B2B Lead Generation: The Top Tips and Strategies to Know

70 to 80% of consumers research a business online before visiting in person or making a purchase.

If you’re trying to improve your B2B lead generation strategy this year, you need to start online. With a strong website and the right B2B SEO strategy, you can get your pages to the top of the SERPS, and once they’re there, you’ll see your traffic start to climb.

With these B2B lead generation strategies, you can attract more potential clients to your website. Better yet, you can convert those visitors into leads, giving you the chance to turn visitors into paying customers.

By increasing high-quality leads on your website, you can save time and money for the year ahead.

Then, you can improve your ROI and boost your business!

Set yourself up for success this year with these lead generation B2B strategies!

1. Search Engine Optimization

Search engine optimization (SEO) is one of the most effective ways to increase traffic to your website. By targeting the right keywords and crafting great content, you can then convert those visitors into leads.

The higher you rank on search engine results pages (SERPs), the more people will see you. This can help you boost brand awareness and attract more website visitors.

A higher ranking will also help you keep up with competitors. Even if you’re competing with giant corporations, SEO gives you a chance to get ahead.

Ranking higher can improve your credibility as well.

Consumers want to trust companies that are knowledgeable and relevant. Google prioritizes websites that offer users the answers they need. By ranking at the top of a SERP, you’re showing people that you’re a credible resource in your industry.

Here are a few B2B lead generation SEO tips that can help you boost your ranking.

UX Web Design

Google prioritizes websites that provide users with strong user experience (UX). UX web design focused on ease and convenience. If your website is difficult to use, you could lose customers.

A strong website is essential for many of these B2B marketing strategies.

First, make sure your website is optimized for mobile devices. Google uses mobile-first indexing when it determines website rankings. A mobile-optimized website will work on smaller screens.

If your site isn’t mobile-optimized, users will have a difficult time navigating your site. You could also lose sales. In fact, mobile e-commerce will account for 54% of all online sales by 2021.

Once your website is optimized, make sure it loads quickly. You can use Google’s PageSpeed Insights to determine what’s slowing your site down. A slow site will impact UX, which can scare off visitors.

Make sure your images are compressed. You might also need to switch out old plugins that are slowing your site down.

Next, make sure your site is secure. Look for “HTTPS” in front of your URL. Google wants to make sure its users have a secure web experience.

If your site isn’t secure, you’re leaving your visitors’ confidential information at risk.

Make sure to design a website that utilizes plenty of white space. Negative space makes it easier for people to read your content. The longer they stay on the page, the better for your dwell time.

You also want people to click around. Use color psychology to attract the eyes to links or buttons. Check your navigation to make sure it’s easy to use, too.

When people click around and explore your content, it increases your clickthrough rate. Meanwhile, you’re also reducing your bounce rate. Your clickthrough rate, bounce rate, and dwell time will all impact your SEO ranking.

Customer and Keyword Research

To create a strong SEO strategy, you need to know who your customers are.

Separate a broad target audience into smaller groups by crafting buyer personas. You can segment these personas based on demographics, interests, buying behaviors, and other criteria.

The more precise your buyer personas, the more likely you’ll create content that appeals to your audience.

Make sure to learn what your target customers are searching for online as well. You can use Ahrefs, SEMRush, Google Keyword Planner, or Google Trends. Then, make a list of topics that your audience is searching for online.

Once you complete your keyword research, you have a list of possible topics you can cover in your content.

Make sure your content answers the questions your customers are asking. The more helpful your content, the more likely people will contact you for more help and information.

Offer Data and Shareable Ideas

It’s not enough to post on your blog or create fun images. Instead, you need to pack your content with data and shareable ideas to improve your ranking.

One way to rank higher on SERPs is to add links to your content.

External links are links that send readers to other websites. You want to make sure these external links provide valuable information. For example, you might want to include a statistic or research within your content.

Google uses these links to verify that your content is reliable and accurate. The stronger your content, the more likely Google will want to share it with its users.

Internal links send readers to other pages on your website. You can use these links to encourage visitors to learn more or convert on your contact page.

Make sure to use a combination of internal and external links. These links will strengthen your credibility and authority. Meanwhile, they’ll also improve your clickthrough rate and reduce your bounce rate.

SEO Trends

It’s important to remain up-to-date with the latest SEO trends. Google changes its algorithm throughout the year. If you fall behind, your SEO ranking could suffer for it.

One of the most important SEO trends to consider in 2020 is the zero-click position.

More people are optimizing their website content for snippets. Featured snippets are pieces of content that appear at the top of a search page. They can include summaries, bullet points, recipes, or videos.

Optimizing your content for snippets will help you rank at the top of a search page. Consumers are reading the snippets instead of clicking on the website to find the content they need. By optimizing for snippets, you can reach the zero-click position and show readers you’re a relevant source of information.

2. Content Marketing

To strengthen your SEO strategy, you’re going to need to focus on content. Content marketing can support your B2B lead generation strategy by attracting more people to your website.

First, start using your keyword research to create fresh, relevant blog content. Make sure this content is informative.

What problem do the businesses you’re targeting face each day? What solution can you provide them? Focus on your unique value within these blog posts to show readers why they should trust you over your competitors.

