B2B Lead Gen Doesn't Have to Be Boring: Tips for Marketers

By: Sophie Logan, PPC Lead at Beauhurst

Let's face it, B2B lead generation often gets a bad rap. It's seen as the less glamorous side of marketing, often overshadowed by the flashy world of B2C campaigns. But does it have to be that way? Absolutely not!

In this blog post, we'll explore some unconventional tips and tricks to inject some excitement into your B2B lead generation efforts. Let's make B2B lead gen enjoyable while still delivering killer results.

Think Beyond Search Campaigns

If your B2B lead generation strategy revolves solely around search campaigns, it's time to broaden your horizons. While search campaigns are undoubtedly valuable for capturing existing demand, they only scratch the surface of what's possible. To truly excel in B2B lead gen, you need to generate demand as well.

By diversifying your approach and exploring other channels like social media, content marketing, and email marketing, you'll not only reach a wider audience but also keep things interesting for yourself. Learning new skills and experimenting with different platforms can reignite your passion for marketing and lead to breakthrough results for your clients.

Explore Niche Platforms

We all know the major players in the digital advertising space, but don't overlook the power of niche platforms. If you're operating in a specific B2B industry, chances are there are platforms out there that cater directly to your target audience, like G2 or Capterra. These platforms may not have the same massive reach as Google or Meta, but they offer a unique opportunity to connect with highly qualified leads in a more targeted and cost-effective way.

Embrace Experimentation

One of the most exciting aspects of marketing is the opportunity to experiment and try new things. However, in the B2B world, where the focus is often on immediate results, experimentation can take a backseat. If possible, try to carve out a small portion of your budget for experimentation. This will allow you to test new ad formats, targeting options, and messaging without the pressure of having to hit specific lead generation goals.

Immerse Yourself in the Industry

To truly understand your B2B audience, you need to immerse yourself in their world. This means going beyond online research and experiencing the industry firsthand. Visit trade shows, attend conferences, and talk to people who work in the field. The insights you gain will not only inform your marketing campaigns but also deepen your appreciation for the challenges and opportunities your clients face.

Curate Your Feed

The content you consume on social media can significantly impact your mindset and creativity. Make a conscious effort to follow other B2B marketers and thought leaders who share your interests and challenges. Engaging with their content will keep you inspired, informed, and connected to the broader B2B community.

B2B lead generation doesn't have to be a monotonous grind. By implementing these tips, you can inject some much-needed fun into your work while still achieving outstanding results for your clients. Remember, a happy marketer is a productive marketer. So, go out there and have some fun with B2B lead gen!

Sophie is the PPC lead at Beauhurst, a private company database tool based in the UK. She is an international speaker, a Platinum Google Ads Product Expert, Search Engine Land contributor and Girls in Marketing Mentor.

You can find her on LinkedIn