Methods & Instruments to Convert Leads


Within the not-so-distant previous, a good portion of a typical business-to-business (B2B) gross sales skilled’s life revolved round in-person conferences with key prospects and high-value shoppers.

However the long-running results of digital disruption, coupled with the sudden shock of COVID-driven distant work, have modified the sport. As we speak, as a lot as 80% of B2B decision-makers choose distant and even absolutely self-serve gross sales interactions. 

Whether or not you’re managing this pivot inside your present gross sales and advertising groups or are within the strategy of constructing a digital-first go-to-market (GTM) operation from the bottom up, there are just a few strategic pillars that each enterprise chief should deal with:

  • The enterprise worth behind investing in modern B2B lead technology
  • How you can divide B2B lead technology duties between gross sales and advertising groups
  • High B2B lead technology methods, and the instruments that make them potential

What’s B2B Lead Era? 

B2B lead technology, typically shortened to guide gen, is the lifeblood of a wholesome enterprise. 

A typical definition of a lead is any potential buyer who has expressed curiosity in an organization’s items or providers. And whereas the exact definition can range by workforce, GTM groups typically have two high-level methods of categorizing leads: 

  • Advertising and marketing certified leads (MQLs), who’re early within the journey however have interacted in a method that signifies they could possibly be prepared for gross sales.
  • Gross sales certified leads (SQLs), who’re additional on their journey and have engaged in a method that signifies readiness for the buying dialogue. 

As a result of consciousness has already been established, lead technology methods usually are activated within the second stage of the gross sales funnel — curiosity. At this level, the B2B purchaser is aware of their ache factors and is actively searching for an answer. In the event that they’re not already conscious of your particular providing, they’re at the least conscious of the class.


Gross sales and advertising work to construct on present curiosity by figuring out key buyer profiles and promoting the precise worth proposition to every of them by varied methods. The objective is to make such a robust impression and enterprise case that B2B leads present excessive buying intent, and gross sales can interact and finally convert them.

Why Put money into B2B Lead Era?

From gross sales to advertising to total enterprise advantages, there are various causes to spend money on B2B lead technology instruments and techniques. 

Increase Income & Backside Line

Measuring B2B lead gen success is a robust option to observe and enhance your advertising and gross sales processes.

This creates efficiencies and retains morale excessive by informing which just-right results in goal with just-right messaging. All of this culminates in money and time financial savings to spice up your backside line and extra closed gross sales to spice up income. 

Extra Predictable Gross sales Pipeline 

A laser concentrate on producing high-quality new leads means you’ll have the ability to construct a extra dependable pipeline, making a predictable workflow in your gross sales reps in addition to extra secure income for the remainder of your corporation.

Tighten Up Your TAM

A part of the B2B lead technology course of is attending to know the viewers profiles and behaviors that correlate with gross sales — extra on that in slightly bit. 

Once you begin narrowing down all the market to focus in your desired traits, you’ll have the ability to develop a tighter understanding of your whole addressable market (TAM) and waste fewer sources going after leads that gained’t pan out. 

Create Extra Efficient Messaging

Growing very best buyer profiles (ICPs) to gasoline your B2B lead gen technique provides you all the data that you must create correct and extremely customized gross sales and advertising communication.

Improve Conversion Charges 

After all, the extra spot-on your gross sales and advertising messaging and presents are, the upper your likelihood is of transferring leads by the funnel and finally changing them. Your services themselves may even be formed by this info to make sure you’re all the time providing precisely what your TAM desires and expects — and staying one step forward of the competitors.

Set up Model Consciousness 

A foundational element of B2B lead technology goes again to 1 easy thought: getting your model in entrance of the precise folks so potential leads who’re fascinated about your choices will make contact, and you’ll start to nurture them. Consciousness is made much more potent by creating and distributing content material that speaks on to the a number of ICPs you’ve recognized as a part of the B2B lead technology course of.

Who Handles B2B Lead Era? 

In an organization that has modernized its GTM technique, gross sales and advertising consultants will work collectively to align on and oversee the method of producing B2B leads.

Gross sales Enter 

Giant gross sales groups are usually divided into a number of sub-categories. Right here’s how two of those purpose-built gross sales groups contribute to B2B lead gen: 

  • Gross sales improvement reps (SDRs) or enterprise improvement reps (BDRs) are the primary ingredient of the equation — making contact with leads, evaluating them, and making the decision on whether or not there may be ample buying intent.
  • Enterprise improvement managers (BDMs) or account executives (AEs) act on helpful leads from the SDR/BDR workforce to shut the sale by demos, discovery classes, and follow-up. They’re usually credited with creating income, nevertheless it’s vital to recollect the B2B lead technology cycle couldn’t be accomplished with out SDR/BDRs doing the up-front work. 

