Top B2B Lead Generation Strategies for 2024

1. Leverage Content Marketing

Content marketing remains a powerful tool for B2B lead generation. A LinkedIn Technology Marketing Group survey found that case studies are the most effective B2B content marketing tool, with 71% to 77% of B2B buyers citing them as influential content types[12]. Additionally, 74% of companies reported that content marketing effectively boosts lead generation[16].

To grab the attention of potential leads, you need to provide valuable, industry-specific content that answers their pain points. Focus on creating blog posts, whitepapers, and case studies that showcase your expertise.

Having a content calendar is key to staying consistent and organized. Also, remember to optimize everything for SEO to help your target audience find you more easily. Better content means better leads.

2. Harness the Power of Social Media

Social media is crucial for B2B marketing, with 90% of B2B marketers using it to distribute content[3]. LinkedIn, in particular, is a key platform, with 80% of B2B leads coming from LinkedIn compared to other social platforms[9]. A case study involving Turface Athletics and Profile Golf demonstrated how an enhanced social media strategy increased engagement and brand awareness[2].

Social media isn’t just for B2C brands—it's essential for B2B as well—pick platforms like LinkedIn, where your audience is most active. Develop a strong content strategy that aligns with your brand's goals and engages your audience.

You can build trust and authority by participating in industry conversations and responding to questions. If you want to go a step further, consider paid ads to reach specific audiences.

3. Implement Account-Based Marketing (ABM)

Account-Based Marketing (ABM) is gaining traction, with 60% of B2B marketers starting with ABM strategies[4]. A case study from Insights ABM with a $1B SaaS company showed a 125% increase in qualified leads through a tailored ABM strategy[19].

ABM is all about focusing your efforts on high-value accounts. Instead of casting a wide net, you identify a select number of target accounts and create personalized campaigns for each.

Align your sales and marketing teams to ensure a seamless experience for these accounts. Keep measuring and tweaking your campaigns to ensure you get the best results.

4. Optimize Your Website for Lead Generation

Optimizing websites for lead generation is critical. Using AI and chatbots can streamline lead capture and qualification, as demonstrated by companies that have seen a 2-3x increase in response rates and conversions with AI-powered tools[13].

Your website often gives a potential lead a first impression of your business. Make sure it’s optimized for lead generation by using landing pages with clear calls to action (CTAs), lead capture forms, and chatbots.

Speed and mobile-friendliness are crucial. Potential leads may not stick around if your site takes too long to load or doesn’t work well on phones.

5. Leverage Email Marketing

Email marketing continues to be a top channel for B2B revenue generation, with 59% of marketers citing it as their most effective strategy[10]. Personalized and segmented email campaigns can lead to 30% more opens and 50% more clicks than unsegmented ones[1].

Email marketing remains one of the most effective ways to nurture leads. Start by building and segmenting your email list to send personalized messages.

Create automated sequences to follow up with leads at different stages of the buyer’s journey. Testing subject lines and CTAs will help you determine what works best to keep leads engaged.

6. Host Virtual Events and Webinars

Webinars are highly effective for B2B lead generation, with 45% of B2B marketers considering them the most effective top-of-funnel tactic[14]. Virtual events can shorten sales cycles and increase engagement, as seen in various successful B2B event strategies[20].

Virtual events and webinars are great ways to connect with potential leads. Pick topics that address your audience's biggest challenges and promote your event through email and social media.

After the event, follow up with attendees by offering additional resources. This keeps them engaged and moves them closer to becoming a customer.

7. Utilize LinkedIn for B2B Lead Generation

LinkedIn is the most effective platform for driving high-quality leads, with 89% of B2B marketers using it for lead generation[18]. A significant 97% of B2B marketers use LinkedIn for content marketing, underscoring its importance[18].

LinkedIn is the go-to platform for B2B lead generation. Make sure your company page and personal profiles are optimized to showcase your expertise.

