15 Lead Generation Strategies to Generate B2B Sales Leads in 2024

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Lead generation remains the lifeblood of businesses seeking development and success in the ever-changing field of digital marketing. As we approach 2024, the competition is fiercer than ever, making it critical for companies to stay at the forefront of innovative ways to capture high-quality leads.

You’ve come to the perfect place if you’re a seasoned marketer trying to fine-tune your methods or a beginner eager to learn the art of lead generation or just overall considering to get professional lead generation services. 

In this blog, we’ll delve into the ever-changing world of lead generation and reveal the top 15 strategies to consider in 2024.

What Is Lead Generation

Any successful company relies on lead generation. It is the process of locating and nurturing potential consumers or leads who have shown an interest in your products or services. The goal is to drive these people through your sales funnel and eventually convert them into paying clients. Lead generation is the core of the client acquisition process.

This process usually starts with gathering potential lead information, which is done through numerous marketing strategies such as online forms, social media, email campaigns, or even in-person events. These leads can then be classified and prioritized based on their potential to convert into clients. 

Understanding your target audience, generating appealing content, and nurturing leads through individualized interactions are all part of effective lead-generation techniques. The ultimate goal is to deliver value to your potential consumers and create a relationship with them so that when the time comes, they will choose your product or service.

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What Are The Two Types Of Lead Generation?

Lead generation is classified into two types: inbound and outbound.

Inbound Lead Generation:

Inbound lead generation focuses on organically recruiting potential clients to your organization. To grab the attention of your target audience, it relies on generating valuable and relevant content, such as blog posts, videos, and social media content. Inbound marketing strategies frequently revolve around SEO, content marketing, social media marketing, and email marketing, with the goal of attracting prospects who are actively looking for information or solutions in your business. 

Outbound Lead Generation: 

On the other side, outbound lead generation entails a proactive approach to reaching out to potential leads. Cold calling, email outreach, direct mail, and advertising are examples of such methods. Outbound strategies seek to locate and interact with potential leaders who have yet to express a strong interest in your products or services. While outbound lead generation can be more challenging in terms of getting a response, it can be an efficient strategy to reach a larger audience and produce leads from multiple sources.

What exactly is B2B lead generation?

B2B lead generation is an abbreviation for business-to-business lead generation, and it refers to companies that primarily sell to (*drumroll please*) other businesses. It is the first and most crucial phase in any standard marketing strategy, marketing funnel, or sales process.

Lead generation entails gathering information about a potential consumer — such as name, email, company name, and job description — and using that information to target them with targeted sales presentations or marketing campaigns.

B2B lead generation differs from B2C lead generation, in which products and services are offered directly to consumers.

It is vital to distinguish B2B lead generation from B2C lead generation, in which products and services are directly sold to individual consumers. Furthermore, B2B and B2C companies use different techniques for lead generation, making it critical to forsake B2C strategies if you want to target potential B2B consumers.

The three best lead sources for B2B organizations, according to HubSpot, are SEO (14%), email marketing (13%), and social media (12%). Traditional advertising, social media, and email generate more leads for B2C. It’s more than where leaders come from; the nurturing process differs significantly between B2B and B2C, which is why marketers must get off to a good start.

The process of generating B2B leads

Mastering the art of generating B2B sales leads is only the first step in a much longer and more involved process. If you’re serious about generating sales, you’ll need to invest heavily in lead generation. Processes bring marketing and sales teams together and provide salespeople with a tried-and-true structure to work within. 

What will shape B2B lead-generating trends in 2024?

Even if the market is tight and saturated, instead of lowering or freezing your sales efforts, consider the alternatives.

Use your products’ particular characteristics to customize them to how the economic slump has affected the market.

-An earlier planned horizon. Buyers demand immediate results in an uncertain environment. A promise that a purchase will result in long-term revenue growth is only conceivable if evidence of short-term productivity advantages is shown. 

-The so-called “buyers’ market.” Fewer people are now knocking on vendors’ doors. It would help if you ventured forth. Customers want you to listen to them and find the best solutions to their problems.

-A focus on interpersonal relationships. When sellers and buyers have a good relationship, trust becomes an essential aspect of bringing in new business.

New B2B lead generation trends are driven in this setup by making the most of existing customers and ultra-customizing proposals for prospects.

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15 Lead Generation Strategies to Generate B2B Sales Leads

The most effective technique to increase sales is to tailor your lead generation plan to your industry, product, and target buyers. This is why more than one or two B2B lead-generating tactics are required.

To be successful, your sales and marketing teams must embrace experimental, continuous learning and new strategies to generate B2B sales leads. This includes experimenting with several techniques until you find what genuinely works for your specific firm.

