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Mastering B2B Lead Generation: Effective Techniques to Generate More Leads

  • Article written by Laurent
  • 14/03/2023
  • - 7 minutes of reading
génération de leads BtoB

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‍Mastering B2B Lead Generation: Effective Techniques to Generate More Leads

As a marketing professional, I know the importance of lead generation in B2B marketing whether it is to retain or acquire new customers. In today’s digital world, generating leads for your business is an essential part of any marketing strategy. B2B lead generation is the process of identifying and attracting potential customers (leads) for your business. In this article, I will share with you some effective techniques to generate more leads for your B2B company but also to improve the buying journey of your prospects converting into customers without neglecting the user experience.

Introduction to B2B lead generation

BtoB lead generation is a process of identifying potential customers interested in your products or services. It involves a series of marketing tactics and strategies aimed at generating interest in your business and maintaining a relationship with your potential customers (referred to as prospects in this article or leads in English). In other words, BtoB lead generation is about attracting and converting potential customers into paying customers, this is when we can determine and improve what is called the conversion rate.

Importance of Lead Generation in B2B Marketing

Lead generation is crucial for the success of any B2B business. Without leads, there will be no potential customers to convert into paying customers and therefore your main objective of reaching your targets cannot be achieved. Lead generation helps businesses grow their customer base and revenue. It also allows companies to establish a relationship with their potential customers, which is essential for long-term success.

Some numbers on BtoB lead generation

According to a study conducted by the Content Marketing Institute, 85% of B2B marketers consider lead generation to be their top priority. Another study by Hubspot reveals that 63% of marketers say generating traffic and leads is their biggest challenge. These figures clearly indicate the importance of B2B lead generation in B2B marketing. Other studies also reveal that the most important points in a good BtoB marketing strategy are: 

1: Find the right marketing tools (for this, you often have to acquire new tools) 2: Set up a personalized strategy (Depending on the product or service you sell, you can opt for strategies based on: influencers, natural referencing, mailing, Google Ads, Facebook Ads, Taboola, and many others. (We have another article dealing with the subject of the right marketing tools to use).

Types of BtoB leads

There are two types of B2B leads: inbound leads and outbound leads. Inbound leads are those who have already shown an interest in your business by visiting your website, filling out a form, or downloading your content. Outbound leads, on the other hand, are those you contact through cold calls, emails, or other forms of outreach.

Prerequisites for an Effective Lead Generation Strategy

Before launching your B2B lead generation campaign , there are a few prerequisites you need to consider. First, you need to fully understand your target audience. Second, you must have a high-quality website optimized for lead generation. Finally, you must have a CRM (Customer Relationship Management) system to effectively manage your leads.

BtoB lead generation techniques

Now that you understand the prerequisites, let’s dive into some effective B2B lead generation techniques.

Identify your target audience

The first step in any lead generation campaign is to identify your target audience. You need to clearly understand who your potential customers are and what their issues are. This will help you create targeted marketing messages that will resonate with your audience.

Develop a lead generation strategy

Once you have identified your target audience, the next step is to develop a lead generation strategy. It’s about creating a plan to attract and convert potential customers into paying customers. Your lead generation strategy should include tactics such as content marketing, social media marketing, and email marketing.

Create effective lead magnets

Lead magnets are incentives you offer your potential customers in exchange for their contact information. These can be e-books, white papers, webinars, or any other type of valuable content. The key is to create lead magnets that are relevant to your target audience and provide value.

Use social media to generate BtoB leads

Social media is a powerful tool for B2B lead generation. You can use social media platforms such as LinkedIn, Twitter, and Facebook to reach potential customers and build relationships with them. You can also use social media to promote your lead magnets and drive traffic to your website.

Email Marketing for B2B Lead Generation

Email marketing is another effective B2B lead generation technique. You can use email to nurture relationships with your potential customers and encourage them to stay loyal to your brand. The key is to create personalized and targeted email campaigns that deliver value to your subscribers.

