10 B2B Demand Generation Strategies to Increase Leads

Guest post by Eduard Klein.

Slightly more than half of all global enterprises—approximately 61%—are already using big data and analytics. Data-driven insights have become a mainstay among high-performing companies. But the real question is: Have you tapped into this trend to strengthen your own B2B demand generation efforts?

Over the past two decades, in collaborations with industry leaders like Salesforce and HubSpot, it’s become clear how essential it is for businesses to establish effective demand generation strategies. Competition has intensified, and companies failing to harness data-driven intelligence are at risk.

What does this mean for your organization? Essentially, to engage the right audience and execute impactful campaigns, your sales and marketing teams must work in unison—leveraging analytical tools to understand exactly what your prospects need. Demand generation isn’t just about driving up numbers; it’s about attracting high-quality leads that match your ideal customer profile and eventually become loyal clients.

This post looks at 10 practical ways to boost leads and maximize your demand generation.

Understanding B2B Demand Generation

Ever wondered why some businesses effortlessly capture attention while others struggle to generate interest among potential customers? Demand generation is the strategic answer to this challenge—it’s the art and science of creating awareness and interest in a product or service to attract and convert leads.

When I was consulting for BMW, they sought to introduce an innovative fleet management solution to a B2B audience that had limited awareness of their offering. From my perspective, demand generation meant educating decision-makers about the solution’s tangible ROI benefits.

By creating targeted educational content and using LinkedIn as the primary channel, BMW successfully generated higher levels of interest among potential customers and positioned itself as a B2B automotive thought leader. Targeted content campaigns paired with the right channels proved essential to this result.

Why is engaging content so crucial to demand gen? Consider this: blog posts with question headlines generate 23.3% more shares than posts with other types of headlines. Over the years, I’ve found that framing content around questions naturally piques curiosity, driving higher engagement and extending your reach.

From an analytical perspective, data-driven insights help pinpoint your exact audience: where they spend time and what resonates. As Jonathan Rosenberg, former Google SVP, once stated, “Data is the sword of the 21st century, those who wield it well, the Samurai.” Businesses leveraging data effectively in demand generation typically outperform those that don’t.

Sprout Social’s multi-channel demand gen approach beautifully illustrates this principle. They create annual trend predictions, educational videos, and podcasts on channels like LinkedIn, YouTube, and TikTok. By consistently addressing core pain points, Sprout Social fosters trust and positions itself as an authority in social media marketing.

When I worked with SAP—a global leader in enterprise software—they wanted to increase awareness around complex cloud-based solutions. Aligning content strategy closely with audience education massively boosted interest among potential customers. This reinforces the notion that educational content, placed in front of the right decision-makers, makes a measurable difference.

Importance of Alignment Between Marketing and Sales

Aligning your marketing strategy with your sales team isn’t just helpful—it’s essential for B2B demand generation. Have you ever seen companies that invest heavily in driving leads but still fail to move them down the funnel? Chances are, there’s been a breakdown between marketing and sales.

Marketing and sales teams often suffer from a significant misalignment: marketing generates large volumes of leads, but many of these leads do not match sales-readiness metrics. This mismatch causes wasted time, resources, and lost opportunities. By synchronizing messaging, defining shared goals, and optimizing the flow of leads from marketing to sales, SAP, for example, streamlined its sales pipeline, improved conversion rates, and enhanced customer satisfaction.

HubSpot also exemplifies the value of marketing-sales alignment. They integrate all funnel stages within their CRM, ensuring marketing and sales activities are transparent and coordinated. This approach guarantees that prospects transition smoothly from awareness to close.

Poor alignment causes more than internal friction—it directly impacts your bottom line. When teams operate in silos, lead quality suffers, conversion rates drop, and resources go to waste. Executive support is essential.

As Della Shea, Vice President of Privacy and Data Governance at Symcor, noted, “Executive management is more likely to invest in data initiatives when they understand the ‘why.’”. Securing buy-in at top levels ensures alignment initiatives receive the support they need.

Salesforce practices this collaboration masterfully—integrating CRM data so both marketing and sales see real-time insights and optimize strategies in unison. If you’re noticing inefficient lead handoffs or sales complaining about insufficient lead quality, bridging these gaps could transform your B2B demand generation results.

Key Metrics for Measuring Demand Generation

How do you know if your demand gen initiatives truly connect with your potential buyers? During my time with BMW, a global automotive leader, they tackled this question by closely monitoring critical metrics like cost per acquisition (CPA), customer lifetime value (CLV), and demand gen cycle length.

By regularly tracking and analyzing these data points, customers fine-tuned their campaigns—boosting conversion rates and aligning more closely with overall marketing goals.

Salesforce similarly excels at monitoring these metrics, leveraging its CRM platform to consolidate data and provide an integrated view of each prospect’s interactions. This unified approach makes it easier to align marketing spend with business outcomes, consistently generating higher-quality leads.

As Chip and Dan Heath said, “Data are just summaries of thousands of stories—tell a few to make the data meaningful.” Converting raw numbers into relatable stories fosters better understanding among your team, clarifies next steps, and inspires actions that align with your overall vision for growth.

