7 B2B Lead Generation Strategies That Actually Work

Let’s cut to the chase – you want more B2B leads that convert, right? As someone who’s been in the trenches of digital marketing for B2B software and tech companies, I’ve seen what works and what doesn’t. So, let’s skip the fluff and dive into seven B2B lead generation strategies that are crushing it right now.

Before we jump in, here’s a quick reality check: The average cost per B2B lead is hovering around $198.44, and the current lead-to-deal rate is a measly 0.78%. Ouch. But don’t worry, we’re about to change that for you.

1. Target Specific Accounts (ABM)

Remember the days of casting a wide net and hoping for the best? Yeah, those are over. Account-Based Marketing (ABM) is the name of the game now, and for good reason. We’re talking about a strategy that can deliver up to 208% more revenue than your run-of-the-mill marketing efforts. That’s not just a number – that’s a game-changer.

Here’s the deal: 94% of B2B marketers are using ABM. Why? Because it works. But here’s the kicker – while 92% of B2B companies want to jump on the ABM bandwagon, only 19% actually know what they’re doing. That’s where you can get ahead.

Let me break it down for you with a real-world example. At Market Vantage, we had a client in the SaaS space who was struggling to break into enterprise accounts. We implemented an ABM strategy, and within six months, their pipeline grew by 150%, and their average deal size increased by 40%. How? By laser-focusing on the accounts that mattered most and tailoring every touchpoint to speak directly to their needs.

Here’s a quick and dirty ABM playbook to get you started:

1. Build Your Ideal Customer Profile (ICP): Get specific about budget, industry, and pain points.
2. Find Your Matches: Use look-alike modeling to spot similar accounts.
3. Research and Target: Track behavior and intent signals like a hawk.
4. Personalize Your Outreach: Create campaigns that speak directly to each account.

Remember, B2B purchases typically need sign-off from at least 5 decision-makers. That’s why companies are now putting nearly a third of their marketing budget into ABM – it helps you reach and convince every key player who gets a vote.

Pro tip: Don’t just focus on the C-suite. We’ve seen incredible success by targeting mid-level managers who often have the ear of the decision-makers. They’re your champions on the inside, and they can make or break your deal.

Now, I know what you’re thinking – “Devin, this sounds great, but how do I actually implement this?” Start small. Pick your top 10 dream accounts and create hyper-personalized campaigns for each. Use tools like LinkedIn Account Targeting to get your message in front of the right people. And most importantly, be patient. Like most B2B lead generation strategies, ABM is a marathon, not a sprint.

In the next section, we’ll dive into how to create content that your prospects actually want to read. Spoiler alert: It’s all about the data, baby.

2. Create Content Based on Data

Alright, let’s talk content. But not just any content – we’re talking about the kind that makes your prospects sit up and take notice. Here’s a stat that might surprise you: B2B buyers typically check out 13 pieces of content before making a purchase decision. And here’s the kicker – 52% prefer companies that create their own content. That’s right, your prospects want to hear from you, not just some rehashed industry fluff.

Now, I’ll let you in on a little secret from our playbook at Market Vantage. We’ve found that data-driven content consistently outperforms everything else, generating 3X more leads and a 73% higher conversion rate. Why? Because it’s not just opinion – it’s backed by cold, hard facts.

Here’s how you can put your data to work:

1. Mine your web analytics to see what content is already performing well.
2. Use social media insights to understand what topics resonate with your audience.
3. Conduct customer surveys to uncover pain points you might be missing.
4. Analyze search data to find popular topics in your industry.

Remember, it’s not just about creating content – it’s about creating the right content. Use A/B testing to refine your approach, and always, always keep an eye on those engagement numbers.

Pro tip: Don’t be afraid to take a stand. Some of our most successful content pieces have been ones where we’ve challenged industry norms. It gets people talking, and more importantly, it gets them reaching out to learn more.

3. Use AI Tools to Automate Marketing

Now, let’s talk about working smarter, not harder. AI marketing tools are no longer the future – they’re the present. And they’re saving B2B marketers like us 15-20 hours per week. That’s time you could be spending on strategy, relationship-building, or heck, maybe even taking a vacation (remember those?).

At Market Vantage, we’ve embraced AI across our marketing stack, and it’s been a game-changer. Let me break down how we’re using it:

1. Content Creation: We use AI to generate email sequences, blog post outlines, and social media posts. It’s not about replacing human creativity, but about speeding up the process.
2. Lead Scoring: Our AI system automatically qualifies and ranks leads, ensuring our sales team focuses on the hottest prospects.
3. Data Analysis: AI helps us spot patterns and track behavior that we might miss with the human eye alone.
4. Customer Service: We’ve implemented 24/7 chatbots that handle initial inquiries, freeing up our team for more complex issues.

Now, I know what you’re thinking – “Devin, this sounds expensive and complicated.” But here’s the thing: you don’t need to go all-in at once. Start with one area that’s causing you the most headaches.

For instance, we started with AI-powered content creation. We use custom AI agents we developed for blog outlines and report generation, and it’s cut our content production time in half. The cost? Just pennies each time we run the agent. That’s a steal when you consider the time saved.

