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Generating B2B Sales Leads: 50 Powerful Lead-Gen Techniques

generating b2b sales leads

Table of Contents

As the B2B market grows increasingly competitive, generating high-quality sales leads can feel like swimming against a strong current. 

As a matter of fact, 85% of B2B marketers consider lead generation their most important content marketing goal. 

Yet 61% also cite generating traffic and leads as their top challenge

Yes, many marketers need help to hit their B2B sales leads targets.


They are constantly bombarded with conflicting information and overhyped case studies.

The truth is – there needs to be more than a one-size-fits-all solution for lead generation success. Instead, it's about tailoring your approach to your:

  • Organization
  • Industry
  • Product/Service
  • Audience

As the famous quote goes, "If you fail to plan, you are planning to fail." To help you succeed, we've gathered 50 powerful tips for generating B2B sales leads.

With insights backed by data and industry best practices, you'll be well on your way to filling up your pipeline and driving business growth.

50 Winning Strategies for Generating B2B Sales Leads

To make it easier for you to find the right B2B lead-gen strategy for your business, we've organized our techniques into three categories:

b2b sales lead generation techniques

So let's dive into the tips and find the perfect strategies for generating B2B sales leads.

Outbound Techniques

69% of buyers accept cold calls – a popular outbound lead-gen technique.

how to generate leads for b2b salesThis section will explore outbound techniques to generate B2B sales leads. 

1. Use Cold Email Outreach

Among the different marketing channels, email marketing is ranked the highest performing in terms of ROI (29%).

how to generate leads for b2b sales

Yes, cold emailing can be an effective way to reach potential leads. Cold emailing strategy can be successful because it allows businesses to reach out directly to potential customers who have yet to express interest in their product or service. 

When done correctly, a well-crafted cold email can grab the recipient's attention and initiate a conversation that leads to a potential sale or partnership.

To make your cold email outreach successful:

  • Personalize your email
  • Keep it short and to the point
  • Include a clear call-to-action (CTA)

2. Leverage ABM

Account-Based Marketing (ABM) is a highly targeted B2B lead-gen strategy. It focuses on a set of high-value accounts. For generating B2B sales leads with ABM:

  • Identify your target accounts
  • Create personalized messaging
  • Leverage multiple channels to reach your prospects

3. Attend Industry Events

Participating in industry events and conferences can help you meet potential leads face-to-face and build relationships. To make the most of your attendance:

  • Research and plan ahead
  • Engage with attendees and speakers
  • Follow up with leads after the event

4. Use Direct Mail 

Direct mail is an excellent approach to standing out in a world dominated by digital communication. For generating B2B sales leads with direct mail:

  • Create a targeted mailing list
  • Use eye-catching design and messaging
  • Include an actionable CTA

5. Contact Previous Customers

Your past customers can be a great source of referrals. For generating B2B sales leads through referrals:

  • Reach out to your former buyers
  • Provide exceptional customer service
  • Make it easy for customers to refer you to others

6. Partner with Businesses

Collaborating with complementary businesses can be a win-win situation for both parties. By working together, you can reach a larger audience and generate more B2B sales leads. 

  • Look for businesses that share your target audience but are not direct competitors. 
  • Consider collaborating on a joint marketing campaign or offering a joint promotion to attract new leads.

7. Use Cold Calling

Cold calling is quite handy for generating B2B sales leads. According to data:

  • A majority of buyers, 49%, prefer to be contacted via a cold call for their first interaction
  • However, for technology buyers, this preference increases to 54%
  • 40 % of financial services buyers prefer a cold call for their initial contact 
  • 50% of professional services buyers prefer it 50% of the time

Use Cold Email Outreach

Cold calls are especially beneficial when you follow up with personalized voicemails. Make sure to research the company and the decision-maker before making the call. 

During the discussion, focus on:

  • Building a rapport
  • Identifying the pain points of the prospect

Follow up with a personalized voicemail referencing your conversation and offering a solution to their challenge.

8. Embrace Dark Social 

Dark social refers to social sharing through private channels such as:

  • Direct messages
  • Email
  • Chat 
– rather than on public social media platforms. 

Embracing dark social can help you generate leads by enabling you to reach a more targeted audience. To leverage this technique, you can:
  • Encourage your existing audience to share your content via private channels
  • Optimize your website for dark social sharing
  • Track dark social activity through analytics tools

As such, you can tap into a valuable source of potential leads – inaccessible through traditional social media channels.

