B2B Lead Generation Strategies: What Are the Best?

B2B Lead Generation Strategies: What Are the Best?

From Elham Alex

In a competitive market, your B2B enterprise might find it a struggle to reach the right clients. Discover the new and effective ways to generate leads today!

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Over and over again, B2B enterprises meet a service provider and get sold an idea that supposedly solves their business’ pain points, such as profitability or lead generation, through software that can help increase their sales pipeline — as if clients were like rabbits magically popping out of a velvet hat.

And indeed, while there are effective lead generation tools that exist in the SaaS marketplace, any established B2B enterprise will tell you that like the seasons changing, consumer behaviors change as well. This is why your business should be agile enough to adapt and roll with the punches.

If your B2B enterprise is looking to finish the calendar year on a positive note, the leads that you’re nurturing right now should be ripe for conversion in the closing quarters. That being said, should you or your sales and marketing team find it a struggle to generate qualified leads today, it is not too late for an update in strategy.

In this blog, we provide you with business planning software and tried-and-tested lead generation strategies for B2B enterprises.

However, remember that not all businesses are created equally. Some B2B enterprises can afford to experiment, while others need immediate results to improve their bottom line. Industry niche, marketing budget, and staffing concerns, among others, are some of the different factors that influence how effective these strategies can be for your business – so, let’s start with that.

Why Does Your Enterprise Need Lead Generation?

The most obvious reason that a B2B enterprise needs lead generation is to pump its sales pipeline and generate qualified prospects – potential buyers who are ready to be nurtured and converted into paying customers. Without lead generation, your business will not have anyone to sell your products and services to, which consequently impacts revenue.

This makes it important to address the different factors that can influence the quality of your leads and strategies. These driving factors include:

  • Your target audience - Does your lead fit your ideal buyer persona?

  • The demand for your product or service - Does your lead need your product or service?

  • The price of your product or service vs their budget - Can your lead afford your product or service?

  • Your ad targeting strategies - Is your lead a decision-maker who has the authority to make a purchase?

  • The quality of your leads in the sales funnel - Is your lead ready to buy now or shortly?

If you want to generate qualified leads, you need to create a buyer persona and understand what their needs are to home in on the right audience for your business. You also need to have a budget for your lead generation efforts and define your timeline.

And when it comes to lead generation, there are two basic types: inbound and outbound.

In inbound lead generation, you attract leads through your own channels, such as your website or blog. Meanwhile, outbound lead generation proactively seeks out potential leads through various channels, such as cold-calling or emailing lists.

For B2B enterprises, it’s always more cost-effective to do inbound lead generation online due to its long-term benefits. This enables your brand to build your reputation and set the industry standard for your niche.

Regardless of strategy, what all this effectiveness boils down to is the value of your leads. So, whether it’s inbound or outbound lead generation, if the leads are not acquired through a deliberate and systematic process, success will be elusive in the long run.

After all, it does not matter how many leads you generate if they are not sales-qualified.

Primed for nurturing and conversion, a sales-qualified lead is a potential customer who has been vetted and is interested in availing of your products or services. This is the target buyer that maximizes your lead generation efforts.

How Does a Business Plan Influence Lead Generation?

To drive success and steer the organization in the right direction, B2B businesses should have a business plan software that ensures how targeted lead generation strategies are aligned with their overall business goals, which also includes choosing their target audience.

In this section, we go over the importance of a business plan in preparing your B2B lead generation strategies.

Prepares the Organization for a Competitive Market

Creating and following a business plan is important for any company, but it is especially crucial for B2B businesses, as various B2B industries can be quite volatile. With a sudden uptick in demand, a manufacturer without a business plan might falter due to poor forecasting, aggressive competition, or an unprepared operations team.

In fact, market volatility provides B2C businesses with the opportunity to participate in the B2B ecosystem today.

This is why the lead generation strategies of a B2B enterprise must be aligned with its overall business goals. A business plan gives a B2B enterprise a roadmap to follow for the business to stay competitive; so that it can measure its progress and ensure that its lead generation efforts are moving in the right direction.

Maximizes Resources for Greater ROI

A business plan also allows a B2B enterprise to allocate its resources efficiently and track its spending on lead generation.

In addition to setting business goals, a business plan also allows a B2B enterprise to manage finances accordingly. This includes tracking spending on lead generation so that the enterprise can see whether or not its investment is paying off.

Helps Market to the Ideal Customer

Finally, a business plan – whether or not it’s for a software product or service – forces a B2B enterprise to think about its target market and how to reach them. This is important because, without a clear target market, it will be difficult for a B2B enterprise to generate leads that are actually interested in its products or services.

