How to Generate More Leads and Grow Your B2B Business in 2023

14 min readJul 31, 2023

In today’s business landscape, there are more businesses competing for the same customers than ever before. This means that it’s more important than ever to have a strong lead generation strategy in place. A lead generation strategy is a plan for attracting and converting potential customers into leads.A recent survey found that lead generation is a major challenge for most brands. The abundance of information and increased competition make it difficult to engage, reach, and track potential customers. As a result, many brands struggle to survive and succeed in the marketplace.

There are a number of challenges that B2B businesses face, including the high cost of leads, low conversion rates, long sales cycles, lack of qualified leads, and competition. These challenges can make it difficult to generate and convert leads into customers.

Are you ready to revamp your brand’s lead generation strategy in 2023? If so, you’re in the right place! In this post, we’ll discuss the importance of lead generation, how to qualify your sales leads, and the best sales lead generation tactics for any brand size.

B2B lead generation is the process of attracting and converting potential customers into leads for a business-to-business (B2B) company.
It is the process of collecting information about potential customers, such as their email address, company name, and job title. This information is then used to target them with customized advertising campaigns or sales pitches.

The goal of lead generation is to convert these potential customers into actual customers. By understanding their needs and pain points, businesses can create targeted marketing campaigns that are more likely to be successful.

For example, a B2B company that sells software for businesses might generate leads by attending industry events, publishing blog posts, or running online advertising campaigns. Once a lead is generated, the company can then qualify the lead by asking them questions about their business needs and goals. If the lead is qualified, the company can then follow up with them to discuss their products or services in more detail.

You can learn more about lead generation for B2B brands by watching the video below.

Types of B2B Leads: B2B leads are businesses that may become customers for your business-to-business (B2B) products or services. Unlike business-to-customer (B2C) sales, which are typically made to individuals, B2B leads are typically other businesses

MQLs (Marketing Qualified Leads): These are leads who have shown interest in your products or services through their online behavior, such as visiting your website or downloading your content. MQLs are not yet ready to buy, but they are a good starting point for your marketing team. MQLs are leads who have shown interest in your products or services, but they are not yet ready to buy. You can pass them down to your sales funnel for nurturing, which means sending them educational content and other resources to help them learn more about your products or services.
SQLs (Sales Qualified Leads): These are leads who have expressed a clear interest in your products or services and are ready to be contacted by a salesperson. SQLs are the most valuable type of lead, and they should be prioritized by your sales team.

Process of B2B lead generation:

Stage 1: Stage 1: The first step in most B2B lead generation strategies is to find the contact information of potential customers. This information can be obtained in-house, purchased from a lead database, or generated by a third-party lead generation company. However, purchasing lead data is not recommended, as it is often inaccurate and outdated.

Stage 2: Once you have a list of qualified leads, your sales representatives will reach out to them using a variety of methods, including cold outreach (email or phone calls), social media, other traditional channels, or by responding to inquiries.

Stage 3: While interacting with leads, your sales rep will measure how likely your leads are to buy. They will achieve this by assessing the stages the leads are in the buying cycle.

Stage 4:Once the potential client has chosen your company over the competition, the deal is finalized and they will be transferred to your customer success manager for onboarding.

Lead generation is the foundation of any successful B2B business. Without leads, there are no sales, and without sales, there is no business. Marketing and sales teams must work together to generate leads, nurture them, and convert them into customers.

Effective strategies to generate leads in 2023:

The best way to generate more sales is to customize your B2B lead generation plan to your target buyers, product, and industry. This is why we’ve compiled a list of B2B lead generation tactics for you to try. These tactics are designed to help you innovate and find new ways to grow your sales.

Run an A/B test:

A/B testing is a powerful tool that can help you improve your website, marketing campaigns, and customer service. By running A/B tests, you can quickly and easily determine which changes are most likely to lead to positive results.

n 2015, Amazon ran an A/B test on the product page for its Echo smart speaker. The original product page had a conversion rate of 12%. The A/B test version of the page included a number of changes, including a more prominent call to action button, a clearer product description, and more social proof. The A/B test version of the page resulted in a conversion rate of 16%, which is a 33% improvement.

Test different colors, messages, and formats on your marketing materials and web pages to see what resonates with your audience.

Create valuable content that solves your target audience’s problems

Content marketing is a great way to generate B2B leads because it can help you:

Attract your target audience: By creating valuable content that is relevant to your target audience, you can attract them to your website or blog.
Build trust and credibility: When you provide your target audience with valuable content, you build trust and credibility with them. This makes them more likely to do business with you in the future.
Qualify leads: By creating content that is targeted to your ideal customer persona, you can qualify leads and identify those who are most likely to be interested in your products or services.
Nurture leads: By providing your leads with valuable content on a regular basis, you can nurture them and keep them interested in your company. This makes them more likely to convert into customers.

