generate more b2b sales leads

21 (Evergreen) Ways To Generate More B2B Sales Leads

03 June 2021 by

What’s the best way to generate more B2B sales leads?”

My default answer to this question—depending on my mood—is: 

All lead generation tactics and strategies help you get leads. The best way boils down to how you’re generating sales leads, what you’re selling, and who you’re selling it to.”

This might sound like a sassy response to some. Well, it’s not. 

b2b sales leads gordon ramsay

Through my rewarding highs and humbling lows in the sales world, I’ve learned (the hard way) that it's the truth.  

I’ve also learned that while most of us are aware of popular or (dare I say it) glamorized ways to generate leads, we’re still unsure of what B2B strategies, tactics, and channels to use. 

Stepping away from the glitz of trending tactics and strategies, I’m sharing 21 evergreen ways to generate more B2B sales leads. 

But, before I begin, here’s a blunt truth that most B2B sales reps and marketers brush under the rug, or simply fail to acknowledge…

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B2B Lead Generation Guide

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The best way to get B2B leads (the blunt truth)

The best way to generate more sales is to tailor your B2B sales strategy around your industry, product, and buyer. 

In order to do this, your sales and marketing teams must be willing to repeatedly experiment, learn, and implement new ways to get B2B leads. 

But, because we’re mostly ROI-minded in sales and marketing circles, we bristle at the mention of trying and testing something new. This mindset is a double-edged sword. 

Yes, it minimizes risk. At the same time, however, it lulls sales reps and marketers into playing “too safe”  and as a result, hinders your ability to generate more sales.

This needs to stop. 

If you want to narrow down the best ways to generate leads, be willing to take an educated leap on home-run lead generation tactics and strategies.

How to increase B2B sales: 21 tactics that work

There is no quick fix or “single best way” to generate B2B leads and sales. 

From selling law services to businesses, mobile apps to festival owners, to leading the revenue mission here at Leadfeeder, I’ve learned that every sales environment is different. 

Transitioning between each one forced me to evolve my approach to B2B lead generation. 

It’s also opened my eyes to the successful strategies and tactics that are easily adaptable to, and work for most B2B organizations. So without further ado, here they are…

1. Prioritize content that’ll generate B2B leads 

Create in-depth content to generate more inbound B2B leads.”

Like you, I’ve heard this truism a gazillion times. But going back to my point about adapting B2B sales tactics to your audience—it depends on who you’re creating content for. 

Agency owner Zach Balby, for example, discovered that his technical, long-form content was actually costing him leads.

And Reachdesk noted that in regards to content, Leadfeeder uncovers a layer of information after impressions and clicks. A huge win when planning content that works.

Instead of attracting actual clients looking for agency-level support with marketing, it attracted other marketers and students—the wrong type of B2B leads.

Switching up his content strategy, he replaced long-form “how-tos” with top-level content aimed at decision-makers who were looking to hire an agency. 

b2b sales leads content strategy

This instantly increased inbound leads for Balby's agency. 

After just writing a single post about hiring an ad agency, he went from zero leads to being approached by multiple clients who wanted help with marketing. 

The lead generating lesson: Don’t blindly create high-level content. If you want your content to increase sales, confirm what your buyers are searching for first. 

Then customize what you create around that. 

2. “Pick a bone” to boost B2B lead generation

Did you know that even with the smallest of distinctions, people can’t help but show loyalty to the groups they identify with?

Your favorite brands generate more sales with this technique by reinforcing an idea that pushes you away from the competition and pulls you over to their side. 

In their MAC vs PC beef, for example, Apple squared up against Mircosoft’s PC to show that the MAC is for “hip” creatives. 

The PC, on the other hand, was presented as the prehistoric device of choice for corporate cubicle dwellers.

b2b sales leads mac versus pc

Now, using this tactic to increase B2B leads doesn’t mean you have to beef,  or “throw shade” at competitors. Just highlight your competitive advantages to set your product apart. 

If you have stronger customer support, more choice, better pricing, etc., use these features to your advantage.

Totara Learn, an enterprise learning software, for example, continually reinforces how it is unlike other vendors and enables freedom by not locking users to their system. 

b2b sales leads totara learn

3. Increase the number of intimate interactions with B2B leads

b2b sales lead interaction

When considering a purchase, B2B buyers spend the majority (27 percent ) of their time researching. 77 percent of them also class their purchases as “complex or difficult.” 