Here’s my advice: pick one AI tool and get really good at using it. Maybe it’s an email automation platform, or perhaps it’s a lead scoring system. Whatever you choose, make sure it integrates with your existing tech stack.

Remember, AI is a tool, not a magic wand. It’s still up to you to provide the strategy and the human touch. Use AI to handle the routine stuff so you and your team can focus on what really matters – building relationships and closing deals.

Related: Check out our SEO services to learn how we can support your growth.

Pro tip: Keep a close eye on your metrics when implementing AI tools. We track time saved per task, lead quality scores, response rates, and conversion rates. This data helps us continually refine our AI strategy and prove its ROI to our clients.

In the next section, we’ll dive into how to make your B2B lead generation strategies, including content, more interactive – because in 2024, static just doesn’t cut it anymore. Trust me, your engagement rates are about to skyrocket.

4. Make Content More Interactive

Alright, let’s talk about making your content work harder for you. Static content is so 2020 – it’s time to get interactive. And I’m not just saying this because it’s trendy. The data backs it up: interactive content generates 2x more conversions than its static counterpart. That’s double the leads, folks!

At Market Vantage, we’ve seen firsthand how interactive content can transform a B2B marketing strategy. Let me share a quick story. We had a client in the SaaS space who was struggling to explain their complex product. We created an interactive product tour that allowed prospects to click through different features and see how they’d benefit their specific use case. The result? A 70% increase in demo requests and a 25% shorter sales cycle. Not too shabby, right?

Here are some interactive content types that are crushing it right now:

1. Website Graders: Think HubSpot’s Website Analysis tool. We’ve created similar tools for our clients, and they’re lead-generating machines.
2. AI Chatbots: We implemented an AI assistant on our own site that has access to our entire knowledge base. It’s like having a 24/7 sales rep who never sleeps.
3. Interactive Calculators: These are gold for B2B. We created an ROI calculator for a client that lets prospects see exactly how much they could save. It’s been responsible for a 40% increase in qualified leads.
4. Quizzes: Not just for BuzzFeed! We’ve had great success with assessment-style quizzes that help prospects identify their biggest pain points.

Now, I know what you’re thinking – “Devin, this sounds great, but I’m not a tech wizard.” Good news: you don’t have to be. There are plenty of user-friendly tools out there that let you create interactive content without writing a single line of code.

A recent example is a tool that I made using AI in under 4 hours! Check out our B2B Lead Value Calculator tool to see an example of interactive content in action.

Here’s my advice: start small. Pick one piece of static content that’s already performing well – maybe it’s a popular blog post or a frequently downloaded whitepaper. Now, think about how you can make it interactive. Could you turn it into a quiz? An assessment? A calculator?

Remember, the goal isn’t just to make things flashy. Every interactive element should guide users towards a clear action – like downloading a guide or scheduling a call.

Pro tip: Mobile-first, always. We’ve seen interactive content flop simply because it didn’t work well on phones. Test everything on mobile before you launch.

5. Build Business Partnerships

Let’s talk about one of the most underutilized strategies in B2B marketing: partnerships. This isn’t just about slapping another company’s logo on your website. When done right, partnerships can supercharge your lead generation efforts.

At Market Vantage, we’ve seen partnerships increase win rates by up to 39% and grow deal sizes by up to 45%. That’s not chump change, folks.

Here’s a real-world example from our own playbook. We partnered with a popular CRM company (I won’t name names, but you can probably guess). We created a series of co-branded webinars showcasing how our services integrate with their platform. The result? We tapped into their massive audience, they offered added value to their customers, and we both saw a significant uptick in leads. Win-win-win.

So, how do you make partnerships work for you? Here’s my tried-and-true approach:

1. Find Your Perfect Match: Look for companies that serve your target audience but don’t compete directly with you. For us, web development agencies are a great fit – we both serve B2B tech companies, but offer complementary services.
2. Double Your Marketing Power: Co-create content, host joint webinars, or run combined email campaigns. You’ll reach a wider audience without doubling your budget.
3. Create Valuable Content Together: We’ve had great success with co-authored ebooks and industry reports. It positions both companies as thought leaders and generates leads for both parties.

Now, I know what you’re thinking – “Devin, this sounds great, but how do I actually make it happen?” Start by identifying 3-5 potential partners. Reach out with a specific proposal – maybe it’s a joint webinar or a co-authored whitepaper. Make sure to clearly outline the benefits for both parties.

Remember, successful partnerships are built on trust and mutual benefit. It’s not about a one-time transaction, but about building a long-term relationship that drives value for both companies.

Pro tip: Track every partnership lead meticulously. Use unique UTM codes for each partner campaign, create partner-specific landing pages, and set up separate email sequences for partner-generated leads. This data will help you identify which partnerships are truly driving results.

In the next section, we’ll dive into the art of following up across multiple channels. Because in B2B, the fortune is in the follow-up. Trust me, your close rates are about to get a serious boost.

6. Follow Up Across Multiple Channels

Alright, let’s talk about the elephant in the room – follow-ups. I know, I know, nobody likes feeling like a pest. But here’s the cold, hard truth: the most effective of the B2B lead generation strategies is consistent follow-up. We’ve seen engagement increase by a whopping 287% when using multiple channels compared to a single-channel approach. That’s not a typo, folks.

