B2B Lead Generation: What Is It And Best Strategies For B2B Marketers

Generating leads in B2C where the direct consumer is the target prospect could be frustrating enough.

Can you imagine how complicated it is to generate leads for B2B, where your target is the key decision-makers of brands and companies?

Your journey in B2B lead generation will require you to deal with fierce competition and extra diligent and critical buyers. At the same time, you will try to devise the perfect strategy to reach them and help them realize why your products or services are the ones they need.

With that said, it’s complicated but definitely doable.

If you’re a B2B marketer, get a pen and paper and note the lead generation strategies, tips, and best practices that will resonate with your target prospects and take your company to the next level.

What is B2B lead generation?

Put simply, B2B lead generation is the process of identifying potential business leads or clients for your products or services and then targeting them via various strategies to attract them and encourage them to make a purchase. 

Sales and Marketing Teams usually employ lead-generation strategies to attract business leads and guide them through the stages of the sales funnel. 

Note that the success of any business depends on whether it will reach the right leads (a.k.a. those who are truly interested in their business and are willing to pay), making lead generation an essential first step.

Why is B2B lead generation important?

By now, you understand that B2B lead generation is important because, without this essential first step, there would be no leads that would flow into the sales pipeline (or if there are any, they won’t really be of much quality), which means there would be no customers, no conversions, and ultimately, no business. 

Exploring what B2B lead generation strategy works well for your company can help you reach the right prospects.

Other reasons why B2B lead generation is important include gaining essential knowledge about your prospects, helping businesses save time and money, expanding reach, improving conversion rates, evaluating results and performance, and creating business opportunities: 

Gain essential knowledge about your prospects

The most important reason for having a proper B2B lead generation strategy is to understand your prospects better.

Having sufficient knowledge of what your leads want, where they spend most of their time, the problems and challenges their businesses face, and their spending limits can increase the chances of getting their data and contact information and closing a transaction with them. 

Saves time and money

B2B lead generation services have significantly lower costs than traditional approaches (which do not even work most of the time). 

Before you begin the sales process, you must first qualify your prospects using specifically tailored B2B lead generation strategies.

This would guarantee that you are only devoting your precious time and money to those who are truly interested in what you have to offer. 

Expand your reach

The proper B2B lead generation strategy can help you expand your reach—even to those who you didn’t know are interested in your business.

This can help send the right message to the right people so you can connect with those who are interested in your products or services, nurture those who have the potential to be paying customers, and not waste the time and efforts of your Sales and Marketing team in connecting with those who aren’t interested at all. 

Improve conversion rates

The quality of the business leads you gain from your B2B lead generation strategies determines whether you can convert them into paying customers. 

Aside from that, knowing exactly what to do in the marketing funnel stage your prospects are currently in helps determine whether your leads will proceed to the next level of the funnel or be filtered out.

Evaluate overall results and performance

The proper B2B lead generation strategy helps you find business leads and assess your overall performance. 

While it may take some time to craft the perfect strategy, you have to remember that there is no one-size-fits-all approach. Different businesses have different needs, which means your strategies must be flexible and evolve over time. 

Create business opportunities

Utilizing a proper B2B lead generation strategy means creating business opportunities by either gaining new customers who could help create brand loyalty or new clients who would also refer your services to other businesses. 

More qualified business leads mean higher profits and a higher profit means a booming business. The best part is that once you develop trust and credibility, your company will be known as a leader in the industry. 

Best B2B lead generation strategies for marketers

Here are some of the proven and tested B2B lead generation strategies you can utilize to give your business the boost it needs:

Run A/B tests

Nobody ever creates a perfect strategy on the first try, and if there are businesses that do this, they are just one of the lucky few. This is where running A/B tests comes in.

This is basically a trial-and-error stage, where you experiment with various colors, formats, messages, and even CTAs on your marketing materials and web pages to see which generates the highest traction.

Take note that even if your prospects fall into the same category and share the same interests, they can’t share the same interests 100%.

Some would prefer something direct and to the point, while others would appreciate your creativity as you share your business with them via stories.

There will also be those who find colorful webpages fun, while others appreciate a clean and minimalist style. You will only know this by running A/B tests and evaluating which options you presented appeal the most to your target prospects. 

Conduct surveys

What better way to determine what you need to improve than by conducting surveys? 

