7 B2B Lead Generation Strategies That Actually Work

In a world of automated emails and impersonal outreach, making a genuine connection feels more important than ever.

Your potential customers aren't just entries in a spreadsheet; they're people looking for real solutions to their business problems. The most successful B2B lead generation strategies recognize this and prioritize building relationships over simply collecting contacts.

This isn't about abandoning technology, but about using it to enable more meaningful conversations.

This guide is built on that philosophy. We'll explore how to combine smart tactics with a human touch to attract prospects who are genuinely a good fit, nurture them with valuable insights, and start conversations that lead to lasting partnerships.

Key Takeaways

Prioritize high-quality leads over high volume: A long list of unqualified prospects drains your team's time. Focus your efforts on attracting the right businesses by clearly defining your ideal customer and using personalization to show you understand their specific needs.

Create a seamless experience across multiple channels: Your prospects interact with your brand in many places, from social media to their inbox. By integrating your efforts—like following up a webinar with a personalized email—you create a consistent and trustworthy brand experience that guides leads smoothly through their decision-making process.

Make data-driven decisions to refine your approach: Don't guess what works—let your results guide you. Regularly track key metrics like conversion rates and sales cycle length, and use A/B testing to improve everything from email subject lines to ad copy. This commitment to continuous improvement is what turns a good strategy into a great one.

What is B2B Lead Generation and Why Does It Matter?

At its core, B2B lead generation is the process of identifying businesses that could benefit from your product or service and sparking their interest. A "lead" is any company that has shown potential to become a customer. This isn't about making a sale on the first call; it's the critical first step in building a relationship that guides a potential buyer from initial awareness to a signed contract. Think of it as the official start of your customer's journey with you.

So, why is this process so important? Because a steady flow of quality leads is the lifeblood of any B2B company. It’s how you consistently fill your sales pipeline with new opportunities, ensuring your business has a path to predictable growth. Without a deliberate strategy to generate leads, you’re left waiting for customers to find you, which is rarely a recipe for success. A proactive approach puts you in control of your company's future.

Effective lead generation is also about efficiency. A well-designed strategy doesn't just bring in more leads—it brings in the right leads. By understanding your ideal customer profile, you can focus your sales efforts on prospects who are most likely to convert. This saves your sales team valuable time and energy, allowing them to nurture promising relationships instead of chasing down cold trails. When your sales and marketing teams are aligned on who to target, the entire sales process becomes smoother, faster, and more profitable.

Know Your Leads: MQLs vs. SQLs

Not all leads are created equal, and knowing the difference can completely change your sales game. Let's break down the two main categories you'll hear about: Marketing Qualified Leads (MQLs) and Sales Qualified Leads (SQLs). Understanding this distinction is the first step toward building a more efficient and effective sales process.

Think of an MQL as someone who has raised their hand to show they're interested in what you have to say. They might have downloaded an ebook, subscribed to your newsletter, or spent a good amount of time on your pricing page. They're curious and engaging with your marketing materials, but they haven't explicitly asked to speak with a salesperson just yet. They are in the research phase, exploring their options.

An SQL, on the other hand, has moved past general curiosity and is showing clear signs they're ready to talk business. This is someone who has requested a demo, filled out a "contact sales" form, or asked specific questions about how your product could solve their unique problem. These are the leads your sales team should prioritize immediately because their actions signal a strong intent to buy.

Separating your leads into these two buckets is crucial for effective lead generation. It allows your marketing team to focus on nurturing MQLs with helpful content, guiding them closer to a decision without being pushy. Meanwhile, your sales team can dedicate their valuable time to the SQLs who are most likely to convert. A great way to automate this process is by implementing lead scoring, which assigns points to leads based on their actions. Once a lead hits a certain score, they automatically transition from an MQL to an SQL, signaling that it's time for your sales team to reach out.

7 Proven B2B Lead Generation Strategies

Finding the right leads is about meeting your future customers where they are and offering them something of value. It’s a mix of smart strategy, consistent effort, and genuine connection. Instead of casting a wide, generic net, these seven strategies focus on attracting, engaging, and nurturing the right people for your business. Let’s walk through some of the most effective ways to fill your pipeline with quality B2B leads.

