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Which B2B Lead Generation Services Are Worth Pursuing

December 29, 2022

Did you know 61% of marketers consider lead generation as their biggest hurdle?



Lead generation, or the act of finding potential clients and converting them into paying customers, is still the top priority of businesses. But, statistics show that marketers remain to find it challenging to do. And one of the main reasons for this is that B2B lead generation strategies are continuously changing.



Quite simply, what worked a few years ago may not work today.



So, what are the current lead generation strategies worth pursuing for your sales team, and how do you ensure their effectiveness? 



Well, here are 5 expert-approved lead generation services for B2B businesses that—yes—even we have tried ourselves and found to work:



1. Content Marketing


First, content marketing is one of the most effective lead-generation strategies because it allows you to build trust and credibility with your target audience. Marketers know that content is king when promoting products and services and increasing brand awareness. 



That’s why 85% of B2B marketers use content marketing to attract potential leads. Yup. That’s basically everyone.  



Add to that, 47% of B2B buyers read between 3 to 5 pieces of content before they contact a salesperson. So, when you provide valuable, informative content, your potential leads will see you as an expert in your industry and will be more likely to do business with you.



To ensure your content marketing efforts are effective, focus on content that is:


  • High-quality with no typos & grammatical errors 
  • SEO optimized for blog posts& product pages
  • Relevant to your target audience
  • Impactful, inspirational, and concise


And remember, content marketing is most valuable to businesses when you use it to generate prospects at the top of the sales funnel.



Pro Tip: The most effective content for this purpose is educational, like white papers and case studies because it helps potential customers learn more about their options and find solutions to their problems.



2. Personalized Marketing


We all know it. A one-size-fits-all marketing approach is no longer effective today. No customer wants a generic ad. Now, more than ever, customers want a more personalized and meaningful relationship with brands.



Just take a look at these statistics:


  • 57% of customers are willing to share their data for personalized offers
  • 80% of consumers are more likely to buy from a company that gives them a tailored experience
  • 70% say that how well a company can understand their individual needs impacts their loyalty


Personalized marketing is tailoring your marketing message and content to your target audience’s specific needs and interests. 



Now, personalizing your efforts doesn’t necessarily mean that you have to address them by their first names. It’s also using your customer’s content consumption and purchasing behavior to present tailored content (i.e. information that is the most relevant to them—see a trend here?)



3. Gmail Ads


Next up, check your inbox. Email remains the most popular lead generation channel—with 77% of B2B marketers using email marketing to distribute content and drive leads.



Gmail Ads are a newer lead generation tactic that allows businesses to target their competitor’s audience right in their inboxes. Of course, as a B2B company, it is essential to draw the attention of your competitor’s customers and make them yours.



With Gmail ads, you can target your Google Ads to qualified leads receiving an email from your competitor. It may sound sneaky, but it’s effective. By using this, you can directly access people who are already familiar with the nature of your service.



You can maximize Gmail Ads by:


  • Showing customers what sets you apart from the competitor
  • Providing relevant content that uses familiar language
  • Giving them an offer that they can’t refuse


4. LinkedIn Ads


It’s no surprise that LinkedIn is at the top of the best B2B lead generation strategies.



Generally, LinkedIn Ads are most effective for B2B businesses because it allows you to target a very specific audience – professionals. Plus, LinkedIn has over 620 million members, making it the perfect platform to connect with other businesses and generate leads.



With LinkedIn Ads, you can target your ad campaigns by job title, company size, industry, and so much more.



To create an effective LinkedIn Ad campaign to generate leads, ensure to:

  • Include a strong call-to-action (CTA) that stands out
  • Use images that are attractive and relevant
  • Keep your headlines short and sweet


5. Video Marketing


Finally, video marketing presents a promising opportunity to reach your target audience online. So, if you’re not yet using videos to generate leads, here are 3 reasons why you should:


  • Over 75% of Fortune 500 executives regularly watch video content, and around 67% of those visit the visitor’s website
  • 88% of marketers say that video marketing produces positive ROI, an increase from 33% in 2015
  • 93% of businesses landed a new customer because of a video on social media


So, publishing videos as part of your lead generation efforts is a highly-effective way to attract potential customers. You can further maximize your efforts by posting your videos on your website homepage, landing pages, and product pages to encourage visitors to spend more time on your page.



The most vital part of video marketing is to keep your viewers engaged all throughout and leave something that forces them to check out your products and services. Doing so can likely increase your customer conversions.



Here are a few things to keep in mind when creating video content:


  • Ensure that your videos are SEO optimized to rank higher in search engine results page
  • Add transcripts of your videos for people to capture more audience
  • Include a CTA at the end of each video


Be More Effective in Generating Leads


A growing business means a profitable business. And being profitable is only possible when you have the right customers purchasing your products and services.



That’s why you need a steady stream of leads to stay afloat and continue growing. Thankfully, there are a number of lead generation strategies that B2B companies can use to attract new customers. The most important thing to remember is that you need to experiment and find what works best for your company.



Just be smart, creative, and committed then you’ll be rolling in leads—no big deal, right?



Do you need help from experts to ramp up your lead generation efforts? ScaleUpSales can help you build a complete lead generation and sales infrastructure to generate more revenue. Contact us today!