Measure the success of your BtoB lead generation campaign

Tracking and measuring the success of your B2B lead generation campaign is essential. This will help you identify what works and what doesn’t and make any necessary adjustments. You can use tools like Google Analytics and customer relationship management (CRM) software to track your lead generation metrics.

Common Mistakes to Avoid in B2B Lead Generation

Companies make a number of common mistakes when it comes to B2B lead generation. These include targeting the wrong audience, not presenting a clear value proposition, and not effectively following up with potential customers. To avoid these mistakes, make sure you understand your target audience, create a compelling value proposition, and have a lead nurturing strategy in place.

BtoB lead generation tools and software

There are several B2B lead generation tools and software on the market. These tools can help automate your lead generation process and make it more efficient. Some of the most popular B2B lead generation tools include Leadfeeder, Hubspot, and Salesforce.

Outsourcing BtoB lead generation services

Outsourcing your B2B lead generation services can be a cost-effective solution for small businesses. By outsourcing, you can focus on your core business while leaving the lead generation process to the experts. However, it is essential to choose a reputable and experienced B2B lead generation company.

From lead generation to lead management

Once you’ve generated leads for your business, the next step is to manage them effectively. Lead management is about tracking and nurturing your leads until they’re ready to become paying customers. To do this, you need to use a customer relationship management (CRM) system to manage your leads and implement a lead nurturing strategy. These actions are essential to obtain a good conversion rate when you use digital channels to generate your leads because it is at this stage that the sale is made. This is a step that cannot be outsourced to a webmarketing agency since it must be done and optimized internally. 

What are the benefits of BtoB lead generation?

The benefits of B2B lead generation are numerous. It helps businesses grow their customer base, generate more revenue, and build long-term relationships with potential customers. B2B lead generation also helps companies stay competitive in their industry and stay ahead of their competition.

What are the limits of BtoB lead generation?

While B2B lead generation is essential to the success of any business, there are limits to what it can accomplish. Lead generation alone cannot guarantee sales, and businesses need to have a comprehensive sales strategy in place. Also, companies need to be aware of the costs involved in B2B lead generation and ensure that it is profitable.


In conclusion, B2B lead generation is an essential part of any marketing strategy whether global or specific. By using the techniques and strategies outlined in this article, you can generate more leads for your business and increase your revenue. Remember to identify your target audience before prospecting companies to avoid burning out your sales teams, create effective lead magnets, and measure the success of your lead generation campaign. By avoiding common mistakes and using the right tools and software, you can take your B2B lead generation to the next level.

What is a B2B lead and why is it important for businesses?

A B2B lead is a prospect who has shown interest in a company's product or service. It is important for businesses because it can potentially lead to sales and business growth.

What are the effective techniques for generating B2B leads?

Effective techniques for generating B2B leads include creating useful and informative content, using professional social networks, attending industry events, using online advertising, and engine optimization. research (SEO).

How to create useful and informative content to generate B2B leads?

Creating useful and informative content to generate B2B leads requires focusing on the needs and challenges of prospects, offering practical solutions, and providing relevant information in the field of the business.

How to use professional social networks to generate B2B leads?

Using professional social media to generate B2B leads involves sharing interesting and relevant content, joining interest groups, building relationships with industry influencers, and using targeted advertising.

How to attend industry events to generate B2B leads?

Attending industry events to generate B2B leads involves registering for relevant events, networking with other attendees, offering product or service demos, and arranging face-to-face meetings. .

How to optimize search engines to generate B2B leads?

Optimizing for search engines to generate B2B leads requires conducting relevant keyword research, creating search engine optimized content, and creating backlinks to the company's site.


Laurent est un rédacteur spécialisé sur le thème du marketing en ligne. Il rejoint l'équipe de rédaction de SoContact en Janvier 2023 afin de simplifier l'accès à l'information sur le marketing en général.