infinite and you should always experiment with new tactics and lead generation tools. The 7 methods presented in this article are the ones that, if used well, generate results.

Have you tried any of these methods by now? What’s the insight you’ve got? Let me know in the comments!

Frequently Asked Questions

What is the importance of mastering the sales funnel in B2B lead generation?

Mastering the sales funnel is essential for optimizing the lead generation process in B2B marketing because it provides a structured approach to nurturing prospects at every stage of their decision-making journey. By understanding and refining each stage of the funnel—Awareness, Consideration, and Decision—marketers can more effectively tailor their strategies to meet the evolving needs of their prospects. 

This approach not only improves the efficiency of lead conversion but also helps in segmenting the audience based on their progression, enabling more targeted and personalized marketing efforts.

What are some effective SEO strategies for B2B companies?

Effective SEO strategies for B2B companies extend beyond basic keyword optimization to include technical SEO and local SEO enhancements. Technical SEO involves optimizing website speed, ensuring mobile-friendliness, and securing the site with HTTPS. These elements are crucial for improving user experience and boosting search engine rankings. Additionally, local SEO can be vital for B2B businesses that have a regional focus.

This includes optimizing for local keywords, creating location-specific pages, and maintaining an active presence on Google My Business. Such strategies ensure that companies not only attract more traffic but also attract the right kind of traffic that is more likely to convert into qualified leads.

What are the benefits of organizing reward-based promotions and events in B2B marketing?

Organizing reward-based promotions and events in B2B marketing offers several benefits beyond immediate lead generation. These initiatives can significantly enhance brand loyalty and customer retention by providing value that extends beyond the initial purchase. For example, rewards for ongoing engagement or referrals can encourage existing customers to become brand advocates. 

Moreover, well-crafted events can position a company as a thought leader in its industry, enhancing its brand perception and attracting strategic partnerships which can lead to more substantial business opportunities.

What are the key elements of a successful webinar strategy in B2B marketing?

A successful webinar strategy in B2B marketing hinges on more than just the content; it includes pre-event planning and post-event engagement. Effective pre-webinar promotion is crucial and should involve a comprehensive strategy that includes email reminders, social media updates, and even partnerships with other organizations for co-hosting to extend reach. 

After the webinar, the strategy should focus on maintaining engagement through follow-up communications, such as sending a recording of the webinar, additional resources related to the topic, and invitations to upcoming webinars or events. These elements ensure that the audience remains engaged and can convert more leads over time.

How should B2B marketers approach the optimization of lead generation strategies?

Optimization of lead generation strategies in B2B marketing should be data-driven and iterative. Marketers should continuously analyze the data collected from their campaigns to identify trends and pinpoint effective tactics, and areas needing improvement. For instance, A/B testing different aspects of an email campaign can reveal more about audience preferences and behaviors. 

Additionally, incorporating feedback from sales teams and customers can provide qualitative insights that help refine messaging and positioning. Regularly updating the strategies based on these insights ensures that marketing efforts remain relevant and effective in an ever-changing business environment.