Home Marketing 8 Unconventional Methods to Generate Certified B2B Gross sales Leads

8 Unconventional Methods to Generate Certified B2B Gross sales Leads


We all know there are quite a few methods to generate B2B gross sales leads, however let’s face it, the identical previous strategies have been executed to dying.

It’s time to take an unconventional strategy to guide technology, particularly for B2B corporations, as a result of B2B is a unique ballgame than B2C — and your methods have to replicate your viewers.

As a refresher, right here’s how group objectives differ within the B2C versus the B2B sectors:

Supply: Venngage

Earlier than we start detailing these B2B strategies, it’s essential to remember that lead technology isn’t a one-and-done deal.

It’s a must to be open to A/B testing your methods and your content material. Often monitor your content material efficiency, metrics, conversions, and be prepared to enhance.

So, what are these unconventional strategies to generate B2B gross sales leads? Learn on to seek out out.

1. Tailor content material for B2B gross sales leads

B2B content material is model and agency-focused, and also you wish to create supplies that entice consideration from that viewers.

Getting eyeballs in your content material received’t imply a lot in the event that they aren’t changing into clients — these aren’t the best B2B gross sales leads on your firm.

How will you tailor your content marketing to the best B2B viewers?

Purchaser personas

Most companies create viewers personas to assist them attain their goal market. Within the B2B enviornment, don’t intention for a corporation — search for the decision-makers inside that firm.

Each goal firm can have just a few key individuals who resolve which services and products profit the enterprise. These are the decision-makers your content material must be tailor-made to, and for whom you’ll be able to construct purchaser personas round, similar to this instance:

Supply: Venngage

Decide who inside a enterprise will most want your services or products, and construct your purchaser personas based mostly on the next:

  • Age
  • Location
  • Job title
  • Stage in firm
  • Most popular content material channels
  • Desired objectives
  • Ache factors

Create a flow chart with these particulars to facilitate the content material creation course of. This additionally helps you resolve which channels will get you probably the most traction.

Search intent

As soon as you understand your viewers, the next move in tailoring content material to earn B2B gross sales leads is to determine their search intent, which may take quite a few types:

  • Looking for data
  • Looking to purchase
  • Looking to be taught

As a largely B2B firm, we do in depth analysis earlier than creating a bit of content material. We confirm key phrases associated to our subject, however we additionally examine Google, the “Folks Additionally Ask” part, AnswerThePublic, and conduct surveys among fellow marketers.

Select key phrases and phrases which can be related to your viewers — not solely based mostly on search quantity. Standard searches in your trade will entice extra B2C shoppers, whereas centered key phrases which have a better worth, however a decrease search quantity, normally fall within the B2B realm.

2. How you can use B2B electronic mail advertising

B2B electronic mail advertising has a higher click-to-open ratio than B2C, and is a well-liked channel for 59% of B2B entrepreneurs.

This can be a channel that may persistently herald B2B gross sales leads — if executed proper. It’s a must to maintain just a few issues in thoughts to make electronic mail advertising a profitable lead technology channel.

Automate electronic mail advertising

Advertising and marketing groups know the advantages of automating processes: smoother workflow, sooner processing time, and time funneled into creativity as a substitute of repetitive duties.

However automating your email marketing additionally helps to generate B2B gross sales leads.

You should utilize marketing automation to phase electronic mail lists, ship focused campaigns, reply to deserted carts, and convert clients, as this graphic explains:

Supply: Venngage

Think about this state of affairs: a buyer will get to the ultimate stage of buying, however leaves your website proper earlier than checkout. Whether or not that buyer was distracted, misplaced connection, or modified their thoughts, it’s as much as your organization to encourage them to complete the method.

If cart abandonment is being dealt with manually, this buyer might fall by the cracks, or get a response effectively after they’ve selected one other model.

E-mail automation will be programmed to answer them instantly upon cart abandonment — and also you’ve earned a buyer who would in any other case have been misplaced.

E-mail deliverability

Automating emails is one factor, however are your clients receiving your emails? You may create one of the best content material in your trade, however it would quantity to little in case your newsletters find yourself within the spam folder.

Manufacturers can improve their email deliverability and draw extra B2B leads by following these practices:

  • Emails despatched with an organization identify as a substitute of an individual’s identify usually tend to find yourself within the spam folder or not opened in any respect. Use a person’s deal with to ship emails, and embody a reply-to choice to that deal with.
  • Don’t change the frequency of your electronic mail campaigns too usually. There can be sure intervals if you ship extra emails, however be as constant as doable so your subscriber base is aware of when to count on your emails.
  • Often examine and clear your lists so that you aren’t sending emails to addresses that now not exist and enhance your bounce charges.

