How to Generate More B2B Leads in 2022

What is B2B Lead Generation?

B2B lead generation is the process of sourcing and acquiring customers that could be interested in buying your product or service, in situations where the buyer is a company or legal entity. B2B is distinctly different to B2C, where companies directly target the end-user.

Best strategies to generate B2B leads

Omnichannel marketing

One of the best ways to generate B2B leads is omnichannel marketing. With this approach, all your branding, messaging, and marketing efforts, be they offline or online, are integrated so that they create a brand-consistent and user-personalized environment.

Marketing automation

Marketing automation tools and platforms make executing an omnichannel marketing strategy easy. They allow you to manage all your channels in one place and create customized campaigns for each.

Optimize your content strategy

Creating targeted content is another great way to generate B2B leads.

  • Research: conduct market research to understand your target audience’s needs.
  • Planning: develop a content strategy that includes topics, formats, and distribution channels that will reach your target audience.
  • Creation: producing the actual content, whether it’s blog posts, videos, infographics, or something else.
  • Promotion: get the word out about your content through social media, email marketing, and other channels.
  • Measurement: analyze your content strategy results to see what’s working and what can be improved.

Use social selling

Social media is a powerful tool for any company looking to reach its customer base. However, it’s essential to focus on what you’re posting and when those posts are going out.

Finetune your outreach: Personalize your cold emails

Despite the debates, cold emails are still effective. 71% of buyers want to hear from sellers when they are exploring a new product or idea.

Simplify the demo/booking/trial process

According to Gartner, 77% of B2B buyers feel that making a purchase is fairly complicated and time-consuming.

Leverage partnerships with other companies

Many businesses are complementary to each other and have the potential to create mutually beneficial partnerships. These partnerships can take many different forms, such as collaborating on a shared survey or report, co-hosting a webinar or online course, or working together to promote each other’s products and services. Building these mutually beneficial partnerships can help both companies succeed at a reasonable cost.

Attend industry events

When you’re planning your next marketing strategy, don’t forget the tried-and-true networking method. It may take a little more time, but the results could be worth it.

Use paid ads and remarketing for website visitors

PPC, a form of online advertising that allows you to target potential customers with keywords related directly to what they want, could also be a source of leads and prospects for your business. Continued optimization guarantees higher conversion rates because visitors see specific products instead of browsing around aimlessly.

List your B2B product/solution in online directories

Another way to generate more leads is through online directories and listings. Online directories and review sites serve as a great source of information for customers and offer a unique way of building trust. Therefore, make sure your business is listed in as many relevant directories as possible. This will help guarantee that prospects can find you when they’re searching for similar businesses.

Why online reviews matter

Studies have shown more than 90% of customers read online reviews before making a purchasing decision, and most people consider online reviews to be as trustworthy as personal recommendations. This is because customers trust the experiences of others when it comes to buying.

How to get an online review that counts

We’ve all probably seen those reviews that scream “fake” with a lack of detail and sameness in the tone of voice. To ensure that the online reviews left by your customers count, be sure to ask them to highlight the unique aspects of your product or service in a way that feels authentic and not over-promotional.

Invest in optimizing your content for organic

Most businesses understand the basic concepts of SEO today. However, when it comes to developing an effective strategy for your brand and getting the most from search engine optimization (SEO), just throwing together some content with keywords in mind won’t cut it — you need more than that!

  1. Do your research


Generating leads is essential for any business, but it can be especially challenging for B2B companies. That being said, with the right strategy in place that includes focusing on creating valuable content, targeting the right audience, and using effective marketing tactics, you can be successful in generating leads no matter the market conditions.



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2Checkout (now Verifone) is the leading all-in-one monetization platform for global businesses built to help clients drive sales growth across channels.