Five Essential B2B Lead Generation Channels For Small Business Companies.

When it comes to B2B lead generation channels, it’s important to get the fundamentals right. Here are 5 essential B2B lead generation strategies to help you capture and convert a large percentage of leads from your marketing campaigns.

Use Forms on Your Landing Pages

Using forms on your landing pages makes a huge impact on overall lead generation results and on your conversion rates. Optimize your forms to ensure you’re not leaving leads behind. By improving your lead generation form, you can generate three times more leads at no additional cost.

After your landing pages are well-optimized and you’re sure there’s nothing more you can do to improve them, the next step is to draw traffic to them.

Lead Generation Strategies that Work

The online strategies that consistently work are:

The strategy or strategies you choose will play a large role in how effective your lead generation is.

Email Marketing

Email marketing is one of the oldest strategies in online marketing. It’s a method that has stood the test of time after 23 years and it’s still the best method for lead generation.

Marketing automation has become a big trend in email marketing that produces great results. Marketing automation tools are hybrid email marketing tools that automatically connect with your CRM to let you send highly targeted emails to leads personalized specifically for them.

Search Engine Optimization

Search engine optimization is one of the most valuable long-term strategies for generating B2B leads. At its simplest, this means getting your website to show up on the first page of search results. You help to ensure that you’ll be found online by optimizing your website for the search engines. Choosing the right keywords is the first and most important part of optimizing your website for search engines.

Social Media Marketing

You can use social media to generate leads by posting updates to your company’s blogs, infographics and website. Social media, such as LinkedIn, is an essential part of content marketing and, to some extent, search engine optimization.  

Content Marketing

A good content marketing strategy requires a degree of diversity and experimentation to discover where the biggest potentials for growth are. Experiment with common and uncommon tactics. Some things to try:

  • Microsites
  • Blogging
  • Research reports
  • Infographics

Test to see what does and doesn’t work and gradually refine your lead generation methods over time.


Great lead generation results come from a willingness to experiment with different strategies and use them across multiple channels.  Once you know what works, you can use your time and budget more effectively to generate better lead generation results.