Content marketing is a great way to generate B2B leads because it can help you:

Attract your target audience: By creating valuable content that is relevant to your target audience, you can attract them to your website or blog.
Build trust and credibility: When you provide your target audience with valuable content, you build trust and credibility with them. This makes them more likely to do business with you in the future.
Qualify leads: By creating content that is targeted to your ideal customer persona, you can qualify leads and identify those who are most likely to be interested in your products or services.
Nurture leads: By providing your leads with valuable content on a regular basis, you can nurture them and keep them interested in your company. This makes them more likely to convert into customers.

Here is an example of how content marketing can help you generate B2B leads:

Company X is a software company that sells a CRM platform to businesses. They create blog posts, infographics, and webinars that provide their target audience with valuable information about CRM software. This content helps them attract their target audience, build trust and credibility, qualify leads, and nurture leads. As a result, they are able to generate a significant number of B2B leads from their content marketing efforts.

According to a study, 91% of B2B marketers say that content marketing is effective for their business. This is compared to only 35% of B2B marketers who say that traditional marketing is effective.

Understand the strategic side of social selling.

https://www.youtube.com/watch?v=kb0_OaxoGi8

Social selling is the process of using social media to connect with potential customers and build relationships with them. It is a way of using social media to generate leads and close deals.

The strategic side of social selling is understanding how to use social media effectively to reach your target audience and build relationships with them. This includes understanding the different social media platforms, the different types of content that you can share, and the best practices for engaging with your audience.

Collect customer feedback to understand their experiences with your products or services.

Buyer reviews are like gold. They’re valuable, shiny, and they can help you close more deals.

They can help you improve your products or services. When you get feedback from buyers, you can learn what they like and dislike about your products or services. This information can help you make improvements that will make your products or services more appealing to buyers.
They can help you build trust with potential buyers. When potential buyers see positive reviews from other buyers, they’re more likely to trust your products or services. This can help you close more deals.
They can help you increase your sales. Studies have shown that businesses with positive reviews tend to generate more sales than businesses with negative reviews. This is because positive reviews can help you attract new buyers and encourage existing buyers to buy from you again.

So what are you waiting for? Start gathering buyer reviews today!

Free tools are a great way to generate B2B leads.

Companies like Ubersuggest, Crazy Egg, and Hubspot offer free tools that help businesses improve their SEO, website analytics, and customer relationship management. These free tools are a great way to attract leads because they allow businesses to “try before they buy.”

When a business uses a free tool, they are essentially giving the company their contact information in exchange for the tool. This gives the company a great opportunity to qualify the lead and then nurture them into a customer.

If you are a tech or SaaS company, I highly recommend offering a free tool as a way to generate B2B leads. It is a great way to attract qualified leads and nurture them into customers.

Optimize your CTAs:

Make sure your CTAs are clear and concise. The text of your CTA should be clear and easy to understand. It should also be concise, so that people don’t have to read a lot of text to figure out what you want them to do.

Use strong verbs in your CTAs. Verbs that are action-oriented will help to persuade people to take the desired action. For example, instead of saying “Learn more,” you could say “Sign up now.”
Use persuasive language in your CTAs. Your CTA should use persuasive language to convince people to take action. For example, you could use words like “free,” “limited time,” or “exclusive” to create a sense of urgency.
Place your CTAs in prominent locations. Your CTAs should be placed in prominent locations on your website or landing page. This will help to ensure that people see them and are more likely to click on them.
Test different CTAs to see what works best. Once you’ve created a few different CTAs, test them to see which one performs the best. You can test different colors, fonts, and placements to see what gets the most clicks.

Here is an example of an optimized CTA:

Original CTA: Learn more about our product

Optimized CTA: Sign up now for a free trial of our product.

Quora is a great platform for generating B2B leads.

It is a question-and-answer website where people can ask questions and get answers from other users. This makes it a great place to connect with potential customers who are already interested in the topics that you are knowledgeable about.

To generate leads on Quora, you can:

Answer questions: When you answer questions on Quora, you can include a link to your website or landing page in your answer. This will allow people to learn more about your products or services and to contact you if they are interested.
Ask questions: You can also ask questions on Quora that are relevant to your target audience. This will help you to attract people who are interested in the same topics as you and who are more likely to be interested in your products or services.
Comment on answers: When you comment on answers on Quora, you can also include a link to your website or landing page in your comment. This is a great way to get your website in front of people who are already interested in the topics that you are knowledgeable about.

