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How to Generate B2B Leads in 2019

Rakia Binte Khalid Oct 10, 2019

A lead is basically a random potential client that every business is dependent on. One needs to know the ways to grab the attention of the clients, offer them value and convince them that your product or service is the solution they have been looking for.

Most B2B businesses believe that leading generation matters only to enterprises that sell to customers. In practice, B2B’s lead-generation techniques mean just as much. Producing quality leads is the cornerstone of a successful B2B marketing strategy, and building a strong channel can maintain a steady growth rate. And B2B marketing is a lot different from B2C marketing

So, what does B2B lead generation mean?

B2B leads generation requires capturing and obtaining potential leads from prospective clients. But its meaning can vary depending on the goals you plan to target. It varies if you want more social media followers or when you want people to sign up for your email list – you need different lead generation strategies for different goals. While you look for leads in different locations, you widen the reach and gain exposure to new means of communication. Generally, however, all strategies work the same way. They help you draw more prospective clients to your company.

Here are some of the most effective options that you should use to attract new leads.

Content Marketing

The most tried and tested way to generate leads is through content marketing.  Content is not just about some words spread on the page. If you generate content for a B2B audience, you must add as much value as possible. It is indeed a great choice for businesses with valuable content to share:

  • Articles
  • Content round-ups
  • Infographics
  • Videos
  • Audio content
  • Webinars

In order to make these categories of content effective, you need to do profound research on what kind of language you should be using; what quality your customers would appreciate; what they would like to listen to, etc. Study your target market and provide a high-quality copy of it. Doing so will help you gain search engine optimization (SEO) for your website. SEO is about growing page views in a usually untargeted manner so that all the future leads can reach the website via search engines. Try writing different types of content to attract the maximum possible audiences, as some people like to read while others just want to watch.

Quora Engagement

Quora is basically a question-and-answer medium which has a reach of almost 100 million users monthly. Therefore, it can be utilized as an effective tool to generate leads. You can answer questions related to your niche and become a guiding light. Quora can best be used as a great way to make a line of communication with people looking for answers to their queries or for some type of help. The rules of reciprocation will take place and people may start to reach out to you when you have established yourself as an authority on a particular subject.

Search Engine Optimization

Moving to number one in Google today is a lot more challenging than it used to be years back. The search engine has transformed the way we shop online. If you have a website, it must be optimized for search. This is how the site and your content will be found by 89 percent of B2B customers looking for solutions to their business problems.

Search engine optimization (SEO) does not have any traditional marketing alternative. It is necessary for catching up organic traffic from search engines like Google. Organic search marketing is possibly one of the most valuable long-term strategies for generating B2B leads. Perform keyword research, write a concise headline, arrange the post with H-level subheadings, and add alt text to your images. Moreover, try to produce content that your target audience is interested in.


If you want to get quick results, Pay Per Click (PPC) is the right answer. While SEO and content marketing take time, PPC is one of the easiest ways to get the leads. It becomes pretty effective once you know who your target audience is. And, depending on the business you’re in, it can be quite pricey.

It is also crucial to understand that a lot of people are using AdBlock (or other programs) nowadays, so there’s a chance that they won’t see banners or other clickable ads.

Social Media

Although, having social media as an active B2B lead generation tool is divisive, it’s useful not only to promote brand awareness but also to turn followers into leads. Another factor is that social media is an integral part of content marketing.

Social media is not an essentially weak platform for B2B lead generation. Yet, it hasn’t always been highly rated in B2B lead surveys because most B2B businesses have an inefficient social media plan and are too lazy to employ an effective social media strategy. For instance, social mediums such as LinkedIn offers B2B marketers with the greatest example of leads. Nonetheless, we cannot ignore other social platforms, including the following:

  • Facebook: Link to blog posts, post images, invite people to subscribe to your newsletter.
  • YouTube: Provide specific cards that direct viewers back to your website. You might also include a link or two in the captions of your videos with the suitable CTAs.
  • Instagram: Choose the “Link in Profile” code to lead users to a link that you can provide Giveaways and contests work incredibly well with the lead generation.
  • Twitter: Link to articles and videos, share success stories of your clients and engage in discussion.
  • Pinterest: Build your own boards for your B2B niche.

Lead Magnets

It’s another great way to generate leads. A lead magnet is a piece of valuable content (maybe a PDF or a recorded webinar) that can be viewed, opened, or downloaded in return for an email address or other contact information. Lead magnets come in all forms and sizes; however, the thing they have in common is that they provide value above and beyond what is available to anyone visiting the site. The more useful information the lead magnet holds, the more it will be downloaded and shared.

Email Marketing

To make the most of email marketing, you ought to understand who you’ll be approaching and the best way to engage them. Email marketing is among the few online marketing methods that never gets old. It still supersedes the top place on a number of B2B marketer lists for B2B lead generation approaches.

Marketing automation is one of the main trends in email marketing at the moment, which has achieved great outcomes for several B2B companies. Marketing automation tools are essentially hybrid email marketing tools that link to your CRM and cause you to automatically send direct marketing emails to leads that are uniquely tailored to them.

Although conventional newsletters and email marketing are still relevant, the ability to control more user data and use behavioral stimuli has made it possible for B2B marketers to get a lot wiser about how they target users in the email.

Try to change the way to send the email. Old ads like “Sign up for our newsletter” don’t really work any longer, even though the fact is that nobody reads newsletter anymore. They like content that is tailored to them and meets their interests and needs.