That’s right—surveys aren’t only used to collect data and contact information from your leads; you can also use them to determine which aspect of your business needs improvement. 

If your prospects complain about your customer service and how long it takes you to respond to their queries, then it’s high time you installed a chatbot or utilized a 24/7 live chat if this would entice your prospects to continue their journey down the sales funnel.

Collect positive buyer reviews

It doesn’t matter if you hire the best marketer in the world—your leads will trust what other customers or clients are saying about you before they start trusting you.

This makes positive buyer or client reviews mandatory and not just an option. Take note that we emphasized “positive” buyer reviews, as 94% of customers say that bad reviews made them stop in their tracks and think twice about continuing their purchase. 

In fact, 99% of customers read reviews before deciding whether to proceed with the purchase. If you’ve had a long-term professional relationship with a customer or client, it would be best to ask them for an in-depth review of the products or services they’ve purchased from you. 

Utilize case studies

Case studies are on the rise in B2B lead generation and marketing. In fact, 73% of content marketers used case studies to develop a successful strategy. 

The reason is simple—buyers love straightforward and hard facts. If you come to think of it, case studies don’t only refer to a single person; they talk about how your products or services helped an entire organization, company, or business.

So, if you can back up your claims with evidence, you have to ensure your leads are seeing it. It has to be as persuasive and as intriguing as possible.

Case studies usually include statistics, infographics, customer testimonials, and data presented in an easy way for even a layman to understand. 

Make an effort on your landing page

Users are naturally drawn to interactive content. Sure, a clean and static landing page is nice, but nothing grabs a user’s attention more than something that they’d have to move their fingers and interact with. 

Once your leads are on your landing page, you must remember that some of them may have the attention span of a baby in a tiara—precious and short, so you need to catch their attention immediately. 

Using catchy headlines, experimenting with font styles and background colors, creating clear Calls to Action, and deciding what kind of “buttons” to use can all determine whether your leads will stay on your page or leave before even checking your content.

Personalize your content

Gone are the days of creating generic content and sending mass emails. In this day and age, personalization is your biggest weapon for gaining an edge over your competitors. 

B2B lead generation strategies are evolving, and by utilizing ABM (Account-Based Marketing), you can tailor your marketing materials and website design to appeal to your individual leads personally. 

In addition, you can set your website to key in on your visitors’ location through their IP address so you can generate different content to suit the needs of your audiences from different locations. 

Understandably, personalization would require more effort on your part than just crafting generic content. However, with more effort comes a higher chance of you being able to convert your leads into paying customers. 

Don’t underestimate the power of social media

Social media isn’t just for businesses engaged in B2C. As the number of business pages on social media increases, you should utilize this and extend your B2B connections and strategies to various social media platforms. 

LinkedIn isn’t the only platform on which you should spend most of your time. Instagram, Facebook, and Twitter can also provide unique interaction and B2B lead generation techniques that your Sales and Marketing team can utilize. 

After all, those businesses you’re after are run by CEOs, CFOs, and key decision-makers who are only human. Once they’re out of the office, who’s to say they’re not spending time reading tweets or scrolling on Instagram and Facebook?

Try video content

B2B lead generation isn’t only about written content; you can also utilize videos. The best thing is that you don’t have to be an expert video editor to create videos, as tools like Canva come with basic video editing tools that even beginners can utilize. 

To highlight how important video marketing is, let’s discuss the figures: in 2022, users spent an average of 19 hours weekly watching videos online, YouTube is the second largest search engine after Google, and TikTok overtook Google as the most-used search engine for Gen Z

This means any company that wants to reach a large audience can no longer ignore video marketing. Of course, you’d still have to understand the demographics of your target audience first before deciding where to publish your content.

YouTube is more focused on longer videos, and TikTok is known for its minute-long short-form videos (although long-form videos are starting to gain popularity on TikTok too). 

Publishing your video content on the right platform to target the right people can definitely help you reach your target prospects in an engaging and more interesting manner.

Don’t neglect SEO 

We have always heard that SEO is important not only for B2C but also for B2B industries.

Optimizing your content, including articles, website landing pages, and even press releases, will most certainly help your company rise to the top and overshadow your competitors. 

Suppose you’re struggling with SEO, whether it is because you’re running out of ideas or simply don’t have the time to manage your company and do the SEO aspect as well.

