How Do I Generate More B2B Leads?
- Jenna Miller
- Feb 17
- 4 min read
Generating consistent, high‑quality B2B leads is one of the biggest challenges facing businesses. Markets are crowded, buyer journeys are longer, and decision‑makers expect more value before they ever speak to sales. Yet with the right b2b lead generation approach, companies can dramatically increase pipeline, improve conversion rates, and reduce acquisition costs.
This guide breaks down what lead generation really is, how to increase it, what hurts it, where leads leak in the funnel, and how marketing and sales can work together to fix it.
What Is Lead Generation?
Lead generation is the process of attracting, engaging, and converting potential buyers into prospects who show interest in your product or service. In B2B, this typically means capturing contact information from decision‑makers who fit your ideal customer profile (ICP).
MQL vs. SQL
Marketing‑Qualified Leads (MQLs): Leads who have shown interest through marketing channels (downloads, webinars, website engagement).
Sales‑Qualified Leads (SQLs): Leads vetted by sales as ready for a conversation.
This handoff is one of the most fragile points in the funnel. In fact, 84% of businesses say that converting MQLs to SQLs is one of their biggest lead generation challenges (Gartner).
Why Lead Generation Matters
Strong lead generation creates:
Predictable revenue
Lower customer acquisition costs
A healthier sales pipeline
Better alignment between marketing and sales
Many companies turn to lead generation services, such as website optimization, blog content creation, social media management, and email marketing, to scale faster, improve targeting, or accelerate pipeline growth.
Ways to Increase B2B Lead Generation
Strengthen Your ICP
The tighter your ideal customer profile (ICP), the stronger your lead generation strategies become. Clear industries, roles, pain points, and buying triggers help you attract the right people and repel the wrong ones.
Invest in Content That Converts
Content is still the backbone of organic B2B growth. Companies that blog consistently generate 13 times more leads and ROI than those that don’t. High‑performing assets include:
Industry‑specific guides
ROI calculators
Templates and checklists
Case studies
Comparison pages
Dive Deeper into Content Creation:
Optimize Your Website for Conversions
Your website should function like a 24/7 salesperson.
Clear, repeated CTAs
Multi‑step forms
Chatbots
Social proof near forms
Fast load times
Dive Deeper into Website Strategy:
Use Multi‑Channel Lead Generation Strategies
A modern B2B strategy blends:
LinkedIn thought leadership
Webinars and virtual events
Paid retargeting
Partnerships and co‑marketing
Leverage Lead Generation Services When Scaling
Outsourced sales development representative (SDR) teams, SEO agencies, and marketing automation partners can accelerate growth when internal bandwidth is limited.
Actions That Hurt Lead Generation
Weak or Generic Messaging
If your messaging sounds like everyone else’s, buyers tune out. B2B audiences respond to clarity, outcomes, and industry‑specific language. That's why personalized marketing matters.
Poor Website UX
Slow load times, confusing navigation, and long forms kill conversions instantly.
No Clear Offers
If “Contact Us” is your only CTA, you’re losing leads. Buyers want options like:
“Get the guide”
“See pricing”
“Watch the demo”
Misalignment Between Marketing and Sales
This is one of the biggest killers of pipeline. Without shared definitions, SLAs, and feedback loops, leads fall through the cracks. Here's how to get the alignment right
Inconsistent Follow‑Up
Shockingly, 44% of sales reps give up after just one
follow‑up. Meanwhile, most B2B buyers need 6–12 touches before converting. That gap alone destroys thousands of potential leads.
Where Leads Are Lost in the Sales Funnel (and How to Fix It)
Top of Funnel (Awareness)
Where leads are lost:
Low organic traffic
Weak SEO
No industry‑specific content
Solutions:
Keyword‑driven content strategy
Consistent blogging (remember: 13x more leads)
Paid awareness campaigns
Strong social presence
*Cost note: Organic leads are not “free.” The average organic cost per lead is:
B2B SaaS: $310
IT & Managed Services: $617
Middle of Funnel (Consideration)
Where leads are lost:
No compelling offers
Weak nurture sequences
Lack of trust signals
Solutions:
Industry‑specific landing pages
Bottom of Funnel (Decision)
Where leads are lost:
Slow follow‑up
Pricing confusion
No clear differentiation
Solutions:
Sales enablement content
Clear pricing pages
Fast, personalized outreach
Competitor comparison pages
Post‑Lead Handoff
Where leads are lost:
Poor qualification
No CRM tracking
Leads not contacted
Solutions:
Defined MQL/SQL criteria
SLA between marketing and sales
Regular pipeline reviews
The Role of Marketing and Sales in Lead Generation
Marketing’s Role
Marketing owns the top and middle of the funnel:
Driving awareness
Creating conversion assets
Running campaigns
Delivering qualified MQLs
Managing automation and nurture flows
Sales’ Role
Sales owns the bottom of the funnel:
Fast follow‑up
Personalized outreach
Qualification
Discovery
Closing
Feedback to marketing
Why Alignment Matters
When marketing and sales operate as one revenue team:
Lead quality improves
Conversion rates rise
Follow‑up becomes consistent
Messaging stays unified
Pipeline becomes predictable
This alignment is the single most important factor in successful b2b lead generation.
Lead Generation Wins Come From Consistency, Not Chaos
Generating more B2B leads isn’t about doing more; it’s about doing the right things consistently. With strong messaging, high‑value content, optimized conversion paths, and tight marketing‑sales alignment, companies can dramatically increase pipeline and revenue.
Whether you build your strategy in‑house or partner with lead generation services, the companies that win are the ones that treat lead generation as a system, not a one‑off campaign.
