Struggling to get high-quality B2B leads? Here’s a quick guide to help you improve lead generation, boost conversions, and align marketing with sales. Start with these key steps:
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Understand Your Audience
- Build detailed customer profiles.
- Identify decision-maker roles in the buying process.
- Research company data like size, tools, and growth indicators.
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Optimize Your Website
- Use simple, mobile-friendly forms with 5–7 fields.
- Create focused landing pages with fast load times and clear CTAs.
- Offer premium content like reports, guides, or webinars in exchange for contact details.
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Leverage LinkedIn
- Polish your LinkedIn profile with a professional photo and clear value statement.
- Use Sales Navigator to target decision-makers and monitor activity.
- Post industry news, company updates, and videos regularly.
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Run Email Campaigns
- Segment email lists by industry, role, and behavior.
- Create personalized email sequences (welcome, nurture, decision).
- Automate follow-ups based on triggers like form submissions or downloads.
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Track and Improve Results
- Use tools like Google Analytics, Leadfeeder, or Ruler Analytics.
- Monitor key metrics like conversion rates and lead quality.
- Apply insights to refine strategies and improve ROI.
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Consider Marketing Agencies
- Agencies can provide cost-effective lead generation services.
- Look for expertise in Google Ads, SEO, and CRM integration.
- Choose flexible pricing models like monthly retainers or cost-per-lead.
B2B Marketing Strategy: How To Get More Leads For B2B Businesses
Build Your Customer Profile
Creating detailed customer profiles is a game-changer for B2B lead conversion. Companies with well-documented personas are 71% more likely to surpass revenue and lead targets. These profiles are the backbone of personalized outreach and improved conversion rates.
Create Customer Personas
To build effective customer personas, rely on data from multiple sources:
| Data Source | Insights to Collect |
|---|---|
| Sales Teams | Common objections, decision timelines, pain points |
| Customer Success | Feedback after purchase, implementation challenges |
| Internal Database | Buying patterns, trends by company size |
| Executive Team | Industry expertise, strategic focus |
| Customer Surveys | Priorities, challenges, and direct feedback |
Research-backed personas have been shown to deliver 73% higher conversion rates from initial responses to marketing qualified leads (MQLs).
Key traits to define in your personas include:
- Their role in the purchasing process
- Organizational challenges and objectives
- Technical needs and limitations
- Budget authority and approval cycles
- Pain points specific to their industry
These details help you zero in on the decision-makers who matter most.
Map Decision-Maker Roles
B2B sales often involve multiple stakeholders. Knowing who plays what role is critical.
"The SDRs use the platform daily, whereas the Sales Executives are more ad-hoc. They predominantly use the database for multithreading by finding contact details of decision-makers within existing accounts." – George Elsey, Sales Operations Analyst, Slalom
Here’s how to map decision-maker roles:
- Analyze communication patterns from successful deals.
- Identify key players such as champions, end-users, and technical evaluators.
- Monitor job changes for opportunities with new executives.
- Use intent data to spot who’s actively researching solutions.
- Develop tailored content for each stakeholder type.
Research Company Data
Take advantage of research tools to gather critical business details:
| Attribute | Focus Areas |
|---|---|
| Company Size | Employee count, revenue brackets |
| Technology Stack | Current tools, integration requirements |
| Growth Indicators | Recent funding, hiring trends |
| Industry Position | Market share, key competitors |
| Geographic Presence | Office locations, operational regions |
"Our sales cycle is typically 6-8 months long. At Cognism, we saw ROI in 8 weeks from intent data and direct dials. One deal pays for a year’s Cognism subscription." – Alexander Porter, Senior Business Development & Inside Sales Lead, Devo
Tools like LinkedIn Sales Navigator or Cognism can provide verified company data. Combining accurate company insights with your personas and decision-maker maps ensures you’re targeting the right leads effectively.
Set Up Website Lead Capture
Turning visitors into qualified leads means using well-placed forms and targeted content effectively. A solid website lead capture system plays a key role in supporting your customer profiling and outreach efforts.
Build Effective Forms
The design and functionality of your forms can make or break your conversion rates. Here are some key tips to keep in mind:
| Form Element | Best Practice | Impact |
|---|---|---|
| Field Count | Keep it to 5–7 fields | Reduces drop-offs |
| Mobile Design | Use larger buttons and vertical layouts | Increases completion rates |
| Auto-fill | Enable browser auto-complete | Saves user time |
| Accessibility | Ensure high contrast and readable fonts | Improves usability |
| Privacy | Add a clear data usage statement | Builds trust |
"To optimise B2B landing pages, make sure your calls-to-action are short and direct. Leave no room for misinterpretation."