E-mail content material

Hold these items in thoughts when creating your electronic mail content material as, on the finish of the day, your electronic mail content material is what can be most profitable in incomes you B2B gross sales leads:

  • Your content material needs to be constant together with your model. Ship emails about merchandise, providers, occasions, trade information, and your newest weblog posts.
  • Create a constant design on your advertising newsletters, together with branding parts like your emblem, model colours, and fonts.
  • Don’t go for the hard-sell strategy! If each electronic mail is promoting merchandise to your record, individuals will unsubscribe.
  • Make it price their whereas to click on on and open your emails by sharing information, updates, and tales that may enrich your clients’ lives.

3. Hybrid occasions

Conferences have all the time been an excellent place to make potential B2B gross sales, as they’re shared areas for individuals with related pursuits. However 2020 modified all that.

Although the COVID-19 vaccine is prepared for distribution, it’s going to take some time to return to enterprise as regular. We’ve seen an increase in virtual events in 2020, however the way forward for networking lies in hybrid occasions, like Apple’s annual announcements.

Combining bodily and digital parts and attendees, hybrid occasions enable entry to a higher swathe of trade specialists and shoppers.

There are 3 ways to get B2B gross sales leads from hybrid occasions:

  • Attend the occasion: B2B entrepreneurs ought to have a look at attending extra hybrid occasions of their trade to satisfy potential shoppers.
  • Collaborating in occasions: seek for talking engagements at conferences to put your online business as a thought chief within the discipline and generate extra natural leads.
  • Maintain occasions: your online business can hold hybrid events to attach with specialists in your discipline and set up partnerships with potential clients.

Occasions will be lots of laborious work, however the potential for incomes leads, changing clients, and boosting ROI make the method price it.

4. Personalize B2B gross sales lead content material

Personalization is a large a part of content material advertising — and it’s essential for locating B2B gross sales leads. Within the B2B enviornment, you have to construct private relationships, not simply transactional ones.

As a result of each relationship isn’t only a buyer earned, it’s additionally a buyer retained, with the chance for future referrals that may carry in additional gross sales.

Listed here are the three areas you wish to deal with for personalization:

  • Shows
  • Social media
  • Touchdown pages

Gross sales shows

You can begin constructing buyer relationships early on within the lead technology course of by designing a presentation that features your branding and your buyer’s.

Within the pitch assembly, speak about topics that matter to your buyer — don’t focus an excessive amount of on what your online business can do, until you’re speaking in regards to the options you’ll be able to present.

Don’t be afraid of getting granular in your pitch by mentioning buyer intent keywords associated to your buyer and their trade.

Do your analysis so you’ll be able to present them how educated you might be about their firm, but in addition that you simply’re planning for a future with them.

Social media

Take it a step additional by personalizing your social media outreach. Lengthy believed to be the realm of B2C lead technology, social media has its benefits within the B2B discipline, too.

I’ve talked about the significance of discovering decision-makers inside goal corporations. Most of those decision-makers can have a presence on social channels similar to LinkedIn and Twitter. Select personnel who could make private connections with key decision-makers on these channels. However don’t deal with each channel the identical means.

Work together with your workforce to craft LinkedIn summaries that showcase your model’s ethos — and never simply in your firm web page but in addition on workers profiles, the place you’ll be able to exhibit some character.

Twitter is one other place to generate B2B gross sales leads, and it’s an excellent one for understanding your clients, as a result of Twitter is the place individuals are likely to share private tales.

There are scheduling and analytics instruments that you should use to analysis decision-makers and discover out what their pursuits are — this may assist create extra significant relationships.

Touchdown pages

An incredible touchdown web page grabs a buyer’s consideration inside seconds. The easiest way to do this is to personalize your landing page to generate B2B gross sales leads.

What does a touchdown web page want to incorporate? It has to reply a particular query that your clients are asking.

What we’ve discovered from making our touchdown pages is that you do not need to place an excessive amount of data on there — that may be overwhelming for a customer.

Hold it brief and candy — deal with one promoting level, not all. That’s why we love the Moz touchdown web page — it clearly states what the model can do for any buyer visiting it.

Can’t match all of your promoting factors onto one web page? Create a number of touchdown pages, each optimized to particular key phrases and purchaser intent.

It appears like extra work however designing extra touchdown pages helps you keep B2B gross sales leads by creating cohesion between your promoting and touchdown pages.

5. B2B referral advertising works

Referral advertising doesn’t simply exist throughout the B2C house — it’s an efficient device for drawing in B2B leads. People across the board trust referrals from fellow customers.

For B2B manufacturers — the place gross sales can typically contain hundreds of thousands of {dollars} — a referral from a good friend, backed up by sturdy evaluations, can result in a purchase order way more rapidly than paid incentives and promoting.

Referrals result in extra loyal clients and higher retention charges. In addition they act as a device for reinforcing natural attain as a result of established clients grow to be your organization’s ambassadors, like this PioneerSystems case study.