In that case, you can always hire an SEO agency with trained and specialized Copywriters who know the ins and outs of the industry.

Doing so will help you get more done instead of trying to do everything yourself, from working on your marketing efforts, managing accounts, and B2B lead generation up to content production. 

Offer free consultations, trials, and demo

Who doesn’t love freebies? In fact, some people love freebies a little too much that they buy things they don’t even need so that they can get a free mug or a free keychain.

Knowing that they can get something valuable for free will entice your leads to click on that subscribe button on your website and give you their data, including their contact information. 

While the most common approach is to offer a discount, why not offer a free trial or demo of your products or services instead?

This way, your target leads can actually use whatever you’re offering and personally assess if it’s something they would want to purchase and use in the long run.

Doing so not only entices your prospects but also gives off the impression that you are confident enough in the products or services you’re selling—almost too confident to let them use it for “free.”

Aside from this, you can be sure that you can gather the data and contact information of those who are truly interested in the products or services your company is selling.

While your leads try your offer out, you sit back, relax, and wait for them to continue their subscriptions, upgrade their plans, or purchase your product. 

Ensure your website is mobile-friendly

Have you ever tried clicking on a website, but it takes forever to load? Perhaps your first thought was just to close that website and check the next one on Google’s list.

You might even be reading this guide on your phone right now, which just reiterates the importance of keeping your website design mobile-friendly.

The truth is that 40% of website visitors will shift to a competitor site if they can’t easily navigate your website on their mobile phones.

Translated to numbers, this means that if you have 10,000 potential prospects, 4,000 of them will close your website even before your landing page loads if they don’t have a good mobile experience with your site. 

Can you imagine losing that many prospects just because you did not ensure that your website works well on desktops and laptops as well as mobile phones?

Back in 2021, there were about 7.1 billion mobile phone users (which is 90% of the world’s population, by the way), and those numbers are not going down any time soon. In fact, it is predicted to reach 7.49 billion next year

So before you do anything else, ensure that your website design can run well on mobile phones and that the layout, fonts, and even the buttons are easy to navigate, even on a small screen.

Never underestimate referrals

The best form of advertising is a happy client or customer. Why? Buyers trust personal recommendations from their friends and family over an advertisement they’ve just come across online. 

Put into numbers, 92% of users trust recommendations from their friends and family, and 90% of customers will buy a product based on a person’s recommendation even if they do not know or have no relationship with that person.

That’s one level of trust that no paid advertising could ever beat, so make sure that you are encouraging your happy clients and satisfied customers to put in a good word for you. 

Despite these high numbers, only 11% of sales professionals ask for referrals. This means that there is still a huge window for you to incorporate this move into your B2B lead generation strategy and make it a huge success. 

Just remember that you have to be specific and make your request personal (instead of just sending a template message), and if needed, provide good materials and even a link to your website or landing page, so they can simply forward it to their contacts.

Reach out to experts

You might be wondering how inviting guests and experts could serve as a B2B lead generation strategy. 

Have you noticed how some movies show quotes from journalists and media outlets on their trailers? How about those books you see on the stands with quotes from well-known personalities?

Nothing makes your business stand out from the rest than carrying testimonies from experts and big names.

Even if it’s just 3 words like “XXXX is brilliant!” if it came from a huge name like Forbes, then you can use that quote anywhere—from your website and content to your videos and even up to your social media posts.

It’s like carrying an advertisement not just from anyone but from industry experts and well-known authorities in your niche. These experts add much-needed trust and credibility to your products and services, making them more appealing to your leads. 

They also help in making your company more searchable. When your target prospects search for them on Google, they can also find your business name under that expert’s recommendations. 

Dedicate time to your lead generation efforts

One of the mistakes sales professionals make regarding B2B lead generation is thinking that they have to do it all year round. 

Yes, your business should be continuously advertising, but that doesn’t mean you have to dedicate a few days weekly to generate new leads.

You must understand that there are days when your Sales and Marketing team should contact new prospects, and you must figure this out.

For instance, if your target leads are usually available on Wednesday and Thursday, then dedicate those days to active sales.

Use the other days of the week to generate and personalize your B2B lead generation strategies, especially during “off days.” If you’re not sure exactly what day you should do this, track the progress of your Sales and Marketing team to zero in on low-productivity days. 

