Seven B2B lead generation channels you should be focused on this year 

Seven B2B lead generation channels you should be focused on this year 

Explore the best lead-generating channels you need to know and why

If you own or manage a B2B company, creating a well-developed lead generation strategy can bring great success to your business’s overall marketing goals. 

By prioritizing the best lead-generating channels, your business will encounter a boost in brand awareness and brand authority. Continue reading to learn more about the best lead generation channels for your business.

What is B2B lead generation?

B2B lead generation is the process of acquiring prospective clients for your company by utilizing effective marketing methods to obtain those clients. About 50% of marketers have placed lead generation as a top priority in their marketing plans. [1] 

#1: Social Media Marketing 

Utilizing social media platforms like Linkedin, Facebook, Instagram, and YouTube can bring awareness and leads to your business. When the primary goal is to generate more leads for your business, it is vital to create content that engages your target audience, provides value, and drives a potential lead to choose you. 

Linkedin is one of the best social media channels for B2B companies, business owners, and employees to share knowledge, connect with each other, and build a network. In fact, 82% of B2B marketers say LinkedIn is the most effective social media platform for content marketing purposes. [2]

Related resource:
Why LinkedIn is important for your business-to-business organization

Like the marketing industry, social media is ever-changing, and what might be popular this year could be different within the next 3 years. For instance, according to a global social media report last year, Instagram and Tik Tok were the top social media channels for B2B marketers. Other platforms like Facebook and YouTube can contribute to lead generation just as much as the others. [3]  

If you have a sizable budget and resources, you can use all of these channels. However, if you manage a small to midsize company, you should experiment but focus on the channels where your target audience is spending the most time to increase your chances of conversion. 

#2: Content Marketing

Content marketing will always be essential for any business. Creating engaging content can improve your brand’s authority and awareness as this is how your audience will get to know you best. As of this year, videos, blogs, and images are considered the best media to use for marketing. 72% of prospects prefer to watch a video over reading about a product or service. [4]

When it comes to the content your marketing team creates, it’s important to remember that consistency is greater than volume, and what you create should always provide value to the reader, consumer, or viewer.

Related resource:
Top six tips to build B2B thought leadership

#3: Conferences and Trade Shows

Conferences and trade shows can be a great way for your business to generate new leads. Showcasing what your business does at a trade show that brings your target audience to you, can boost your brand awareness and create a more personable networking opportunity. 

Meeting face-to-face with a potential lead can result in a better chance of that person turning into a new client. So don’t be afraid to market your business the traditional way! 

#4: Pay-Per-Click (PPC) Advertising

When your business takes advantage of pay-per-click through Google Ads, you are likely to see a boost in conversion rates and brand awareness overall. This is largely due to the increase of people seeing your business online. Not only can you retarget potential clients across other channels, but you also have the ability to target keywords based on search intent within your sales funnel.

#5: Search Engine Optimization (SEO)

SEO can be a powerful lead generation channel. Prioritizing your business’ website search engine optimization can increase traffic organically and attract prospective clients seeking the services and solutions in your industry. 

The goals of an SEO campaign often include keyword research, content creation and optimization, backlink building, and improving the usability of your website to create a positive user experience, generate leads, and increase conversion rates.

Related resource:
Learn why SEO is essential for your business success both now and in the future

#6: Email Marketing

Email marketing is the most commonly used channel for lead generation. Emails have been around for much longer than some of the newer lead-generation channels, and that’s because emailing is still an effective way to communicate with people. 

One of the best ways to get potential clients to know your business or brand is to create clever email marketing strategies. For instance, you can get creative with the subject line, because that’s what people are going to see first. It’s always important to remember that the more unique your brand is, the more you will stand out as a business. Building and maintaining a strong email database with prospective clients and partners is as important as creating awesome email campaigns.

#7: Customer Referral Program

When your business obtains a new lead from someone you know, either personally or professionally, you essentially receive the best kind of lead. For example, the company Gusto operates a referral program that offers to pay $600 to its members for referrals. Their marketing team built a referral link into all of their emails to promote this incentive and send prospects to the campaign landing page explaining the program. This is a simple yet effective way for businesses to utilize a referral program. 

The average value of a referred customer is at least 16% higher than that of a non-referred customer with similar demographics and time of acquisition. [5] This implies that referrals could potentially bring more financial gain to your company than a lead that was generated from other channels. 

How we can help you

Here at Different Perspective, we want to see your business thrive. With nearly two decades of experience, our team of Orlando-based marketing experts are well-versed in helping B2B organizations like yours develop marketing strategies that drive brand awareness, educate prospective buyers, and support your sales team. 

Do you need B2B marketing support? 
Explore our ongoing agency support services page.


1: Market Splash | 100+ Must-Know Lead Generation Statistics In 2023

2: LinkedIn | The Sophisticated Marketer’s Guide to LinkedIn

3: HubSpot | B2B Lead Generation: The Best Campaigns for Every Channel

4: HubSpot | The 2023 State of Marketing Report

5: Wharton School of Business | Referral Programs and Customer Value

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