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 lead targets.
Why?
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:
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.
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:
So, let's dive into the tips and find the perfect strategies for generating B2B sales leads.
69% of buyers accept cold calls – a popular outbound lead-gen technique.
This section will explore outbound techniques to generate B2B sales leads.
Among the different marketing channels, email marketing has the highest ROI (29%).
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:
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:
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:
Direct mail is an excellent approach to standing out in a world dominated by digital communication. For generating B2B sales leads with direct mail:
Your past customers can be a great source of referrals. For generating B2B sales leads through referrals:
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.
Cold calling is quite handy for generating B2B sales leads. According to the data:
Cold calls are especially beneficial when followed up with personalized voicemails. Before making the call, research the company and the decision-maker.
During the discussion, focus on:
Follow up with a personalized voicemail referencing your conversation and offering a solution to their challenge.
Dark social refers to social sharing through private channels such as:
– 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:
As such, you can tap into a valuable source of potential leads – inaccessible through traditional social media channels.
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:
In addition, design visually appealing ads that communicate your message and value proposition.
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.
Newsjacking leverages the popularity of a trending news story or event to draw attention to your brand. To successfully news jack:
Doing so can attract a new audience – crucial for generating B2B sales leads.
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.
According to research:
Influencer marketing involves partnering with industry trendsetters to promote your brand and reach a wider audience. Leveraging an influencer's audience can build brand awareness and generate B2B sales leads.
To be successful with this method, it’s essential to:
Holding gatherings to thank your customers is a great way to showcase that you value them. By inviting prospects to attend a customer appreciation event:
Additionally, after attending a successful event, your existing customers may be more likely to refer others to your business. As such, it can be an intelligent technique for attracting and generating B2B sales leads.
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:
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:
And
Additionally, thought leader collaborations can help you:
Referral marketing encourages your existing customers to refer others to your business. By actively incentivizing referrals, you can motivate your customers to promote your brand to their network.
Referral marketing is an effective way of generating B2B sales leads for the following reasons:
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.
Create ads encouraging the viewer to take a specific action, such as:
Direct response advertising can generate B2B leads by encouraging potential customers to take action immediately. You can use such ads across numerous channels, including:
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.
Billboards are a creative tool for generating B2B sales leads. A large audience typically sees billboard ads, which can help build brand awareness. Use eye-catching visuals and a clear message to make your advertisements stand out.
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.
Content syndication 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.
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 pertinent to your target audience and tailor your message to the podcast's format.
Trade shows and conferences can be a great way of generating B2B sales leads. How?
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.
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 that the design, copy, and CTA focus on guiding the visitor toward the desired action—which can be anything from filling out a form to purchasing.
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:
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:
Interactive content, such as quizzes, polls, and surveys, can effectively engage and educate visitors. By offering interactive experiences, you can:
The above insights can help you tailor your marketing messages to visitors' specific preferences.
LinkedIn is a robust social network that generates 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.
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.
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.
Host webinars or live events to educate, engage, and nurture your audience. Use them to:
It helps to build trust, establish your brand as a thought leader, and generate leads.
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.
Create a valuable and relevant lead magnet such as an:
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.
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.
Optimize your website and content for search engines by:
Use on-page and off-page Search Engine Optimization (SEO) tactics to increase your website's visibility and drive organic traffic.
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.
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.
Curate gated content such as:
– that provide valuable insights and information.
Gate this content with a lead capture form for capturing contact information and generating B2B sales leads.
41% of consumers prefer live chat support over any other channel.
So, use chatbots to:
Plus, provide a personalized and engaging experience for your prospects by:
Combining inbound and outbound 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.
A multi-channel approach combines inbound and outbound techniques to reach a wider audience. It can include using the following strategies:
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.
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.
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.
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. This can increase engagement and conversions.
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.
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.
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.
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.
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.
Generating B2B sales leads is essential for the success of any business. Unfortunately, without a proper strategy, lead generation becomes a game of chance. 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.