You can use LinkedIn Sales Navigator to find the right prospects and connect with them directly. Posting valuable content regularly also keeps your network engaged and informed.

8. Implement Referral Programs

Referral programs are powerful, with prospects from referrals being 4x more likely to convert than from other channels[15]. Successful referral programs can significantly boost revenue and retention[15].

A strong referral program can turn your satisfied customers into lead generators. You can encourage more referrals by creating an easy-to-use referral process and offering incentives.

Make sure you track and measure the success of your referral program so you can adjust it as needed.

9. Leverage Artificial Intelligence and Automation

AI transforms lead generation by automating tasks such as lead scoring and personalized outreach, resulting in more efficient and effective marketing strategies[7][13].

AI is transforming B2B marketing. Use AI tools for lead scoring and qualification to identify the most promising leads. Chatbots can engage with website visitors 24/7, helping qualify leads when your team is unavailable.

Automation helps you stay on top of repetitive tasks like follow-ups and email sequences, freeing up your time for more high-value activities.

10. Collaborate with Industry Influencers

Influencer marketing in B2B can enhance credibility and access to engaged audiences. Influencers can help generate high-quality leads by lending credibility to your brand[11].

Partnering with industry influencers can help you reach new audiences and build credibility. Work together to create content or host events that are valuable for both your networks.

The right influencer can significantly boost your lead generation efforts by expanding your reach.

Conclusion

These lead generation strategies for 2024 are designed to help you attract high-quality leads, nurture them, and ultimately convert them into loyal customers. The key is to keep testing, optimizing, and adapting to ensure you get the most out of your efforts.

So, what are you waiting for? Start implementing these strategies today and watch your lead generation results soar!

For further insights on generating leads for your mid-sized B2B business, follow me on Twitter/X.

Kurt Warner

Founder | LBM Consulting

Whenever you’re ready, here are two ways I can help your business generate more leads through cold email:

Download My PDF on 'Top 10 Proven Cold Email Strategies for B2B Companies.' Instantly access expert insights that can help you grow your business.

Schedule a free one-on-one lead generation audit. Let’s discuss your current lead generation strategy and how we can improve it to increase sales calls and conversions.

You might also enjoy our blog on Integrating Cold Email with Your Overall B2B Marketing Strategy

Citations:

[1] https://www.poweredbysearch.com/learn/b2b-email-marketing-stats-benchmarks/

[2] https://www.agorapulse.com/blog/b2b-social-media-case-studies/

[3] https://backlinko.com/b2b-marketing-stats

[4] https://vib.tech/resources/marketing-blogs/b2b-lead-generation-statistics/

[5] https://xgrowth.com.au/blogs/account-based-marketing-examples/

[6] https://visme.co/blog/lead-nurturing-examples/

[7] https://www.success.ai/blog/ai-in-b2b-a-game-changer-for-lead-generation-strategies

[8] https://savemyleads.com/blog/other/b2b-lead-generation-case-studies

[9] https://foundationinc.co/lab/b2b-marketing-linkedin-stats/

[10] https://www.mailmodo.com/guides/b2b-email-marketing-statistics/

[11] https://vereigenmedia.com/the-impact-of-influencer-marketing-on-b2b-lead-generation/

[12] https://copywritertoronto.com/new-research-case-studies-are-the-most-effective-b2b-content-marketing-tool/

[13] https://www.clay.com/blog/ai-lead-generation

[14] https://wpforms.com/lead-generation-statistics-and-trends/

[15] https://customergauge.com/blog/b2b-referral-program-examples

[16] https://www.forbes.com/advisor/business/software/content-marketing-statistics/

[17] https://userguiding.com/blog/b2b-marketing-statistics-trends

[18] https://sproutsocial.com/insights/linkedin-statistics/

[19] https://insightsabm.com/blog/account-based-marketing-success-stories-real-life-examples-to-inspire-your-strategy/

[20] https://www.vfairs.com/blog/event-lead-generation/