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comprehensive guide to generating more B2B leads

comprehensive guide to generating more B2B leads

How to get more B2B leads

Discover the most effective strategies to increase B2B leads and boost your sales 


Want to get more leads quickly?

There are numerous ways to attract high-quality B2B leads, but which methods are the most effective, time-efficient, and cost-effective?

Don't worry; you're in the right place to explore B2B leads and understand which lead generation methods could work best for your business. This comprehensive guide covers all the strategies you need to streamline your lead generation process into a system that will work well for your sales team.






Understanding B2B lead generation

B2B lead generation refers to identifying and attracting potential business customers for your products or services. It involves understanding the unique needs and challenges of other businesses and tailoring your sales and marketing efforts to address them.

To generate B2B leads, you need to have a clear understanding of your target audience and their specific pain points. This will help you create targeted and personalised sales and marketing campaigns that resonate with potential customers.

Some effective strategies for understanding B2B lead generation include conducting market research, analysing competitor activities, and leveraging customer feedback. By gaining insights into your target market, you can better position your business to attract and convert leads.



What is the difference between MQLs and SQLs?

Ask any salesperson, and they will tell you there is a big difference between an MQL and an SQL. The number one reason salespeople are disappointed and frustrated with the MQLs they receive is that the criteria set for establishing an MQL are often incorrect. This leads to poor quality MQLs; in other words, the lead is not a lead at all. So, what is an MQL or SQL, and what's the difference between them?


MQL - Marketing Qualified Lead

marketing qualified lead is a lead that the marketing team has identified as having a higher likelihood of becoming a customer than other leads. This determination is typically based on the lead's engagement with CTAs, visited pages, downloaded offers, interactions with social posts, and other relevant criteria.

SQL - Sales Qualified Lead

A sales-qualified lead is a potential customer ready to engage with a salesperson. Typically, this lead has shown significant interest in your product or service, indicating readiness to proceed with the sales process. The most significant difference between MQLs and SQLs is the intent to purchase.


What's the best method for generating B2B leads?

The reality is there is no silver bullet when it comes to lead generation for B2B companies.  It almost always takes a combination of methods to acquire new leads. The top methods for B2B sales teams include;

  • Email
  • PPC (Google Ads)
  • SEO - increasing your ability to get found online
  • Social Selling on LinkedIn
  • Paid Social Media Ads
  • Educational and helpful Content  
  • Blogs
  • Direct Mail
  • Calling
  • Intent Data 

Let's take a closer look.....


Implementing email marketing strategies for B2B leads

Email marketing remains a powerful tool for B2B lead generation. By building an email list of potential customers and nurturing them through targeted campaigns, you can effectively convert leads into paying customers.

To implement email marketing strategies for B2B leads, start by segmenting your email list based on factors such as industry, job title, and stage in the buying cycle. This allows you to personalise your email content and deliver relevant messages to each segment.

Craft compelling subject lines and email copy that grab the attention of your recipients and entice them to open and engage with your emails. Offer valuable content, such as industry insights, case studies, or exclusive offers, to provide value to your subscribers and encourage them to take action.

A/B testing your emails is no bad thing.  It provides an effective way to compare different versions of a single email to see how small changes can have an impact on your results. Select the elements you wish to test, such as the subject line or content, your call-to-action, or even your landing pages, and analyse the results to determine what resonates best with your audience. A/B testing plays a crucial role in lead generation and has been proven to boost conversion rates by over 45%.

Additionally, use email automation to streamline your lead nurturing process. Set up automated email sequences that deliver targeted messages at specific intervals, keeping your brand top of mind and guiding leads through the sales funnel.

Remember to analyse and optimise your email marketing campaigns regularly. Monitor open rates, click-through rates, and conversion rates to identify areas for improvement and refine your strategies over time.



AI and Automation to nurture leads 

Leveraging AI to help research and draft email copy is a great productivity tool for small teams. You'd be wrong to think AI and Automation are for larger teams, that's not the case.  There are tools that can handle follow-up appointments, send out emails automatically, all while keeping track of everything in your CRM. Additionally, automation can assist with lead scoring, ensuring that you're targeting the right contacts at the right time. Focus on quality and maximising your team's efficiency.