For businesses looking to grow during the digital age, a business plan can be the tool that helps improve ROI and capture missed opportunities in lead generation.


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The Upmetrics business plan builder, for instance, makes it easier, simpler, and faster for organizations to get everything in sync and everyone on the same page.

In such challenging times, it’s always best for any business – whether B2B or B2C – to be prepared for unexpected events.

McKinsey highlights how the COVID-19 pandemic has impacted B2B sales, emphasizing the shift towards digital strategies and online interactions in the last couple of years. Any unprepared B2B enterprise will crumble when faced with unprecedented challenges, but having a business plan for software can help mitigate certain risks.

What Other Factors Influence a B2B Enterprise’s Needs for Lead Generation?

The size of the company influences the lead generation needs of a B2B enterprise.

Larger B2B businesses, for instance, usually have more resources at their disposal, so they can afford to invest more in lead generation.

On the other hand, smaller businesses often have to be more creative with their lead generation efforts, because they do not have the same budget as larger businesses. They may need to focus on generating leads through word-of-mouth or referrals, for example.

The type of business also influences the lead generation needs of a B2B enterprise.

Enterprises that sell products requiring a lot of research, such as SaaS or technology products, will need to focus on generating leads through content marketing and search engine optimization.

On the other hand, businesses that sell products that are not as complicated, such as food or clothing, can generate leads through more traditional means, such as advertising, but also have eCommerce platforms for their online sales and online shopping.

The industry in which a B2B enterprise operates also influences its lead generation needs.

For instance, businesses that operate in highly regulated industries, such as the financial industry, will need to focus on generating leads through compliance-friendly methods, such as email marketing. Anything they publish and distribute online has to be vetted by layers of QA to ensure the gold standard.

Meanwhile, businesses that operate in less regulated industries, such as the retail industry, can generate leads through more common or aggressive methods, such as telemarketing, handing out flyers, and producing print media ads.

Finally, the geographical location of a B2B enterprise also influences its lead generation needs.

Globalized businesses that operate in multiple countries will need to focus on generating leads through international marketing efforts, such as trade shows. Local businesses, on the other hand, can manage with less exposure on a massive scale in terms of product or service delivery – but it wouldn’t hurt.

Even with digital platforms, it’s worth considering how the location of your business can still impact your online marketing efforts.

Lead generation is changing with the times, and businesses need to be agile enough to adapt.

The abovementioned factors also emphasize how significant a business plan can be to an organization and how it can help manage their lead generation efforts.

The competition is fierce, and businesses need to be able to generate qualified leads quickly and efficiently. Here are a few ways businesses can manage:

  • by being aware of the changes in effective lead generation strategies,

  • by having a clear and concise business plan that helps target the right audience,

  • by staying up-to-date with the latest lead generation tools and software, and

  • by making sure they have the resources and a dedicated team to execute their lead generation strategy.

In the video below, Patrick Dang shares one of the best B2B sales prospecting lead generation techniques in recent years:


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A well-executed lead generation strategy can also help a business build trust and credibility with potential clients. And depending on the needs of your business, you can tap into a few different strategies for generating sales-ready leads.

Effective B2B Lead Generation Strategies in 2022

Here are five of the most effective B2B lead generation strategies in 2022:

  • Paid Ads

  • The Inbound Marketing Methodology: SEO, Content Marketing, and Email Marketing

  • Demand Generation: Catch the Big Fish

  • Referrals, Reviews, Real People

  • Prospecting Tools

Paid Ads

Paid ads are a great way to generate leads because they allow you to target a specific audience. You can use paid ads to target people who are searching for products or services that your business offers. It remains to be an effective strategy in generating leads because they reach people who are already interested in what you have to offer.

These ads can appear on search engines, social media platforms, and websites. And another crucial feature in using paid ads is that it also gives you the ability to track your results so that you can see how effective your campaign is.

Online marketplaces, for example, offer businesses more reach in terms of online consumer base.

There are various platforms that offer paid advertising, such as Google AdWords, Bing Ads, Facebook Ads, and Twitter Ads. Each platform has its own strengths and weaknesses, so it is important to choose the right one for your business.

For B2B enterprises, working with a social media marketing agency can help the business reach their lead generation goals by leveraging the agency’s professional expertise in online platforms like Facebook or Instagram.

