Five B2B Lead Generation Strategies

Mastering lead generation equates to more business.
B2B Lead Generation Cover Photo
In the sales world, B2B refers to selling from business to business. For example, a designer sells their designs in bulk to the clothing shop that sells them to customers.

The interaction between the designer and the clothing shop is a B2B sale.

In order to make B2B sales, you need to have B2B lead generation.

Approaches to B2B lead generation vary in each case, and the B2B SaaS strategies used should always reflect this difference.

At SalesPipe, our focus and specialty are B2B, and we are happy to share five great B2B lead generation strategies we recommend with real-world examples.

Let's get started!

What is B2B Lead Generation?

B2B lead generation refers to the processes associated with attracting other businesses to buy your product or service. Since you are selling to other businesses, you first have to define why they would want your product or service, then what niche in the market you occupy.

Once you've got that step out of the way, you figure out who would be your best customer profile. So a clothing design house would benefit from selling to a department store, and the creator of a time management software benefits from selling to several industries.

Your next step is to find the specific people within these places to sell to.

How will you make them aware and sell your product if you don't know who they are and why they should buy?

This is when you build your ideal customer profile. Your customer profile is the base from which you search for prospects that turn into actual leads. Prospects can be compiled from LinkedIn profiles, event or conference lists, organizations, or websites to check for the correct people to reach out to.

Building a customer profile is important since you need to know who to attract.

When building a customer profile, filter your list based on some of the parameters in the infographic below:
Customer profile infographic
Depending on the type of lead generation you are after, different teams in your company might take this on. For outbound lead generation, your sales team, mostly your sales or business development representatives, will compile lists and then reach out to prospects via a variety of methods we'll dig into in a bit.

For inbound lead generation, your sales team will qualify the leads that arrive through your customers' actions. This can be anything from asking to join your monthly newsletter to filling out a form on your website.

With inbound lead generation, your marketing team (or others in the business) creates content that draws attention to your website and product or service. The benefit of inbound lead generation is that people will find you because they search for what you're selling via platforms such as Google.

This is why content is king!

With leads coming to your site via your content, your sales team books meetings with them and tries to book a meeting or product demo.

Without all these steps, B2B lead generation cannot happen.

This is unthinkable for anyone that sells Software-as-a-Service (SaaS) or has a product that is uniquely suited for the business space. The profit and revenue generated in B2B far outweigh what is typically made in the B2C sector.

The lead generation business, especially in B2B, is a business.

B2B lead generation is the fuel to your business's tank.

How to Make a B2B Lead Generation Strategy

Knowing the definition of B2B lead generation is one thing. But making a B2B lead generation strategy is a whole different game.

There are two different types of B2B lead generations, and we already mentioned them: outbound and inbound.

They are what they sound like: outbound is when you reach out to prospects, inbound is when prospects reach out to you!
Outbound vs inbound infographic
For outbound, contact is done via cold email sequencing, social selling, video messaging, and cold calling. Sometimes, a funny sales GIF is all it takes to get a chuckle from a prospect that interests them enough to turn the prospect into a lead.

And sales development representatives are constantly re-inventing methods of contacting all potential customers. As they are doing this daily, they get instant feedback and can adjust strategies accordingly. Once your BDR gets you a foot in the door, the lead has been generated and qualified, getting you ever closer to that final step in the sales process.

For inbound sales, it is a bit different.

Your customer has come to you and offered you their information in some way. The first thing to do here is to ensure your inbound marketing strategy is in tip-top shape. Your blog posts should attract the correct searchers based on SEO. Your website must be user-friendly and easy to navigate to direct potential customers to a form.

If you are also doing any outbound paid marketing campaigns, your targeting should match the ideal customer profile and always lead to you receiving their contact information.

Once the information is received, your inbound sales team will qualify each potential lead. This can be done via research, a quick initial meeting, or a call. Then they'll begin similarly contacting the outbound team, but, as they have given you their information, they tend to be warmer leads and more open to buying faster.

Therefore, outbound and inbound methods for B2B lead generation require lots of synergy between marketing and sales in any organization.

Prospects you email won't be attracted to your business if your site's UX is awful. Leads who come to your site won't be sold if your SDRs don't reach out to them within a certain time frame.

B2B lead generation is all-encompassing, and everything related to it - outbound and inbound - must be an A+.

Five B2B Lead Generation Strategies With
Real-World Examples

Landing Page

One of the first things you want to do is create a landing page on your website and tie it to an information form.

Landing pages and forms are created specifically for the purpose of lead generation. It should briefly describe your product or service and a call-to-action (CTA) for them to volunteer at least an email address.