Don’t forget to keyword optimize your blog posts. Your target keyword should appear in the:

  • Title
  • URL
  • Header tag
  • Alt text
  • Introduction and closing paragraphs
  • Body copy

Optimizing your content will give your B2B lead generation strategies the strength they need to succeed!

You can also mix up your content marketing strategy by creating:

  • eBooks
  • White papers
  • Video content
  • Webinars
  • Infographics
  • Quizzes
  • Polls

Interactive content such as quizzes and polls can help improve your dwell time and clickthrough rate. You can also make white papers downloadable. Then, request visitors to provide their email addresses before they can access the content.

That way, you’re gathering leads while providing visitors with valuable information.

By 2022, video content will account for 80% of all web traffic online. Videos are a great way to get people engaged with your business.

Don’t forget to finish your content off with a strong call-to-action. Encourage visitors to fill out a form or call your company. Then, you can convert those visitors into valuable leads!

3. LinkedIn Lead Generation

One of the best ways to communicate B2B is to head online where other businesses are spending their time: LinkedIn. There are many ways LinkedIn can benefit your B2B lead generation goals.

For one, your buyers are already there. LinkedIn is a space where many decision-makers collaborate and explore other businesses.

LinkedIn also focused on quality over quantity. It’s not a space where companies spam the feed with content. Since users focus on quality content, you can focus on quality leads.

First, make sure you have a strong profile and company page. Make sure your page sounds concise and professional.

Your page is instant SEO for your business. Make sure to use target keywords within your page to target your audience.

Next, acquire social proof. Let your happy customers speak up for you. Social proof gives previous clients the chance to endorse your skills.

Take the time to get active in groups within your industry, too. Join niche groups if they’re available and join in on the conversation. You can also use these groups to share your content and show potential clients your know-how.

Networking is everything with B2B marketing. Take the time to forge connections while you’re there!

4. Pay-Per-Click Advertising

While over 55% of small businesses are investing in SEO, 45% are investing in pay-per-click (PPC) advertising. PPC advertising allows you to display targeted ads on Google, LinkedIn, Facebook, and other platforms. Once people click on your ads, they’ll visit your website where they can convert on a landing page.

Here are a few tips for improving B2B marketing using PPC.


Like SEO, PPC relies on knowing who your audience is and what they need. PPC advertising allows you to get precise with your targeting. You can focus on an audience based on location, language, age, gender, and other criteria.


PPC also uses keywords to ensure you appear in front of the right customers. To keep your campaigns organized, consider using single keyword ad groups (SKAGs).

SKAGs help you determine which keywords are generating the best results. These ad groups can also improve your quality score, which can boost your ranking.

With SKAGs, you can avoid wasted spend and improve your ROI.

Negative Keywords

Make sure to review your search queries regularly. Some queries won’t match your business, meaning you’re wasting money.

By adding to your negative keyword list, you can avoid these wasteful clicks for more beneficial results.

Personalize Your Landing Pages

Make sure your landing pages are personalized with your audience in mind. Your landing pages and ads should also feature matching language. That way, consumers make the connection between the two.

Finish your ads and landing pages with a strong call-to-action to generate conversions.

Remarketing Campaigns

Remarketing ads help you reappear in front of previous website visitors in the future. It’s a second chance to bring otherwise lost leads to your site!

5. Email Marketing

Email lead generation campaigns are a great way to keep people up-to-date regarding your business. Here are a few tips for creating strong email marketing campaigns.

Automate Your Campaigns

You’re already busy enough. Automating your email drip campaigns will free up your time.

Make sure to split your subscribers into segmented lists. You can target subscribers based on user behaviors to appeal to their interests. For example, you can send an email to subscribers who abandoned their cart to recover lost sales.

Offer Free Tools

Try offering a free tool to website visitors to encourage them to subscribe to your email list. For example, you can offer a white paper or coupon if they subscribe.

Make sure to use a compelling call-to-action to grow your email list.

Referral Campaigns

If you already have a few subscribers, encourage them to refer others. They’ll take some of the work off your shoulders. A referral campaign can help you generate new B2B leads to grow your business.

Re-engagement and Retention Campaigns

Don’t forget to use your emails to re-engage previous customers. You can create retention campaigns to nurture your leads and encourage people to return to your website.

Retention campaigns help you increase brand loyalty, making it easier for you to retain customers long-term.

6. Conversion Rate Optimization

There are a few B2B lead generation strategies you can use to improve your website for conversions. For example, make sure to optimize your web forms. An easy-to-use and navigate form will encourage more conversions.

Try using exit-intent popups, too. These popups will encourage visitors to take action before they leave your site.

As you start using these lead generation techniques, use a heatmap to review your data. You can also use A/B testing to determine which strategies are working to help you generate more leads!

B2B Lead Generation Strategies: The Tips You Need to Succeed

Put these B2B lead generation strategies to the test! By using these lead generation techniques, you can gather more leads and boost your business. These strategies will put you on the map, allowing you to convert more leads into paying customers!

Searching for more ways to grow your business? Explore our latest Sales and Marketing tips today!

Adam Hansen

Adam is a part time journalist, entrepreneur, investor and father.