Create Valuable Content to Attract Leads

Think of your content as the front door to your business. It’s often the first interaction a potential lead has with your brand. The key is to create high-quality, relevant content that solves a problem or answers a question for your ideal customer. This isn't about a hard sell; it's about building trust. When you consistently provide helpful information through blog posts, white papers, or case studies, you establish your company as an authority in your field. This approach attracts potential leads through search engines and social sharing, drawing them in because you’re offering expertise, not just a product pitch. A solid content marketing plan is the foundation for this entire strategy.

Engage Your Audience on Social Media

For B2B, social media is less about viral trends and more about building professional relationships. Platforms like LinkedIn are perfect for connecting directly with decision-makers in your industry. The goal is to engage, not just broadcast. Share insightful articles (both yours and others'), ask thoughtful questions to start conversations, and participate in relevant groups. By actively engaging, you can build a community around your brand and keep your business top-of-mind. When a need arises, those connections you’ve nurtured are more likely to think of you first. This consistent, authentic interaction turns your social profiles into powerful lead-generation tools.

Nurture Leads with Email Campaigns

Once you have a lead’s contact information, the conversation is just beginning. Email marketing is your direct line to nurturing that new relationship. The trick is to guide them with valuable information, not bombard them with sales pitches. You can set up automated email marketing sequences that deliver helpful content, customer stories, and exclusive insights over time. Each email should build on the last, gently moving the lead through your sales funnel by addressing their potential pain points and demonstrating how you can help. This methodical approach builds trust and prepares them for a more direct sales conversation when the time is right.

Build Relationships Through Networking

Never underestimate the power of a personal connection. Building a strong professional network, both online and in person, is a cornerstone of B2B lead generation. Actively participate in industry forums, attend conferences, and connect with peers on LinkedIn. The goal isn't to collect business cards but to build genuine relationships. These connections can lead to direct business and, just as importantly, referrals. A recommendation from a trusted peer is one of the most powerful leads you can get. By investing time in building your network, you create a sustainable source of high-quality opportunities that grow over time.

Optimize Your Online Presence with SEO

Search Engine Optimization (SEO) is how you ensure that when your ideal customer searches for a solution on Google, they find you. It’s the technical backbone that supports your content strategy. By optimizing your website and content with the keywords your audience is using, you improve your visibility in search results. This isn't just about stuffing keywords into a page; it's about creating a great user experience and structuring your site so search engines understand what you're about. Good B2B SEO makes you discoverable at the exact moment a potential lead is looking for help, bringing qualified traffic directly to your digital doorstep.

Target Ideal Customers with Paid Ads

While organic strategies build momentum over time, paid advertising can deliver immediate results. Platforms like Google Ads and LinkedIn Ads allow you to get your message in front of a highly specific audience. You can target users based on job title, industry, company size, and online behavior, ensuring your budget is spent on reaching the most relevant prospects. A well-designed ad campaign can quickly generate leads, test messaging, and drive traffic to a landing page built for conversions. It’s a fantastic way to supplement your organic efforts and reach potential customers who may not have found you otherwise.

Showcase Your Expertise with Webinars and Events

Hosting a webinar or a virtual event is one of the best ways to generate high-intent leads. It gives you a platform to dive deep into a topic, demonstrate your expertise, and interact with your audience in real time. By offering a free, educational session, you provide immense value in exchange for a lead's contact information. These aren't just any leads; they are people who have actively set aside time to learn from you, signaling a strong interest in what you have to offer. Hosting a webinar allows you to educate a captive audience and directly answer their questions, building a powerful case for your solution.

Use Technology to Generate B2B Leads

Generating a steady stream of B2B leads requires more than just great strategy—it demands the right tools to execute it effectively. Technology is your partner in this process, helping you work smarter, not harder. When you have the right systems in place, you can scale your outreach, personalize your communication, and keep your entire team on the same page without letting important details slip through the cracks. A well-chosen tech stack doesn’t replace the human element of sales; it enhances it by handling the heavy lifting so your team can focus on what they do best: building relationships and closing deals.

Think of your technology as the foundation of your lead generation house. Without a solid base, everything else becomes wobbly and inefficient. The three essential pillars of this foundation are a customer relationship management (CRM) system to keep your data organized, automation tools to streamline your workflows, and analytics platforms to measure what’s working. By integrating these technologies into your daily operations, you create a powerful engine for growth that consistently attracts, nurtures, and converts high-quality leads for your business. This isn't about buying every shiny new tool on the market, but about strategically choosing platforms that solve specific problems and work together seamlessly.