How do you get their information?

A form can be linked via a CTA like "Request Demo" or "Find Out More," Alternatively, you can have the form embedded into the page or ask for an email. But your potential customer should always have to share something you can use to contact them.

An example of a great landing page is ActiveCampaign.
ActiveCampaign homepage
They offer a succinct description of their product: anyone purposefully looking for something similar will know they're in the right place.

They only ask for an email to get customers started on a free trial. Some forms will ask for more information depending on the industry or service, like this one by Salesforce. This approach also tends to help your inbound sales team qualify leads faster.

A landing page goes a long way in sending potential customers to a specific place where they can provide their information to become a lead. And it serves as a location to point all your prospects to your other strategies.

Social Media

Paid social media strategies are typically associated with B2C lead generation, but it is known to be just as effective in the B2B market if used properly.

Whether done organically or paid for, social media campaigns have the potential to drive growth by 400%, as was the case with Airtable. A good chunk of their initial growth came from Instagram, with a combination of paid Instagram Ads and organic stories.

Another great example of using social media as a B2B lead generation strategy is 2018's Best Lead Generation (over 200 employees) winner at the LinkedIn Marketing Awards, Dropbox for Business. A dual effort by Dropbox and marketing agency Transmission, their use of social media to appeal to marketers led to incredible success.

They obtained a 29:1 return on investment and achieved 235% of their marketing qualified lead (MQL) targets, proving social media campaigns can definitely be used for B2B lead generation strategies.

If you're just starting out, a good idea is to use LinkedIn Lead Generation Ads or Facebook Lead Ads so that anyone clicking on your ads immediately fills out their contact information.

In both cases, you can set it up so it sends it to your CRM immediately for your inbound sales reps to start qualifying and adding to the pipeline.


There are three major advantages to business blogging: driving traffic to your website, converting traffic to leads, bringing back old customers into the fold, or getting referrals.

Content marketing has grown by leaps and bounds in the last decade. It has resulted in more leads and higher conversion rates when done right.

After all, if you place yourself as an expert and can walk the walk you're talking about, customers will recognize it.

Just as I'm doing right now writing this blog post ;)

A great example of the power of business blogging as a B2B lead generation strategy is HubSpot.

HubSpot is a popular CRM software option that has grown in renown thanks largely to its inbound marketing team: over 90% of its leads come from its blog posts. Their pieces even surpass Forbes or CNN on Google results, depending on the search.

Lead Magnets

Another great B2B lead generation strategy is a lead magnet.

Lead magnets provide access to a free resource you provide in exchange for contact information to add to your email list as a lead. The offer of the free trial in exchange for your email seen on the ActiveCampaign landing page fits here.

But it doesn't always have to be a free trial - this is just the easiest way out. Other examples of lead magnets include:

  • Access to webinars or courses
  • Upgrades to the service or product
  • Quizzes and surveys
  • Free shipping or discounts
  • Case studies
  • eBooks or white papers

And many more.

For a lead magnet to work properly, it's not enough to simply offer anything. Companies have to know their audience and what works best for them.

Slack is a good B2B lead generation example. It can be used for free, but messages begin to get deleted in this version. Companies lean on the organization and chats of Slack for day-to-day operations, and anything that interferes with it could cause trouble.

Cold Emailing & Email Marketing

We can't ignore emails regarding B2B lead generation strategies.

A lot of what we've covered is related to an inbound approach. But cold emailing is different.

As we saw previously, in cold emailing, your outbound SDRs are out in the weeds telling everyone relevant about your product or service. From these initial prospecting emails, you have your leads. But only if your cold email structure is right.

A good example is ourselves at SalesPipe, as this is our primary offer for all companies looking to expand their outreach by outsourcing their outbound sales efforts.

Email marketing is like cold emailing minus the SDR.

A great way to approach warm prospects that have provided their information to you, email marketing can be used in a variety of ways depending on your goals.

A great example is Grammarly's Insight reports, which show you how you're doing and promote healthy competition. It personalizes your experience, reminds you of the services, and incentivizes you to use them.

With email, in any instance, the key is to experiment with the messaging and try new things continually. Give your team the space to do so and find their rhythm, and you're guaranteed to see results.


B2B lead generation is necessary for any business looking to succeed.

While there are several cogs in the machine that makes this process, when they all work together magic truly happens.

At SalesPipe, we specialize in B2B lead generation strategies and managing the cycle for businesses via our SDR as a Service offer. Get in touch with us to see how we can help you!

And yes, as you can now probably tell, this is part of our B2B lead generation strategy ;)
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