How to Generate B2B Leads

How to Generate B2B Leads

In the past, generating B2B sales leads was a matter of persistence, aggressiveness, and lots and lots of talk. But the hard sell has fallen out of favor in the 21st century, as people have grown weary of templated sales pitches and information blitzes.

That doesn’t mean you can’t be proactive about generating B2B sales leads. It just means you need to switch from a sales mindset to a marketing one. This requires a more personalized approach and use of the tools of the trade for modern B2B marketing — all done in a carefully considered, effective way.

Here are some of the lead gen digital marketing approaches that are most effective today, along with steps that work in attracting more B2B sales leads.

Find Meaningful Leads — Not Buckets of Leads

Buying lists of potential leads is a common practice in B2B marketing, but it’s fraught with problems. The main issue? The question of quantity versus quality.

Most business leaders are taught to value the concept of “more,” rather than “better.” While it’s great to have a multitude of sales opportunities at your feet, they only matter if they’re meaningful and able to produce real results.

When you sign up with a B2B agency to get large lists of leads, you’re competing with all of the rest of that agency’s clients for the same leads. You’re also likely dealing with out-of-date information and leads that may be completely irrelevant. These lists wind up costing you a lot of money and time.

Find and nurture relevant leads instead. Reach out to your audience and strategize ways to meet their needs. There’s no shame in taking care of fewer leads if they’re of higher quality. With better content and a tailored approach, you’ll enjoy a better return on investment.

Generate Unique and Relevant Content

Mass communication has never been easier to achieve than it is now. It takes little effort to post on social media or take out a print ad. Your B2B leads know this — which means that they are less likely to respond to the kinds of boilerplate pitches everyone sees.

Generate content from the ground up. This might include finely-tuned sales emails, compelling and concise videos, guest blogs on active partners’ websites, trade show presentations, or speaking opportunities.

Sure, some parts of your content will be the same across the board. But you can tailor your messages to fit common pain points your customers and clients have. 

If you focus on delivering specific, personalized information, you’ll attract more dynamic and relevant B2B leads.

Be Social, Not Just Social Media Savvy

Social media is fantastic for B2C marketing. But B2B marketing is another story. Not everyone has their eyes locked on a smartphone 24/7. Even those with a great deal of social media awareness know it can have a facile quality — it’s a way to be seen, but not always understood.

Face-to-face interactions still matter to potential business partners. Networking, industry events, open houses, and trade shows still play vital roles in cultivating relationships. These opportunities become even more meaningful when you and your team have a partner-focused game plan going in. 

Such events — especially ones you host, like open houses — may even generate social media posts and additional buzz.

Know Your Existing Customers

Your current customer base is a living, breathing source of lead gen digital marketing. 

The more you get to know them on an individual basis, the more you’ll see patterns appear about who they are and what they have in common. This is an invaluable tool, as it provides hard evidence of what your customers’ needs are, as well as what solutions they’re looking for.

Use this information to tailor your lead gen strategy. Your customers have explained what they need and why they chose you instead of another company. Bring your awareness of this to your account-based marketing materials. Be as personal and accessible as you can.

Find Real Leads with Insights ABM

At Insights ABM, we know what it takes to attract dynamic, engaged leads. Ready to take your marketing to the next level? Contact us today to find out what we can do to deliver high-quality leads for your business.

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.