If you’re ready to explore new options and journey into unfamiliar terrain, we’ve produced a list of 15 B2B lead-generating strategies for you to try. These techniques are intended to spark creativity and help you discover new ways to increase sales. It’s time to break free from the status quo and embark on an adventure.

  • Run A/B tests on critical pages 

WallMonkeys employed a heat map tool to see where visitors’ eyes landed first on their website while thousands of website users browsed for office wallpapers. Following the results, the WallMonkey team was certain that by modifying their site, they could improve B2B sales leads.

They put their theory to the test by split-testing a new background image and search bar, which increased the conversion rate by 550%. Good! 

-Will changing the image on your landing page enhance conversions?

-Will a revamp of your homepage result in more leads?

Probably yes, but the only way to find out is to conduct A/B split testing.

  • Earn your buyers’ trust with social proof 

Social proof is an essential component of most B2B lead-generating strategies. Buyers will look for testimonials to make a more informed purchasing decision because they may be skeptical of promises about your product/service. The more social evidence you can gather on your site, the easier it will be to establish trust and sales. Consider adding social proof to your landing pages and homepage, publishing reviews on social media, and developing case studies – collecting positive reviews is another excellent way to build trust.

  • To get more B2B sales leads, use Quora Q&As

It’s nothing new to using information to educate buyers and answer burning questions. The most challenging task for most B2B marketers is getting content in front of buyers. And finding out what queries buyers are asking. Both of these issues are addressed by Quora (or other forums). Quora, as a social Q&A site, is an underused medium for B2B lead generation. 

  • Leadfeeder can help you boost B2B social sales

AlertOps needed help in identifying the company that was accessing their website. They were aware that “warm” leads were abandoning their contact information. By incorporating Leadfeeder into their sales process, they were able to determine which organizations visited their website, even if they did not download a lead magnet or fill out a form. Within a month, they increased their sales demo rates by 700%. They even secured a sales demonstration with a Fortune 500 organization.

  • More case studies should be published and promoted 

Case studies are an integral component of any content marketing strategy. Before making a purchase, B2B buyers are highly analytical risk-averse and frequently require the consent of numerous ROI-minded decision-makers. As a result, as many buyers have recognized, case studies are now actual sales enablement content for the middle-to-end stages of the lead-generating process.  Allow case studies to sit idle on your website. Promote them openly to boost your credibility.  

  • To attract sales from savvy buyers, publish original research

High-Speed Training achieved a significant ROI after publishing an in-depth study for customers in the hospitality industry. The research not only established them as the industry leader but also increased the visibility of their website and gained publicity from 38 different media outlets. Before making a purchase, B2B buyers view an average of 13 items of material. Information on a vendor’s website, in-depth reports, and third-party reviews are examples of content. 

  • Make rapid wins with landing page changes. 

Everyone appreciates ripe, low-hanging fruit. 

When it comes to generating B2B sales, your landing pages – the most transforming places in the buyer experience — are abundant fruit trees. 

Follow these steps to get immediate B2B lead-generating victories on your landing page:  

-Back up your content with social proof

-Improve the relevance of your call-to-action (CTA) copy. 

-Improve your headline to attract buyers’ attention.

Use your page’s live chat functionality to educate and overcome objections.

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  • AI-powered Personalization

Artificial intelligence (AI) is a game changer in business-to-business lead generation. AI-powered personalization takes center stage in 2024. AI is being utilized to tailor ads on an unprecedented scale; it is no longer limited to data analysis.

AI is altering the way we engage potential clients, from segmenting leads to developing targeted content and delivering personalized communications. With the help of analytics, organizations can provide more relevant and customized information, increasing their chances of conversion.

  • ABM stands for account-based marketing

ABM is not a new concept, but its significance will expand in 2024. With the help of Manlitics’ experience, this strategic approach focuses on a limited number of key accounts and tailors campaigns to their individual needs. Precision and customization are critical components of ABM, ensuring that each target account receives a tailored experience. This method is effective for companies who wish to engage high-value clients.

  • Make powerful lead magnets and incentives

Lead magnets are the bread and butter of your B2B lead generation strategy. 

“A lead magnet is anything that you can offer a prospect that has enough perceived value in exchange for their contact information, such as an email address,” says Richard Wood, Managing Director at Six & Flow. If you want to design an effective lead magnet, you should focus on your buyer personas and a specific problem that they are experiencing and that you can solve.”

However, most businesses must fix the lead magnet issue. They provide surface-level content that can already be found in a typical blog post. That’s not very “magnetic,” is it? 

