How to generate B2B leads: 15 strategies that actually convert

If your pipeline has slowed down or you're putting effort into marketing but not seeing it translate into actual leads, it's time for a change. With so much shifting in the marketing space, most B2B companies are rethinking their approach to lead generation. In fact, 74% of B2B marketers say that refining their lead generation strategies helped improve their effectiveness, according to the Content Marketing Institute’s 2026 industry report

At Scribe National, we work with B2B companies every day to build content marketing strategies that attract the right audience and make more sales. In this article, we're sharing the best ways to generate B2B leads and practical strategies you can start implementing today.

What is B2B lead generation?

B2B lead generation is the process of attracting and identifying potential business clients who may be interested in your product or service. Unlike B2C, where you're typically speaking to one person making a relatively quick decision, B2B buying often involves longer sales cycles, multiple decision-makers and a higher level of trust required before a sale happens. In other words, winging it isn't going to cut it. 

An effective B2B lead generation strategy requires a consistent approach that builds trust, nurtures relationships and meets decision-makers where they are.

15 best ways to generate B2B leads

The most successful formula for B2B leads and sales combines relationship-building, content, visibility and conversion. Below, we’ll cover the best strategies for achieving this.

1. List your company on directories

Online business directories are platforms that list and categorize companies by industry, service type and location. This makes it easy for potential buyers to find and compare their options.

Listing your business on directories like Clutch and Capterra puts you directly in front of companies actively searching for offers like yours. Make sure your profile is complete with a clear, accurate description of what you do and who you serve to help generate warm leads.

2. Share customer success with case studies

Case studies are one of the most persuasive tools in B2B marketing because they show what working with you actually looks like. A strong case study walks through a client's challenge, your approach and the measurable results the client achieved with your help. 

For example, we show case studies on our website to give prospects a clear picture of what's possible when working together. Even one or two well-written case studies can move a hesitant lead much closer to a decision. Need support with your case studies? Contact Scribe National — we’d love to help.

3. Have real conversations

In B2B, relationships drive decisions. Behind every company you're trying to reach is a person — and people want to feel heard, not sold to. Show up in LinkedIn comments, send thoughtful messages and follow up after calls. 

Think of these conversations as a way to build trust that can eventually lead to conversions. Genuine, human interaction is one of the most effective ways to create long-term success.

4. Collect reviews

People trust real-life experiences. More than 90% of consumers consider online reviews before making a purchase, and B2B buyers are no different. 

Ask satisfied clients for reviews on Google, LinkedIn or industry platforms like Clutch after you wrap a project or hit a milestone. Make it easy for them by sending a direct link and a short note asking for a review. Mention key points your client can include in their review to ensure you highlight the most important factors.

5. Start a referral program

Word of mouth is powerful, but a structured referral program makes it intentional. A referral program offers your existing clients, partners or network an incentive to recommend your services. This might be a discount, gift card or another perk that feels valuable.

To get started with a referral program, simply reach out to your most satisfied clients and let them know about the program. Make the referral process as easy as possible by providing a direct link to your offer(s) and a short brief or a templated message they can share.

6. Collaborate with other brands

Partnering with similar brands is a great way to reach a wider, already-engaged audience. In B2B, this might look like co-hosting a webinar, swapping guest blog posts, working together on a research project or running a joint campaign. 

Here’s how to collaborate with other brands:

• Identify brands that serve a similar target audience but offer different services

• Pitch a content collaboration like a podcast episode or guest articles

• Cross-promote each other's lead magnets or newsletters

• Partner on an event, virtual summit or workshop

7. Use email marketing

Marketers say email has the highest return on investment of any channel, with an average of $36 per dollar spent. 

Here’s how you can create a successful email marketing strategy to generate B2B leads and sales: 

• Offer something valuable, like a free resource or exclusive content, to grow your list

• Add an opt-in form to your website, blog and social profiles

• Segment your list so you're sending relevant content to the right people

• Keep email subject lines clear and specific

• Use automated sequences to nurture new leads over time

• For cold outreach, personalize your message and lead with value, not a pitch

• Track open and click-through rates to see what's resonating with your audience

8. Invest in paid advertising

Paid ads, whether on Google, LinkedIn or another platform, can accelerate your lead generation when the right foundation is in place. However, paid advertising works best when your website, messaging and conversion strategy are already solid. Running ads to a website that isn't set up to convert is an expensive way to learn a hard lesson. 

When you're ready, paid ads let you get highly specific about who sees your content — targeting decision-makers by industry, job title and company size. And be sure to use your ad insights to inform future campaigns and increase sales.

9. Develop lead magnets

A lead magnet is a free resource you offer in exchange for someone's contact information. It's one of the most effective ways to generate B2B leads online because it attracts people already interested in what you do.

