B2B Lead Generation in its simplest form

Don’t overcomplicate B2B lead generation—it’s simpler than you think.

1. Audience Development

Identify a platform or channel that hosts a large number of these potentially interested people. Start by documenting your Ideal Customer Profiles (ICPs) or Ideal Customer Avatars (ICAs).

I usually recommend beginning with a social media platform. Starting on LinkedIn, Twitter, YouTube, or even Reddit allows you to begin by creating content and attracting an audience of ICPs, rather than immediately spending money to compete for Google’s search audience through SEO and PPC.

However, as you gain traction, you’ll want to add SEO and PPC into your B2B marketing strategy because they ultimately generate more leads. Why? Because 90% of all web traffic comes from Google—yes, they are a monopoly 😉

2. Landing Page + Lead Capture Form

All of your content should include a CTA (Call To Action) with a link to your landing page(s).

These landing pages should follow a simple, effective structure:

• Positioning Statement: Clearly explain how you help your customers, the value you bring, and how you do it better than the competition or alternatives.
• Primary CTA: Give visitors an immediate opportunity to inquire or buy the product. This feature should include a survey-style form that ends with the ability to schedule an appointment (e.g., a discovery call or demo). Don’t forget to include a phone number as an alternate inquiry option—this is incredibly effective in a mobile-first world.
• Supporting Content: The rest of the landing page should systematically reinforce your value proposition while building trust and credibility, continually pushing visitors back to the CTA.

3. Lead Nurturing

While only a small percentage of leads close quickly, most leads will eventually close. This simple fact underscores the importance of lead nurturing.

I recommend two straightforward systems to build your lead nurturing program:

1. Automated Email Sequences: Within your CRM, where all your leads should be stored, create automated email sequences for each status. This ensures that every lead gets followed up as they move through your pipeline.
2. Email List Integration: Add all leads to your email list so you can educate and inspire them over time with your newsletter.

And that’s it.

You can set up this basic system in an afternoon and start filling your CRM with a steady flow of inbound B2B leads.