Even when your gross sales workforce isn’t break up up precisely like this, giving sure salespeople directions on which particular a part of the B2B lead technology course of they’re answerable for is useful to creating a gentle pipeline and preserving leads flowing. 

Advertising and marketing Enter 

Much like gross sales, there are two most important forms of advertising professionals who concentrate on completely different paths towards producing B2B leads: 

  • Demand technology entrepreneurs determine a audience, assess its familiarity with their firm’s choices, discover methods to create curiosity, and nurture results in transfer them towards conversion.
  • Development advertising is a more moderen idea that may complement demand gen advertising by seeing acquisition as the primary stage as a substitute of the final stage of the funnel. Meaning they’re nurturing B2B clients to extend their product use, develop their spending, enhance their frequency, retain longer, and make extra referrals. On this method, progress advertising has advanced past its one-off “progress hack” origins and might contribute to sustained progress.

7 B2B Lead Era Methods & Instruments

Listed here are a number of the most beneficial methods and instruments your GTM groups can deploy to determine and start the trail towards changing invaluable B2B leads.  

Develop Your Supreme Buyer Profile 

An ICP is a purchaser persona that mixes firmographic and behavioral knowledge, normally primarily based in your finest accounts, to create an outline of the proper lead. It’s possible you’ll wish to create a number of ICPs in case your providing appeals to several types of B2B patrons, in addition to in the event you provide completely different pricing tiers or a number of merchandise. 

Along with your ICP(s) created, gross sales and advertising each know what kind of leads they’re searching for and dealing with. This offers a useful place to begin when sourcing, creating campaigns for, speaking with, and qualifying leads.

Core Elements of the Ideal Customer Profile


Defining your ICP is important, nevertheless it will also be time consuming. With ZoomInfo’s MarketingOS, you possibly can mechanically goal accounts that suit your ICP. Choose firmographic knowledge factors, equivalent to trade, geography, and income, and demographic knowledge factors, equivalent to job title and site to slim down your whole addressable market. Layer intent knowledge on high of this view to search out prospects in your ICP which might be actively trying to find your product or an analogous answer. 

Lead Scoring 

When gross sales and advertising aren’t in alignment on what makes a very good lead, it might probably decelerate and even derail your B2B lead technology efforts. 

Because of this lead scoring exists. With the precise lead scoring framework, gross sales and advertising groups work collectively to find out which standards leads should meet to be thought of prepared for gross sales involvement. Every ingredient of a lead-scoring mannequin is assigned a worth, and as leads hit an increasing number of standards, they rack up factors. This helps be certain that gross sales can prioritize and go after the most important alternatives. 

Let’s say the final word rating for a lead is 100 factors. Signing up for a demo is a severe indicator of curiosity — relying in your common conversion price for that product, the signup alone may win them 100 factors. If signing as much as obtain advertising emails nonetheless results in conversion however extra slowly, that motion might get them 25 factors, indicating the lead wants extra time within the funnel earlier than gross sales turns into concerned. 


Usually, this operate will reside inside a bigger advertising automation platform, which helps to handle guide parts of promoting — working lead technology campaigns, scoring the leads they generate, and so forth — so entrepreneurs can get again to higher-order duties. 

ZoomInfo’s OperationsOS platform allows extra strong GTM automation, together with serving to customers creatively customise their lead-scoring fashions and unlock account-based scoring. 

Chilly-ish Outreach

It’s possible you’ll consider the time period “chilly calling” and get slightly squeamish, however there are many advantages to this methodology of B2B lead technology.

Chilly calling usually refers to reaching out to prospects earlier than they’ve engaged along with your model in any respect. Heat calling means touching base with somebody who has shared their info along with your model. 

For B2B lead-generation functions, we suggest one thing within the center — a cold-ish calling methodology. That is when your gross sales workforce makes contact with leads within the second stage of the funnel, after they’re conscious of your model or your class. This may be paired with intelligent, customized advertising to proceed to extend their curiosity and transfer them additional alongside of their engagement along with your model. 

With this technique, you wish to name leads who’ve proven curiosity as web site guests, by considerably common interactions on social media, by participating with content material, and different actions that fall into your lead scoring rubric. 


Although “chilly” is within the title of the technique, you wish to go into this follow as something however. 

Meaning getting the very best B2B contact knowledge. ZoomInfo’s SalesOS platform is the clear chief, supplying GTM groups with over 80 million direct dial contacts, 140 million electronic mail addresses, and hundreds of thousands of intent alerts throughout greater than 11,000 subjects.