Avoid making the same mistake. Scrap the high-level information unless you’re sure it’s valuable, and instead provide your detailed, real-world experience in the format of:

-In-depth guides

-Comprehensive how-tos

-Detailed case studies

-Resource libraries

-Workbooks or checklists 


  • Rethink your digital marketing strategy

While most firms employ more than one digital marketing technique, such as SEO, they frequently want assistance in integrating multiple methods. This means that your company may have one team focused on B2B SEO or PPC advertising and another on social media strategy. They must, however, communicate with one another. This method produces a fragmented web marketing plan, which can have an impact on your total performance. As a result, developing an integrated digital marketing strategy is becoming increasingly important for companies. Each of your marketing channels, from your website to social media, should work together to create a unified campaign that drives visitors from one stage of the purchasing funnel to the next. Companies must also consider their digital marketing strategy in the long run. 

Consider what you want your strategy to achieve not just this month but over the next six months. Determine your long-term goal, whether it is lead generation, client retention, or income, and then use each of your marketing channels to contribute to it. In most situations, firms, particularly small-to-medium-sized businesses (SMBs), need help to develop an integrated digital marketing strategy in-house. As a result, many companies now meet their lead generation goals by collaborating with a specialist lead generation service.

  • For B2B leads, look to LinkedIn and Facebook

Businesses frequently disregard social media as a B2B lead generation strategy. However, it is an excellent tool for producing valuable leads. Social media sites such as Facebook and LinkedIn have generated leads for businesses of all sizes. Do you wish to use social media in your lead-generation strategy in 2024? Today, nearly half of B2B marketers have acquired clients on Facebook. Not to mention, LinkedIn accounts for 80% of social media leads.

Furthermore, only 26% of businesses use social media, making it an ideal market for increasing your lead-generating efforts. LinkedIn and Facebook also have a sizable user base. LinkedIn allows your company to connect with over 590 million members. In the United States, there are approximately 154 million members. LinkedIn users seek not only professional information but also industry resources, making it an ideal platform for generating and nurturing leads.

In comparison, Facebook has over 1 billion daily active users, making it a go-to lead-generating tool for both B2B and B2C businesses. Facebook, like LinkedIn, has a plethora of advertising alternatives for producing leads. 

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  • Make yourself a thought leader in your field

In the B2B market, your organization must exhibit industry understanding and leadership. Demonstrating that your organization knows the market and the demands of customers will persuade them to call you and see how you can assist them. This allows you to establish yourself as a thought leader in your field. Content marketing is a tried-and-true lead generation method for B2B companies. With content marketing, your team creates and distributes information that answers and resolves frequently asked problems from your target audience. This information also assists users in progressing from the top to the bottom of your buying funnel. According to research, content marketing is effective for lead generation. Content marketing creates three times the number of leads as traditional marketing. 

As a result, nearly 90% of B2B marketers employ this digital marketing strategy, whether to generate manufacturing sales leads or software leads. While most organizations utilize content marketing, being a thought leader in your sector might take time. As a result, businesses must commit to this B2B lead-generating approach for the long term. In 2024, make it a component of your digital marketing strategy once more. If you have yet to see the results you expected in 2018, conduct a thorough evaluation of your strategy. Look for areas where you can improve, as well as areas where your content may succeed in matching user purpose or expectations.

  • Experiment with different methods of outreach

When your competitors are using the same old cold email scripts, a little bit of innovation in your outreach will go a long way in your B2B lead generation efforts. 

  • On LinkedIn, look for high-value leads

For “big deal,” high-value B2B lead generation, LinkedIn is the place to be! While competition is fierce and the cost-per-click is higher than on other platforms, the ability to hyper-target your audience compensates.  

If you’re planning to advertise on LinkedIn, be sure to include the following: 

-A high-end B2B product or service. A higher lifetime value (LTV) usually permits for the larger spending required to play on LinkedIn.

-A one-of-a-kind, high-level education. LinkedIn users are regarded to be career and skill-oriented. You’ll get better results from your advertising if you provide content that will benefit them. 


Your company’s success in 2024 will be determined by an adaptive approach that combines modern technology with human-centric methods. The large percentage of unconverted leads demonstrates the need to close the gap between lead generation and conversions. To handle this effectively, your company must employ disruptive techniques and strategies. Utilizing AI-driven personalization alongside human expertise to tailor interactions is also one of the critical imperatives, as is implementing Account-Based Marketing (ABM) for your personalized campaigns, conducting continuous SEO audits for sustained visibility, prioritizing User Experience (UX) enhancement for better lead generation, and harnessing the potential of social media platforms like LinkedIn and Facebook for acquiring valuable leads. This seamless integration of creative tactics and in-depth consumer awareness equips your company to succeed, converting leads into significant revenue streams of conversions.

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