B2B sales cycles are longer and more complicated. This can make it harder to get “your foot in the door” or shorten the time it takes to close a deal. 

But, you can still speed up the path to purchase by proactively seeking live conversations and interactions with leads. 

If a prospect asks about a feature, for example, don't just link to a knowledge base, offer a 10-minute walkthrough instead. 

Once you’ve delivered the walkthrough, get them to meet up, or schedule another call.  

If they’re asking a technical question, connect them with an internal support member and follow-up them up later. 

While they can answer basic questions, one-directional forms of communication—like links to blog posts and videos—are less likely to be remembered and develop a relationship. 

That’s why getting closer to your leads with each interaction is critical; more intimate “touchpoints” build trust which means leads are more likely to buy from you.

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Leadfeeder for Marketing

Track site visitors, measure campaign success, and find more qualified leads.


4. Use Twitter to personalize B2B lead generation

Whether you’re B2B, B2C, or DTC, personalizing your lead generation to your buyer is a must, especially when you’re dealing with busy decision-makers. 

But how do you spot opportunities to personalize your approach and win B2B leads? 

Use Twitter to find personal insights on your decision-makers. 

Because most buyers don their “professional hats” on LinkedIn, they’re on guard; they expect to be pitched. 

This means they’re also less likely to share personal details that can actually help you establish a connection. 

On Twitter—which is accepted as a more social as opposed to professional platform—their “guard” is lower. 

And by using the platform to support your research, you’ll discover opportunities to personalize that you probably wouldn’t find elsewhere. 

5. Use epic content campaigns to (continuously) generate leads 

With less than 100 monthly searches for its target keyword, Snack Nation, an office snack supplier, struggled to increase B2B leads through its SEO efforts.

Going after a bigger audience that would include their ideal B2B leads, they created an epic post on “employee wellness”—a broader search term that their target buyers use. 

While producing the post, they took extra care to ensure that it was actually “epic” enough to generate leads. This included:

  1. Outdoing competitors by featuring 121 ideas on “employee wellness.”

  2. Included a large number of contributions from other authorities in the industry. 

  3. And using an aggressive outreach strategy to get influencers to share their post. 

This propelled them to the no# 1 spot on Google for their keyword. 

And despite being over 3 years old, this post continues to generate tons of traffic and leads for them to this day.

b2b sales leads content campaign

As Snack Nation’s story shows, evergreen content can lead to evergreen lead generation. 

So if you can create content that outperforms your competitors, go for it.

6. Build a list of high-quality B2B leads (instead of buying)

Buying a list of leads is like sending scripted emails without any personalization. It may feel like you’re saving time, but in reality, you’re spinning your wheels. 

“One of the best ways to do this is to get visibility into who’s visiting your website. If you have information about someone at a company viewing certain pages on your website, then you have a better chance of sending a personalized message to them to begin a conversation.” - Ben Lack, CEO of Interrupt Media

Closing B2B leads requires relevant information and high levels of personalization. 

Unfortunately, purchased lists fail to provide either. They’re outdated by the time you get them, or provide very little enrichment information. 

So instead of buying a list of B2B leads, build your own.

7. Create a free tool to generate leads for you 

HubSpot offers a free CRM. Crazy Egg gives a free Heatmap tool. Ubersuggest offers free SEO analytics reports. 

For SaaS and tech companies, one of the best lead generation strategies I’ve witnessed is a free tool. 

Offering a free tool is great for lead generation because:

  1. It allows leads to “try before they buy.” 

  2. It gives you a strong opt-in offer that attracts high-quality leads into your sales funnel. 

In our early days, we used this exact tactic at Leadfeeder to get users to find and refer leads to us. It’s worked so well that we still offer free trials today! 

8. Use Leadbots to increase B2B sales without raising headcount 

Anymailfinder, a two-person SaaS startup, has already increased B2B leads and generated 60 percent more revenue with a Leadbot. 

Aside from lead generation, the Leadbot optimized their onboarding process and slashed their response time down to an average of 3 minutes. 