Organize and Manage Leads with a CRM

If your lead information is scattered across spreadsheets, inboxes, and sticky notes, it’s time for a central hub. A Customer Relationship Management (CRM) system is the single source of truth for all your prospect and customer data. Using a CRM to manage leads is crucial because it helps you track every interaction, from the first email they opened to the last call they had with your sales team.

This detailed history gives you a complete picture of each lead’s journey, allowing you to have more relevant and timely conversations. A well-implemented CRM streamlines your entire process, ensuring no lead is forgotten and every opportunity is followed up on. It empowers your team with the context they need to nurture relationships effectively and turn interested prospects into loyal customers.

Streamline Your Process with Automation

Imagine getting back all the hours your team spends on repetitive, manual tasks. That’s the power of automation. Marketing automation platforms can handle everything from sending welcome email sequences to posting on social media, freeing up your team to focus on high-value activities that require a human touch. By automating these routine tasks, you can nurture leads more efficiently and at a much larger scale.

The goal of marketing automation isn’t to create a robotic experience; it’s to deliver the right message to the right person at the right time. You can set up triggers that send personalized content based on a lead’s behavior, ensuring your communication is always relevant. This keeps your brand top-of-mind and warms up leads so they are more receptive when a salesperson finally reaches out.

Make Data-Driven Decisions with Analytics

Guesswork has no place in a successful lead generation strategy. To make smart decisions, you need to rely on data. Utilizing website analytics to track traffic, user behavior, and conversion rates is essential for understanding what’s resonating with your audience and what’s falling flat. This information is a goldmine for refining your approach over time.

By analyzing your data, you can answer critical questions: Which blog posts are generating the most qualified leads? Which marketing channels are delivering the best return on investment? Where are users dropping off in your conversion funnel?

Tools like Google Analytics help you identify these patterns, allowing you to double down on what works and fix what doesn’t. This cycle of analysis and optimization is the key to building a lead generation machine that improves continuously.

How to Measure Your Lead Generation Success

Once your lead generation engine is running, you need a way to see what’s working and what isn’t. Measuring your success isn't just about counting the number of new contacts in your CRM. It’s about understanding the quality of those leads, the efficiency of your process, and the ultimate impact on your bottom line. Without clear metrics, you’re essentially flying blind, pouring resources into channels that might not be delivering real value.

Tracking the right key performance indicators (KPIs) helps you make informed, data-driven decisions. You can double down on the strategies that bring in high-quality prospects and tweak or abandon the ones that don’t. This is how you refine your approach over time, ensuring your sales and marketing efforts are as effective as possible. Let’s walk through the essential metrics you should be monitoring to get a complete picture of your lead generation performance.

Track Lead Progress with Conversion Rates

Conversion rates tell you how effectively your leads are moving through your sales funnel. One of the most important metrics to watch is your lead-to-opportunity rate, which shows the percentage of leads that your sales team deems qualified enough to pursue. This is a direct reflection of your lead quality. If this number is low, it might mean your marketing messages are attracting the wrong audience. On average, this rate is around 12% for B2B companies, so you can use that as a starting benchmark. Tracking this helps you gauge whether your initial targeting and qualification criteria are on point.

Evaluate ROI with Customer Acquisition Cost (CAC)

Your Customer Acquisition Cost (CAC) is the total amount you spend on sales and marketing to acquire a new customer. To calculate it, you simply divide your total campaign costs by the number of new customers you gained from that campaign. This metric is fundamental to understanding your return on investment (ROI). Surprisingly, research shows that only 21% of B2B marketers feel confident in their ability to track ROI, which leaves a huge opportunity for improvement. A lower CAC is great, but it’s most meaningful when compared to the lifetime value (LTV) of your customers. A healthy business model ensures your LTV is significantly higher than your CAC.

Assess the Value of Your Leads

It’s easy to fall into the trap of thinking that more leads automatically equals more success. However, one of the biggest misconceptions about lead generation is that it’s purely a numbers game. The truth is, lead quality trumps quantity every time. A hundred lukewarm leads who aren’t a good fit for your product will drain your sales team’s time and energy. Ten highly qualified leads who are genuinely interested in your solution are far more valuable. Focus on metrics that reflect lead quality, like the conversion rates we just discussed, to ensure your team is spending its time on prospects who are likely to become happy customers.

Find Efficiencies by Tracking Sales Cycle Length

The sales cycle length is the average time it takes for a lead to become a customer. A shorter sales cycle is generally a sign of an efficient process and high-quality leads who are ready to make a decision. If your sales cycle is dragging on, it could indicate a few things: your leads might not be properly qualified, there could be bottlenecks in your sales process, or your nurturing campaigns might need some work. Since every B2B sales strategy is unique to the business and industry, there’s no universal "right" length. The key is to track your own average and look for ways to shorten it without sacrificing the customer experience.

