4 B2B Lead Generation Practices for your Business

June 16, 2015

Confused by B2B lead generation? Get started with this straightforward approach.

Business-to-business (B2B) lead generation seems to be a mystery to many marketers, and even an Internet search doesn’t deliver much help.

There are two reasons for this: One, people are searching for that one, killer lead tactic that will mask all ills. And, two, people fail to realize that successful B2B lead generation is made up of activities that are by nature very hard to quantify.

Here’s my take: The real problem lies in the fact that you don’t simply generate a lead today, you guide it.

It’s a process that involves many components working together that just happen to culminate in “a lead or click,” but know that click isn’t the goal. It’s merely the vehicle. Don’t get caught in the trap of relying on that kind of measure to show you what’s working.

Proper lead generation - or lead guiding - goes more like this:

  1. Hey, here’s the real problem you need to address.
  2. Hey, here are a couple ways you might start to think about that problem.
  3. Hey, here’s one specific way to solve that problem.
  4. Hey, here’s why we might be the right one to help you fix that problem.

This kind of process comes to life in the combination of the right activities delivered at the right time in the customer’s journey. So, here are four B2B lead generation practices that must be included when you’re guiding qualified leads. These aren’t all-inclusive, but they are a place to start:

Answer-Focused Blogging

You must blog, but you must do it with intention. Focus on answering questions and educating your prospects rather than just aimlessly posting weekly. To get started, go to your email inbox and find the questions your leads commonly ask, then turn those answers into blog posts.

If you become a source your leads turn to for answers, they will come to trust your company and you.

Social Relationship Building

Most B2B businesses are only looking for a handful of profitable clients, so why does it matter if your Facebook page has 5,000 likes? Stop focusing on friends, likes, and followers, and use social media to build and strengthen your relationships. Rather than joining industry-related groups, join groups where your customers are and connect with them. Take time to answer their questions, and refer them to correct information.

Educational Seminars and Webinars

In-person educational events like seminars and webinars can be great sources of leads. As with blogging, a customer seeking information will come to trust your answers. In-person events make it even easier for them to connect to you.

Sponsor and Be Sponsored

Other businesses are always looking for strategic partners to refer. Sponsor their business or events, and they’re likely to do the same for you. You can leverage the trust they have built to get leads from their pool of clients.

There are many ways to generate leads, but it is important to keep in mind that you must be involved with as many as possible in order to create momentum.

This article was originally published on Inc.

Confused by B2B lead generation? Get started with this straightforward approach.

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