Despite your reams of content, FAQ sections, and knowledge bases, leads won’t always find the answers they’re looking for. 

Using a Leadbot, you can address customer queries, filter high-quality leads, and quicken the pace of decision-making conversations without increasing headcount. 

9. Score prospects for a “leaner” lead generation process

b2b sales leads score leads

73 percent of leads are not sales-ready. 

Some need nurturing, others need to try your product out, and of course, you’ll get your fair share of tire kickers. 

So if you want to get more high-quality B2B leads (without grinding your resources to a nub,) you’ll need to score leads. 

This way, you can focus your efforts on the small percentage of leads that constitute the bulk of your revenue. 

10. Increase productivity with sales automation tools 

Confession: I hate some of the manual tasks associated with sales (*gasp*). C’mon, can you blame me? 

Like other starry-eyed sales reps early in their careers, I got into sales to, you know...generate sales, close big deals, and make power moves.

But, I didn’t feel like I was living up to those ambitions while flicking through pages of paperwork. Fortunately, reps don’t have to endure this anymore. 

With the right sales automation tools, reps can save time on necessary tasks such as updating CRM records, gathering data on leads, or completing paperwork. 

This means less time pushing papers, more time spent generating sales, and happier sales reps. 

11. Get B2B leads from Quora Q&As

b2b sales leads quora

As a social Q&A site, Quora is an underestimated platform for B2B lead generation. 

Writer Nicolas Cole, for example, built a loyal following and a solid reputation on Quora by answering questions with detailed, and occasionally personal answers. 

Thanks to his answers on Quora, he was able to skyrocket the growth of his 7-figure content agency, Digital Press, within a few years. 

Find your buyers on Quora, answer their questions, link back to your content, and profit. 

12. Use Leadfeeder to power up B2B social sales

Prior to using Leadfeeder, Alert Ops struggled to identify the company profiles visiting their website. They knew that “warm” leads were leaving without giving contact information. 

After integrating Leadfeeder into their sales process, they identified which companies those warm leads were coming from and reached out to them via LinkedIn. 

Within a month, this boosted sales demo rates by 700 percent. They even landed a sales demo with a Fortune 500 company.

Leadfeeder plays a huge role in the system we built to qualify sales leads and schedule demo calls.” says Nathan Rofkahr, Director of Growth for AlertOps. 

To improve your social sales use Leadfeeder, in partnership with LinkedIn Sales Navigator.

Then download a custom feed of visitors to your site (ideally for visitors to your product page) as a CSV. 

leadfeeder linkedin sales navigator

After that, upload the file into Linkedin’s match audiences platform. 

leadfeeder matched audiences platform

Now you can start following, or retarget cold visitors as warm connections on LinkedIn and begin personalizing your approach. 

And if these visitors return to your site, Leadfeeder will also notify you that they’re from LinkedIn.

13. Send direct mail to drastically increase persuasive power

b2b sales leads direct mail

With just one well-executed direct mail campaign costing $800 to implement, Bizzible generated $33,000 in additional revenue. 

And with just a few well-targeted direct mail packages, Ash Ambirge, a former Account Exec, got a 100 percent response rate from B2B leads in a competitive industry. 

Paired with personalization, direct mail will distinguish your lead generation campaigns apart from competitors and help you close big deals.

14. Publish and promote more case studies 

B2B buyers are extremely analytical, risk-averse, and often need the approval of multiple ROI-minded decision-makers before purchasing.

And—as many buyers have admitted themselves—this makes case studies essential sales enablement content for the middle-to-end stages of the lead generation process.  

But, don’t just let case studies sit idle on your website. Shamelessly promote them to skyrocket your credibility. 

15. Find high-quality leads through new content channels

If you’re creating content for one exclusive channel, you’re letting leads slip through your fingers. To generate more leads, expand the reach of your content. 

Do you need to start your own podcast or create a studio for polished YouTube videos? 


You can simply take existing content and adapt it to a new platform. For example, you can take a popular blog post and convert it into a YouTube tutorial. Ahrefs have mastered this

Or, you can take an impressive case study and share it on industry podcasts, like Nextiva

16. Publish research to generate sales from savvy buyers 

When High-Speed Training published an in-depth report for buyers in the hospitality industry, they saw a massive ROI from their content.