PPC - Pay Per Click Google Ads

Looking to boost your online visibility quick smart? Pay-Per-Click (PPC) advertising is your go-to strategy. While PPC may require some investment, it's a surefire way to reach potential customers who are actively seeking solutions.

By utilising PPC, you can skyrocket your website to the top of search engine results pages, making it a quick and effective method for generating more B2B leads.

Ready to take your PPC game to the next level? Dive into our top tips for maximising your ad spend and attracting even more leads in our Comprehensive Guide To Google Ads for B2B companies.




Optimising your website for lead generation

Your website plays a crucial role in generating B2B leads. It serves as the online face of your business and is often the first point of contact for potential customers. Optimising your website for lead generation involves making it user-friendly, informative, and visually appealing. Another crucial factor to consider is the buyer's journey and ensuring that your website content is in sync.

To optimise your website, ensure it loads quickly and is mobile-responsive. This will improve the user experience and encourage visitors to explore your site further. Additionally, focus on creating compelling and relevant content that showcases your expertise and provides value to your target audience.

Another critical aspect of website optimisation is the use of lead capture forms. These forms allow visitors to provide their contact information in exchange for valuable resources or information. By strategically placing these forms throughout your website, you can capture and nurture leads through the sales funnel.

Optimising your website for search engines can help elevate your online presence, increasing visibility and potential lead generation for your B2B company. By focusing on elements such as on-page SEO, off-page SEO, and technical SEO, you can enhance your website's performance in search results.

Remember to regularly assess your content strategy and stay updated on keyword research to maximise the benefits of SEO. While SEO may take time to yield results, it is a valuable strategy that can significantly impact your B2B lead generation efforts and drive organic traffic to your site. 

Read more about maximising content for SEO in our blog article.


Social Selling on LinkedIn

For those involved in B2B sales, Social Selling is something that you have likely encountered at some point. 

Social Selling allows your business to zero in on business prospects on social media and build rapport with a network of potential leads. When it comes to generating leads, LinkedIn is the top-performing platform for B2B companies. 

Why LinkedIn?

LinkedIn logoLinkedIn is a fantastic platform for B2B salespeople, with a whopping 1 billion users and 4 out of 5 members making business decisions. It provides valuable data for reaching the right buyers with the right message.

LinkedIn Sales Navigator 

For those looking to take their social selling game to the next level on LinkedIn, utilising LinkedIn Sales Navigator is a must. This powerful tool provides exclusive features to help you identify and connect with prospects, including those who are a perfect match for your product or service. You can save leads, save searches, create prospect lists and synch Sales Navigator with your CRM

LinkedIn Sales Navigator offers different pricing tiers to cater to the needs of various businesses. Each tier provides a range of features and benefits, so it's important to evaluate them carefully.

Check out our blog article for the top 5 strategies for finding leads on LinkedIn   


The Four Pillars of Social Selling

The foundation of successful social selling lies in four key pillars:

1. Establishing a professional brand presence: Share valuable content and position yourself as an authority in your industry.

2. Building a robust network of potential prospects: Target the right individuals to connect with.

3. Engaging your audience with insightful content: Consistently post and share content that sparks meaningful conversations.

4. Cultivating relationships: Foster trust with decision-makers and create lasting professional connections.

For more information on social selling visit our article here



Utilising social media for B2B lead generation

Social media platforms offer a wealth of opportunities for B2B lead generation. With billions of active users, platforms like LinkedIn, Twitter, and Facebook provide businesses access to a vast audience of potential customers.

Social media for b2b leads To effectively utilise social media for B2B lead generation, start by identifying the platforms that are most popular among your target audience. Create engaging and informative content that resonates with your audience and encourages them to take action.

In addition to content creation, engage with your audience by responding to comments, sharing relevant industry news, and participating in relevant discussions.

Building a strong online presence and establishing yourself as a thought leader in your industry can help attract and convert B2B leads. 

As previously mentioned, LinkedIn is a great option for B2B social selling, but you can also run paid ads on LinkedIn and other social platforms. 

Having a presence on various platforms helps build trust and familiarity, keeping your brand in people's minds. Exposure to your brand in different contexts enhances its memorability. 


Creating compelling content for lead generation

Creating compelling content is essential for B2B lead generation. High-quality content that addresses the pain points and challenges of your target audience can attract and engage potential customers, positioning your business as a trusted resource.

