Sales Loves MarketingThe best way to generate quality leads is to combine channels that bring buyers to you, such as search content, a strong offer and referrals, with channels where you reach out to a defined list, such as targeted outbound and ads. Start by agreeing what a quality lead is, then focus on the two or three channels your buyers actually use.
Below are ten ways to do that, in roughly the order most businesses should set them up.
1. Define what a quality lead is
Before you add channels, write down who you want. A short ideal customer profile covers:
- Company: industry, size, region and the tools they use.
- Person: the roles that buy, use and approve your product.
- Trigger: the problem or event that makes them look for a solution.
Then agree with sales when a lead counts as qualified, for example a fit company plus a demo request, or a fit company plus two content downloads. Set goals for qualified leads and pipeline, not just raw contacts. Our guide to the lead generation funnel explains the stages.
2. Publish content that answers buyers' questions
Buyers often research a problem before they talk to a vendor. Write pages that answer the questions your customers ask before they buy: how to solve the problem, how options compare, what it costs.
Google says its ranking systems aim to prioritise helpful, reliable information created to benefit people. Its self-assessment questions include whether your content offers original information, research or analysis. Use your own data, customer stories and expert knowledge rather than rewriting what already ranks. Start with keyword research and our tips on SEO content.
3. Turn website visits into leads
Traffic only helps if visitors have a reason to get in touch. On your key pages:
- Offer a clear next step: a demo, a quote, a free trial or a consultation.
- Add a lead magnet for visitors who are not ready yet, such as a template, checklist or benchmark report.
- Keep forms short. Ask only what sales needs for the next step.
- Test headlines, offers and calls to action.
See how to optimise a landing page for a checklist. For B2B, website visitor identification tools can also show which companies visit, so sales can follow up. Read how to identify ABM leads on your website.
4. Build an email list and nurture it
Most leads are not ready to buy on their first visit. An email list keeps you in touch until they are. Make the sign-up promise specific, send useful content on a steady schedule and add a clear call to action in each email.
Follow the rules where your leads are. In the US, the CAN-SPAM Act makes no exception for business-to-business email: you need honest headers and subject lines, a valid postal address and an opt-out that you honour within 10 business days. In the EU and UK, data protection and e-privacy rules apply. See GDPR and CAN-SPAM, and our guide to a lead nurturing strategy.
5. Run targeted outbound
Outbound works when the list is tight and the message is relevant. Pick accounts that match your profile, research a reason to reach out and keep the first message short.
Deliverability decides whether outbound works at all. Google requires anyone who sends more than 5,000 messages a day to Gmail accounts to authenticate their domain with SPF, DKIM and DMARC, offer one-click unsubscribe for marketing messages and keep spam complaints below 0.30%. Smaller senders benefit from the same habits. Read our prospecting strategies and cold email templates.
6. Use LinkedIn and social selling
For B2B, LinkedIn is the main professional network. Founders and sales reps who post useful insights regularly build trust before the first call. Comment thoughtfully on posts from target accounts, and connect with a note that explains why.
Other networks fit other audiences. Pick the one or two where your buyers are active and post consistently rather than spreading thin. See ways to generate more leads on LinkedIn.
7. Run ads with built-in lead forms
Native lead forms cut friction because people do not leave the platform.
- LinkedIn Lead Gen Forms come pre-filled with profile data and work with Sponsored Content and Message Ads. Leads can be downloaded or passed to your CRM or marketing automation tool.
- Meta lead ads can use instant forms or open a chat in Messenger, Instagram or WhatsApp that asks qualifying questions. Read how to get more leads with Messenger bots.
If you use video in these ads, show the problem and the result in the first few seconds. Judge campaigns by cost per lead and by how many leads become opportunities, not by clicks.
8. Host webinars and events
Webinars, workshops and small roundtables attract people who care about a topic enough to give an hour. Co-host with a partner to reach their audience as well. Follow up within a day with the recording and one relevant next step. See our guides to virtual event marketing and event marketing.
9. Partner with complementary companies
Businesses that sell to the same buyers without competing with you are a strong lead source. Options include co-marketing, integrations, referral agreements and affiliate or partner programs. Read how to build a partner program for your SaaS.
10. Earn referrals and reviews
A recommendation from a happy customer carries more weight than any ad. Ask for referrals at moments of success, such as after a good result or a renewal, and make it easy to introduce you.
Encourage reviews on the sites your buyers check, but keep them genuine. The US Federal Trade Commission's rule on consumer reviews and testimonials took effect on 21 October 2024. It bans fake reviews and incentives that require or imply a positive review. Learn more about word-of-mouth marketing.
Should you outsource lead generation?
If you lack time or skills in house, an agency can run outbound, ads or content for you. It works best when you have already defined your ideal customer and a message that converts, and when you keep ownership of the data and tools. See sales lead generation companies and our guide to outsourced sales and marketing.
How do you know which lead sources work?
Track every lead's source in your CRM and review monthly:
- Leads and qualified leads per channel.
- Conversion rate from lead to opportunity and to customer.
- Cost per qualified lead and per customer.
- Time from first touch to closed deal.
Then move budget and time toward the channels that produce customers, not just form fills. For a list of metrics, see marketing KPIs.
Frequently asked questions
What is the best way to generate leads?
There is no single best channel. For most B2B companies, a mix works best, combining content that ranks in search, a strong offer on your website, targeted outbound to a defined list and referrals from happy customers. Test a few channels and double down on the ones that produce pipeline, not just contacts.
What is a quality lead?
A quality lead matches your ideal customer profile and shows real interest or need. Agree with sales on the criteria, such as company size, role, budget and timeline, so marketing and sales count the same thing.
Do I need permission to email leads?
It depends on where your leads are. In the US, the CAN-SPAM Act applies to business-to-business email and requires, among other things, an honest subject line, a postal address and an opt-out you honour within 10 business days. In the EU and UK, consent or another lawful basis under data protection and e-privacy rules is needed.
Should I buy leads or use a lead generation company?
Buying contact lists rarely produces quality leads and can create legal and deliverability problems. A lead generation agency that runs outreach for you can work if you agree clear quality criteria and keep ownership of the data and tools.