Here is an example of a company that successfully used Quora to generate B2B leads:

HubSpot: HubSpot is a marketing software company that uses Quora to generate leads for its products and services. HubSpot’s team of experts answers questions on Quora about marketing, sales, and customer service. They also ask questions that are relevant to their target audience. This helps them to attract people who are interested in the same topics as they are and who are more likely to be interested in their products or services.

Videos can be a great way to generate B2B leads online.

Videos are a powerful way to communicate information and to connect with people. They can be used to explain your products or services, to share your expertise, or to tell your company’s story. When done well, videos can be very effective at generating leads.

Here are some tips for using videos to generate B2B leads online:

Create high-quality videos. Your videos should be well-produced and informative. They should also be visually appealing and engaging.
Target your videos to your target audience. Make sure your videos are relevant to the people you are trying to reach.
Promote your videos on social media and other channels. Share your videos on social media, your website, and other channels where your target audience is likely to see them.
Track the results of your videos. Use analytics tools to track how many people are watching your videos and how many leads you are generating.

Retargeting campaigns can be a great way to generate B2B leads.

Retargeting is a marketing strategy that allows you to show ads to people who have already visited your website or interacted with your content. This is a great way to reach people who are already interested in your products or services, but who have not yet converted into leads.

There are a few different ways to create retargeting campaigns. One way is to use a retargeting platform, such as Google Ads or Facebook Ads. These platforms allow you to create custom audiences of people who have visited your website or interacted with your content. You can then show ads to these audiences on other websites or on social media.

Another way to create retargeting campaigns is to use email marketing. If you have an email list of people who have visited your website or interacted with your content, you can send them retargeting emails. These emails can include links to your website, offers, or other content that you think will be of interest to them.

Retargeting campaigns can be a very effective way to generate B2B leads. By showing ads to people who are already interested in your products or services, you can increase the chances of converting them into leads.

Use Influencer Marketing

Micro-influencers are social media users who have a relatively small but engaged following. They typically have between 1,000 and 100,000 followers, and their content is often more personal and authentic than that of larger influencers. This makes them a valuable asset for lead generation, as they can reach a targeted audience with relevant content and build trust with potential customers.

Here are some of the benefits of using micro-influencers for lead generation:

They have a highly engaged audience. Micro-influencers’ followers are typically more engaged than those of larger influencers. This means that they are more likely to read, share, and comment on the content that their favorite micro-influencers share.
They are trusted by their followers. Micro-influencers are seen as more authentic and trustworthy than larger influencers. This is because they are more likely to share personal stories and experiences, and they are less likely to promote products or services that they don’t believe in.
They are cost-effective. Micro-influencers are often more affordable to work with than larger influencers. This is because they don’t have the same demand for their services, and they are often willing to work for a lower fee.

Referral Program

A referral program is a marketing strategy that rewards customers for referring new customers to your business. This can be a great way to generate B2B leads, as it taps into the power of word-of-mouth marketing.

Here are some tips for creating a referral program for B2B lead generation:

Offer a valuable incentive. The incentive you offer should be something that your customers will actually want. This could be a discount, a free product or service, or even just some recognition.
Make it easy to refer. The referral process should be as easy as possible for your customers. This means providing them with a clear and concise way to share your referral link or code.
Track your results. It’s important to track the results of your referral program so that you can see what’s working and what’s not. This will help you to optimize your program and get the best results possible.

Salesforce: Salesforce offers a referral program that rewards employees with points for each new customer they refer. These points can then be redeemed for rewards, such as gift cards or travel.

A growing brand is a profitable brand. However, profitability is only possible when the right client buys your services or products. This is not impossible, but getting both prospects and clients is a process that needs to be taken seriously.

The foundation of all your other moves along the sales cycle is nailing your B2B lead generation strategies. This means being creative and smart in getting your site visitors to convert and engage.

Here are some tips for generating B2B leads:

Identify your target audience. Who are you trying to reach with your lead generation campaign? Once you know your target audience, you can start to create content and campaigns that appeal to them.
Create valuable content. Your content should be informative, engaging, and relevant to your target audience. This will help you to attract and capture their attention.
Use lead magnets. Lead magnets are free gifts or resources that you offer in exchange for contact information. This is a great way to generate leads and build your email list.
Run social media contests. Social media contests are a great way to generate leads and engage with your target audience.
Attend industry events. Attending industry events is a great way to meet potential clients and generate leads.
Partner with other businesses. Partnering with other businesses is a great way to reach a new audience and generate leads.