The guide to B2B lead generation in 2024

Attracting B2B customers is a real challenge: long sales cycle, finding the right person in the company, etc.

Not to mention all these barbaric terms: lead scoring, lead nurturing... These terms are an integral part of the digital marketing lexicon.

This article was written to help you simplify all these concepts and apply the right lead generation strategies in 2024.

How can we turn this challenge into an exciting opportunity?

With the rise of AI and digital tools, each more efficient than the other, lead generation is experiencing a real revolution.

This guide is here to simplify your task: startup or large account, discover how to attract the right prospects, at the right time thanks to impactful strategies.

Ready to explore the secrets of 2025 prospecting and take your business to the next level? Here we go!

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How to generate leads effectively?

Definition of lead generation

Before even talking about lead generation tools, it's important to understand what we're talking about. Lead generation (= prospects) represents all the techniques allowing you to attract people who could be interested in what you offer. Whether it is a service or a product, your prospect finds that your solution meets their needs. 

A prospect is someone who has not yet purchased, but who is on your radar.

You have probably already used one of these methods to generate leads:

• Content marketing: Articles, videos or white papers to help your prospects solve their problems through quality content.
• Social networks: Facebook, LinkedIn, Instagram… platforms to help you connect with your target audience.
• Online advertising: Targeted advertising to reach the right people at the right time
• Referral and Recommendations: Encourage your current customers to recommend your services or business

Lead generation consists of nurturing a relationship with interested people and gradually guiding them towards a conversion (purchase or contact).

Why lead generation is crucial for a business

Without prospects, no customers and without customers, no business. 

In the B2B world, sales cycles can be longer and more complex and it is therefore essential to have a constant flow of interested prospects. 

For what ?

Because it helps build relationships, educate, and above all, meet the specific needs of each prospect.

• Maintaining growth: Leads enrich the customer portfolio and can compensate if a customer decides to additionally use your solution.
• Avoid relying on the same customers: If you do not generate new leads, you will only rely on existing customers, and they can change supplier at any time.
• Better market visibility: By better understanding prospects, you can adjust your offering and be more responsive to new market trends. 

The impact of lead generation on sales performance

Attracting the right prospects means increasing the chances of making sales.

How does it work?

More conversions: To increase your chances of sales, you need to attract the right people from the start. An already interested prospect is much more likely to convert into a paying customer. This is what we call a qualified lead. 

Sales Resource Optimization: When your sales team works with qualified prospects, they can focus on people who have already shown real interest. This avoids wasting time with those who are not ready to buy.

Better return on investment (ROI): By better targeting prospecting efforts, each action will be more likely to result in a sale, which increases ROI. Less spending on ineffective strategies.

Collection of essential data: Lead generation allows you to better understand the market: 

• What are the needs of prospects? 
• How do they react to your offer? 

So much data to use to refine the strategy.

Competitive advantage: By anticipating the needs of your prospects, you position yourself faster and better than competitors. 

Loyalty: Prospecting does not stop with the first sale, it is a long-term relationship. Good follow-up helps transform a prospect into a loyal customer.

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What are the best lead generation strategies?

Lead generation is crucial for all B2B businesses. 

But between content marketing, email and social media, which strategies really work?

Let’s explore the different approaches to attracting customers.

Content marketing as a lead generation strategy

Also called inbound marketing by experts, offering useful content means offering your prospects concrete answers to their needs. 

A well-thought-out blog post or downloadable guide may be enough to capture their attention.

By sharing your knowledge, you show that you are an expert in your field, while creating a bond of trust. 

Remember: content that is well referenced on search engines continues to do its job long after its publication. It’s an investment that pays off in the long term.

This content marketing also allows you to appear in your prospects' Google searches. We're talking about natural referencing.

This content also allows you to precisely target prospects who will be most sensitive to the issues you are addressing within them.

Once your prospects download your downloadable guide, you can send them (with their consent) other guides, content emails to teach them how you work. We then talk about marketing automation.

Using social media for lead generation

We're all on social media, and so are your prospects! So why not go find them where they spend their time? 

• LinkedIn, the king of B2B: Share content, comment on publications and use advertising tools to precisely target your audience;
• Twitter for quick exchanges: Monitor trends and engage in conversations in real time;
• Join Facebook or LinkedIn groups: These are gold mines for finding prospects interested in your industry.