Conclusively, paid ads can be an effective lead generation tool for B2B businesses if they are used correctly. Below is a helpful video for marketers who are looking to learn how to do Facebook Ads for B2B:


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When creating a paid ad campaign, businesses should keep their audience in mind and focus on creating ad campaigns that are relevant to their products or services. In addition, businesses should track their results so that they can adjust their campaigns accordingly.

The Inbound Marketing Methodology: SEO, Content Marketing, and Email Marketing

Inbound marketing is a methodology that relies on providing informative content to attract leads to your business, rather than interruptive methods like cold-calling or advertising. It's an effective strategy for generating leads in 2020 and beyond, as more and more B2B buyers are doing their research online before making a purchase decision.

Executing an inbound marketing strategy requires a multi-pronged approach, utilizing SEO, content marketing, and email marketing:

  • SEO ensures that your website and content are visible in search engine results pages when potential customers are looking for the solutions you offer.

  • Content marketing creates valuable resources like blog posts, ebooks, and webinars that help educate your audience and position your business as a thought leader in your industry.

  • Email marketing builds relationships with potential customers through nurturing nurture sequences that provide valuable information at each stage of the buyer's journey.

As a customer-centric approach, the inbound marketing methodology focuses on creating and distributing relevant and valuable content to attract, engage, and convert prospects into customers, and customers into repeat buyers.

When executed effectively, inbound marketing can be a powerful lead generation tool for B2B businesses. By creating helpful content and making it easily accessible to your target audience, you can build trust and credibility with potential buyers, ultimately leading to more sales.

First Phase: Building Your Brand’s Online Presence with Search Engine Optimization

SEO involves several process that basically serves to keep a website performing at its best to provide the most accurate results for a search query on engines like Google. This then enables a business website to gain more traffic and improving the visibility of the site.

SEO begins with keyword research to identify the terms that potential customers are searching for online.

Once these keywords are identified, they are incorporated into the website’s content, including the titles and descriptions of blog posts, landing pages, and other pieces of on-site content.

In addition to on-site optimization, SEO also includes link building, which is the process of earning links from other high-quality websites.

Second Phase: Becoming an Authority Figure in the Industry by Showcasing Your Expertise via Content

Content marketing involves the consistent crafting and posting of various content types that deliver value and relevance to the audience in an effort to attract and retain a clearly defined buyer — and, ultimately, to drive profitable customer action.

Through content marketing, businesses can create awareness around their brand, generate leads, build trust and credibility, and foster relationships with their customers.

The key to effective content marketing is to focus on creating helpful, informative, and engaging content that solves your target audience’s problems or answers their questions.

Third Phase: Looking After and Caring for Your Customers with Email Marketing

Email marketing is a direct marketing approach that uses email communications to build relationships with potential and current customers.

Email marketing can be used to cultivate leads, increase sales, nurture customers throughout the buyer’s journey, or promote engagement with a brand.

The most successful email marketing campaigns are highly targeted and personalized messages that provide value to the recipient.

The inbound marketing methodology is a great way to generate leads because it uses content to attract people to your website. Once people are on your website, you can use email marketing to capture their contact information and turn them into leads. At the core of it all, the inbound marketing methodology is effective because it allows you to build relationships with potential customers before you even attempt to sell them anything.

Inbound marketing is a continuous process, which warrants consistent and concentrated effort. B2B enterprises can choose to utilize their marketing team’s bandwidth for digital project management or work with a professional digital agency to better maximize their resources.

Demand Generation: Catch the Big Fish

Demand generation is a great way to generate leads because it focuses on high-profile clients. When you land a big client, it gives your business credibility and can attract other potential clients. Demand generation is effective because it can help you land clients that you would not have been able to attract on your own.

As any business owner knows, generating leads is essential for success. But with so many options and platforms available today, it can be difficult to know where to start. That's why in 2022, your business can focus on landing a big-ticket client as a lead generation strategy. Not only will this generate more interest and demand for your product or service, but it will also show potential customers that you're a serious and reputable business worth doing business with.

There are a few ways to execute this strategy through the various platforms available today:

1.      First, identify your target market and create a custom marketing campaign specifically for them. Utilize social media, email, and even traditional advertising methods like print or TV to reach your audience.

2.      Then, make sure your website is up to date and clearly showcases your product or service. Include testimonials from satisfied customers, as well as detailed information about what you offer.

3.      Finally, follow up with potential customers after they've enquired about your business. A personal touch can go a long way in making a sale.

Your business can use traditional marketing methods like print ads, TV commercials, or radio spots; opt for digital marketing techniques like pay-per-click ads or social media campaigns; or rely on word-of-mouth marketing to get people talking about your company.