How do you get referrals? Listed here are just a few steps:

  • Supply rewards similar to reductions, free coaching periods, and occasion invites
  • Survey a number of clients
  • Hold your surveys brief and exact so clients can be extra prone to reply
  • Ship surveys usually and maintain the window between surveys brief
  • Embody follow-up questions asking clients to clarify their scores
  • Use the net promoter system to calculate how doubtless clients can be to advocate you
  • Ask for a written assessment or testimonial, or to characteristic in a testimonial video
  • Recommend making a case research
  • Ask for a quote for a press launch
  • Supply content material that clients can share with their pals

Referral advertising is an effective way to generate leads, however you do have to incentivize the method so clients take part.

6. Repurpose content material

At Venngage, we’re enormous on repurposing content material — we even created an infographic explaining the best way to do it:

We all know how overwhelming it’s for entrepreneurs to create recent content material to herald extra views and leads. This is the reason we’ve discovered methods to repurpose existing content.

Utilizing previous content material in new methods takes a little bit of observe, however when you get the hold of it, your advertising workforce can construction your technique round it.

Listed here are just a few methods we’ve stretched a single piece of content material and generated extra B2B gross sales leads:

  • Take quotes and stats from a weblog publish and create data visualizations for social media
  • Flip a weblog publish into an infographic — have a look at these infographic examples for inspiration
  • Share infographics on social channels and as a publication
  • Divide an infographic into a number of smaller graphics to share on social media
  • Flip listicles into social media carousel posts
  • Create electronic mail headers from social posts
  • Flip a weblog publish right into a podcast or webisode
  • Mix a number of weblog posts on the same topic right into a white paper or eBook
  • Use an eBook as the idea for a webinar
  • Divide an extended e-seminar into brief YouTube movies
  • Create GIFs out of movies to share on social media

These are the content material repurposing strategies we’ve used however the potentialities with this methodology are limitless.

7. Diversified content material channels

Typical knowledge has been to deal with the channels that you understand greatest, as a substitute of being a jack-of-all-trades and dabbling in a number of channels. However you additionally have to know what channels your potential B2B gross sales leads are favoring. For those who’re not the place your clients are, you might be shedding leads.


You could not have in-house writers, however with B2B blogs still being a huge source for leads, this can be a channel that’s price investing in.


The content material market is presently oversaturated — diversifying your content material channels helps you attain leads who might not see your content material on standard platforms. Consider starting a podcast for your business. They take a while and funding, however podcasts are simpler to run and preserve now. Focus your podcast on thought management, trade information, or on sharing behind the scenes tidbits about your online business.


Video advertising is one other device to attract in B2B leads. It’s gone from energy to energy, particularly in the previous few years, with 87% of businesses using video as a marketing tool.

Making a YouTube channel for testimonials, enterprise insights, how-to guides, and troubleshooting movies will herald leads who don’t have the time to learn a weblog publish.

However movies do take effort and time to create — you want equipment and software to shoot and edit videos. Plus, you’ll be able to’t create a video and go away it at that — a promotion plan will have to be executed.


Seek for B2B leads on channels like Quora and Reddit. Prospects use these platforms to ask questions and you’ll tailor content material round these.

However don’t use these channels to pitch your organization. Observe the identical etiquette as responding to a weblog publish remark. Share your personal expertise and use these channels for analysis.

There are a selection of channels accessible to get certified leads. Don’t stretch your self too skinny as that may affect the standard of your content material however don’t prohibit your self both.

8. Create gated content material

eBooks, white papers, and webinars make for nice gated content material. However why ought to clients join them?

We’ve seen success with our gated B2B content material by doing the next:

  • Deal with your clients’ ache factors early on
  • Remedy their issues together with your content material
  • Embody calls-to-action for gated content material in related weblog posts
  • Use extra visuals than textual content in gated content material — don’t make clients work laborious
  • Repurpose your content material every time you’ll be able to
  • Present a preview of your content material to whet their urge for food
  • Be informative, encourage motion, educate, be personable, after which promote

Your gated content material ought to add worth to anybody who accesses it, so longer-form content material is one of the best for this lead technology technique.

Key takeaways: Concentrate on the individuals behind B2B gross sales leads, not the enterprise

The method of producing leads and inspiring them by the customer journey to grow to be a loyal buyer who advocates for your online business is a difficult one. It’s essential to keep in mind that even within the B2B discipline, you might be participating with individuals on the finish of the day.

To recap, listed here are eight unconventional methods to get B2B gross sales leads:

  1. Tailor-made content material
  2. E-mail advertising
  3. Hybrid occasions
  4. Personalize
  5. Referral advertising
  6. Repurposed content material
  7. New content material channels
  8. Gated content material

You may undertake all or just a few of those lead gen strategies, however bear in mind to check goal segments, CTAs, touchdown web page designs, and social media captions.

And eventually, whereas it’s nice to get as many leads as doable, guarantee your automation software program and gross sales workforce can deal with it.

Which B2B lead technology strategies have labored for you? Let me know within the feedback.