When creating content for lead generation, consider the different formats that resonate with B2B audiences. This can include blog posts, whitepapers, case studies, videos, and webinars. Tailor your content to provide actionable insights, industry trends, and solutions to common challenges.

It's also essential to optimise your content for search engines by incorporating relevant keywords and meta tags. This will improve your website's visibility in search engine results and attract organic traffic.

Lastly, don't forget to promote your content through various channels, such as social media, email marketing, and industry forums. By amplifying the reach of your content, you can generate more B2B leads and increase brand awareness.



Lead Generation Content strategy




B2B lead gen blogsBlogging is a highly effective strategy for boosting organic traffic and reaching a wider audience. It can enhance keyword rankings, generate backlinks, increase brand visibility, and ensure your website content remains up-to-date.

Successful blogging necessitates careful planning, thorough research, optimisation, and strategic promotion.

Creating a blog is easy, but not everyone sees results. However, optimising your blog for SEO can drive organic traffic from search engines.

Any business can benefit from SEO by attracting visitors interested in your content. Grow your blog’s audience and generate more leads for your business.

SEO Blog Tips

Ten tips to help you optimise your blogs:

  1. Create high-quality relevant content
  2. Write about topics people are searching for
  3. Get search intent right
  4. Make sure your blogs are the right length 
  5. Make your blogs easy to read
  6. Include a mix of media in your blogs
  7. Do on-page SEO
  8. Keep your content fresh
  9. Monitor technical SEO issues
  10. Build backlinks


Create a blog for your business with HubSpot free blog maker

generate B2B leads


Direct Mail

Now, we already know what you’re thinking. No one uses snail mail anymore, right? Well, maybe that's the point. If you want to stand out and catch the attention of your prospects, what better way than to send a lumpy package?

Direct mail can be one of the quickest, easiest and most cost-effective ways to reach prospective customers. When everyone is focused on digital engagement, doing something different can work as well.

Prospects who received packages or letters are more likely to open follow-up emails, and this strategy gives you the opportunity to be creative and personalise like nothing else. Direct mail should most certainly be in the mix.


Lead Generation cold calling image


Cold Calling

Cold calling is a common tactic used by B2B sales teams for many years. It involves reaching out to potential customers who may not have shown interest in your product or service yet.

For confident, outgoing sales reps, it's your time to shine! Using this method to generate B2B leads requires effective communication, adaptability, resilience, and the right mindset.

It can be difficult and slow, but it’s not all bad. An experienced salesperson can make between 35 and 50 cold calls a day. It can be one of the most effective ways to engage buyers and get direct feedback on their interest in your products and services. 


Warm Calling

Warm calling is a more effective strategy for securing appointments with key decision-makers in your target accounts.

Only connect with prospects who are a good fit and take the time to truly understand their business, challenges, and preferences. It's crucial to have a compelling message prepared. By delving into your prospects' social media profiles and websites, you can uncover trigger events and valuable insights to personalise your approach.

To establish a meaningful connection, look for common ground, whether it be a shared interest, connection, or group. Consdier social selling, email, or direct mail in advance of your call.

No more scripted calls. Use your playbooks to create guides to start and progress conversations and always with a "helpful attitude".

For more information on prospecting calls read our article here.


Intent Data

Some of the key challenges salespeople face today include leveraging their CRM to its fullest potential and using high-quality data when interacting with target audiences and prospects.

However, using lead generation tools with intent data can help salespeople combine good fit and buyer intent to focus on leads more accurately and efficiently as they go through the funnel.

Intent data tells you when buyers are actively researching online for a solution, and which products and services they are interested in, based on the web content they consume



4 Types of Intent Data


1. Search intent data

Search intent data is collected when a user inputs a keyword or phrase into a search engine like Google or Bing.

This information can help you understand what queries your target audience is looking for and provide them with the most appropriate solutions.

2. Engagement data 

Engagement data refers to users' interactions with specific content, such as reading, sharing, or commenting on it.

This valuable data is predominantly gathered from social media platforms like Facebook and Twitter, email marketing tools and various blogging platforms.

3. Firmographic data

Firmographic data provides valuable insights into a potential company's size, industry, location, and revenue.

