How to Develop a B2B Lead Generation Strategy that Scales

Many B2B tech companies rely on referrals to generate leads. Current customers can be powerful advocates for your brand. However, referrals are an unreliable and unsustainable way to grow your company.  

The CEOs of B2B tech companies, including IT service firms, need to develop lead generation strategies that scale so they can reliably build pipelines to meet their customer acquisition goals and steadily increase their revenue. 

To help get you started, here’s an overview of 5 proven lead generation tactics and the value they provide. 

1) Website Optimization for Lead Generation 

CEOs at B2B tech companies should think of their websites as growth hubs. Company websites are where prospects go to find information before they decide on a purchase.

Your website needs to be optimized for search so that potential customers can find and interact with it. Creating engaging and informative content that uses relevant keywords will attract leads to your web pages. When websites include valuable and targeted offers that are linked to landing pages, they encourage lead conversion. 

2) SEO for Brand Visibility 

Search Engine Optimization (SEO) ensures that your brand gets found by potential customers. Search queries convey the intention of prospects. When your company develops content that uses keywords, you increase your chances of being found in search and generating qualified leads. 

Today, more customers are using AI search engines, such as ChatGPT, to find information about how to solve their problems. AI SEO or Answer Engine Optimization (AEO) helps IT service firms and other B2B tech companies capitalize on traffic generated by the Large Language Models (LLMs) used in GenAI search. 

3) Social Media for Building Trust 

While social media platforms can be a source of referrals, they can also serve as forums for more proactive lead generation. LinkedIn is an ideal place to boost the credibility of your B2B tech company by posting thought leadership content targeted at a professional audience.

Social media marketing allows your company to generate leads at scale by reaching a broad audience of business leaders and decision-makers. Your company can post testimonials and links to case studies as social proof and credibility. LinkedIn ads can promote blogs, white papers, and targeted offers. 

4) AI for Deep Insights 

AI provides marketing automation and insights into the performance of lead generation efforts. Analyzing lead generation performance is essential for achieving continuous improvement by adapting your growth strategy.  

AI enables B2B tech companies to personalize outreach, automate nurture sequences, and make smart decisions. GenAI can be used to create content, score leads to determine quality, and track market trends. 

5) Marketing and Sales Automation for Efficiency 

Automation augments your marketing and sales teams so they can focus on more strategic efforts. The HubSpot Platform empowers companies to automate marketing and sales processes to generate more leads with less effort. 

The HubSpot Marketing Hub includes automation tools for lead generation, such as HubSpot Sequences and Marketing Plays. With HubSpot Sequences, the marketing and sales teams at your IT service firm can carry out multi-touch outreach and lead nurturing campaigns using emails, landing pages, and chatbots. Marketing Plays are pre-built campaigns that support your sales team by using best practices to standardize lead generation. 

Why Your Company Needs to Work with a Growth Agency 

Working with a growth agency like TSL Marketing gives your B2B tech company access to a team of lead generation experts, so you can maximize your marketing Return on Investment (ROI). You can put a growth agency on retainer and select the tier of lead generation services that fits your needs. 

TSL offers a 3-month pilot program to get you started that includes: 

• SEO for raising brand awareness  

• Blogs for promoting credibility 

• Website Optimization to attract and engage visitors 

Once you’ve seen the value of these lead generation tactics, you can switch to a retainer for a longer-term engagement with the team at TSL. 

Take a deeper dive into growth strategies for B2B tech companies. Visit the TSL Marketing website to access our Growth Guide for B2B Tech CEOs.