How to Overcome Common Lead Generation Challenges

Even the most well-oiled lead generation machine hits a few bumps in the road. It’s completely normal to face challenges like inconsistent lead quality or a disconnect between your teams. The key is to recognize these hurdles and have a plan to address them head-on. By focusing on alignment, quality, and adaptability, you can build a more resilient and effective lead generation strategy that consistently delivers results.

Align Your Sales and Marketing Teams

One of the most common roadblocks to effective lead generation is a gap between sales and marketing. When these two teams operate in silos, you end up with marketing sending over leads that sales can't close. The fix? Get them on the same page. When both teams work together, they can create a unified strategy that targets the right audience and improves conversion rates. Start by establishing a shared definition of a "qualified lead" and hold regular meetings to review goals, discuss feedback, and celebrate wins. This collaboration ensures everyone is pulling in the same direction, turning marketing efforts into tangible revenue.

Maintain Consistent Lead Quality

It’s easy to get caught up in the numbers game, but a long list of unqualified leads won’t do your sales team any favors. To maintain consistent lead quality, you have to be disciplined about your targeting and data management. This means regularly refining your ideal customer profile and ensuring your data is clean and accurate. Take a close look at your analytics to see which channels and campaigns are bringing in the highest-quality leads, and double down on what works. Prioritizing quality over sheer quantity helps your sales team focus their energy where it counts, leading to better conversion rates and a healthier bottom line.

Adapt to Changing Market Conditions

The B2B landscape is anything but static. Customer needs evolve, new competitors emerge, and economic shifts can change the game overnight. Staying successful requires you to be agile. Adapting to changing market conditions is essential for keeping your lead generation efforts relevant and effective. Make it a habit to monitor industry trends, listen to what your customers are saying, and keep an eye on your competitors. This awareness allows you to pivot your messaging, explore new channels, and adjust your strategy quickly, ensuring you continue to connect with your target audience in a meaningful way.

Find the Right Balance Between Lead Quality and Quantity

The pressure to fill the sales pipeline is real, but focusing only on quantity can quickly burn out your team with low-quality leads. Finding the right balance is a common challenge, but it's critical for sustainable growth. A strategic approach that emphasizes nurturing high-quality prospects while maintaining a healthy pipeline is the key to long-term success. Implementing a lead scoring system can help your team prioritize their efforts on the leads most likely to convert. This allows you to dedicate the right resources to the right prospects without letting the top of your funnel run dry.

Personalize Your Outreach for Better Results

If you want to stand out in a crowded inbox, a generic, one-size-fits-all message won’t cut it. Your prospects are busy, and they can spot a formulaic email blast from a mile away. Personalization is about making your outreach genuinely relevant to the person on the other end. It goes far beyond just using their first name; it’s about showing you’ve done your homework and understand their specific business challenges and goals.

This approach signals that you value their time and see them as a potential partner, not just another number on a list. When you tailor your outreach, you’re not just trying to get a response—you’re starting a real conversation. This builds a foundation of trust from the very first interaction, making prospects much more likely to engage with you. Meaningful connections begin with genuine, personalized communication that addresses what your prospect actually cares about. It’s the difference between being ignored and being seen as a valuable resource.

Tailor Your Approach to Each Prospect

Before you hit send or pick up the phone, take a few minutes to research your prospect. Look at their LinkedIn profile, their company’s website, and any recent news or press releases. What are their responsibilities? What are their company’s current priorities? This small investment of time pays off significantly. By understanding the specific pain points and goals of each prospect, you can craft messages that resonate and encourage action. Mentioning a recent company achievement or a shared connection shows you’ve put in the effort. This tailored approach helps you build rapport and proves you’re offering a thoughtful solution, not just a generic product.

Use Data to Inform Your Personalization Strategy

Personalizing every single message by hand isn't always practical, especially as you scale. This is where data becomes your most valuable asset. Your CRM, website analytics, and past customer interactions are full of insights. By analyzing this information, you can identify patterns in customer behavior and preferences. This allows you to segment your audience into smaller, more specific groups based on factors like industry, job title, or past engagement. This data-driven approach lets you send highly relevant, targeted campaigns that feel personal even when they’re automated, leading to more effective outreach and stronger connections from the start.