The importance of email marketing in lead generation

Email marketing is far from being outdated: it is a powerful tool for establishing direct communication with your prospects. A well-designed email with a personalized approach can generate significant impact.

To maximize your results, segment your lists, tailor your messages to the specific needs of each group and include clear calls to action. 

Measuring the performance of your campaigns (opening rate, click) will allow you to adjust your strategy to make it even more effective.

Webinars and virtual events to generate leads

Webinars are a bit like hosting a giant networking event…but from your office. They are perfect for capturing the attention of your prospects: 

• You directly engage your audience: They ask questions, interact, and you show your expertise.
• You reuse content: Record your webinars and transform them into resources to download.
• You qualify your prospects: If someone attends your event, they are already interested.

A well-organized webinar is a machine for generating qualified leads.

PS: remember to create an effective marketing campaign before, during and after your webinar! 

Commercial prospecting by email and on social networks

Sometimes the best solution is the most direct. Sending a well-targeted email or LinkedIn message can be enough to start a conversation.

The important thing is to be relevant and show that you understand the needs of your interlocutor.

Good prospecting is above all a question of respect and personalization. And if you do raise, do it tactfully – no one likes to be harassed 🫢

Some examples of prospecting messages here: 

Each strategy has its role to play in attracting and engaging your prospects. By combining content, social networks, emails, events and direct prospecting, you increase your chances of success. 

What matters is being relevant and listening to the needs of your prospects.

How to optimize the B2B lead generation process?

Generating B2B leads is essential, but it’s not just about quantity. The quality and efficiency of the process are just as important.

So, how can you make your efforts more efficient and better targeted?

The importance of personalization in lead generation

Prospects don't want to be treated like numbers. They want to know that you understand their specific needs. Personalization is therefore essential to capture their attention and arouse their interest.

• Create tailor-made messages: Adapt your emails and your proposals according to their sector, their issues and their current projects.
• Use data intelligently: Leverage CRM tools to analyze their behavior and better anticipate expectations.

By addressing your prospects in a personalized way, you increase your chances of converting a simple contact into a concrete opportunity.

Did you know? Humanlinker is the most powerful tool on the market for personalization! Thanks to AI and an ultra-complete database (700 million contacts...just that), you will be able to send personalized messages automatically! 

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How to improve the quality of leads generated

A steady stream of leads is helpful, but if those leads aren't qualified, your efforts may falter.

To improve the quality of leads, it is important to clearly define specific criteria from the start.

You must identify your buyer persona. Who are your ideal prospects? what are their challenge, their priorities and their objectives?

Set up clear filters. On your forms or landing pages, ask the right questions to qualify your prospects as soon as they enter your database.

Collaborate with sales teams. Good communication between marketing and sales ensures that the leads generated match expectations. 

Fewer, but better qualified leads can produce better results than endless lists.

​Which tools should I use for lead generation?

Automating certain tasks frees up time to focus on high value-added interactions. Lead generation software does not replace humans, but it helps optimize the process:

• Use CRM platforms or marketing automation software 

These can help you track and engage your prospects more effectively. I am thinking in particular of Hubspot (which you can also connect to Humanlinker in one click!)

• Create automated campaigns

With personalized emails that trigger based on your prospects' behavior, you maintain your presence without constant effort.

• Analyze results in real time

Automated tools allow you to quickly assess what is working (or not) and adjust your campaigns.

Here is a list of the best tools for your commercial prospecting. It was nothing ! 

To summarize, optimize B2B lead generation = Strategy + Technology

Mistakes to avoid in B2B lead generation

Lead generation is essential for developing your B2B business. But some mistakes can hinder your results, even with the best intentions.

What are the pitfalls and how to avoid them?

❌Not clearly defining your target audience

Wanting to attract everyone means taking the risk of convincing no one. If your message is too generic, it won't speak to any specific prospect.

✅Clearly identify your audience

Take the time to define your buyer personas. What are their needs, their objectives, their challenges? Good knowledge of your target allows you to create a message that really resonates

❌Neglecting quality in favor of quantity

Collecting hundreds of contacts is good. But if the prospects are not qualified, your sales teams will waste time and your results will not meet your expectations.

✅Promote the quality of leads

Rather than targeting a large number of prospects, focus on those who are most likely to become customers. Use smart forms, qualifying questions, and work together with your sales teams.

