How to generate b2b sales leads in today's world

In this article, I am going to share with you how you can generate more B2B sales leads for your business in an easy-to-follow step-by-step process.

Getting consistently leads from your B2B Marketing is getting harder every single day and marketers need to be more resourceful to generate leads day after day. Without leads, the company cannot survive and if you are one of the companies that struggle with lead generation then keep reading!

Certainly, there are many reasons why it is getting harder to generate leads for your businesses, however, what you need to know is what Brent Adamson from Gartner said.

quote by Brent Adamson Gartner about customer bying journey

Shifting your marketing mindset from figuring out the best marketing strategies to sell to the best marketing strategies to help your buyers buy, will ultimately help you drive more B2B sales leads every single day.

So, let’s have a look at how you can do that.


1. Create Your High-Converting Marketing Funnel

The first step to effectively generate more B2B sales leads for your business is to create your own high-converting marketing funnel to visualize how you will generate more leads for your business.

What is Marketing Funnel?

what is marketing funnel in b2b


Marketing Funnel is a graphic visualization of marketing strategies that represent different stages that illustrate the theoretical customer journey toward the purchase of a good or service.

Or simply said, you need to have an idea of what marketing strategies you should include within your marketing mix to attract B2B sales leads at every stage of the buyer journey.

As you can see, there are typically three stages of the marketing funnel which are:

  • TOFU: Top of the funnel (Awareness Stage)
  • MOFU: Middle of the funnel (Consideration Stage)

BOFU: Bottom of the funnel (Purchase Stage)

marketing funnel and marketing strategies for tofu mofu and bofu stage in marketing funnel

In this example, you can see different marketing and sales strategies that can be used to generate more B2B sales leads for your organizations.

And every stage has different goals and set of metrics you should track to better understand how your marketing is performing and what you should focus on when you are implementing the strategy:

  • Awareness Stage: Here you are focusing on creating awareness and therefore your metrics should be around that. For example, your blog posts should be focused on generating relevant organic traffic that later can convert.
  • Consideration Stage: At this stage, you are focusing on generating leads, which are not ready to be MQL (marketing qualify leads) or SQL (sales qualified leads) yet. Often your goal is mini conversions which mean to get a piece of information like email addresses from your users and send them to lead nurturing sequence.
  • Purchase Stage: Lastly is the purchase stage when the prospect is ready to make a purchase and wants to get the best deal. This is often a crucial time, and the strategies are often handled by sales such as demo, quote, trials, etc. But that depends on your business.

So, creating a marketing funnel is crucial for you to effectively generate B2B sales leads because you need to have a roadmap that helps you to better visualize how you will drive demand for your products or services.

marketing funnel works as a roadmap to generate more b2b sales leads

However, you must remember, that the B2B buyer journey is complicated and B2B buyers can move from one stage to another stage, therefore you should always think about how you can connect your strategies together to maximize your marketing results.

2. Plan Your Marketing Strategies You Want to use

The second step is to actually plan your marketing strategies to generate more B2B sales leads once you understand the marketing funnel and what are the goals of each stage.

Planning your marketing strategies really depends on your marketing resources and your budget. However, it is important to have at least a few strategies from each stage to effectively generate demand for your products or services from each stage.

So, let’s have a look at every stage of the marketing funnel and discuss the most common strategies used by B2B organizations to get more B2B sales leads. Of course, remember these are just examples and ultimately it will depend on your marketing budget and resources like I said.

Marketing Strategies for Awareness Stage (TOFU)

At this stage, your main goal is to create awareness for your products and services and there are plenty of marketing strategies you can use to generate awareness.

The most common and effective marketing strategies for the awareness stage are:

  • Blogging
  • Social Media
  • Display and Video Advertising
  • Webinars
  • Guest Blogging
  • Reports
marketing strategies for top of the funnel awareness stage

At this stage, you want to attract buyers that are researching how to solve their pains and needs.

That’s when content marketing plays a vital role in your marketing as by creating content around your solutions and the problems you solve you will be able to attract potential prospects that are searching for solutions for their needs.

According to B2B marketers, content marketing is best for creating brand awareness, educate audiences and build credibility and trust with your users.



Also later I will explain why is content is important for them and how you can use this to your advantage.

Marketing Strategies for Consideration Stage

The consideration stage or middle of the funnel  (MOFU) is rather focused on getting your users to take the desired action and learn more about your solutions.

Typically, at this stage, your prospects already understand their problems and what solutions are there. They want to learn more about the solutions themselves, such as features and capabilities.

Here you want to separate those people who are in the awareness stage or are not in the market from those who are considering solutions like yours to solve their problems. This is when you already want to generate leads and collect email addresses, names, and company names.

Therefore, the typical marketing strategies at the consideration stage are:

  • Ebooks
  • Whitepapers
  • SEO
  • Case Studies
  • Email Nurturing
  • Webinars
  • Content Upgrades