24 tips to generate B2B leads in 2024

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Lead generation is essential to any business; you need people to target in your marketing campaigns, and your sales team needs a list of people to call. Without the right strategies, bringing in leads can also be a slow process. Lead generation requires a lot of testing to fine-tune what works best for your company and your target personas.

If you want to boost lead generation, here are twenty-four strategies I have seen work well:

1. Deliver value with content marketing

Content marketing boosts lead generation by delivering value to your prospects with thought leadership and insights that guide them through the buyer journey and decision-making. Publishing and sharing content on various channels, like social media, blog pages and email newsletters, enables you to establish trust and credibility with prospects. If a person feels your content addresses their concerns or needs, they might engage with your content further and land on your radar as a lead. Relevant and valuable content creates customer interest and excitement, sparking conversations about solutions for someone’s specific needs that your company can address. Content marketing also differentiates your business from competitors regarding online visibility in search rankings.

24 tips to generate B2B leads in 2024

2. Offer resources like eBooks and case studies

eBooks and case studies are excellent content marketing tools in lead gen efforts. They are excellent platforms to showcase your business’ expertise by providing potential customers with a detailed understanding of your offerings. You can generate marketing campaigns via paid search, social media and email marketing to improve the reach of your eBooks. The landing page for your eBook or case study becomes a place to generate information about prospects.

24 tips to generate B2B leads in 2024

3. Include backlinking in your content strategy

While an asset like a case study is an excellent source of advocacy and builds the legitimacy of your brand, backlinks from authoritative sources also serve as a great source of building credibility. Backlinking brings a wealth of SEO benefits, giving your website greater rankings on search engine results pages (SERPs) and increasing visibility when people are looking for relevant services or topics related to your business’ offerings. 

24 tips to generate B2B leads in 2024

4. Add pop-ups to appropriate landing pages

You might feel that pop-ups are invasive, but they serve as an excellent way to create on-page CTAs that encourage your audience to engage with more content as they navigate your website. When combined with the right landing page, pop-up messaging can be a powerful way of engaging visitors and encouraging conversions. You can increase lead generation by creating specific and relevant offers to visitors at strategic moments, like when they are about to leave your site or after watching a video.

24 tips to generate B2B leads in 2024

5. Write compelling calls-to-action (CTAs)

Being an effective marketer means having an eye for detail when crafting compelling CTAs because these are the pivotal element at which you draw prospects into the sales funnel and turn them into a lead. When potential customers click on a link or button, they should be encouraged to take action that converts them into a lead, such as downloading an asset, requesting a call or registering for an event. Once a strong, personalised CTA is in place, you should focus on the results and strategise what works best with your target audience.

24 tips to generate B2B leads in 2024

6. Collect information in landing page forms

Instead of giving people instant access to resources like eBooks and case studies, it is best practice to request they fill out their details in a form on your landing page. If someone wants to download a free asset, requesting their details in exchange is reasonable, so long as you keep it to a few fields, such as name, email, phone number and company. A form on the landing page increases the likelihood of successful lead generation because without collecting these details, you will have people downloading assets, and you will not have the information to add them to your lead list.

24 tips to generate B2B leads in 2024

7. Leverage Search Engine Optimisation (SEO)

SEO offers great potential as a lead-generation tool. When used correctly, it can effectively reach more of your target audience and drive traffic to your website. SEO involves optimising your website and its pages to rank higher in organic search results; when someone searches for terms related to your business, you will appear in the top results. With SEO, you can ensure that your site is discoverable by people searching for topics within your industry. Optimising for SEO requires careful planning and implementation of techniques such as keyword research, content creation, link building and monitoring analytics to ensure effectiveness.

24 tips to generate B2B leads in 2024

8. Use Pay-Per-Click (PPC) advertising

PPC is a great lead generation tool because it allows you to target potential customers with targeted ads when they search specific keywords. You can leverage PPC campaigns to generate leads quickly because they allow you to reach a large number of people in a short amount of time. I recommend monitoring and adjusting your PPC campaigns over time to ensure maximum effectiveness.

24 tips to generate B2B leads in 2024

9. Optimise and personalise email marketing 

Email campaigns must be well-crafted to be successful, using techniques such as optimising content and personalising emails to capture the reader’s attention. Optimisations can include segmentation based on customer location, age or preferences; the personalisation can involve using a customer’s name in the subject line. Such simple changes can have a huge impact in terms of increasing open and click-through rates.

24 tips to generate B2B leads in 2024

10. Nurture social media interactions

Social media platforms are powerful channels for engaging with potential customers, creating brand awareness and increasing lead conversions. When someone interacts with your posts on a social media platform, they have become a lead, and you should take the opportunity to add them to your leads list and have your sales team contact them. Additionally, regularly engaging with followers on social media can establish valuable connections, which could increase opportunities to build trust among potential prospects and generate warm leads.

24 tips to generate B2B leads in 2024

11. Encourage internal teams to engage with LinkedIn content

Requesting people from all business departments – from the leadership to the front line – to engage with LinkedIn content on their profiles means that more people see your content and increases your opportunity to generate leads. After publishing a new post, you can send an email or a message asking people to engage with the latest content. Whether they like, comment or share, the new post will be visible to that person’s professional network.

