Many B2B teams still assume X cannot generate serious leads because it feels less polished than LinkedIn. But that is exactly what makes it valuable. The platform is faster, more conversational, and more immediate, which makes it ideal for spotting curiosity, pain points, and intent before competitors do.

Today’s buyers do not move through a neat, predictable funnel. They jump between platforms, communities, creators, and conversations while researching solutions on their own terms. X fits naturally into that discovery phase, where trust is built through visibility, relevance, and consistent interaction instead of hard sells.

In this guide, you will learn how to use X to find high-intent leads, start meaningful conversations, and nurture prospects while they are actively exploring solutions. From social listening to personalized outreach, we will cover how to turn tweets and interactions into real pipeline opportunities.

Note: Use Leadfeeder to see which companies are visiting your website and improve outreach. You can try Leadfeeder free for 14 days here.

1. Kickstart X lead generation with social selling KPIs

With the rise of social selling, social media platforms like X have gone beyond generating brand awareness or “B2C-style” customer service.

They’ve transformed into mediums for meaningful, brand-to-buyer interactions that generate high-quality leads. But to justify social selling and optimize your results, lead with the right data. 

While vanity metrics like follows and likes sound good on paper, they fail to provide the insights you need to generate leads with social selling. 

Before you go any further, scrap the fluff metrics and start by identifying strong key performance indicators (KPIs). This means tracking:

• The number of visitors coming from X

• The ratio of impressions to engagements on your content

• How many sign-ups and conversions come from X leads

• The number of leads from X that become Marketing Qualified Leads

By tracking the KPIs above, you force your data to explain how your social selling activities feed your sales funnel.

2. Let B2B leads fall in love through your X profile

160 characters isn’t a lot, but your X profile is prime digital real estate for attracting targeted followers and leads.

A branded header, tight copy, and relevant hashtags and keywords make it easier for X leads to find you. 

SEMrush’s X profile page is a great example of what an attractive profile looks like: 

They immediately identify their “digital marketing rockstar” audience, and then invite them to chat with leading influencers.

Here’s another example from our integration partner, Pipedrive:

Based on the branded header image and profile bio, it's clear that their mission is to support salespeople and sales teams. 

To make your X profile more attractive to leads:

• Display a prominent and branded header image. This makes you more memorable. 

• Provide a call-to-action that offers value. Can leads use your tool, engage in a chat, or download a free resource? Let them know. 

• Include Hashtags and keywords related to your main topic (don’t stuff your bio with them, however). 

• Use the extension ClickableNow to make your X profile background links and calls-to-action clickable 

3. Conduct tactical X espionage

As of October 2019, there were 6,000 tweets generated every second — that’s 350,000 tweets per minute, or 500 million tweets sent each day. 

That’s a lot of content. 

You’ll be 500 million years old if you try to sift through it manually to find relevant conversations and accounts. 

Luckily, with X's advanced search function, you can find leads, high-value accounts, hashtags, and industry-relevant conversations. 

You’re also able to filter through exact keywords, engagement levels, and even location. Some key conversations to look out for are:

• Tweets that request recommendations.

• Tweets that ask questions related to your industry

• Tweets about your competitors (so you can add value to the conversation)

Start broad and narrow your search as you confirm the hashtags and keywords that interest your leads.

In my search below, for example, I’m looking for B2B sales reps that are “near me” in Southern Finland, so I’ve used the keywords “B2B sales rep” and excluded “B2C”.

Another way to find targeted leads on X is to use the Tweepi app. 

Tweepi monitors X for the most active users following the hashtags and keywords you provide.

Once it narrows down your target audience, the AI presents the most likely users to engage and suggests whether you should reply, follow, like, or retweet them. 

Whether you’re using advanced search or an app, place leads into X lists so you can track conversations and engage with ease. This will prove invaluable for the next step...

4. Use X to deliver terrific Trojan-style content 

Trojan-style content is so tailored and bespoke that it instantly earns the attention of decision-makers. Ben Plomion, CMO of GumGum, definitely knows how to use its power. 

While researching the T-Mobile accounts his team was targeting, he used X to craft his Trojan content.

Through X, Ben discovered that T-Mobile CEO John Legere is a big Batman fan.

With this little insight, the GumGum team formed a plan to produce unignorable content.

Working with a team of editors, writers, and illustrators, they created a custom comic book called T-Man and Gums.

Copies of the comic were then shipped to T-Mobile and its agencies of record. After a short wait, they won a meeting with T-Mobile and landed the client. 

Gary Vaynerchuk also followed a similar process to land a $4 million deal on X in 17 minutes. 

The important lesson here is to use X’s social landscape to your advantage. Think about it: Are you more likely to see a passionate tweet about Batman on LinkedIn or X? 

Understand your decision-makers' personal interests, listen to their exchanges, and tie what you learn to personalized content or outreach. 

You don't have to be outrageously creative; you just have to be outrageously specific and relevant in your approach. 

5. Optimize content for curious buyers 

While providing value upfront isn’t a groundbreaking B2B marketing tactic, it’s a critical part of finding leads on X. 

Buyers who are asking questions, sharing resources, or commenting on a competitor’s tweets are often at the discovery/research stage of their journey. 

They are not ready for a “hard-sell” yet. To capture their interest, apply the 80/20 rule to the content you post on X.  

80 percent of your posts should provide value, while the remaining 20 percent should include direct promotion. 

Forrester is a perfect example of value-driven content for curious buyers:

In addition to their own research, they share emerging news relevant to their audience of business and tech leaders. 

By consistently tweeting valuable posts, they reinforce their position as an authority. This makes it easier for leads to trust in their products and services. 

6.  Turn fleeting X followers into permanent leads 

With new product lines launched, Matt Machado, VP of Demand Gen at Kaseya, needed to reach and retain warm leads in new territories. 

To generate sales for new products, marketing set up several campaigns to connect with X leads. 

When a follower mentioned a specific IT technology, topic, or influencer, they’d send them personalized content that led back to their funnel.

“For example, an IT Director following @CIOMagazine would receive a DM that recommends a whitepaper showing relevant benchmarking data about IT Operations.” 

After downloading the content, the lead was added to Kaseya’s marketing database and nurtured until it reached the Marketing Qualified Lead threshold.  

Within a year, Kaseya’s X followers grew from 18,800 to over 29,000 followers, it also generated over 2,000 targeted leads for marketing.

To actually turn X followers into permanent leads, nudge them along your sales funnel and into your email list with gated content. 

This could be an upcoming webinar, a report, or a useful guide. The more relevant the offer, the higher your X-to-lead conversion rate. 

Tailor X to leads for effective social selling

Finding leads on X isn’t just about hitting the viral content jackpot or scoring a lucky retweet from an influencer. 

It’s about respecting leads at the stage they’re at and nurturing them appropriately.

Sure, X differs from the dominant B2B social channel — LinkedIn. However, this difference doesn’t make it any less effective. It just requires a more social and personalized approach. 

By focusing on sharing relevant content and adding a personal touch to your outreach, you can make X a powerful tool in your social selling repertoire. 

Note: Use Leadfeeder to see which companies are visiting your website and improve outreach. You can try Leadfeeder free for 14 days here.