B2B Lead Gen Campaigns: 5 practical tips for more success

In the B2B world, it is particularly important to continuously generate new qualified leads. They are the fuel of a successful sales pipeline. In contrast to B2C sales, marketers and sales specialists in B2B companies have to respond much more individually to the needs of their potential customers from various target industries. It is therefore important to outperform the competition in terms of market awareness and reach. To do this, it is essential to target the right customers precisely. The key: B2B marketers should develop strategic lead gen campaigns that offer their potential customers real added value and create meaningful connections.

So if you are a B2B marketer and want to generate better and more leads for your business, you can follow these 5 practical tips to achieve just that:

Important: The ICPs – there may well be several – should include all the details about your ideal and targeted B2B customers. This information includes

• Target/desired industry
• Preferred locations
• number of employees
• Number of customers
• Annual turnover

However, this also includes information that delves even deeper into the specific processes of the desired customers and requires specific research and your own experience. For example

• Specific pain points of the respective company/industry
• Decision-making paths in the purchasing process
• Preferred communication channels

“Content is king”, especially when it comes to B2B lead generation. In this environment, you now need more than a run-of-the-mill standard sales brochure. The aim is to create engaging and useful content that is precisely tailored to the needs and challenges of your target customers. Real lead magnets play a decisive role here: they not only attract prospective customers, but also retain them in the long term thanks to their high added value. 

Your potential customers are attracted by your valuable content. Great! Now you need to make sure they know what to do next. Provide a link with a clear call to action (CTA) for each piece of content. This should lead to specific landing pages where the potential customer is prompted to take the next step. This is a crucial step in the conversion from prospect to lead. 

Particularly important: Build the page and any forms with a specific goal in mind – for example:

• Collecting email addresses for a downloadable resource 
• Signing up for a free trial 
• Registration for a webinar
• Entering contact details for a personal appointment

Keep the form short and sweet. Avoid any unnecessary information. If you don’t know in advance what you want to do with a piece of information, no problem. Just leave the field blank. And…

For example: send a maximum of one automated onboarding email per day that explains step by step how your product or service solves the customer’s problem. Consider using marketing automation tools to create personalized content and timely follow-ups. You should also rely on public information sources to further qualify your leads. These sources include

• the company’s corporate website 
• the LinkedIn profile of the contact person 
• Quarterly reports for listed companies

When the customer is close to making a purchase, things have to move quickly. Everyone has experienced it in their day-to-day work: after an eternal email ping-pong on a certain topic, you called your colleague and solved the problem directly within a few minutes. According to the motto: “Good thing we spoke on the phone!” At work, the good old telephone is still often the most popular way of contact. In the B2B world, it’s usually about customized solutions – communication between people.

And: always derive measures from this to optimize your B2B lead campaigns for maximum efficiency.