At Market Vantage, we live and breathe this multi-channel approach. Let me share a quick story. We had a client who was struggling to close deals. Their sales team was making one or two follow-up calls and then giving up. We implemented a multi-channel follow-up strategy, and within three months, their close rate jumped by 45%. The secret? Persistence and variety.

Here’s our tried-and-true framework for follow-ups:

1. Email: Weekly updates and valuable resources
2. Phone: Monthly direct conversations
3. LinkedIn: 2-3 times weekly for professional networking
4. SMS: Quick updates as needed
5. Retargeting Ads: Daily brand awareness

Now, I can hear you thinking, “Devin, isn’t this overkill?” Trust me, it’s not. Here’s why: B2B deals typically require at least 5 touches before closing. But here’s the kicker – only 8% of salespeople actually make it to that fifth touch. Be in that 8%, and you’ll see your numbers skyrocket.

Let me give you a real-world example of how this plays out. We use an 8-touch sequence over 2-3 weeks:

• Day 1: Personalized email introduction
• Day 3: LinkedIn connection request with a custom note
• Day 5: Follow-up email with a relevant case study
• Day 8: Quick phone call
• Day 10: Share a valuable piece of content (no pitch)
• Day 14: Check-in message (email or LinkedIn)
• Day 17: Another phone call
• Day 21: Final email

The key here is to provide value at every touch. Don’t just check in – share an industry article, offer a quick tip, or send over a case study that’s relevant to their business.

Pro tip: Use automation tools to make this manageable. We use a combination of HubSpot and LinkedIn Sales Navigator to keep our outreach consistent and personalized. But remember, automation is a tool, not a replacement for genuine human interaction.

7. Create Lead-Focused Videos

Last but certainly not least, let’s talk about video. If you’re not using video in your B2B lead generation strategies, you’re leaving money on the table. Here’s a stat that might surprise you: 70% of B2B buyers watch videos throughout their purchase journey. That’s a massive opportunity just waiting to be tapped.

At Market Vantage, we’ve seen firsthand how powerful video can be. We created a series of short, problem-solving videos for a SaaS client, and their demo requests increased by 60% in just two months. The secret? Focusing on solving problems, not selling products.

Here’s what works in B2B video:

1. Product Demos: Keep them short (1-2 minutes) and focused on solving specific problems.
2. Case Studies: Share customer success stories in 2-3 minute videos.
3. How-to Guides: Quick, under 2-minute tutorials on using your product.
4. Expert Tips: Position yourself as a thought leader with 1-2 minute insight videos.

Now, I know what you’re thinking: “Devin, we’re not Hollywood producers.” Good news – you don’t need to be. Some of our most successful videos have been shot on iPhones. What matters is the content, not the production value. Although if you are looking for that video that brings your brand to life, make sure to check out our friends, Cramer: Boston’s leading event & content marketing agency.

Let me share a quick example. We created a series of “Quick Tip Tuesday” videos for our LinkedIn page. Each video was under a minute long, shot on a smartphone, and focused on one specific digital marketing tip. The engagement was off the charts, and we saw a 30% increase in inbound leads attributing these videos as their first touch point.

Here’s how to get started:

1. Pick Your Platform: YouTube for longer content, LinkedIn for professional tips, your website for product demos.
2. Keep It Short: Aim for under 2 minutes. Attention spans are short, especially in B2B.
3. Solve Problems: Focus on addressing your customers’ pain points, not showcasing features.
4. Include a Clear CTA: Every video should point viewers to a next step, whether it’s visiting a landing page or booking a demo.

Pro tip: Don’t forget to optimize your videos for search. Use keyword-rich titles and descriptions, and always include a transcript. This helps with SEO and makes your content accessible to everyone.

Remember, the goal isn’t to go viral – it’s to generate leads. Focus on creating content that your ideal customers will find valuable, and the leads will follow.

In conclusion, these seven strategies aren’t just theory – they’re battle-tested tactics that we use every day at Market Vantage. Start implementing them, and I guarantee you’ll see a boost in your B2B lead generation efforts. And hey, if you need any help along the way, you know where to find me. Let’s crush those lead gen goals together!

Sources
[1] How Much Does a Lead-Generating B2B Website Cost? – Vye Agency
[2] Average Cost Per Lead by Industry – 2024 – First Page Sage
[3] How to Achieve the Highest Content Marketing ROI – Responsify
[4] How to Identify Business Decision-Makers: A Guide | Leadfeeder
[5] 17 ABM stats that will make you rethink your B2B marketing strategy – Rollworks
[6] AI in Digital Marketing — The Complete Guide – HubSpot Blog
[7] 8 B2B Interactive Content Examples That Immerse Users – Webstacks
[8] The Profound Benefits of B2B Collaboration. – LinkedIn
[9] Harnessing the Power of Multi-Channel Follow-Up – Falkon AI
[10] 10+ Amazing B2B Video Marketing Statistics & Latest Trends (2024) – Vidico