Content material Advertising and marketing

Your content material advertising technique can embrace many codecs: 

  • On-site blogs
  • Visitor blogs
  • White papers
  • Authentic analysis
  • Webinars
  • Press releases
  • Social media

Irrespective of the format, content material advertising can solely reside as much as its fullest potential if it’s pertinent to your goal demographic — and if they will discover it. 


Findability is vital to content material advertising success. And since practically 70% of individuals discover model content material by way of engines like google, the very best device for content material advertising that may attain a mass viewers is a SEO (web optimization) platform. 

web optimization can pull patrons who’re actively researching your market area of interest into your model sphere and begin to affect their buying selections.

Any of those instruments will enable you to improve your content material so it reaches the precise folks: 

  • ScrapeBox
  • Ahrefs
  • Moz
  • Serpstat
Where B2B Buyers Find Brand Content

Touchdown Pages with Gated Content material

Talking of content material advertising, a typical tactic is to “gate” such content material behind a touchdown web page. This gated content material serves as a lead magnet — a invaluable asset that creates an incentive for results in share their contact info with a view to entry it. 

These pages are key to the B2B lead gen course of, as they’re one of many central strategies of lead seize throughout the purchaser’s journey. Touchdown pages and gated content material are additionally highly effective for the leads themselves, as they supply folks entry to tremendous high-value content material and ensure the gross sales and advertising follow-up they obtain from manufacturers is on level.  


Any fashionable internet content material administration system (CMS) makes it simple for non-technical entrepreneurs to construct touchdown pages in addition to web sites, types, and CTA parts that may be tuned to their particular wants. 

As soon as your web page is constructed, the secret is optimization. For B2B lead technology campaigns, entrepreneurs must steadiness the flexibility to gather correct, wealthy knowledge with the straightforward undeniable fact that too many type fields will drive down completion charges. 

The ZoomInfo platform presents a sublime answer to this conundrum with FormComplete — a device that marries the info you possibly can seize with just some quick fields to the highly effective, insight-rich ZoomInfo knowledge layer, permitting GTM groups to drive up conversions with out sacrificing vital, actionable knowledge.

Electronic mail Advertising and marketing

When you’ve gathered and high-quality leads by way of your touchdown pages, you possibly can funnel their contact info proper into an electronic mail advertising marketing campaign to additional interact them.

The 2023 CMO’s Information to Electronic mail Advertising and marketing from Litmus reveals that the return on funding in relation to electronic mail advertising is 36:1.

That makes electronic mail a mighty B2B lead technology methodology when used along side ICPs, advertising automation, and web optimization content material to ship sensible, quick, and tailor-made emails that seize and nurture lead consideration.


Giant corporations want multifaceted electronic mail advertising software program. Search for an electronic mail automation platform that makes it simple to handle lead info, design emails, join types, and measure efficiency. Bonus factors for electronic mail options that present APIs that permit your corporation to construct customized, dependable and scalable electronic mail into any app. 

Digital Promoting 

One closing B2B lead technology technique, which can also be associated to content material advertising and needs to be utilized in mixture with web optimization for optimum impact is digital promoting

With digital adverts, you possibly can crank up the variety of visits to your content material by serving adverts on Google and different engines like google in addition to any social media platforms that your shopping for viewers makes use of. 

A giant benefit with at present’s digital adverts is the flexibility to focus on your TAM, which means you solely pay for impressions from the precise folks. Plus, they’re extra trackable, and extra simply tweakable, when in comparison with different promoting platforms like print adverts, billboards, and TV commercials. 

For an intensive checklist of choices, take a look at this information to advert sorts and codecs from WordStream. 


The normal advert marketing campaign strategy would require managing adverts inside every platform. For instance, you would need to create LinkedIn adverts from the LinkedIn Advertisements platform and adverts for Bing by the Microsoft Advertisements platform.

Nevertheless, there’s a higher, extra fashionable method for streamlining the way you launch focused show adverts throughout web sites, apps and social media: MarketingOS from ZoomInfo. ZoomInfo’s built-in account-based advertising (ABM) platform features a cross-channel promoting characteristic that may goal particular audiences because of the 300+ attributes and shopping for alerts ZoomInfo tracks. 

Energy a Trendy B2B Lead Gen Program with ZoomInfo 

ZoomInfo’s built-in go-to-market platform helps B2B groups discover, purchase, and develop clients by combining cutting-edge software program instruments and automation workflows with the very best knowledge and alerts out there for any fashionable B2B lead technology program.

Join a free trial at present and assist your GTM workforce uncover insights, interact clients, and win quicker.


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