This data is usually gathered from business directories, website forms, and external intent data sources.

By integrating firmographics with Account-Based Marketing, businesses can focus their marketing and sales efforts on companies with a higher likelihood of conversion.

4. Technographic data

Technographic data delves into a potential company's technology ecosystem, encompassing the software applications, hardware infrastructure, and network connectivity in use.

This insightful data is often gathered through surveys or questionnaires, offering valuable insights into the technical capabilities and requirements of your target businesses.


Common sources of intent data

Here are several key intent data sources that can be leveraged to enhance conversions.

  • Search engines
  • Internet scraping
  • Ads
  • Web traffic 
  • Third-party sources 


Other Lead Generation Options


ChatBots and LiveChat

Of course, we are used to having the chatbot option for online support, and we know that more than 70% of customers now expect real-time support through a digital platform. But we are seeing this technology applied to sales more and more, as Chatbots are a great way to give us more scope to help prospects and buyers.

Why? Because chatbots are like a more helpful FAQ section, with speedy answers and immediate engagement, they can improve the overall user experience.  Not forgetting they can capture all the important contact details.

HubSpot's live chat tool is fully integrated with a chatbot builder that you can start using for free — no coding required. Easily create bots that help you qualify leads, book meetings, provide answers to common questions, and much more. 


Free trials

Offering free trials is a fantastic method for attracting new leads. By allowing potential customers to test your service, they can determine if it meets their needs before committing to a purchase. This not only builds trust and confidence but also provides valuable feedback for enhancing your product or service.

Implementing free trials can significantly boost your conversion rates and give you insights on how to improve your offerings further. They are proven to be one of the most effective lead generation strategies, contributing to a substantial 66% of conversions; however, they may not be suitable for all businesses.



First place cupIs there anything more exciting than the allure of freebies? Giveaways and competitions are common in the B2C and D2C business models but are equally effective in the B2B space.

Engage your audience by hosting competitions on your social media platforms. Not only will this boost engagement and raise brand awareness, but it will also ignite conversations within your community and extend your reach. Most importantly, it will help you expand your contact lists!

By using sign-up forms that allow users to subscribe to your newsletter, you can effectively generate new leads. With 34% of new customers being acquired through contests, this strategy opens up opportunities to reach audiences who may not yet be familiar with your offerings.



Networking is like speed dating for businesses - a chance to mingle, make connections, and seal the deal. By strutting your stuff at industry events, conferences, and seminars, you can charm potential clients and build those oh-so-valuable relationships. Don't forget to work the room, lend an ear, and offer a helping hand - these are the ultimate power moves.

Consider joining professional associations and industry-specific groups. These can be invaluable and offer a wealth of resources, knowledge-sharing platforms, and a ton of networking opportunities. 

And why not team up with other businesses that complement your offers? Forming strategic partnerships opens doors to new opportunities and juicy referrals. By joining forces with like-minded professionals, you can expand your reach and tap into fresh client pools.


Landing Pages

content hub logoOptimise your website for better lead generation with high-converting targeted landing pages.

Guide your audience to a tailored landing page as part of your campaign efforts. The goal is to secure a valuable interaction, whether a meeting or a call, to usher potential leads into your sales pipeline. Alternatively, entice them with a complimentary tool, service, resource, or newsletter in exchange for their contact information.

How to optimise your landing pages to decrease the chances of visitors bouncing off!!

  • Capture their attention with a captivating headline and a clear Call To Action.
  • Craft a compelling message that resonates with your audience. Avoid overwhelming them with too much information, as it may lead them to click away.
  • Simplify the form to make it easy for them to share their name, job title, and email address.
  • Provide value in exchange for their engagement. In today's competitive landscape, people are selective about where they invest their time and information.
  • Include social proof to build trust from the outset of your interaction.
  • Continuously optimise your approach. Identify what works well and what doesn't, and adapt proactively to industry trends.

Start building your free landing pages with HubSpot with this link


Case studies

Case studies are a powerful tool in your lead generation strategy. They provide real-life examples of how your product or service has helped previous clients overcome challenges and achieve their goals. When reaching out to prospects, sharing these success stories can build credibility and trust, showcasing the value you can deliver.