Combine Your Channels for Maximum Impact

Your leads don't live in a single channel, so your marketing shouldn't either. Think about the last time you made a significant business purchase. You probably saw an ad, read a blog post, received an email, and maybe even spoke to someone on the phone. Each of these touchpoints played a role in your decision. This is why a multi-channel approach is essential for effective B2B lead generation. Instead of relying on one strategy to do all the heavy lifting, you create a powerful system where each channel supports the others. An email campaign can warm up leads for a follow-up call, while a targeted ad can reinforce the message from a recent webinar. This synergy not only helps you reach more people but also builds deeper relationships by meeting them where they are. Combining your outreach efforts creates a more comprehensive and resilient strategy that keeps your pipeline full, even as markets shift. It’s about creating a seamless experience that guides prospects from initial awareness to a signed deal, making every interaction count.

Mix Online and Offline Strategies

The most effective lead generation strategies blend digital convenience with a human touch. Online channels like SEO, content marketing, and social media are fantastic for casting a wide net and attracting initial interest. But offline tactics, such as direct mail or a well-timed phone call, can cut through the digital noise and create a memorable, personal connection. Imagine a prospect downloads your latest whitepaper (online). A few days later, they receive a call from a real person to discuss their challenges and answer their questions (offline). This combination shows you’re attentive and transforms a passive lead into an engaged prospect. By integrating both online and offline strategies, you create a comprehensive marketing strategy that meets leads at different stages of their journey.

Create a Cohesive Brand Experience

Consistency is key to building trust. Whether a prospect finds you through a LinkedIn post, reads an article on your blog, or gets an email from your team, the experience should feel connected and familiar. A cohesive brand experience means your messaging, tone of voice, and visual identity are consistent across every single channel. This doesn't mean saying the exact same thing everywhere, but ensuring your core message and brand personality shine through in a way that’s appropriate for each platform. This consistency helps build brand recognition and makes your company appear more professional and reliable, which is crucial when asking another business to invest in your solution. When every touchpoint reinforces your brand, you stay top-of-mind.

Run Effective A/B Tests

The best way to improve your outreach is to let your data guide you. A/B testing, or split testing, is a straightforward method for comparing two versions of something to see which one performs better. Don't just test your landing page headlines; apply this to all your lead generation efforts. You can test different email subject lines, call-to-action buttons, ad copy, or even the opening lines of a call script. By systematically testing these elements, you can refine your approach based on how your audience actually behaves, not on what you think will work. This iterative process of testing and optimizing is what separates good lead generation from great lead generation, helping you make small changes that deliver significant results over time.

What's Next in B2B Lead Generation?

Staying current with lead generation trends helps you connect with prospects in ways that feel relevant and respectful of their time. While the fundamentals of building relationships remain the same, the tools and tactics we use are always evolving. Keeping an eye on what’s next allows you to refine your strategy, ensuring your efforts continue to deliver results. Here are a few key trends that are shaping the future of B2B lead generation.

Account-Based Marketing (ABM)

Instead of casting a wide net, Account-Based Marketing (ABM) focuses your sales and marketing resources on a select group of high-value target accounts. Think of it as a VIP approach. It’s a highly focused business strategy where you treat an individual company as its own market, tailoring all your messaging and outreach specifically to its challenges and needs. This personalized approach builds stronger relationships from the start and often leads to higher engagement and conversion rates because your prospects feel truly seen and understood. It’s a shift from volume to value, prioritizing deep engagement with the accounts that matter most to your business.

AI and Machine Learning Applications

Artificial intelligence is becoming a powerful ally for B2B marketing teams. Far from being just a buzzword, AI offers practical tools to make your lead generation smarter and more efficient. For example, AI can analyze data to predict which leads are most likely to convert, allowing your team to focus its energy where it counts. A recent study shows that most B2B marketers see AI having a positive impact on B2B marketing, especially in personalizing content at scale. By handling data analysis and pattern recognition, AI frees up your team to concentrate on creative strategy and building genuine human connections with the right prospects.

Interactive Content Strategies

Getting a prospect’s attention is harder than ever, which is why more businesses are turning to interactive content. This goes beyond the standard blog post or whitepaper and includes things like quizzes, polls, calculators, and assessments. This type of interactive content does more than just capture attention; it creates a two-way conversation. As prospects engage, they provide you with valuable information about their needs, preferences, and pain points. You get the data you need to better qualify and segment your leads, and your audience gets a more engaging and personalized experience. It’s a win-win for building relationships and gathering critical insights.