– Waseem Bashir, CEO of Apexure
Once your forms are ready, the next step is creating landing pages that keep visitors engaged and motivated.
Design Landing Pages
Landing pages should have a simple layout and clearly communicate your value. Here’s how to get started:
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Page Structure
Eliminate navigation menus to keep visitors focused on the form. Speed matters – 40% of users will leave a mobile site if it takes more than 3 seconds to load. Use techniques like image compression and browser caching to improve load times. -
Content Layout
Highlight the main benefits above the fold using bullet points. A/B testing can increase conversions by up to 40%.
"Moving B2B prospects from one stage to the next takes more than just a fancy website. You need focused, specific pages that speak directly to where your visitors are in their buying journey."
– Unbounce
After optimizing your landing pages, take it a step further by offering high-value content that aligns with your audience’s needs.
Create Premium Content
Premium content encourages submissions by providing something valuable in exchange for contact details. In fact, 74% of B2B marketers say content is their most effective tool.
| Content Type | Best Use Case | Conversion Impact |
|---|---|---|
| Research Reports | Share original data and insights | High perceived value |
| Executive Guides | Help with strategic decisions | Appeals to C-suite |
| Case Studies | Show real-world outcomes | Builds credibility |
| Webinars | Provide interactive learning | Drives real-time engagement |
"Most people will miss most of the emails in the sequence, or only one email actually piques their interest that day to engage and click. Therefore, every email should be a delivery mechanism for an always-on resource that can be consumed by the reader whenever it suits them. You want to give your audience the freedom to decide which content they consume."
– Alice de Courcy, CMO at Cognism
Use LinkedIn for Lead Generation
LinkedIn is a powerhouse for B2B marketers, with 89% using it for lead generation and achieving a lead conversion rate that’s 277% higher than Facebook and Twitter/X. To make the most of it, focus on refining your LinkedIn strategy to improve lead quality.
Set Up LinkedIn Profiles
Think of your LinkedIn profile as your digital business card – it’s often the first thing potential leads will see. Here’s how to make it stand out:
| Profile Element | Best Practice | Purpose |
|---|---|---|
| Profile Photo | Use a clear, professional headshot | Builds trust and recognition |
| Headline | Include your job title and a value proposition | Boosts searchability |
| Summary | Highlight measurable achievements | Shows expertise |
| Experience | Add keyword-focused descriptions | Improves visibility |
| Media | Share company videos and presentations | Highlights your company culture |
"Once trust has been lost, it’s nearly impossible for brands to rebuild sustainable, honest relationships with their customers." – Kevin Cochrane, former chief marketing officer, SAP
Once your profile is polished, use LinkedIn Sales Navigator for targeted outreach.
Master Sales Navigator
Sales Navigator is a game-changer for finding and connecting with decision-makers. Use its tools effectively with these tips:
| Feature | How to Use It | Why It Matters |
|---|---|---|
| Advanced Search | Use Boolean operators for precise filtering | Find the right prospects |
| Account Maps | Visualize your network connections | Identify key decision-makers |
| Lead Monitoring | Track prospect activity | Reach out at the right time |
| Custom Lists | Group prospects into specific categories | Simplify follow-ups |
Take Laura Heffron from Extended Stay America, for example. She used Sales Navigator to organize leads by role and location, positioning herself as a trusted advisor in temporary lodging.
"LinkedIn provides a trusted forum." – Laura Heffron, Regional Account Director at Extended Stay America
Combine these tools with a strong, consistent LinkedIn presence for even better results.
Build LinkedIn Presence
Posting engaging content regularly is crucial. In fact, LinkedIn pages that post weekly see twice the engagement. Here’s a simple content strategy to follow:
| Content Type | Suggested Frequency | Why It Works |
|---|---|---|
| Industry News | 3x weekly | Builds authority |
| Company Updates | 2x weekly | Highlights company culture |
| Product Info | 1x weekly | Encourages conversions |
| Video Content | 2x monthly | Drives 5x more engagement |
Try the 3-2-1 formula: share three pieces of industry-related content, two that showcase your company culture, and one promoting your solutions.
