Let’s face it: B2B lead generation isn’t what it used to be. The old “spray and pray” approach does not cut it anymore. Today’s buyers are savvy. They do their homework, dodge cold emails like pros, and won’t talk to sales until they’re “really” ready.

So, how do you fill your pipeline with leads that actually convert? We’ve got you covered with some tried-and-true (and some up-and-coming) B2B lead gen strategies that’ll help you stop chasing and start closing.

1. Intent-Based Targeting – Be There *Before* They Raise Their Hand

Using data to find out which companies are researching solutions like yours.

How to do it:

* Use tools like Bombora or ZoomInfo to track buying signals.

* Prioritize these “hot” accounts in your outreach and tailor your messaging.

* Think of it as sales radar—you know who’s circling before they even land.

Align your content with those buying signals. If a company’s searching for “sales automation tools,” send them your latest guide on automating outreach—not a generic pitch. Always try to be credible and trustworthy. Use a business email and craft pitches that are genuine and valuable rather than click-baity and promotional.   

2. ABM (Account-Based Marketing) – Go Deep, Not Wide

Instead of going after “everyone”, you should zero in on a few high-value accounts and go all-in.

How to do it:

* Build a list of dream accounts (think: ideal size, budget, industry).

* Customize ads, emails, and content specifically for those accounts.

* Involve your sales team early—this is a team sport.

Pro tip: Use LinkedIn ads to target specific job titles at those accounts. It’s creepy-effective.

3. Content That Converts – Help, Don’t Hype

Creating content that answers real questions and builds trust with buyers before they ever talk to sales.

How to do it:

* Write blogs, case studies, and guides based on actual customer pain points.

* Include CTAs that “actually” lead somewhere useful (no dead-end “Learn More” buttons, please).

* Refresh old posts with updated stats and new visuals to keep things fresh.

Pro tip: Add chatbots or smart pop-ups to content pages to catch leads while they’re “actually” engaged.

4. SEO + SEM – Get Found Where It Matters

Ranking high on search engines when people are actively looking for solutions.

How to do it:

* Find high-intent keywords (e.g. “best CRM for SaaS teams”).

* Optimize landing pages and blog content around those terms.

* Run Google Search Ads to get quick wins while SEO kicks in.

Pro tip: Use landing pages that are focused on one goal (no menu distractions!) with a strong CTA above the fold.

5. Social Selling – Less Pitching, More Connecting

Building relationships on social media (like LinkedIn) instead of just dropping cold pitches.

How to do it:

* Share useful content (not just company news) 2–3x a week.

* Comment on industry conversations. Be helpful, not salesy.

* DM strategically—warm up leads with genuine engagement first.

Try to come up with the social media best practices according to your experience with the platform you’re active on, your audience, and your content.

6.Video Marketing – Because Nobody Wants to Read a PDF

Using video to explain your offer, share customer success stories, or show off your product.

How to do it:

* Record quick demos using Loom or Vidyard and send them in emails.

* Post short (30–60 sec) videos on LinkedIn or Twitter.

* Repurpose webinars into snackable clips for social and email.

Pro tip: Personalized videos in outbound emails can boost reply rates big time—think “Hey \[First Name], here’s a quick walk-through just for you.”

7.Live Chat + Chatbots – Start Conversations, Not Forms

Engaging website visitors while they’re browsing.

How to do it:

* Use live chat to assist high-intent pages (like pricing or demo pages).

* Set up bots to answer FAQs or qualify leads instantly.

* Route hot leads directly to sales when they’re ready to talk.

Use chatbots to gate premium content (e.g., “Want the PDF? Just drop your email here”).

8.Gated Content + Smart Forms – Capture & Qualify in One Shot

Offering valuable content in exchange for contact info—without annoying your audience.

How to do it:

* Create a high-value asset (toolkits, calculators, reports).

* Use progressive profiling (show fewer fields over time to repeat visitors).

* Ask qualifying questions early (e.g., “How big is your team?”).

Pro tip: Use dynamic CTAs based on visitor behavior to personalize the experience.

9.Predictive Lead Scoring – Let the Data Guide You

What it is: Using machine learning to rank leads based on how likely they are to convert.

How to do it:

* Use CRM tools like HubSpot, Salesforce, or Leadspace.

* Train your model on historical data—what made past deals close?

* Automatically route hot leads to sales for faster follow-up.

Pro tip: Combine lead score with real-time engagement (like email opens + site visits) for maximum accuracy.

10. Hybrid Tactics – Combine Inbound + Outbound

Blending content-driven inbound with targeted outbound for a well-rounded strategy.

How to do it:

* Use inbound (blogs, SEO, social) to attract interest.

* Follow up with outbound emails tailored to engaged visitors.

* Retarget with ads to stay top of mind.

Pro tip: Track who’s engaging with your content (via UTM links or analytics) and prioritize those folks in outbound efforts.

Final Word

B2B lead gen isn’t about chasing random clicks—it’s about “meeting the right people at the right time” with the right message. Combine strategy with empathy, and you’ll build a pipeline that’s not just full—but full of the “right” leads.

Want help turning this into a campaign plan or audit? Just say the word.