9. Use Display Advertising

Targeted display advertising allows you to reach potential leads across the web. You can ensure the right people see your ads by using targeting options such as:

  • Demographics
  • Interests
  • Behaviors

In addition, design visually appealing ads that communicate your message and value proposition.

10. Invest in Outdoor Advertising

Outdoor advertising, such as billboards and bus ads, can uniquely reach potential B2B sales leads. Consider placing your ads in high-traffic areas where your target audience will likely be. 

You can place adverts near a business district or industry event venue. Make sure to include a clear CTA and contact information in your ad.

11. Utilize Newsjacking

Newsjacking leverages the popularity of a trending news story or event to draw attention to your brand. To successfully news jack:

  • Create relevant and timely content related to the news story
  • Promote that content across your channels

Doing so can attract a new audience – crucial for generating B2B sales leads.

12. Advertise in Industry Publications

Advertising in industry publications can help you reach a highly targeted audience. Plus, it can establish your brand as a thought leader. 

You can generate B2B leads by attracting readers interested in your product or service through this approach. 

Additionally, many industry publications offer sponsored content opportunities – which can effectively generate B2B sales leads through content marketing.

13. Leverage Influencer Marketing

According to research:

  • 61% of consumers rely on influencer recommendations, while only 38% trust content produced by brands.
  • According to 60% of marketers, content produced by influencers drives more engagement and performs better than branded content.

Influencer marketing involves partnering with industry trendsetters to promote your brand and reach a wider audience. For generating B2B sales leads, you can build brand awareness by leveraging an influencer's audience. 

To be successful with this method, it’s essential to:

  • Find influencers who align with your brand values
  • Locate motivators who have an engaged audience relevant to your target market

14. Host Customer Appreciation Events

Holding gatherings to thank your customer is a great way to showcase that you value them. By inviting prospects to attend a customer appreciation event:

  • You allow them to learn more about your brand
  • You offer them a chance to interact with your team in a relaxed setting

Additionally, your existing customers may be more likely to refer others to your business after attending a successful event. As such, it can be an intelligent technique for attracting and generating B2B sales leads.

15. Sponsor Events and Organizations

Funding conferences and companies in your industry can help you build brand awareness and establish your company as a thought leader. By sponsoring relevant events and organizations, you can:

  • Generate B2B leads
  • Establish relationships with other industry professionals
  • Build brand equity
  • Increase your company's visibility

16. Focus on Thought Leadership

Focus on Thought LeadershipAs per recent data:

  • Thought leadership is already a part of content marketing for 65% of businesses
  • Nearly 30% more (29.5%) are planning to start incorporating thought leadership in their content marketing strategy soon

Collaborating with industry thought leaders can help you create high-quality content that resonates with your target audience. By partnering with industry experts to craft thought-provoking resources, you can:

  • Establish your brand as a leader in your sector
  • Generate B2B leads

Additionally, thought leader collaborations can help you:

  • Build relationships with other industry professionals
  • Create valuable networking opportunities

17. Use Incentivized Referrals

Referral marketing encourages your existing customers to refer others to your business. You can motivate your customers to promote your brand to their network by incentivizing referrals actively. 

Referral marketing is an effective way of generating B2B sales leads for the following reasons:

  • Referred customers are often more likely to convert
  • They have a higher lifetime value than non-referred customers

18. Buy High-quality Leads

Purchasing leads from a reputable vendor can be a cost-effective way of quickly generating B2B sales leads. However, it's essential to be cautious when purchasing leads. Why? To ensure they are high-quality and relevant to your business. 

Additionally, you MUST purchase leads only from reputable vendors. As such, you avoid wasting your time and money on low-quality leads.

19. Use Direct Response Advertising

Create ads encouraging the viewer to take a specific action, such as:

  • Filling out a form
  • Calling a phone number

Direct response advertising can generate B2B leads by encouraging potential customers to take action immediately. You can use such ads across numerous channels, including:

  • Social media
  • Smail marketing
  • Display advertising

20. Use TV and Radio Ads

Targeted television and radio adverts can effectively reach a large yet specific audience. With the rise of streaming services, targeted TV ads have become more affordable and accessible. Ensure your ad creative is compelling and tailored to your audience's interests.