B2B lead generation best practices

Here are some of the B2B lead generation best practices you can integrate into your business operations: 

Utilize email marketing for B2B lead generation

Nobody reads their e-mails, right? WRONG. 

Remember, you are targeting businesses, which means executives and key decision-makers are opening every email (yes, even marketing e-mails) they receive to ensure they’re not missing out on anything important. 

In 2022, there were 4.26 billion e-mail users globally, and that figure is expected to rise to a whopping 4.73 billion in 2026. If you still haven’t built your e-mail list by now, you’re missing out on a lot. 

Of course, we do not recommend buying e-mail lists because aside from the fact that it’s unethical, it also poses lots of legal pitfalls like getting data privacy complaints and your e-mails ending up in spam folders because those people you’re sending messages to didn’t show any interest and are not interested in your products or services at all. 

The success of e-mail marketing lies in targeting the right audience and giving them relevant content. 

Use a clear and concise CTA (Call To Action)

Whether it’s in your e-mails, videos, or your website, your Call To Action should be clear, concise, and so inviting that your target leads just couldn’t say no.

For instance, if you’re giving away a free e-book as a lead magnet, instead of simply asking, “Do you want to get this free e-book?” and giving the options “yes” or “no,” you can change them to “yes, send me my free e-book” or “no, I am not interested in learning about marketing.”

This way, you are helping your target prospects understand that it’s not merely a yes or no question—it’s a question that asks how serious they are in learning how to market their products or services and taking their business to the next level.

In short, you subtly give them the repercussions of saying no to your offer.

Prioritize content quality over quantity

We all know how important content marketing is to a successful B2B lead generation strategy, and sometimes, this can push your Sales and Marketing team to release tons of content over a short period, which can end up sacrificing their quality.

If you have to decide between creating a few relevant and high-quality content marketing materials versus creating a lot of content with little to no value, always choose the former.

By generating relevant content and distributing it on different channels, such as LinkedIn, social media platforms, and your website, you have a higher chance of reaching your target prospects and turning them into leads.

You can use blogs, podcasts, videos, and images to attract your prospects. To achieve optimal results, ensure these marketing contents align with your business’ marketing objectives. 

Run ads

Almost every social media platform allows users to run paid ads. If done right, this can help you garner essential data and contact information about your prospects and generate high-quality leads. 

The 2 primary marketing channels you can concentrate on are Facebook Lead Ads and LinkedIn Ads. Test which kind of advertisement works best for each channel, and modify your strategy periodically if necessary. 

Also, tailor your marketing strategy on these platforms to your audience. For example, if you run ads on LinkedIn, you should opt for a more professional tone since this platform is known to be the hub of professionals.

Integrate live chat to your website

If you were given a choice, which would you prefer: to talk to a chatbot with limited (and most of the time repetitive, irrelevant answers) or to connect with actual people who can walk you through the solutions to your problems? 

Of course, we’d all prefer to talk to an actual person who can give us direct answers to our questions and relevant solutions to the problems we encounter when visiting a website. 

This can help your B2B lead generation strategy since 41% of people prefer live chat support, and only 23% prefer e-mail support. Furthermore, 51% of users say they are more likely to stay with a company that offers live chat support. 

This stresses the importance of integrating live chat support on your website—so you can answer your prospects’ queries before your leads turn to your competitors for their needs. 

Give irresistible freebies

Note how I specified “irresistible” along with the word “freebies.” Just because it’s free doesn’t mean you shouldn’t put enough effort into it. Remember that these “free offers” are your way of giving people a taste of what you’re offering.

It’s a glimpse into your solution or a bite of what you’re selling. If people don’t like the first bite they take, why would they come back to buy the whole box of cookies?

In your B2B lead generation strategy, give them something so irresistible, something full of value, and watch them run back to you, asking how to upgrade the free trial you just gave them or purchase the premium plans you’re offering.

B2B lead generation mistakes you should avoid

Learning about the best practices when it comes to B2B lead generation is not enough—you should know what to avoid too. Here are some of the B2B lead generation mistakes you should watch out for:

Not defining your target audience clearly

The B2B lead generation journey starts with defining your target audience because your strategy and everything you will be doing from thereon will depend on the people you’re targeting.

