B2B lead generation is all about strategy. Companies that nurture their leads receive a 450% rise in qualified projects. Companies that nurture and grow their customer relationships experience 50% growth in sales at a 33% lower cost.

It is crucial to nurture those leads that are still not ready to buy. Once nurtured, 15 to 20% of them will convert into customers. What’s more, they will eventually make 47% more purchases than the leads that were not nurtured.

The mistake

B2B marketers usually spend time generating more traffic to their websites. Instead of fixing the sales funnel, their focus is primarily on getting more traffic to meet the numbers. As a result, focusing on getting traffic – and not conversion – leads to inflated acquisition costs and a poor result.

When users visit your website, they see your landing page and forms. It is important to create an appealing and informative landing page.

Forms are important because they are the gateway to your mailing list. The way forms are designed can have a huge impact on the leads/visitors conversion rate. Therefore, if you have not optimized your landing page and forms, you are probably wasting money on traffic.

Only when your sales funnel is optimized and you are confident that your landing page is convincing enough to acquire profit, you can go ahead and send traffic to that page.

What is a sales funnel?

A sales funnel, or marketing funnel is the path that any prospect takes through the site to ultimately convert into a paying customer. As the amount of traffic to a website can be large, prospects dropping off is completel normal. However, those who convert are a small percentage, they are the creme de la creme who feed your sales funnel.

At this point, you must determine why some people drop off. There may be several reasons ranging from disconnects between the ad and the landing page to technical errors and beyond. As a result, your bounce rate will increase and your conversion rate will drop.

As the sales funnel is being built, you would be able to pinpoint minor technical errors and fix the leaks so that more visitors convert into loyal customers.

A sales funnel, unlike the traditional funnel (AIDA – attraction, interest, desire, action) is less exclusive. It emphasizes more on customer behavior, customer nurturing, and customer retention at each step of the path. Moreover, it is on a continuous mission of acquiring, keeping, and growing the ideal customer base using social media, technology, and other tools available for meeting their needs more efficiently.

Lead generation tips

1. Educate your visitors

Do not try to persuade your customers. Instead, educate them.

When people visit your site, they are looking for solutions. They are ready to get involved in the process of discovering a solution. They want to learn what is available and what options are available. You have to prove that you are worth the time they invest by illustrating your business expertise in such a way that is knowledgeable and helpful without being too pushy.

This clearly means that you should fill the top of the sales funnel with small-sized and visually informative tidbits of content in the exact format, as users prefer. Do not expect the prospect to react at the first instance; ensure that the content is correctly hosted where your target users are likely to visit. Make your site easier to discover. Whether it is a video, podcast, slide show, or infographics, provide all the information in a nutshell and do not persuade them to visit any other page.

So, what kind of information should you send?

Only relevant information about the benefits of the product/service you are offering is enough. Do not beat around the bush with company information etc.

2. Use email marketing

Email marketing is a time-tested channel that builds relationships. In fact, this 23-year old strategy still hits the chord with very few missed. It is the best strategy for B2B marketing.

With email marketing, you can begin the initial outreach to your potential prospects and customers. Build a targeted list of prospects in a specific niche and reach them out personally with an email to start a journey. Using Scriptly, you can draft emails and send to customers.

Source: lucidchart.com

A trending strategy in email marketing is marketing automation. You can utilize these tools effectively to connect with the CRM and enable automatic email sending to targeted and personalized leads.

A small example – when Thomas Reuters adapted marketing automation, the company’s revenue increased by up to 172%.

Traditional email marketing and newsletters are still important. However, if you want to capture more leads and user data using various triggers, this is the way.

3. Start with content marketing

Needless to say that content marketing is everything in this dynamic digital world.

A public accounting firm, Crowe Horwath, created 48 infographics, videos, and blog posts with Q&Q targeting its C-level prospects for a market cap financial institution. It generated revenue worth $250,000 through content marketing alone.

There are many such examples of tables turning upside down with content marketing. As it has a broad scope, you should know what you should focus on while generating leads.

Instead of following the trend, set your own trends. Your strategy should be diverse and you should experiment to understand the biggest opportunities for growth.


Source: Curata.com

You have to play with the common tactics and instill some new strategies too. Whether you are using blogs, microsites, infographics, or research reports, you must test what works and what does not. That is the only way to refine the process of lead generation over time.

4. Social media marketing

Social media scored well on various studies. You can find plenty of reports rating social media channels as the best and the most effective of all marketing strategies. The opposite is also true.

The bottom line is – you cannot call social media a poor channel for lead generation. Though it may be poorly rated, the strategy in itself is not wrong. The implementation goes wrong. Ill-fitting policies and execution are sore.

Source : Buffer.com

While several thousands of companies create self-promotional drives, a small segment of businesses uses this strategy to generate as well as nurture leads worth millions of dollars. In such cases, it is wiser to follow the minority rather than going with the crowd.

There are several social media channels for generating leads. LinkedIn is the best choice for B2B lead generation whereas Facebook works for most of the categories.

It is important to consider that social media is an indispensable part of content marketing as well as search marketing. Would your infographics and blogs succeed if there were no social media followers?

5. Focus on networking

Both social and email marketing are excellent. These two combined form one of the best ways to establish communication and build trust with your customers.

However, there is the off-line world too. Besides attending various network events, you have to consider volunteering for such projects. Some events offer an opportunity for companies to present their products or service within a span of 10 to 15 minutes. Such presentations usually lead to direct sales and second-hand recommendations from people who saw your presentation.

social media engagement

Networking also gives you a chance to consider one-on-one follow-ups, which opens new opportunities to learn about your potential clients. As a result, you gain trust and your clients are likely to get back to you.

6. Re-design alluring offers

You may have considered and held sales, promotions, deals, and discounts to incentivize new customers, but you may have to redo it. With so many deals and offers given by businesses, it is definitely worth upgrading your business with new local and national opportunities.

Our customers want “exclusive”, “limited period” and “in high demand” offers. These words trigger their physiological reaction and make the ads more appealing.

To help them overcome their concerns and doubts, add value to the offer in the form of a joining offer, free trial, white paper, sales promotion, download, or membership. Make it as irresistible as possible.

7. Build lead-swapping relationships

Share leads with related businesses (not competitors, mind it). It is a unique way to generate leads that existed for ages. Nevertheless, it is still the most useful tactic.

For instance, if you share a friendly relationship with a business targeting the same clientele, swap leads from time to time.

However, to make sure this technique works you must digitize the swaps and use them optimally. Here, small business CRM may be useful to track individual leads and returns you receive from companies providing those leads.

You may also want to consider the big data approach to get more phone numbers and too cold call.


The ultimate route to success is to integrate all these strategies. Outstanding lead generation results come from persistent willingness to explore and experiment with various tactics, combine them across diverse channels, and see the result.

Only experiments can help you to identify what works and what does not work. When you are aware of this, you can use your time, effort and budget more effectively for generating higher returns on investment and better results.

If you are ready to take your lead generation strategy to the next level fill out this form, and one of our experts will be in contact with you as soon as possible.