❌Ignoring the customer journey

Your prospects do not go directly from a click to a contract signature. If you don't provide a clear path with multiple points of contact, you run the risk of losing a few along the way.

✅Take care of the customer journey

Suggest progressive steps:

• Informative content to attract prospects.
• A tool or free offer (white paper, webinar) to engage them more.
• A personalized contract to transform interest into opportunity.

❌Underestimating the data

Today data is a gold mine. If you do not analyze the behavior of your prospects or if you do not segment your lists, you are missing out on a powerful lever to personalize your campaigns

✅Use your data wisely

Analyze what works: what types of content attract the most clicks? which segments of your audience are the most engaged? The more data-driven your actions are, the more effective they are.

❌Too many “Push” messages and not enough value

Bombarding your prospects with sales arguments without offering them useful or inspiring content will only drive them away.

✅ Provide value before asking for something

Offer relevant content that meets your prospects' needs before offering them a solution. An approach based on exchange and value that inspires trust and opens the door to constructive conversations. 

Avoiding classic mistakes in B2B lead generation is already taking a big step towards stronger results. By taking care of each stage of the customer journey and leveraging data, you create a strategy that attracts, engages and converts your prospects.

How to measure the success of your B2B lead generation strategy

Is your strategy really bringing you results? To find out, we have to analyze the figures and understand what they tell us. 

Don't panic! we will dissect them together:

Key performance indicators (KPIs) for lead generation

To know if you are on the right track, there are a few essential indicators to watch:

• The number of leads generated: How many contacts did you attract this week? this month? (be careful, it’s not just a question of quantity).
• Conversion rate: How many of these prospects move on to the next step, whether it’s a call, a quote request or a purchase?
• Cost per lead (CPL): Does each lead you obtain cost you a fortune? If so, there may be a problem that needs to be resolved.
• The percentage of qualified leads (SQL): How many of your prospects are really interesting for salespeople? If this figure is low, you need to review your qualification criteria.
• The length of the conversion cycle: How long does it take for a prospect to go from first contact to a purchasing decision? The longer it is, the more likely you are to lose it along the way.

These numbers are like your dashboard: They show where things are going well and where things are stuck.

How to interpret these KPIs to improve your lead generation strategy

Looking at the data is good. Understanding them and acting accordingly is better. How to interpret them?

• High CPL, but low conversion?

Maybe your campaigns aren't reaching the right people. Try reviewing your targeting or personalizing your messages.

• A bunch of prospects, but no actionable contacts?

If salespeople tell you that the prospects are not interesting, it is because your criteria are not clear. Take the time to define together what a “qualified” prospect is.

• An endless conversion cycle?

This may mean that your prospects are hesitant or lack information. Maybe a follow-up email or call could reassure them and get them moving faster

Every piece of data has a story to tell. Your job is to observe it and learn from it.

The importance of data analysis in lead generation

The data is not there just to look pretty in the Excel table or in your CRM. It helps you understand what works and what doesn't. With a little digging, you can:

Test and adjust your campaign: Data lets you see what’s working and what’s not

Segment your audience: by analyzing your prospects, you can group them into categories:

• Interested prospects
• Less convinced prospect
• Prospects who need more information

Monitor progress over time: Are your results increasing or decreasing? If there is a sudden change in a prospect, it's worth digging to understand why.

Identify your top-performing channels: You may be spending a lot on one channel, but your best leads are coming from elsewhere. The data will tell you where to invest more.

Spot seasonal trends: Certain times of the year may be more conducive to lead generation and will allow you to plan your campaigns strategically.

With the right tools, you can easily track all of this and adjust your actions in real time!

Take the time to look at your data and let yourself be guided!

Measuring and optimizing B2B lead generation is much more than a question of numbers: It is a constant work of analysis and adjustments. 

By tracking key metrics like conversion rate or cost per lead, you can:

• Identify what works
• Fix what's wrong
• Improve your results

Data doesn't lie. It shows you where to focus your efforts, refine your campaigns and turn your leads into opportunities.

The objective? Make your strategy a real engine of growth!

With the right tools and a proactive approach, you will be able to generate quality leads while maximizing your efficiency.

Up to you !

To generate qualified leads and initiate personalized conversations with thousands of prospects, there is Humanlinker 👇

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