Greenhouse Software nails this approach. Their LinkedIn profile clearly communicates their value while maintaining steady engagement with their audience.
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Run Email Marketing
Email marketing offers a massive return, delivering $42 for every $1 spent. It’s also the top choice for 79% of B2B marketers when it comes to generating demand. This channel plays a key role in guiding leads through the sales funnel, from awareness to conversion.
Organize Email Lists
The foundation of effective email marketing is a well-organized list. Segmentation is key – businesses using segmented campaigns have reported revenue boosts of up to 760%. Here’s a quick breakdown of how to segment your lists:
| Segment Type | Criteria | Benefits |
|---|---|---|
| Industry | Company sector, size | Tailored solutions by vertical |
| Role | Decision-maker level | Specific messaging by authority |
| Behavior | Website activity, downloads | Engagement-based follow-ups |
| Journey Stage | Prospect to customer | Content aligned with their stage |
For example, Sender, an email marketing platform, saw a 30% jump in open rates and a 50% increase in click-through rates after adopting segmentation. Once your lists are sorted, the next step is creating email sequences that resonate with each group.
Write Email Sequences
Email sequences are about creating value and building trust. Personalized messages can drive 6x higher transaction rates compared to generic ones. Below are some common types of sequences and their goals:
| Sequence Type | Purpose | Key Elements |
|---|---|---|
| Welcome | First impressions | Company intro, value proposition |
| Nurture | Build trust | Insights, case studies |
| Decision | Encourage conversion | Product benefits, social proof |
The goal here is to nurture relationships before pushing for a sale. Once you’ve mapped out your sequences, use automation to deliver them at the right time.
Set Up Email Automation
Automation takes your email marketing to the next level, allowing you to scale efforts while staying relevant. Lead nurturing automation can generate 50% more sales-ready leads while cutting costs by 33%. Here are some automation triggers to consider:
| Automation Trigger | Action | Expected Outcome |
|---|---|---|
| Form Submission | Send welcome sequence | 2.5x higher click-through rates |
| Content Download | Deliver related resources | 5.7% revenue increase |
| Website Activity | Send targeted offers | Triple conversion rates |
"Lead nurturing is like gardening… It’s about time, relevance, and a favorable environment to expect the growth from the seeds you have sown." – Banish Angural, founder of Banish Media
To get the best results, aim for email deliverability rates of 85%-95% and open rates between 17%-28%. Keep an eye on these metrics to continuously improve your campaigns.
Track and Improve Results
Keep a close eye on your lead generation efforts and make adjustments to improve both conversion rates and revenue. Research shows that while 79% of marketers prioritize lead generation as a goal, 80% admit their efforts are only somewhat effective. This highlights the importance of tracking performance and refining your approach over time.
Install Tracking Tools
To get a clear picture of your lead generation performance, consider using these tools:
| Tool Type | Key Features | Starting Price |
|---|---|---|
| Ruler Analytics | Revenue attribution, multi-touch tracking | £199/month |
| CallTrackingMetrics | Phone lead tracking, platform integration | $79/month |
| Leadfeeder | Identifies companies visiting your site | Free (basic plan) |
| Google Analytics | Tracks website behavior | Free |
While Google Analytics is excellent for understanding website traffic, it doesn’t track individual lead journeys effectively. Tools like Ruler Analytics can fill this gap by linking multiple touchpoints to revenue. Combining these tools ensures you have a more complete view of your lead generation efforts.
Monitor Key Metrics
Tracking the right metrics can significantly improve your results, with conversion rates potentially exceeding 50% and ROI increasing by 10–30 times. Focus on metrics that reveal lead quality, response times, and the revenue impact of your efforts.
"When lead generation is the goal, the metrics need to tell you about the number, purchasing intent, and revenue-generating potential of the prospects entering your sales funnel." – Trendemon
These insights will help you identify areas to improve and fine-tune your strategies.
Apply Data Insights
Poor lead qualification accounts for 67% of lost sales. Use your data to continuously refine your approach:
- Run A/B tests on landing pages and emails.
- Use lead scoring to qualify prospects more accurately.
- Apply multi-touch attribution to identify your most effective channels.
- Leverage predictive analytics to target the right audience.