21. Utilize Billboard Advertising 

Billboards are a creative tool for generating B2B sales leads. A large audience typically sees billboard ads and can help build brand awareness. Use eye-catching visuals and a clear message to make your advertisements stand out.

22. Use Cold Messaging on Social Media

Social media can be a great way to reach potential leads. Sending cold messages to potential leads can be effective. However, it's important to personalize each message and ensure it's relevant to the recipient. Keep the message short, clear, and engaging.

23. Use Content Syndication


Content syndication marketing involves sharing your content on other websites to increase your reach. It’s a smart way of generating B2B sales leads. How? By attracting new audiences to your content. 

However, ensure your content is high-quality and relevant to your target audience for maximum conversions.

24. Advertise on Podcasts

Podcasts have become a popular medium for B2B marketing. Advertising on relevant podcasts can be an effective way to reach a highly engaged audience. Choose podcasts relevant to your target audience and tailor your message to the podcast's format.

25. Attend Trade Shows

Trade shows and conferences can be a great way of generating B2B sales leads. How?

  • Attending industry events allows you to meet potential leads face-to-face and build relationships.
  • Hosting booth demonstrations can help showcase your products or services and attract potential leads to your kiosk.

Inbound Techniques

Inbound lead-gen strategies focus on attracting potential customers to your business rather than contacting them directly. 

Let’s now dive into some tried-and-true inbound marketing strategies for generating B2B sales leads.

1. Optimize Landing Pages

When a visitor clicks on a link and arrives at your landing page, you must capture their interest and encourage them to take action. 

So, optimizing your landing pages for conversions ensures the design, copy, and CTA focus on guiding the visitor toward the desired action. And this action can be anything – from filling out a form to purchasing.

2. Create and Distribute Content

Content marketing plays a central role in digital lead generation, given that 93% of B2B buyers initiate their buying process through an Internet search

This highlights the importance of crafting a solid content marketing strategy to:

  • Capture the attention of potential customers
  • Guide them through the buying journey


Creating and distributing high-quality content relevant to your target audience is a powerful way to attract and engage potential leads. Therefore, offer valuable information in blog posts, e-books, whitepapers, and other formats. As a result, you can:

  • Position your business as an authority in your industry
  • Build trust with potential customers

3. Use Interactive Content

Interactive content, such as quizzes, polls, and surveys, can effectively engage and educate visitors. By offering interactive experiences, you can:

  • Encourage visitors to spend more time on your website
  • Gain a deeper understanding of their needs and interests

The above insights can help you tailor your marketing messages to visitors' specific preferences.

4. Use LinkedIn to Target Decision-Makers

LinkedIn is a robust social network for generating B2B sales leads. It offers various targeting options that can help you reach decision-makers in your industry. 

By creating and sharing engaging content on LinkedIn, you can build your brand awareness and establish yourself as a thought leader. In turn, it can help you attract and convert high-quality leads.

5. Run Social Media Ads

Social media advertising can effectively reach potential customers where they spend their time online. Start by targeting your ads to specific demographics, interests, and behaviors. Thus, you can ensure your message reaches the right people at the right time. 

Additionally, social media advertising offers robust analytics that can help you track and optimize your campaigns for maximum ROI.

6. Partake in Online Communities

Join online communities and forums where your target audience is active. Plus, engage with them by providing valuable insights and advice. 

Be sure to share your expertise and knowledge in a non-promotional way to build trust and establish yourself as an industry expert.

7. Host Webinars or Live Events


Host webinars or live events to educate, engage, and nurture your audience. Use them to:

  • Provide valuable insights
  • Answer questions
  • Showcase your expertise and knowledge

It helps to build trust, establish your brand as a thought leader, and generate leads.

8. Segment Email Lists

Segment your email lists based on demographics, behavior, and interests. Then, send targeted and personalized messages that resonate with your audience. 

Use dynamic content and personalization tokens to create a more engaging experience for your subscribers. As such, it will increase the chances of boosting your email’s open and click-through rates.

9. Use a Lead Magnet 

Create a valuable and relevant lead magnet such as an:

  • Ebook
  • Whitepaper
  • Checklist

Each resource should solve a specific problem for your target audience. Promote it across your website, social media, and other channels to entice sign-ups and capture leads.

10. Automate Drip Campaigns

Use automated drip campaigns to follow up with leads consistently and keep them engaged throughout the customer journey. Set up a series of targeted and personalized emails that provide value, educate, and nurture your leads toward a sale.