24 tips to generate B2B leads in 2024

12. Host webinars

Webinars provide valuable content and helpful advice that attracts potential customers who have an interest in what you have to offer. With the right promotion and presentation, webinars can generate qualified leads that could convert into paying customers. A webinar creates value even after it has ended; you can use webinar recordings to generate more leads by adding them as gated content on your website. You can then leverage the video for a campaign encouraging more people to input their details in exchange for watching the webinar recording.

24 tips to generate B2B leads in 2024

13. Add video marketing to your campaigns

Video allows you to create engaging visuals and compelling messages that drive people towards taking action, such as downloading an asset or contacting your sales team. Videos also help to make more people aware of your brand, creating more opportunities for customers to find you online. A video on LinkedIn can showcase customer testimonials or success stories. Videos are also highly shareable on social media, making it easier for people to engage with your content and share it with their network. Additionally, video offers the potential to reach a larger audience and boost your search engine visibility, as Google’s search algorithms favour video content.

24 tips to generate B2B leads in 2024

14. Enhance your landing pages

Optimising landing pages is a great way to generate leads and increase conversions. By ensuring that your page engages the person who lands on it, you can ensure that they stay on it longer. This increases their chances of taking action—such as signing up for an email list, downloading content, or making a purchase. There are several key elements to consider when optimising your landing pages. Ensure that all images, videos, and visuals support your message and draw attention to important information. You must also include clear and easy-to-follow calls to action that tell visitors how to take the next step.

24 tips to generate B2B leads in 2024

15. Make your website and content mobile friendly

Mobile devices are becoming increasingly popular, so having a website that caters to these users ensures that no potential customers are left out. Optimising your website for mobile friendliness will encourage people to spend time on it; if they cannot navigate your pages from a mobile device, they will likely click away before converting. Not to mention, Google has started taking mobile-friendliness into account when ranking websites in its search engine results.

24 tips to generate B2B leads in 2024

16. Implement chatbots

Chatbots allow your website to work harder for you 24/7. A chatbot feature enables visitors to get instant answers to common queries while obtaining essential contact information and scheduling meetings, enhancing lead generation efficiency.

24 tips to generate B2B leads in 2024

17. Develop industry-specific landing pages

Trust levels instantly increase when a new visitor lands on a customised page relevant to their industry. By sharing relevant industry-specific knowledge and insights, you effectively position your business as a trusted advisor.

24 tips to generate B2B leads in 2024

18. Explore Account-Based Marketing (ABM)

ABM allows marketing and sales teams to create highly personalised buying experiences for high-value accounts. This precise targeting not only positively effects conversion rates but can also play a role in increasing ROI.

24 tips to generate B2B leads in 2024

19. Leverage interactive content

While heavily utilised in B2C marketing, interactive content can also be effective for B2B organisations if executed intelligently. One of the best examples of effective interactive content is a self-assessment tool whereby visitors receive their results in exchange for their contact details.

24 tips to generate B2B leads in 2024

20. Utilise thought leader partnerships

Partnering with thought leaders in your industry is a great way to increase your brand awareness and credibility. Combined with other lead-gen efforts, this association can help convert visitors who may have otherwise hesitated to engage with your business.

24 tips to generate B2B leads in 2024

21. Utilise Podcasting as a guest

While creating your own podcast may not be viable from a time or skills perspective, you may be surprised to see how receptive industry podcasts are to featuring you as a guest. You can achieve this by creating a one-page Guest Profile highlighting your achievements and areas of expertise.

24 tips to generate B2B leads in 2024

22. Implement retargeting strategies

Ensure that your advertising efforts include retargeting to reach prospects who visited your site but did not convert. By tailoring the ads based on the interactions on your site, you can increase the likelihood of conversions.

24 tips to generate B2B leads in 2024

23. Leverage Meta advertising

Utilise analytics to understand which of your lead gen strategies are working and which are not. A data-driven approach allows you to optimise your marketing efforts continuously and focus on high-performing tactics.

24 tips to generate B2B leads in 2024

24. Adopt a data-driven decision process

Utilise analytics to understand which of your lead generation strategies are working and which are not. A data-driven approach allows you to optimise your marketing efforts continuously and focus on high-performing tactics.

24 tips to generate B2B leads in 2024


Generating B2B leads is a critical aspect of success for any business looking to grow in 2024. By leveraging a combination of traditional and modern marketing techniques, your business can reach a wider audience and increase the chances of attracting qualified leads. Implementing the tips discussed in this blog is a solid starting point for generating B2B leads.

Resonate can build your lead generation strategy

We offer full stack B2B marketing services specialising in the B2B sector as that is where our passions lie and it is what we are good at. If you need a lead generation strategy, please reach out to us. We are experts in optimising lead generation and believe in taking a strategic approach to getting the best results.

Please visit our Marketing page for more about our services.

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Girish is the CMO & Co-Founder of Resonate.

GV is our Marketing and Delivery head. He keeps our clients’ marketing strategy on track and leads the Resonate team to deliver commercial outcomes.

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