B2B lead generation is hard. Here are 10 proven tactics that actually work.
1. Ask for Referrals
Conversion rate: 5x higher than cold leads
How: After a successful project, email: "Who else do you know facing [problem]?"
Pro tip: Offer incentives (discount, gift card, free feature)
2. Build Referral Partnerships
Find complementary businesses that serve the same ICP.
Example: Web design agency ? SEO agency ? PPC agency
Structure: Formal referral agreement with % commission
3. Master Cold Email
The formula:
- Personalized first line (research them)
- Problem statement (their pain)
- Social proof (brief)
- Single CTA (15-min call)
Volume: 50-100 emails/day
Response rate: 2-5% if done well
4. Warm Calling (Not Cold)
Don't call random lists. Call prospects who:
- Downloaded your content
- Visited pricing page
- Engaged on LinkedIn
- Attended your webinar
Result: 10x higher connect rate
5. Marketing Automation
Nurture at scale with:
- Email drip campaigns
- Behavioral triggers (page visit ? email)
- Lead scoring (auto-notify sales when hot)
Tools: HubSpot, Marketo, ActiveCampaign
6. LinkedIn & Social Selling
The process:
- Optimize profile (clear value prop)
- Engage with prospects' content (comment, like)
- Share valuable content (no pitches yet)
- Connect with personalized message
- Build relationship before pitching
Time investment: 30 min/day
Result: 10-20 qualified convos/month
7. B2B Directories & Review Sites
List your company on:
- G2, Capterra, Software Advice (SaaS)
- Clutch (agencies)
- Industry-specific directories
Why it works: High buyer intent
Bonus: Collect reviews (social proof)
8. Create High-Value Content
Content types that generate leads:
- In-depth guides (3000+ words)
- Original research/data
- Case studies
- Templates/tools (free)
Gate or not? Gate high-value (whitepapers). Don't gate blog posts.
Read: What is Content Marketing
9. Host Webinars
Topic formula: "How to [achieve goal] without [common pain]"
Promotion: Email list, LinkedIn, partners
Follow-up: Email attendees + no-shows with recording
Conversion: 20-30% of attendees book a call
10. Attend & Speak at Events
Trade shows & conferences:
- Booth ? collect 100+ business cards
- Speaking slot ? instant credibility
- Sponsor ? brand visibility
Follow-up is KEY: Email within 48 hours
How to Choose Which Tactics to Use
Start with 2-3 channels. Master them before adding more.
High-effort, high-reward: Webinars, speaking
Low-effort, scalable: Cold email, LinkedIn
Long-term: Content, SEO
Measuring Lead Quality
Track by channel:
- Lead-to-opportunity %
- Opportunity-to-close %
- Average deal size
- Cost per lead
Example: Referrals might generate fewer leads but close at 40% vs cold email at 8%.
Conclusion
B2B lead gen is a mix of outbound hustle and inbound value. Referrals + partnerships = fastest wins. Content + SEO = long-term engine. Cold outreach = necessary grind.
Pick 2-3. Go deep. Measure everything.
Want to qualify leads better? Read BANT Framework Guide.