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  • Post category:MARKETING
  • Post last modified:January 2, 2023
  • Reading time:9 mins read

Marketing plays a crucial role in every organization. How you set up your B2B marketing strategies could be the difference between business success and failure. With that said, marketing is a very diverse field. Marketing involves several processes that work towards attaining business goals. These processes include marketing strategy, analysis, product creation, distribution strategy, sales generation, and customer acquisition. In this article, you will learn about effective lead generation strategies for B2B companies.

Today, most B2B marketers focus on the 7 Ps of marketing. Promotion is among these seven pillars. Promotion involves advertising the product through several channels. Lead generation for B2B companies is a crucial process as it helps in the growth of the company. To ensure that their message is consistent across channels, most brands use integrated marketing services. The next phase involves converting the interactions into customers. The method you use depends on the type of business you run and your target customer. Lead generation is the process of identifying and attracting potential customers to your business. It also involves sparking their interest through nurturing in order to make a sale. It is wise to note that the lead generation process depends on your type of business. Therefore, lead generation for B2B companies is different from B2C. One notable difference is the number of people involved in the decision-making process. Let us look at the lead management steps used by B2B marketing firms and marketing teams.

Lead Generation: How to Create a Successful Strategy

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1. Finding Sales Leads

You need to find the contact information of your potential customers. You can get this information from forms on a website or by collecting business cards at trade shows and other events. However, it is not as easy as it looks. You need a system to get this contact information. You can rely on digital marketing strategies to get users to visit your website. You improve your monthly visitors using content marketing, advertisements, and search engine optimization.  Read our blog on HOW INTEGRAL IS CONTENT MARKETING IN ADVERTISING? to understand the importance of content marketing in today’s digital world. We will look at how to go about that later on. You can profit from using an established B2B marketing agency to help you find leads and save time.

The agency will help you streamline your advertisement process and create content to help push your brand. This way lead generation for B2B companies becomes easier and more effective. They can also help with B2B marketing through integrated marketing services. Once you have the traffic, you have to devise ways to get the visitors to give up their information. Most companies use ebooks, webinars, and gated content. Other methods include cold calling and setting up live chats on your website. The goal is to get the interested parties to give you their contact information. 


2. Reach Out to Leads

Your next step is to sort the contact information you have collected and then make contact. By following this step the process of lead generation for B2B companies is streamlined. The different ways you can reach out include email, calling, mailing, or in-person meetings. You can also use social media networks like LinkedIn and Facebook. Read our blog on HOW TO STRATEGICALLY USE HASHTAGS FOR EFFECTIVE SOCIAL MEDIA MARKETING ON VARIOUS PLATFORMS and how you can generate more leads through social media marketing.

Keep your engagements respectful and avoid being pushy to avoid making a negative impression. Some marketing agencies offer B2B marketing services that cover contacting leads. This may save you the hassle of managing communication.

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3. Qualifying Leads

You need to assess the quality of your interactions so that you know how to proceed with each lead. Lead generation for B2B companies is not a cakewalk and requires consistent efforts to filter the leads. There are three main states your prospective customer may be in:

  • Researching: The organization is aware of a problem and is looking for a solution online.
  • Considering: The prospective customer knows the exact product or service they need.
  • Decision: The prospective customer is actively looking for vendors to provide a solution.

Based on the different stages the prospective customers are at, you can categorize the leads into three groups:

  • Those in need of your service right away
  • Those who do not immediately need your service but still require it
  • Those who might need your services

The difficulty level of conversion varies. The last group will need some extra persuasion, so do your research. You need to keep communicating with the prospects and gently nudging them toward considering your product. Read our blog on GOOD COMMUNICATION SKILLS: AN INDISPENSABLE PART OF WORK to develop your communication skills. The goal is to nurture them enough to make a call or book a demo.

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4. Closing

The final step is making a sale. Once you have had several meetings with the prospect, seal the deal. You can proceed to onboard the customer when you make a sale.  Read our blog on PRIME WAYS TO BOOST SALES FOR ONLINE BUSINESS PLATFORMS to learn more about how you can boost your sales and earn profits. The process of lead generation for B2B companies does not only end here, you need to continuously nurture your converted leads by providing them with superior quality products and services.

Handling Your B2B Lead Generation Marketing

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1. Content Marketing

Now that you know how to manage your leads, let’s look at how you can effectively generate leads. You may notice some similarities between B2B marketing and B2C. However, you should note that B2B marketing is more complex. You need to create high-quality content to attract prospective customers. Read our blog on 5 REASONS WHY CONTENT IS KING IN DIGITAL MARKETING to understand the importance of good quality content in today’s digital world.

You can use videos or articles to spread your message. Center your content around topics that your customers may be interested in so that you can increase your organic traffic. Use keywords that are more likely to be used by search engines. Lead generation for B2B companies becomes easier when they focus on the quality of their content. The objective of content marketing is to create quality content that will help you with your search engine optimization (SEO). You also need the content to rank higher on search engine result pages (SERPs). You can make use of B2B marketing agencies to generate content for your business.

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2. Social Media Marketing

Leverage the use of social media to help grow your business. Social media platforms like Facebook and LinkedIn are full of company pages. Having a strong online presence will help in lead generation for B2B companies. Advertising on such platforms is optimized enough to give you access to C-level management. This means that you can fast-track your lead nurturing process. Read our blog on the TOP 7 SOCIAL MEDIA MARKETING BENEFITS FOR YOUR BUSINESS to understand the importance of social media marketing in today’s digital world.

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3. Email Marketing

Make use of lead magnets like gated content, ebooks, and audiobooks to get the email addresses of potential customers. You then need to engage these individuals. One simple way to reach out is by using email in your B2B marketing strategy. You can take things to the next level by using personalized videos. Putting the effort into adding a personal touch will trigger more reactions. It also makes it easier to develop your business relationships.

Lead generation plays a vital role in promoting your business. Therefore, you should develop a strategy to help your B2B business grow. The first step involves generating leads. The next steps in the process help you work toward converting these leads into customers. You should enlist the help of B2B marketing agencies to guide you through the process if you are stuck. The move might end up saving you time and money.


Uni Square Concepts is an advertising agency located in New Delhi, India. By initiating The Uni Square Blog, we aim to provide a comprehensive portal where readers can educate themselves about the various aspects of advertising and marketing. The articles and blogs are written by our professional team of content writers, under the guidance of senior leaders of Uni Square Concepts including its CEO, Uday Sonthalia.