11. Practice SEO

Optimize your website and content for search engines by:

  • Conducting keyword research
  • Optimizing metadata
  • Creating high-quality content that answers your audience's questions and needs

Use on-page and off-page Search Engine Optimization (SEO) tactics to increase your website's visibility and drive organic traffic.

12. Offer Free Trials

Give free trials or demos of your product or limited-time service to let prospects experience your offering before purchasing. It allows them to see the value and benefits of your offering. Hence, it helps build trust and confidence in your brand.

13. Use Customer Reviews

Leverage the power of social proof by showcasing customer reviews and testimonials on your website, social media, and other channels. It builds credibility, trust, and reliability. Hence, it helps persuade prospects to make a purchase.

14. Create Gated Content

Curate gated content such as:

  • Research reports
  • Case studies
  • Webinars 

– that provide valuable insights and information.

Gate this content with a lead capture form for capturing contact information and generating B2B sales leads.

15. Use Chatbots 24/7 

41% of consumers prefer live chat support over any other channel
Use-ChatbotsSo, use chatbots to:

  • Provide instant support
  • Answer questions
  • Capture leads on your website and other channels

Plus, provide a personalized and engaging experience for your prospects by:

  • Setting up automated responses
  • Integrating with your CRM
  • Using AI-powered chatbots

Hybrid Techniques

Combining inbound and outbound lead gen techniques can lead to a powerful multi-channel approach. Hence, companies that use a hybrid approach for generating B2B sales leads see a higher return on investment than those that use only inbound or outbound techniques.

1. Use a Multi-Channel Approach

A multi-channel approach combines inbound and outbound techniques to reach a wider audience. It can include using the following strategies:

  • SEO
  • Content marketing
  • Email marketing
  • Direct mail
  • Telemarketing and more

2. Embrace Content Syndication

Content syndication allows you to reach new audiences and attract new leads by distributing your content on other websites and platforms. It can help you reach people who may not have found you through your marketing efforts.

3. Run Retargeting Ads

Retargeting ads can help you bring back visitors who did not convert by showing them relevant ads based on their previous interactions with your website. It can increase your conversion rates and ultimately lead to more sales.

4. Distribute E-books and Whitepapers

E-books and whitepapers are valuable resources that can help showcase your expertise and thought leadership in your industry. By providing help via informative content, you can attract new leads and build trust with potential customers.

5. Use Web Push Notifications

Web push notifications can help you re-engage with visitors and subscribers by sending them timely and relevant messages, even when they're not on your website. It can help you increase engagement and conversions.

6. Create and Optimize Videos

Videos are a highly engaging form of content that can help you connect with your audience on social media and YouTube. Thus, creating and optimizing videos can increase brand awareness, drive traffic to your website, and generate new leads.

7. Host Virtual Events

Virtual events such as webinars, conferences, and workshops can help you connect with leads and customers online, regardless of their location. These events can also provide valuable educational content to attract new leads and build relationships with existing customers.

8. Use Account-Based Retargeting

Account-based retargeting allows you to personalize ads for specific accounts and decision-makers. By targeting your messaging to specific accounts, you can increase the relevance of your ads and improve your chances of conversion.

9. Run Targeted Email Campaigns

Custom email campaigns can help you reach specific industries or job titles with messaging that speaks directly to their needs and pain points. By tailoring your messaging, you can increase your chances of converting those leads into customers.

10. Partner with Industry Influencers

Collaborating with industry influencers can help you reach new audiences and build credibility in your industry. Joint webinars or content collaborations can also provide valuable educational content – to attract new leads and build relationships with existing customers.

The Power of Strategically Generating B2B Sales Leads

Generating B2B sales leads is essential for the success of any business. Unfortunately, lead generation becomes a game of chance without a proper strategy in place. However, you can create a roadmap for lead generation by identifying your target audience, analyzing their customer journey, and determining touch points.

Strategic planning involves the use of tools and aids to generate both quality and quantity leads. Including lead enrichment and qualification in your lead process is essential, as this will help you convert more prospects into paying customers.

At Revnew, we understand the importance of strategic lead generation. Our team of experts can help you create a customized plan that delivers optimum results. Contact us today to take your B2B lead generation to the next level!

Bonus! Check out how Revnew generated 32 quality leads for Core-LX in just two months.



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