If you got here, you probably know that there are many different solutions to generate leads in B2B. Whether you’re trying LinkedIn Outreach, emails, or ads, marketing and salespeople are always looking for new ways and strategies to attract more and more customers.

What are B2B lead generation strategies? Why should you consider it for your business? What are the different strategies that exist and how to set them up properly?

At LaGrowthMachine, we’re observing hundreds of leads generated by our clients every day thanks to our advice and features. From our experience, we will go through our picks for the 10 best B2B lead generation strategies and ideas. Each strategy has been proven to be successful, so you’ll be able to confidently implement them into your marketing plan.

What is a B2B lead generation strategy?

Let’s start with a definition.

In B2B, lead generation is a marketing concept that aims to attract and qualify potential customers – called leads – for a business’ products or services.

Therefore, the main goal of lead generation is to create a system that captures potential customers’ information and starts building up a relationship between the lead you’re targeting and your company from brand discovery to the act of purchasing.

Lead generation can be done in many ways, nowadays, especially in B2B. That’s what we’re going to see a bit later in this post.

Why is it important to build a B2B lead generation strategy?

As we saw above, B2B lead generation is the process of growing your number of leads, clients, and turnover.

If you don’t invest in lead generation strategies, you’re missing out on many clients!

Also, a B2B lead generation strategy can allow you to achieve other objectives, such as:

  • Developing brand awareness: brand awareness will allow more and more people to talk about how great your company is, and will spread the word, which will bring other leads later in time.
  • Improve the quality of your customer relationship: with a good lead generation strategy, you will be able to focus on your best leads and create deeper relationships with them, which can turn long-term and be much more profitable.
  • Reducing acquisition costs: with the help of a B2B lead generation strategy, you will be able to reduce acquisition costs by attracting more high-quality leads that convert and become customers.
  • Boosting sales numbers and turnover: as seen earlier, a B2B lead equals potential customer equals money.

For these reasons, lead generation is essential in B2B to grow a sustainable business.

Now that we know what it is and why it’s important, let’s jump into the different strategies that can help you get more leads.

The 10 best B2B lead generation strategies and ideas

There are more than 10 strategies that exist to generate B2B leads.

However, we strongly think that those we’ll go through below are the ones that will give you the best results in B2B:

1) Using a sales automation tool

2) Posting content on LinkedIn

3) Using SEA

4) Using retargeting ads

5) Hosting B2B webinars

6) Personalized emails

7) LinkedIn Outreach

8) Using SEO

9) Cold calling

10) Using lead magnets

Let’s go through

At LaGrowthMachine, we’re experiencing a few of these to generate our own leads, but also as exclusive features in our sales automation tool. By using them, our clients are able to generate 3.5X more B2B leads than they used to before.

Get 3.5X more leads!

Do you want to improve the efficiency of your sales department? With LaGrowthMachine you can generate on average 3.5x more leads while saving an incredible amount of time on all your processes.

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Strategy 1: Using a sales automation tool

According to your budget, this lead generation strategy might not be the cheapest one. However, it might be the best one!

Depending on the solution, a sales automation tool like LaGrowthMachine will help you to:

  • Automate repetitive tasks to focus on your strategy;
  • Find new potential clients through different data sources;
  • Scrap additional leads data automatically;
  • Do multichannel prospecting;
  • Get a proper vision of your sales funnel and performance.

To sum up, using a sales automation tool will help you save a lot of time, and will get you many more leads.

You can even plug some sales automation tools with your existing process and tools, such as CRM and others. This is the case for LaGrowthMachine.

crm integration lgm

Strategy 2: Posting content on LinkedIn

Posting content on LinkedIn is one of the most famous and cheapest strategies to generate leads in B2B.

It consists in posting content that will reach your target audience through LinkedIn. With time, if you’re doing it the right way, more and more people will be able to see your content, which means much more prospects will come to you naturally.

The only disadvantage of this tactic is that it is a bit time-consuming, as you need to think about your topic and write about it.

How to do it effectively?

First, you need to find your target audience. What kind of people do you want to reach? What content will they be interested in?

Second, you need to produce great content that will be seen as valuable by your target audience. This can be tips about your job, news about your ecosystem, social events, etc… as long as it pleased people!

Third, share your content on LinkedIn through different groups and connections. You can even create a LinkedIn company page and post your content there too!

The more people will react to your post, the more LinkedIn will improve your reach. That’s why you need to make them react. To improve your engagement rate, you’ll need to add media, a CTA, or try other techniques. You can read more of this in our LinkedIn post.

Last but not least, don’t forget to measure your results. How many leads did you generate through LinkedIn in the last month? How much time did you spend on this task? What was your engagement rate?

Strategy 3: Using SEA (Search Engine Advertising)

Another lead generation strategy in B2B is to use Google Ads, as it is a pretty effective way to get new leads quickly.

Thanks to Search Engine Advertising (SEA), you can create ads that will be displayed on the top of Google when people are searching for something related to your business.

For example, if you’re selling software to help landscapers to manage their business, your ad could be displayed when someone is searching for “landscaping software”.

This is a quick and easy way to attract people directly from the web to landing pages that you built for this, and turn them into clients.

But depending on your sector, it might be very expensive sometimes.

At LaGrowthMachine, we’re using Google Ads aside from other strategies that we’re going to detail next.

