Lead generation can be a daunting task for many Marketing & Sales teams — but it doesn’t have to be!

Sometimes we think we’ve tried it all, but usually, that’s not the case. Whether you’re looking for new ways to spice things up or you’re desperately trying to revive your current lead generation strategy, we’ve got your back.

Today we’re discussing 6 B2B lead generation strategies to drive sales (and hopefully a few of these will be new to you).

Let’s dig in!

1. Build something free

I know it may seem counterintuitive, but building a free tool will likely generate a ton of leads for you and the team.

While building a free tool (think a freemium model of your current platform, a free CRM, SEO analytics reports, etc.) will take time and money upfront, it’s pretty much guaranteed to boost your sales long-term.

In general, for SaaS and tech companies, this lead gen strategy is one of the best available.


Because free tools accomplish the following lead gen tasks:

  • Allows leads to “try before they buy” (this builds credibility and trust between the prospect and the brand)
  • Gives your business a solid opt-in offer that will likely attract high-quality leads

If you’re in a major lead generation slump, maybe it’s time to think about building something free?

2. Focus on case studies

Most B2B buyers are enamored with data — and for good reason! They often need the approval of several ROI-obsessed decision-makers before completing a purchase, so the pressure is on to find the numbers that matter most to them.

One of the best ways to soothe a B2B buyer’s analytical mind is to offer case studies.

Check out one of our tried-and-true case studies for an example of how to compile and present your own findings!

The proof is in the pudding and if you’re sitting on past case studies, stop what you’re doing and promote them ASAP (literally anywhere and everywhere).

3. Video is a must

Video is where it’s at for B2B AND B2C lead generation.

If you aren’t using videos in your current lead generation campaigns, here are the reasons why you most definitely should:

Those are just a handful of reasons why you and your team need to turn to video if you want to get serious about lead generation in 2022.

While you’re at it…

4. Consider purchasing marketing automation

If you’re looking to dramatically improve your lead generation process and strategy, it’s time to look at marketing automation.

Need help figuring out how to go about purchasing the right marketing automation platform for your organization? Check out our Marketing Automation Buyer’s Guide!

A marketing automation software system is crucial to generate the most (and more importantly) best leads for you and your team.

Here are just a few reasons why marketing automation can, and ultimately will, aid in lead generation:

  • Provides the necessary data to pinpoint ROI for lead generation campaigns (see what works and what doesn’t)
  • Optimize lead geneartion campaigns with advanced A/B testing
  • Implement lead scoring to identify red hot leads
  • Establish lead nurturing campaigns to turn cold leads hot

There are ways to improve your lead generation process using the other five points listed in this article, but without marketing automation, you’re only scratching the surface.

If you’re looking to read more about marketing automation and want to find a solid intro, take a look at our free Marketing Automation 101 Guide!

5. Optimize for mobile

Okay, this stat blew my mind:

91% of B2B buyer searches occur on a mobile device.

We all better start optimizing all of our content for mobile!

This same DemandGen report went on to find that B2B marketers optimizing for mobile are experiencing an overall “reduced purchasing time and higher customer loyalty.”

So stop what you’re doing (okay, finish reading this blog post first) and figure out what needs to be done in order to optimize your entire buyer’s journey for all mobile devices.

6. Ramp up your creativity

B2B lead generation tactics and strategies don’t have to be boring! Sure, your competition might be sending snoozer emails and boring whitepapers, but that doesn’t mean you have to.

We typically think B2B isn’t allowed to have fun when it comes to marketing, but that doesn’t have to be true (I mean, just take this blog post for example 😉).

Sure, we did say B2B buyers are usually analytical and data-driven, but that doesn’t mean that they don’t have a funny bone.

When in doubt, go outside the box. Try something different, take on a new voice or tone — surprise potential buyers with something a little more off-the-wall.

At this point, we’ve seen it all and it takes something special to attract the attention of potential buyers. Tap in to your creative self and do something different the next time you’re digging for leads.

Who knows? The risk just might be worth the reward.

Lead generation is a difficult task, but we hope you’ve found six new ways to stir things up and make the entire process a bit more fun!

And if you need any further assistance when it comes to lead generation or marketing automation in general, feel free to reach out and schedule a 20-minute chat with our team. We’d love to connect with you!

Cheers to your success,

Lexie Robbins

Content Strategist

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Alexis Robbins

a seasoned copywriter, digital marketer, and social media connoisseur. Enjoys: anti-jokes, David Bowie, and mismatched socks.