To effectively leverage case studies in your outreach, identify the most relevant and impressive examples from your portfolio. Highlight critical metrics, such as increased ROI, cost savings, or improved efficiency, to demonstrate the tangible benefits of working with your business.

When sharing case studies with prospects, personalise your approach by tailoring the content to their needs and pain points. Use the success stories to address common objections or showcase how your solution can solve their unique challenges.

Include case studies in your email campaigns, social media posts, and sales presentations to provide evidence of your expertise and track record. Encourage prospects to engage with the content by asking for their feedback or inviting them to connect with a previous client for a testimonial.

By incorporating successful case studies into your outreach efforts, you can not only attract more leads but also convert them into loyal customers who have seen firsthand the value your business can provide.

Leverage your successful case studies in your outreach and generate more leads. Here's how..

  1. Decide which products or services you want to promote
  2. Describe what problem your product or service solves for
  3. Focus on one or two key benefits of your product or service in each case study
  4. Create 2-3 case studies for each industry you serve
  5. Make sure to include your customers' words


Cross sell and upsell 

Maximising cross-selling and upselling opportunities within your existing customer base is a smart strategy for generating more leads and driving revenue growth. By identifying complementary products or services that align with what your customers already have, you can create tailored offers that meet their evolving needs and preferences.

Cross-selling involves offering additional products or services that complement what the customer has already purchased. In contrast, upselling involves persuading customers to upgrade to a more premium or advanced version of what they already have. Both strategies not only increase each customer's value but also deepen their relationship and loyalty to your brand.

To effectively maximise cross-selling and upselling opportunities, it's essential to understand your customers' buying behaviours, preferences, and pain points. By analysing data from your CRM and leveraging customer insights, you can personalise your offers and recommendations to resonate with each customer.

By proactively engaging with your customers through targeted marketing campaigns, personalised communication, and exclusive promotions, you can create a sense of value and exclusivity that encourages them to explore additional products or upgrades. This proactive approach not only drives revenue but also strengthens customer satisfaction and retention.

Incorporating cross-selling and upselling strategies into your sales process can transform your install base into a valuable source of new leads and revenue growth. By focusing on providing added value and personalised solutions to your customers, you can build long-lasting relationships and drive sustainable business growth.


Multithreaded Sales Campaigns

LEad Generation Multithreading imageMulti-threaded sales campaigns involve running multiple concurrent sales processes to target different prospects simultaneously, helping to build relationships with various decision-makers, stakeholders, influencers, and champions within the targeted organisation.

Understanding multi-threading in sales campaigns enables businesses to streamline their processes, reach a broader audience with personalised messaging, and enhance outreach efficiency.

This strategic approach not only shortens the sales cycle but also minimises the impact of unavailable or transitioning key decision-makers, ultimately increasing the likelihood of securing new business opportunities. Implementing multi-threaded sales campaigns requires a clear understanding of the various touch points involved in the sales process and how they can be optimised for better results. T

his sales strategy focuses on engaging prospects at different stages of their buyer's journey, ensuring a more holistic approach to B2B sales and marketing.

Discover more about mutli-threaded sales campaigns here


Multi-channel Sales Outreach

Multi-channel outreach significantly enhances your results and drives success in your marketing and sales efforts. By using multiple communication channels such as email, social media, video and phone calls to cater to the preferences of individual prospects, salespeople can create a more meaningful connection with their audience.

Engaging in Social Selling is a critical element of success with multi-threading in sales.  Select the social media platforms your buyers are most active on, connect with them, and follow them. Interacting with their posts and joining in on meaningful conversations can help you build connections and position yourself as a go-to expert in the field. 

Combine Multi-Threading with Multi-Channel Outreach for better results

By leveraging the power of multi-threading (developing multiple contacts within each opportunity) and multi-channel outreach (reaching out to prospects through various communication channels), businesses can take a more personalised and effective approach to engaging with their audience.


Need our sales expertise?

Our team of sales and lead generation experts will get to know your business, design a sales campaign aligned with your goals, continually asses and optimise your campaign and report on progress.

Our comprehensive multi-channel outreach solution is designed to pinpoint your perfect prospects, guaranteeing that any favourable responses are promptly funnelled back to your team for effortless follow-up by your sales professionals.

You can get in touch with us using this link and find out how we can generate leads for your business, We'll do the heavy lifting and you can close the deals.




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