8 proven B2B sales lead generation methods

erate more sales leads by including each method into your lead generation programs.

Internet marketing and search engine optimization

It is a “no-brainer” to say business buyers use the Internet to search for products or services like yours. In order to generate sales leads from these prospective customers, it’s critical to have an effective website that is designed to be a lead generation machine, and takes full advantage of Search Engine Optimization (SEO) techniques so it will be found by prospective customers when they are actively searching.


You can use email as a fast and cost-effective way to reach out and nurture your prospective customers on a regular basis until they are ready to respond.  Or by creating your own email newsletter, you can use industry news and tips to stay in your prospects’ minds until they raise their hands and become sales leads.

Direct mail

Direct mail is once again proving to be one of the most productive tools for generating B2B sales leads.  But sadly, many B2B marketing professionals fail to take advantage of direct mail as part of their lead generation programs. 

Keep in mind that one-shot direct mailings to new prospects seldom work. Instead, consider developing a multi-touch campaign using direct mail integrated with your email and telemarketing programs.

Relationship marketing (Lead nurturing)

Relationship marketing, or sales lead nurturing, is the approach underlying all of the “sales-lead-generation-success” methods. Keeping in touch with prospects via a series of ongoing communications and offers throughout your prospective customers’ consideration processes until they are ready to buy lets you pick up sales others leave on the table.


Telemarketing is a proactive tool that works well for contacting high-value prospects and determining that they are sales ready and should be forwarded to the field as qualified sales leads.  However, many people don’t like to be on the receiving end of telemarketing “cold-calls.” Consider using it as an effective tactic for B2B sales lead follow up and qualification.  You can set up your own telemarketing program in-house, or there are literally hundreds of telemarketing firms or call centers to choose from.


When done correctly, digital and print advertising can be a highly effective sales lead generation activity. However, you should only consider using it on websites and in publications that deliver messages directly to your targeted audience.

Retargeted advertising, showing your ads to prospects who previously visited your website can be very cost effective. As can using ads on social media (e.g. Facebook, Twitter, LinkedIn) which can be delivered only to those that meet your criteria.

Event Marketing

Whether you conduct seminars or workshops live or via the Web (webinars), events are a great sales lead generation tool.

Teleseminars are the least expensive, with the only costs being conference phone line rental and promotion fees. Webinars are a bit more expensive, but they create an interactive, multi-media environment for attendees without them having to leave the office. Live, in-person events are often the most expensive, but allow you to get face to face with prospects again, now that Covid is getting under control.

Prospects who attend your events can often be considered marketing qualified leads (MQLs) , as they obviously have an interest in the information you are presenting or a need for your product or service.  Why else would they attend?

Partner Referrals

By joining forces with complementary business partners, you can instantly multiply your sales lead generation pool while reducing your costs by sharing expenses with your partners. Of all the sales lead generation programs, complementary partner referral programs often generate the highest quality B2B sales leads.

The goal: Connect with customers in a meaningful way

By using these eight proven B2B sales leads generation methods, you will capture more sales-ready opportunities for your salespeople to turn into new business, meaning greater sales revenue and profits for your company.


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