Strategy 4: Using retargeting ads

Just like Google Ads, retargeting ads are a very effective strategy to get leads in B2B.

This is a tactic that you’ll need to activate at the end of the funnel when your lead has already visited your website or interacted with one of your ads somewhere else for example.

This is a very effective closing method!

The principle is simple: when a person visits your website, he’s “tagged” with a piece of code (a “cookie”). This allows you to display your ads to this person when he’s browsing other websites.

For example, if you’re selling software to help landscapers to manage their business, your ad could be displayed on a website that is visited by landscapers.

When setting up retargeting ads, you can be sure that the people who see your ads are interested in what you’re offering.

The best part of this lead generation tactic is that it allows you to remarket to your website visitors without spending a lot of money.

You can also use Google Ads for retargeting purposes.

Strategy 5: Hosting B2B webinars

Today, webinars are one of the most common lead generation strategies in B2B.

A webinar is a live event during which you present your product or service to a group of people who have registered in advance.

Webinars are usually done through conference calls or video conferencing software like Zoom, Google Meet, Skype, etc.

You can display your webinar on LinkedIn Live, which makes it very interesting for a global LinkedIn prospecting strategy.

They allow you to build trust with your audience and show them that you’re an expert in your field.

It’s also a place and time to meet with other professionals in your leads sector, making it a moment for networking or learning something interesting.

People who attend your webinar are usually already interested in your topic, aware of what you’re selling, aware of your brand, or know people working in your company, which makes it very qualitative.

Strategy 6: Personalized emails

Sending personalized emails is a relevant and effective lead generation strategy in B2B.

When we’re talking about personalized emails, we’re not talking about automated “drip” campaigns that send the same message to everyone on your list.

We’re talking about taking the time to write a custom message for each prospect on your list.

When sending a personalized email, take the time to research your prospect and find information that will make your message more relevant to them.

This is a strategy that takes time, but it’s very effective!

But hey, you know what? If you’re doing it with LaGrowthMachine, it will take you about 1 hour to set up, and then, leads will come directly to you. With our new Inbox feature, you can even answer emails, follow up with a LinkedIn message, or whatever, directly in our tool!

lgm inbox

Strategy 7: LinkedIn Outreach

LinkedIn is the biggest platform for B2B lead generation.

There are two ways to use LinkedIn for lead gen:

  • Organic outreach: this is when you reach out to your prospects organically, without using paid ads.
  • Paid outreach: this is when you use LinkedIn Ads to target your ideal customer and send them to a landing page.

Both methods can be effective, but we’re going to focus on organic outreach in this article. When doing organic LinkedIn outreach, the first step is to find the right leads. Use LinkedIn’s search bar and filters to find leads that match your ideal customer profile.

Once you’ve found some good leads, it’s time to reach out! The best way to do this is by sending a personal message.

To do so, you can do it manually, or automatically with LaGrowthMachine.

Strategy 8: Using SEO

SEO consists in optimizing your website to rank higher in search engine results pages (SERPs). It’s different from SEA, which is paying to rank higher in SERPs.

SEO is a long-term strategy that is very effective for B2B lead generation.

The main advantage of SEO is that it allows you to attract leads that are already interested in what you’re offering. It’s very, very qualitative.

When someone searches for a keyword related to your product or service, and they find your website on the first page of Google, they’re more likely to trust you and do business with you.

However, this is a very long-term and complex strategy. To apply a great SEO strategy, you’ll need to invest money in a qualified expert.

Strategy 9: Cold calling

Cold calling is a lead generation strategy that consists in calling people who have not heard of your company before.

It’s a bit of an old-school sales technique, but it’s still working well for some sectors, though.

This is a very direct way to generate leads, but it can also be very effective if done correctly.

The key to cold calling is to have a great sales script.

Your script should be designed to qualify prospects and book appointments.

It’s also important to have a good list of leads. The best way to get a good list is to buy it from a reputable company.

Once you have your list and your script, you’re ready to start cold calling!

Strategy 10: Using lead magnets

A lead magnet is an incentive that you offer to people in exchange for their contact information.

There are a lot of lead magnets format that exist for B2B:

  • Ebook;
  • Whitepaper;
  • Checklist;
  • Google form;
  • Guide;
  • Template;
  • Toolkit;
  • Video training.

The most important thing is to make sure that your lead magnet is relevant to your target market and that it’s something that they will actually find valuable.

To make sure that your lead magnet is effective, you can A/B test it.

Once you have a good lead magnet, the next step is to create a landing page or a popup to host it.

If you’re using a landing page, it should be designed to convert visitors into leads. It should be short, with a clear CTA and a form to capture leads.

If you’re using a popup, make sure that it’s not too intrusive and that it appears at the right moment (for example, after the visitor has been on your website for a few seconds).

Once you have your lead magnet and your landing page pop-up, you need to promote it.

There are a lot of ways to do that, but the most common is to use email marketing and social media.

You can also use paid ads, but make sure that you’re targeting the right people, or you’ll end up wasting a lot of money.

Lead generation can be a complex and time-consuming process, but it’s essential for any business that wants to grow.

There are a lot of lead generation strategies and ideas out there, and the ones that we’ve covered in this article are just some of the most effective ones.

The key is to find the right mix of strategies that work for your business and to always be testing and experimenting to see what works best.