Do not make the mistake of thinking that the broader your target audience is, the more people you can reach, and the wider your opportunities will be.

Note that when you aim to target everyone, your marketing approach becomes way too generic and ends up appealing to no one. It’s like throwing fish bait in the ocean and expecting only the bigger deep-sea fishes to get caught in your net. 

Chances are, your net will be full of smaller fish who swim in shallow waters, and it will be full before the big deep sea fish can even reach you (if they ever reach you at all).

Target your leads by listing essential data that you need to learn about them and personalizing your strategy to suit their needs. 

Not having a website

In this day and age, a company without a website comes off as sketchy. We’re not in the early 2000s anymore, when only the techy people and companies could build a website—you can start yours too for a very affordable cost, even if you don’t know how to code.

Additionally, just having a business website is not enough. An outdated website that is too crowded and hard to navigate can also put off your prospects. 

This means not being able to collect your website visitors’ data and contact information, which translates to being unable to move your prospects forward to the next level of the sales funnel. 

Not paying attention to content marketing

B2B lead generation is about reaching people who aren’t aware of your business yet. Even those aware of your company won’t all reach the bottom of the funnel (a.k.a. the Decision/Closing Stage). 

This means that without the proper content marketing strategy, you are cutting off a huge chunk of your prospects, and if you don’t reach them at all, then your B2B lead generation strategy has already failed from the get-go. 

So, without content marketing to attract and nurture them, you’re cutting off the biggest chunk of your target audience, missing out on B2B lead generation.

Ignoring SEO

“I already have many leads; I don’t need SEO. Right?” WRONG.

So many potential leads need the products or services you’re selling but haven’t heard of your business yet. You can’t expect them to go to Google and search your company name if they’re not aware you exist, right?

This is why you have to ensure that your content and website are optimized, so that when your prospects search for “best Accounting software,” your company will rank 1st on Google, all thanks to your optimized landing page and that article you made using the best SEO practices. 

Not paying attention to e-mail marketing

Did you know that you can contact and connect with your leads list directly via e-mail without any algorithm getting in the way? Not only that, but you can do it more personalized, too. 

So, instead of sending a boring newsletter containing your company updates or just creating a generic e-mail and sending it to everyone, why not segment your business leads into groups and create personalized e-mails to target the concerns, problems, and challenges each group faces?

The only worst thing about not using e-mails in your B2B lead generation strategy is using them ineffectively. 


Employing the proper B2B lead generation strategy in your business is not an option if you are serious about taking your company to the next level. This is the first step you should take before you can even make a sale, making it of the utmost importance.

We understand that you’re running a company, and that means overseeing development plans, attending meetings, conducting interviews, managing the hiring process, securing tons of important data, and ensuring that your business stays ahead of your competitors. 

This could make personally crafting and managing your B2B lead generation strategy burdensome, as it would take up lots of your time and effort. The good news is that there are trusted and credible agencies you can hire to do that for you, like Learo

We can promise you one thing—we will treat your business like it’s ours. We at Learo are always updated on industry trends, so we can help you overtake your competitors by providing you with high-quality business leads. 

We’ll keep your company phones ringing; you only have to hire someone to answer them. 


How do I generate leads for my B2B business?

Some of the strategies you can use to generate leads for your B2B business include optimizing your content and landing pages, incorporating good SEO practices, utilizing e-mail marketing, leveraging your referral program, and asking your previous customers and clients for positive reviews. 

You can also integrate live chat on your website, run ads on social media platforms like LinkedIn, and give your prospects a free trial or demo of your products or services. 

What are the good ways to generate quality B2B leads?

Some ways to generate quality B2B leads include creating an in-depth content marketing strategy, getting to know your prospects, and utilizing personalized e-mail marketing techniques. 

What are the best ways to generate B2B leads on a low budget?

If you want to generate high-quality B2B leads even on a low budget, you must ensure that your content is relevant and of high quality. This means prioritizing quality over quantity.

You can also use word-of-mouth referrals, as your prospects are more likely to trust the words of someone who has already tried and tested your products or services rather than the paid advertisements you’re running. 

What is demand generation in B2B marketing?

Demand generation in B2B marketing is the process of increasing demand and awareness for your products or services. The main goal is to expand your reach, build credibility, establish authority, and create genuine interest in your brand, resulting in high-quality leads. 

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