Not only did this help position them as the leader in their field (hospitality training,) it also boosted their site’s visibility and earned coverage from 38 different media outlets. 

On average, B2B buyers encounter 13 content pieces before purchasing. This includes information on a vendor’s website, in-depth reports, and third-party reviews. 

You can use this reverence for data to radically transform your inbound lead generation. How?  

Become a source for industry-related information, trends, and data. This will help you: 

  • Become a respected authority in your industry 

  • Generate strong SEO backlinks and PR coverage.

  • And deliver great value to your potential leads

17. Use laser-like focus landing pages to reel in leads

The landing page is one of the most transformative, make-it-or-break-it points in the B2B lead generation process. The stronger it is, the more sales you can expect. 

While there’s a lot of room for tinkering and testing your page, some quick wins that can bring you more leads include: 

  • Reinforcing your copy with social proof.

  • Making your call-to-action (CTA) copy more specific. 

  • Tweaking your headline to catch the attention of buyers.

  • And using a Live Chat feature on your page to overcome objections.

18. Gate LinkedIn content to generate more sign-ups

Creating gated content on LinkedIn is great for getting more leads to subscribe to your email list. 

Simply offer existing content that’s valuable to your leads, and share it with your network in exchange for their email addresses. 

Adam Goyette, VP of Marketing at G2, for example, got over 200 likes and 700 comments requesting access to his content using this technique.

b2b sales leads adam goyette

Not bad for a single post on a social network, right?

19. Reach sales-ready B2B leads with cold outreach 

You’ve probably heard that outbound sales tactics are ineffective

Well, you’ve heard wrong. 

I’m not going to beat the drum about how glamorized inbound sales tactics have robbed “stage time” from outbound sales tactics. 

But, with so many companies almost feeling entitled and passively waiting for leads to come to them, outbound lead generation is stronger than ever.

Thanks to outbound lead generation:

If you haven’t got the budget to support expensive inbound lead generation, outbound sales tactics are your best bet. 

The only caveat is that  financial costs are replaced with time costs.

20. Use your email signature to “passively” generate leads

b2b sales leads email signature

You’re already sending a ton of emails from your personal/company email address. Why not turn each email into an opportunity to get more leads? Here’s how: 

  • Use a high-quality headshot.

  • State your title and role.

  • Include only one link to either your LinkedIn account or critical enablement content—like case studies or white papers. 

(Feel free to manually switch between the two for different prospects.)

21. Shoot snappy videos to reel leads in

88 percent of marketers report a positive ROI from using videos. And according to LinkedIn, company page videos generate five times more engagement than any other type of content.

Regularly posting one-minute videos, Goldie Chan boosted her social media agency’s credibility, gained top “Influencer” status, and earned the “Oprah of LinkedIn” title. 

Jeremy Leveille, an Atlanta-based sales rep, successfully used B2B rap videos in his cold emails to get leads to pay attention. 

b2b sales leads videos

Want to dominate and set yourself apart in your industry? 

Stop being shy. 

Make yourself impossible to ignore with snappy videos. 

More leads equal more sales

Like me, you’re committed to increasing sales...

But, it’s easy to get tangled in the web of different lead generation strategies and tactics, isn’t it? You’re often grappling questions like: 

  • What’s the best B2B lead generation strategy?

  • Will this tactic actually increase sales? 

  • What will drive the best results? 

My advice? 


Overthinking and over-optimizing your lead generation doesn’t drive results. 

Instead, speak to your team, shake hands on a few strategies and tactics that you all agree might work, then...get busy taking action. 

You’ll quickly figure out what works, discard what doesn’t, and increase sales without stressing over missed opportunities. 

lead generation guide

B2B Lead Generation Guide

Marketers — need some fresh ideas to hit your MQL targets? Download this guide and fill up your pipeline now!


Anna Crowe
By Anna Crowe

Anna is the Assistant Editor for Search Engine Journal and Content Strategy Lead at Leadfeeder. Over the last 9 years, Anna has successfully developed and implemented online marketing strategies, SEO, and conversion campaigns for 100+ businesses of all sizes; from the Fortune 500, to startups, and nonprofits. She enjoys burritos and puppies (in that order).

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