B2B Lead Generation: 13 Tactics to Transform Your Approach

What is B2B lead generation?

Unlike B2C lead generation, which focuses on individual consumers, B2B lead generation (short for business-to-business) is a thoughtful and mostly inbound marketing lead process that involves identifying and nurturing potential business clients who might be interested in your company's products or services.

An effective B2B lead generation strategy tailors its approach to capturing the attention of fellow businesses and perfectly aligns with their buyer’s journey.

How to generate more B2B sales leads?

1. Create a conversion-focused home page

Misalignment between sales and marketing teams costs companies 10% or more in annual revenue. Conversely, 56% of companies with both teams aligned met their revenue goals.

2. Scan your marketing content

Before making a purchase, B2B buyers spend 27% of their time doing research. A majority of them (77%) also identify their purchase experiences as "complex or difficult."

3. Introduce complementary product resources

Offering a free tool that complements your main product or something that works well in tandem is effective. For example, Quickbooks provides various free accounting tools to attract leads.

4. Score your leads

Knowing the type of leads you are chasing is crucial. When it comes down to it, 73% of leads are not ready for a sales pitch.

5. Experiment with video-based content formats

On average, B2B sales leads encounter 13 pieces of content from brands before making a purchase.

6. Speak at or sponsor events

Only 29% of buyers want to talk to a salesperson to learn more about a product. Speaking at and sponsoring events opens your brand up to self-guided learners.

7. Use your support team

Support channels are often an untapped resource for connecting with leads. Your support team can direct inquiries back to sales for more in-depth discussions.

8. Create an unforgettable experience for your clients

Utilize corporate gifting or virtual experiences to create memorable interactions with prospects, enhancing brand recognition and loyalty.

9. Host high-value webinars

93.5% of top SaaS companies offer educational webinars, combining great content with powerful workflows to drive high-quality leads.

10. Get your employees to be vocal on LinkedIn

Companies that leverage employee evangelism on LinkedIn attract significant interest in their brands.

11. Invest in building a powerful report/whitepaper that demonstrates expertise

Creating an industry trends report serves as a lead generation tool while showcasing your expertise.

12. Work with Influencers

Influencer marketing can significantly enhance your brand's credibility and visibility within your target audience.

13. Outsourcing Lead Generation to a Vendor

85% of B2B decision-makers report positive impacts from outsourcing lead generation, offering cost-effective extensions to sales strategies.

FAQs

Why is B2B lead generation often difficult?

B2B lead generation proves challenging due to longer sales cycles, multiple decision-makers, and the complexity of business transactions.

Get creative

There are creative ways your team can find quality B2B sales leads. Don't be afraid to experiment; if something doesn't work, pivot quickly.