For example, Cognism uses a rapid response system to contact inbound leads within three minutes, achieving a 70% success rate in early interactions. Since half of qualified leads aren’t ready to buy immediately, it’s equally important to develop nurturing strategies that guide them through the purchasing process.
Work with Marketing Agencies
Many B2B companies team up with marketing agencies to boost lead generation efforts. The lead generation market is expected to hit $9.5 billion by 2028, with outsourced solutions delivering 43% better results than in-house efforts.
CS Digitall: Lead Generation Services
CS Digitall offers a mix of services, including Google Ads, Meta Ads, SEO, and CRM solutions. These tools are especially useful for B2B buying cycles that often stretch beyond four months.
| Service Category | Key Features | Best For |
|---|---|---|
| Google Ads | Keyword-focused campaigns, intent-based targeting | Capturing early-stage leads |
| Meta Ads | Custom audience targeting, retargeting | Building brand awareness and nurturing leads |
| SEO | Technical improvements, content strategies | Generating leads over time |
| CRM Integration | Lead tracking, automation | Streamlining the sales process |
"Google Ads give advertisers very targeted control on the types of users they bring in, since it’s keyword-based. We can hone in on very relevant keywords that specifically speak to things users are actively seeking, leading to lower acquisition costs."
– Sam Yadegar, HawkSEM CEO
Beyond individual services, working with agencies provides additional strategic benefits.
Why Partner with an Agency?
Specialized marketing agencies can enhance your lead generation efforts in three key ways:
- Cost-Effective Solutions
- Agencies often deliver leads at a lower average cost: $53 per B2B lead.
- Flexible pricing models to suit different business needs:
| Pricing Model | Starting Range | Best For |
|---|---|---|
| Monthly Retainer | $8,000+ | Businesses needing steady lead flow |
| Cost Per Lead | $150-250 | Performance-focused campaigns |
| Hourly Rate | $25-50 | Short-term or project-specific tasks |
- Specialized Expertise
- Agencies bring advanced tools and proven techniques to the table.
- For example, Brandcave used Leadfeeder’s filtering to generate 200 qualified contacts in just one day (Dealfront, 2024).
- They also offer industry-specific insights and strategies.
- Scalable Operations
- Agencies can quickly adjust strategies based on performance data.
- They provide flexible resources to match your business needs.
- This approach is favored by 66% of U.S. companies aiming to stay competitive.
When choosing an agency, look for proven results, clear communication, and case studies that back up their claims. While upfront costs may seem higher than in-house options, the long-term benefits and improved focus on core operations often make the investment worthwhile.
Checklist Summary
Generating B2B leads effectively demands a structured approach that emphasizes quality over sheer numbers. Here are some key areas to focus on:
| Focus Area | Key Actions | Impact Metrics |
|---|---|---|
| Lead Quality | Set up a qualification process | Helps tackle the 67% of lost sales caused by poor lead qualification |
| Content Strategy | Create and share tailored content | Boosts engagement and drives conversions |
| Multi-Channel Approach | Use both inbound and outbound efforts | Most enterprises rely on an average of 8 lead generation channels |
| Sales Alignment | Verify leads before passing to sales | Only 56% of B2B marketers currently verify leads before handoff |
These areas provide a solid foundation to start refining your lead generation efforts.
Implementation Guide
Once you’ve nailed the checklist, it’s time to put these ideas into action:
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Start with the Basics
Begin by focusing on the core elements. As Margaret Lee from Belkins explains:"Marketing is a long-term game and you need to first invest before harvesting. To start some SEO content, PPC, or outbound, you need about $15,000 to $20,000 monthly. If everything is done right, in 4–6 months, you can get a positive ROI".
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Track and Fine-Tune
Keep an eye on key metrics to gauge your progress. Irina Yelisova, Belkins’ content manager, shares:"In 5 months, downloadable files helped us capture almost 600 leads. We’ve qualified 9% of these leads with different statuses. We also have 49 opportunities and 2 closed deals. Not much, not bad either. Even some captured leads who went with competitors are our potential clients. Why? Our sales executives can follow up and close them if the competition is underperforming. For other leads, it’s bad timing and our sales team can connect with them later. This makes lead capturing a beneficial and long game.".
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Consider Expert Help
Collaborating with specialized agencies can improve the connection between marketing and sales, leading to better-quality leads and higher productivity.
Building a strong B2B lead generation strategy takes time and steady effort. By sticking to this roadmap, you’ll be well-positioned to see consistent results.