How to Optimize Your B2B Lead Generation Strategy

Launching your lead generation strategies is a huge first step, but the work doesn’t stop there. The most successful B2B teams know that optimization is a continuous process, not a one-time task. Think of your strategy as a living thing that needs regular attention to perform at its best. By consistently analyzing your results, testing new ideas, and refining your methods, you can turn a good lead generation engine into a great one. This ongoing effort ensures you’re not just generating leads, but generating the right leads more efficiently over time. It’s about making small, smart adjustments that lead to significant long-term growth. This means looking beyond the initial setup of your campaigns and building a culture of improvement within your team. It's about asking "How can we do this better?" at every stage, from the first touchpoint to the final conversion. This mindset shift is what separates companies that simply get by from those that consistently outperform their goals and build a sustainable pipeline for the future.

Continuously Test and Refine Your Approach

Your initial approach is your best-educated guess, but data will always tell the real story. The key to optimization is to constantly test every part of your process. Experiment with different email subject lines, call-to-action buttons, ad copy, and landing page layouts to see what resonates with your target audience. An A/B test can give you clear, actionable insights into what works and what doesn’t. Don’t be afraid to try something new or pivot if an approach isn’t delivering. This cycle of testing, learning, and refining is what separates stagnant campaigns from those that produce consistent, high-quality results.

Address Common Misconceptions

One of the most persistent myths in lead generation is that success is all about volume. It’s easy to get caught up in chasing a higher number of leads, but this can be a major pitfall. A list of 1,000 unqualified leads is far less valuable than 50 highly qualified ones who are genuinely interested in your solution. Focusing only on quantity can cause you to overlook the importance of nurturing relationships and providing real value. Shift your mindset from "more leads" to "better leads" to ensure your sales team spends their time on conversations that are likely to convert.

Implement a Referral Program

Your happiest customers can be your most effective salespeople. A formal referral program encourages satisfied clients to spread the word about your business, turning their positive experiences into a powerful source of new leads. Leads generated through customer referrals often come with a layer of built-in trust, making them more likely to convert and shortening the sales cycle. You can offer incentives like discounts, credits, or gift cards to motivate customers to participate. It’s a low-cost, high-impact strategy that leverages your existing relationships to fuel new growth.

Frequently Asked Questions

This all sounds like a lot. Where should I even begin? The best place to start is by getting crystal clear on who you're trying to reach. Before you write a single blog post or launch an ad, sit down with your team and define your ideal customer profile. What industry are they in? What is their job title? What are their biggest challenges? Once you know exactly who you’re talking to, every other decision—from the content you create to the channels you use—becomes much easier and more effective.

How can I tell if I'm generating quality leads and not just a lot of them? The true test of lead quality happens when your marketing leads are passed to your sales team. The most important metric to watch is your lead-to-opportunity conversion rate. This tells you what percentage of the leads marketing generates are actually accepted by sales as legitimate opportunities. If that number is high, you're on the right track. If it's low, it’s a sign that your marketing message might be attracting the wrong audience, and it's time to refine your targeting.

How long does it typically take to see results from a new lead generation strategy? This really depends on the strategies you choose. You can see results from paid advertising on platforms like Google or LinkedIn almost immediately, which is great for a quick influx of leads. On the other hand, strategies like content marketing and SEO are long-term investments. It can take several months to build authority and rank in search results, but the payoff is a sustainable flow of organic leads that don't require a constant ad spend.

My sales and marketing teams don't really talk to each other. What's a simple first step to get them aligned? The easiest way to start bridging that gap is to get both teams in the same room to agree on a shared vocabulary. Schedule a meeting with the sole purpose of defining what a "Marketing Qualified Lead" (MQL) and a "Sales Qualified Lead" (SQL) mean for your business. When marketing knows exactly what criteria a lead needs to meet before sales will engage, and sales understands the journey a lead has taken, you eliminate a huge amount of friction.

Is it better to master one channel first or try a multi-channel approach from the start? While a multi-channel approach is the ultimate goal, trying to do everything at once can stretch your resources too thin. I recommend starting with one or two channels where you know your ideal customers spend their time. For many B2B companies, this might be a combination of creating valuable content for SEO and engaging professionally on LinkedIn. Focus on doing those few things really well. Once you have a solid, repeatable process, you can begin layering in other channels.

Posted on July 29 at 11:08 AM