B2B lead generation strategies

B2B lead generation strategies

B2B lead generation strategies


B2B lead generation companies usually determine the type of lead generation strategy based on the buyer’s journey. This is done by mapping out crucial decisions, actions, and interactions that occur. This allows for the adopted strategies to align with the prospect’s goals while simultaneously aiming to minimize those pain points. A survey found that 77% of B2B respondents rated their purchase experience as complex and/or challenging. Thus, by outlining the details and progress in this journey, B2B lead generation companies can simplify this process for their prospects. In turn, HubSpot has coined the appropriate verbiage when it comes to understanding the buyer’s journey – awareness, consideration, and decision.

The following illustrates a broad outline for mapping out the buyer’s journey:

Stage one: Awareness: During this phase, the buyer concentrates on addressing their needs, finding answers, or resolving problems. At this point, the prospect is searching for high-quality educational content. This may include searching for entries, social media postings, and eBooks, to help guide them to a solution. Individuals that find your information valuable may continue to the middle of the funnel.

Stage two: Consideration: If a prospect has reached this stage, it means that you have captured their interest and attention. At this point, the prospect is aware of their challenges and/or pain points and is seeking a solution. During this stage, it is imperative to nurture the lead, build a relationship, and establish a sense of trust.

Stage three: Decision The decision stage is the last point in the buyer’s journey. At this point, the buyer has identified a solution and are considering the various providers based on their specialized offerings.

Thus, by mapping the buyer’s journey, B2B lead gen companies can determine lead generation strategies, techniques, and tactics. These strategies aim to identify, engage, and nurture prospects with the ultimate aim of converting them into paying clients. These strategies are usually industry-specific and customized for target markets and may be combined to effectively generate leads. However, it is important for businesses to continuously evaluate and adjust their lead generation strategies to match the changing market trends and client behavior. Thus, the following offer insight into the types of lead-generating strategies that B2B companies draw on:

  • Content Marketing: Creating and distributing valuable content to potential clients. This can be done using blog posts, e-books, whitepapers, and webinars to attract and engage a specific target audience. By doing this, businesses can establish themselves as thought leaders in their industry and establish trust with their audience, which can lead to more qualified leads.
  • Search Engine Optimization (SEO): Improves website and/or web page visibility in search engine’s unpaid results. This can attract potential clients who are actively searching for products and/or services related to their business.
  • Email Marketing: Email marketing can be an effective way to nurture leads and convert them into clients. It is important to comply with laws such as CAN-SPAM and GDPR.
  • Social Media Marketing: By building an online presence businesses can increase their visibility. This can help establish trust with their audience and generate leads through advertising and content promotion.
  • Influencer Marketing: Influencer marketing can be an effective way to reach a new audience and establish credibility for a business. This involves partnering with industry influencers to promote products and/or services to their audience.
  • Trade Shows and EventsTrade shows and events are effective ways to showcase products and/or services. This allows companies to make face-to-face connections with potential clients.
  • Referral Marketing: Referral marketing relies on satisfied clients referring family and/or friends to the company. This is a cost-effective way to generate leads, as it leverages the trust that existing clients have in a business.
  • Account-Based Marketing (ABM): AMB focuses on creating customized marketing campaigns for high-value accounts. This is an effective way to generate leads and foster revenue for businesses.
  • WebinarsWebinars are effective in providing valuable information to potential clients and establishing trust.
  • Outbound Sales: Outbound sales are an effective way to generate leads, but they can be time- and resource-consuming. This includes cold calling, emailing, and direct mail.


Therefore, B2B lead generation strategies are critical for businesses to grow and succeed. The reason being that they provide ways for businesses to identify and connect with potential clients. This is essential for generating revenue and expanding their client base.

Below are a few key benefits of drawing on B2B lead generation strategies:

  • Increased sales: By generating B2B leads, businesses can identify and connect with potential clients who are likely to purchase their offerings. This can lead to increased sales and revenue growth.
  • Cost-effective: Compared to traditional advertising methods, B2B lead generation strategies can be relatively inexpensive. This makes it a cost-effective way to reach new clients and grow the business.
  • Better targeting: B2B lead generation strategies allows businesses to better target their marketing efforts to reach the right audience at the right time. This can lead to more qualified leads and a higher conversion rate.
  • Brand awareness: B2B lead generation strategies can help businesses increase their visibility and establish themselves as thought leaders in their industry. This can lead to increased brand awareness and trust among potential clients.
  • Long-term success: By consistently generating leads, businesses can continuously expand their client base and set themselves up for long-term success.


It is widely accepted that businesses that invest in lead-generation strategies typically see positive results. Thus, B2B marketers who prioritize lead generation see a higher conversion rate compared to those who do not. In turn, using B2B lead generation strategies and nurturing leads, sales can increase by 50% at a 33% lower cost. The demand for B2B lead generation is continuously increasing. The industry is expected to maintain steady growth from 2023 to 2029. Therefore, these statistics offer insight into the value of partnering with a lead generation company.  Although each company has its’ own unique characteristics, the tailored approach incorporated into these strategies allows for personalization and flexibility. This ensures that each company’s goals and objectives are at the forefront.

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