Here are some useful lead magnet ideas for B2B:

• Ebook or guide: A deep-dive resource on a topic your audience is actively searching for

• White paper: An authoritative, research-backed document that addresses a specific industry challenge

• Template or toolkit: A practical, ready-to-use resource that saves your audience time

• Checklist: A simple, actionable list that helps your audience tackle a specific task

• Webinar or workshop: A live or recorded session that delivers value on a specific topic and positions you as an expert

• Free audit or assessment: A personalized look at something in their business, which can also open the door to a sales conversation

10. Build visibility on social media

Social media is a useful tool for B2B lead generation, but it's worth being realistic about what it can and can't do. It tends to work best at the top of the funnel, helping you build brand awareness, stay visible and engage with your audience over time. 

Research shows that B2B social media marketing is more complex than B2C because it involves engaging multiple stakeholders across different stages of the buying process. At Scribe National, we find that LinkedIn is worth prioritizing, given how many B2B buyers and decision-makers are active there.

11. Create video content

Video is one of the fastest-growing content formats in B2B because it’s engaging, easy to consume and helps potential clients get a feel for your brand in a way that written content sometimes can't. B2B video content can speak on pain points, share client testimonials or give a behind-the-scenes look at your process.

The best part about video marketing is that you don't need a big production budget to make it work. Authentic content often outperforms polished production.

12. Prioritize a blogging strategy

Blogging is one of the most sustainable long-term strategies for generating B2B leads. A well-written blog builds trust, improves your search visibility and gives your audience a reason to keep coming back. It's also an efficient part of a strong content creation workflow since blog content can be repurposed into social media posts, email newsletters and video scripts. 

Many of our clients at Scribe National use blogging for B2B lead generation. For example, we helped Rebecca Innis Consulting Disaster Management increase its website traffic by 40% with a focused blogging strategy.

13. Optimize your website for conversions

Getting traffic to your website is only one piece of the puzzle. You also want to make sure that traffic takes action.

Here's what a conversion-optimized website looks like in practice:

• Website copy for core pages: Your homepage, services page and about page should clearly communicate who you help, what you do and why it matters.

• Strong calls to action: Every page should have a clear next step (e.g., book a call, download a resource or get in touch).

• Trust signals: Include testimonials, client logos and other relevant credentials or awards.

• Simple navigation: Make it easy for visitors to find what they're looking for without clicking around,

• Fast load time: Slow websites lose leads. Aim for loading times under three seconds.

• Mobile optimization: A significant portion of B2B buyers browse on mobile, so your site needs to work seamlessly on every device.

• Website accessibility: An accessible website ensures all users can engage with your content.

14. Set up live chat for your website

Live chat is one of the best ways to generate B2B leads directly from your website because it meets potential clients the moment they're deciding whether you're the right fit. Tools like Intercom, Drift or HubSpot's live chat make it relatively straightforward to set up. 

Live chat helps generate B2B leads because it:

• Removes friction from the inquiry process

• Allows you to qualify leads in real time

• Gives visitors an immediate answer instead of making them wait for an email response

• Can be automated with a chatbot when your team isn't available

• Keeps warm leads from leaving your site before they've had a chance to connect

15. Implement a website SEO strategy

SEO (search engine optimization) helps your website rank higher in search results for the phrases your potential clients are actually searching for. Despite talk about AI replacing search, SEO remains one of the most effective long-term strategies for generating B2B leads online. 

AI-powered search has actually raised the bar for quality content, so well-written, genuinely helpful content is being rewarded more than ever. A solid SEO strategy includes keyword research, on-page optimization and a consistent blogging strategy to generate more B2B leads and sales.

How to generate B2B leads: FAQs

Where can I find B2B leads?

B2B leads can be found across a range of platforms and channels. LinkedIn is one of the most effective platforms for direct outreach and networking. Google and other search engines generate leads through SEO and paid advertising. Business directories like Google Business Profile and Clutch can also connect you with buyers who are actively searching. 

Can you use AI to generate leads?

Yes, AI can support several parts of the lead generation process. AI-powered live chat tools can qualify website visitors in real time, even outside business hours. AI writing tools can help you produce blog content and email sequences more efficiently. And AI-driven ad platforms can automatically optimize your targeting and budget. That said, AI works best as a support tool, not a replacement for genuine strategy and human connection — both of which are incredibly important in B2B marketing.

What are the best ways to generate B2B leads and sales?

The most effective B2B lead generation strategies combine visibility, trust and conversion. This means showing up in search through SEO and directories, building credibility through case studies, reviews and blog content and nurturing relationships through email, referrals and real conversations. From there, you’ve got to make it easy for leads to take the next step with a well-optimized website and clear calls to action.

If you're looking for support pulling all of this together, Scribe National offers B2B content marketing services designed to help you build credibility and close more sales. Get in touch to learn more.

Get support with your B2B lead generation strategy

Generating B2B leads consistently takes strategy, great content and the right plan to make it all work together. If you're ready to create a lead generation strategy that actually moves the needle, Scribe National can help. Explore our services or book a free discovery call.