Monday January 18, 2021 By Dave
8 Unconventional Ways to Generate Qualified B2B 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 achieved to loss of life.

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

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

Supply: Venngage

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

You must be open to A/B testing your methods and your content material. Commonly observe 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 need to create supplies that entice consideration from that viewers.

Getting eyeballs in your content material gained’t imply a lot in the event that they aren’t changing into clients — these aren’t the best B2B gross sales leads to 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 purpose for an organization — search for the decision-makers inside that firm.

Each goal firm could have a number of key individuals who resolve which services profit the enterprise. These are the decision-makers your content material must be tailor-made to, and for whom you may construct purchaser personas round, comparable to this instance:

Supply: Venngage

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

  • Age
  • Location
  • Job title
  • Stage in firm
  • Most popular content material channels
  • Desired targets
  • 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 recognize your viewers, the next step in tailoring content material to earn B2B gross sales leads is to determine their search intent, which may take quite a few types:

  • Trying to find info
  • Looking to purchase
  • Looking to be taught

As a largely B2B firm, we do intensive analysis earlier than creating a chunk of content material. We confirm key phrases associated to our matter, however we additionally test Google, the “Individuals Additionally Ask” part, AnswerThePublic, and conduct surveys among fellow marketers.

Select key phrases and phrases which are related to your viewers — not solely primarily based on search quantity. Fashionable searches in your trade will entice extra B2C customers, whereas targeted key phrases which have a better worth, however a decrease search quantity, normally fall within the B2B realm.

2. How you can use B2B e mail advertising

B2B e 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 constantly usher in B2B gross sales leads — if achieved proper. You must maintain a number of issues in thoughts to make e mail advertising a profitable lead technology channel.

Automate e mail advertising

Advertising groups know the advantages of automating processes: smoother workflow, quicker 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 use marketing automation to phase e mail lists, ship focused campaigns, reply to deserted carts, and convert clients, as this graphic explains:

Supply: Venngage

Think about this situation: 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 may fall by the cracks, or get a response nicely after they’ve selected one other model.

Electronic mail automation may 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.

Electronic mail deliverability

Automating emails is one factor, however are your clients receiving your emails? You possibly can create the most effective content material in your trade, however it is going to 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 title as a substitute of an individual’s title usually tend to find yourself within the spam folder or not opened in any respect. Use a person’s tackle to ship emails, and embody a reply-to choice to that tackle.
  • Don’t change the frequency of your e mail campaigns too typically. There might be sure intervals whenever you ship extra emails, however be as constant as doable so your subscriber base is aware of when to anticipate your emails.
  • Commonly test and clear your lists so that you aren’t sending emails to addresses that now not exist and improve your bounce charges.

Electronic mail content material

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

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

3. Hybrid occasions

Conferences have at all times been place to make potential B2B gross sales, as they’re shared areas for folks with comparable 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 traditional. 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 better 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 take a look at attending extra hybrid occasions of their trade to fulfill potential shoppers.
  • Taking part in occasions: seek for talking engagements at conferences to put what you are promoting as a thought chief within the subject and generate extra natural leads.
  • Maintain occasions: what you are promoting can hold hybrid events to attach with consultants in your subject and set up partnerships with potential clients.

Occasions may be loads of onerous 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 big a part of content material advertising — and it’s essential for locating B2B gross sales leads. Within the B2B enviornment, it’s essential 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 likelihood for future referrals that can carry in additional gross sales.

Listed below are the three areas you need to deal with for personalization:

  • Displays
  • Social media
  • Touchdown pages

Gross sales displays

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 what you are promoting can do, except you’re speaking in regards to the options you may 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 may present them how educated you’re 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 subject, too.

I’ve talked about the significance of discovering decision-makers inside goal firms. Most of those decision-makers could have a presence on social channels comparable 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 along with your group 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 may exhibit some persona.

Twitter is one other place to generate B2B gross sales leads, and it’s one for understanding your clients, as a result of Twitter is the place folks 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 — it will assist create extra significant relationships.

Touchdown pages

An incredible touchdown web page grabs a buyer’s consideration inside seconds. One of the simplest ways to try 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 info on there — that may be overwhelming for a customer.

Maintain 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 software for drawing in B2B leads. People across the board trust referrals from fellow customers.

For B2B manufacturers — the place gross sales can generally contain thousands and thousands of {dollars} — a referral from a pal, backed up by robust critiques, can result in a purchase order way more shortly than paid incentives and promoting.

Referrals result in extra loyal clients and higher retention charges. Additionally they act as a software for enhancing natural attain as a result of established clients develop into your organization’s ambassadors, like this PioneerSystems case study.

How do you get referrals? Listed below are a number of steps:

  • Provide rewards comparable to reductions, free coaching periods, and occasion invites
  • Survey a number of clients
  • Maintain your surveys brief and exact so clients might be extra more likely to reply
  • Ship surveys often and maintain the window between surveys brief
  • Embrace follow-up questions asking clients to clarify their scores
  • Use the net promoter system to calculate how possible clients might be to suggest you
  • Ask for a written evaluation or testimonial, or to function in a testimonial video
  • Recommend making a case examine
  • Ask for a quote for a press launch
  • Provide content material that clients can share with their buddies

Referral advertising is a good way to generate leads, however you do must 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 learn how to do it:

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

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

Listed below are a number of 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 — take a look at these infographic examples for inspiration
  • Share infographics on social channels and as a e-newsletter
  • Divide an infographic into a number of smaller graphics to share on social media
  • Flip listicles into social media carousel posts
  • Create e mail headers from social posts
  • Flip a weblog publish right into a podcast or webisode
  • Mix a number of weblog posts on an identical 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 technique are countless.

7. Different content material channels

Standard knowledge has been to deal with the channels that you recognize finest, as a substitute of being a jack-of-all-trades and dabbling in a number of channels. However you additionally must know what channels your potential B2B gross sales leads are favoring. For those who’re not the place your clients are, you’re dropping leads.


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


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


Video advertising is one other software 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 usher in 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 may’t create a video and go away it at that — a promotion plan will must be executed.


Seek for B2B leads on channels like Quora and Reddit. Clients 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 individual expertise and use these channels for analysis.

There are a number of channels out there to get certified leads. Don’t stretch your self too skinny as that can 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 excellent gated content material. However why ought to clients join them?

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

  • Tackle your clients’ ache factors early on
  • Resolve their issues along with your content material
  • Embrace 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 onerous
  • Repurpose your content material each time you may
  • 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 the most effective for this lead technology technique.

Key takeaways: Deal with the folks behind B2B gross sales leads, not the enterprise

The method of producing leads and inspiring them by the client journey to develop into a loyal buyer who advocates for what you are promoting is a difficult one. It’s vital to keep in mind that even within the B2B subject, you’re partaking with folks 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. Electronic mail advertising
  3. Hybrid occasions
  4. Personalize
  5. Referral advertising
  6. Repurposed content material
  7. New content material channels
  8. Gated content material

You possibly can undertake all or a number of of those lead gen strategies, however keep 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 group can deal with it.

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

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