Influencer marketing is another strategy that can help your brand find its way to that perfect big-ticket client that your B2B enterprise needs.

Whichever strategy you choose, the important thing is to focus on generating quality leads that are likely to convert into customers that other consumers recognize as an avatar of good purchasing habits.

Referrals, Reviews, Real People (RRRP)

Referrals, reviews, and real people are a great way to generate leads because they show potential customers that your business is trustworthy. When potential customers see that other people have had positive experiences with your business, they are more likely to do business with you.

In today's business world, developing an effective lead generation strategy is essential for success. There are many different ways to generate leads, but by leveraging the power of word-of-mouth marketing, businesses can reach a larger audience and develop trust and credibility with potential customers.

Here are some strategies for executing this concept through the various platforms available today:

  • Create a stellar customer experience. If you want customers to refer others to your business and leave positive reviews, you need to give them a reason to do so. That means providing quality products or services at a fair price, and going above and beyond to exceed customer expectations.

  • Use social media to your advantage. Platforms like Twitter, LinkedIn, and Facebook are great ways to spread the word about your business and generate leads. Be sure to post engaging content that will encourage users to share your brand with their network, such as using hashtags and offering incentives for customers to follow or share your page.

  • Make it easy for customers to leave surveys and reviews by creating profiles on popular websites like Google My Business and Yelp. Respond to both positive and negative reviews in a professional manner, and take any constructive criticism to heart in order to improve the customer experience.

  • Utilize customer testimonials and reviews. Studies show that potential customers are more likely to purchase from a company that has positive reviews from past clients. Include testimonials on your website and in your marketing materials to showcase the success of your past clients.

  • Host events and networking opportunities. Events are great opportunities to meet potential customers and generate leads in person. Consider hosting a networking event or workshop related to your industry. This will give you a chance to connect with individuals who may be interested in doing business with you.

As the world of business becomes increasingly digitized, so too must the methods of marketing and lead generation. Traditional methods such as print ads and cold-calling are no longer as effective as they once were, and businesses must look to newer strategies to stay ahead of the curve.

This concept of “Referrals, Reviews, Real People” relies on creating positive customer experiences that will encourage customers to refer others to your business and leave reviews on popular review websites. Additionally, RRRP capitalizes on the power of social media by leveraging real people to spread the word about your brand.

By implementing RRRP into your lead generation strategy, you can ensure that your business remains relevant and visible in today’s digital landscape.

Prospecting Tools

As the world continues to digitize, businesses are increasingly looking for ways to generate leads online. Prospecting tools allow businesses to identify and track potential customers, as well as collect data about their interests and needs. This information can then be used to create targeted marketing campaigns that are more likely to result in a sale. In addition, prospecting tools can also be used to build relationships with potential customers by providing them with helpful information and resources.

While there are many different types of prospecting tools available, one of the most popular is a lead generation software.

A lead generation software helps businesses automate their prospecting process by collecting data from multiple sources and then organizing it into a central database. This makes it easier for businesses to identify and track potential leads, as well as keep track of their progress over time. In addition, lead generation software often includes features that allow businesses to nurture their leads through email and other channels.

While prospecting tools can be very effective in generating leads, it is important to remember that they are only one piece of the puzzle. In order to be successful in lead generation, businesses need to have a well-rounded strategy that includes multiple channels and touchpoints.

For example, in addition to using prospecting tools, businesses should also focus on creating engaging content, optimizing their website for search engine ranking, and building strong relationships with their target audience. By taking a comprehensive approach to lead generation, businesses will be able to maximize their chances of success in 2022 and beyond.

Prospecting tools are a great way to generate leads because they help you find potential customers who are interested in what you have to offer, but the work doesn’t stop there.

By using these five lead generation strategies, you can effectively generate leads for your B2B business.

You can watch this video below by GaryVee via HubSpot Marketing on B2B marketing strategies and how he energetically manages the crowd’s “affection” for email marketing’s performance:


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Meet Your Matchmaker: Finding the Right Leads Using Data

A business is only as successful as its product or service, which is reflected by the value that it provides consumers. Does it make their lives easier? Does it improve the quality of their everyday?

In the past couple of years, more and more people are realizing how fleeting and fragile life is, which only warrants these changing consumer behaviors.

If your B2B enterprise truly provides real value to consumers, trust that your lead generation strategy can only further validate your brand by keeping your sales pipeline warm with qualified leads.

Whatever your chosen strategy is, Upmetrics.co is your partner in business strategy and planning. View more reads like this in our resources or take our 40-minute business course.

Let’s start learning today!

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