Content Marketing Strategies

Ever feel like you’re creating content marketing pieces that stray into a void? You’re not alone! The secret sauce lies in crafting articles, posts, and visuals that address your target audience’s burning questions. Combine a solid planning process with best SEO practices—including both off-page (link earning) and on-page SEO—can make a world of difference. Let’s delve deeper.

1. Types of Content for Demand Generation

Marketers from SAP SE, a global enterprise software giant, leaned on educational materials like whitepapers and case studies to tackle complex industry pain points. From my perspective, providing high-value, in-depth content positions you as an authority and guides potential buyers through every stage of their journey.

Productive content formats often include:

• Blogs: Offer action-oriented articles addressing challenges and solutions.
• Whitepapers: Thorough reports delving into industry topics.
• Case Studies: Illustrate real-world impact with tangible results.
• eBooks: Go in-depth on topics, ideal for nurturing leads.
• Webinars: Engage prospects with direct Q&A and relevant presentations.
• Podcasts: Share thought leadership through interviews and discussions.

Jesse Noyes once said, “Content is the atomic unit of all marketing.” That means your demand gen success often hangs on the substance, relevance, and usability of your content.

Addressing industry challenges through well-crafted formats intensifies demand gen outcomes. Sprout Social, for example, educates their audience with YouTube videos, podcasts like Social Creatures, and robust social media usage to tackle common pain points.

Sprout Social offers a great example of multi-format content: from instructive YouTube videos to podcasts like Social Creatures. These consistently highlight pain points in social media marketing while fostering a sense of partnership with their audience.  Below is a screenshot from their Social Creatures podcast, highlighting how they address real social media marketing pain points. Notice how each segment fosters a strong sense of partnership with listeners, providing genuine insights that drive consistent engagement.

If I could recommend one tip, it’s this: continuously assess your content mix. Align your efforts with the ever-evolving preferences of your potential buyers. Consistently delivering in formats your audience loves can dramatically increase your visibility and authority.

If you’re pitching social media services, a solid quote template can make your offer look more polished and easier for clients to say yes to

2. SEO and Content Visibility

Do you ever wonder how certain B2B companies consistently dominate top Google rankings? Over my 20 years in marketing, I’ve observed that a robust content strategy—fused with data-driven SEO practices—creates sustainable organic traffic growth.

The marketing team at SAP focused on producing relevant content addressing exact industry concerns. Incorporating well-researched keywords, writing comprehensive blogs (1,500+ words), and structuring resources around audience intent propelled SAP higher in search rankings and drastically increased inbound leads. Considering Google commands the search market, strong SEO approach makes you more discoverable when prospects search for solutions you provide.

Ahrefs models this brilliantly. Their blog ranks for high-value keywords, thanks to meticulous SEO. They demonstrate why well-optimized, value-rich content outperforms in organic search. This helps them attract an audience that’s already motivated to learn more about digital marketing tools.

The best SEO outcomes come from ongoing data analysis—identifying keyword gaps, monitoring bounce rates, and refining content to match evolving search patterns. The payoff: consistent visibility among the right audience segments, driving lead generation in a cost-effective way.

3. Content Distribution Channels

During my collaboration with BMW, a renowned automotive innovator, their marketing team asked a key question: “Which channel best amplifies our message for B2B prospects?” They found that LinkedIn proved essential to reaching decision-makers and highlighting BMW’s enterprise solutions.

LinkedIn is particularly powerful for B2B professionals. Through meaningful posts, targeted outreach, and sponsored content, you can position your brand as an industry authority.

Visual engagement amplifies distribution success. Articles featuring relevant imagery can draw 94% more traffic.

To distribute content, many companies employed LinkedIn automation to schedule content and personalize outreach, garnering higher interaction rates and stronger brand recall.

Effectively spreading your content across relevant channels turbocharges demand generation. Could your content distribution strategy benefit from a platform like LinkedIn—where your audience is already interacting in a professional context?

Account-Based Marketing (ABM)

Trying to sell to everyone is like throwing spaghetti at the wall to see what sticks. Account-based marketing (ABM) refines your efforts, zeroing in on high-value accounts and influential decision-makers. Wonder how ABM can drastically upgrade your lead generation game? Let’s dive in.

4. Implementing ABM

How do some companies land big accounts with seeming ease? ABM is often the key. Rather than casting a wide net, you identify, research, and deeply engage target accounts that matter most. The 2024 Demand Generation Benchmark Survey reveals that ABM is the second most important investment after data:

While consulting some B2B companies in the past, we needed a more direct, personalized strategy in a highly competitive software market. Our team singled out valuable accounts, tailored content specifically to their needs, and contacted relevant stakeholders through LinkedIn InMail and targeted email marketing.

DocuSign similarly personalized ads and landing pages for each buyer persona, exemplifying how ABM fosters stronger relationships and more precise targeting.

ABM’s strength lies in customization. Research pain points and adapt your messaging to each account’s unique environment. I believe that ABM is often more cost-effective than ‘spray-and-pray’ tactics. Executive buy-in is vital—clearly communicate expected outcomes so leadership backs the strategy.

If you want a practical tip, integrate LinkedIn with your CRM, as SAP did with HubSpot, to track engagement seamlessly. You can also import LinkedIn contacts straight into HubSpot to keep everything in one place and make lead nurturing a whole lot easier.

Embracing ABM not only boosts success rates but also positions your organization as a solution-oriented partner for top-tier prospects.

Benefits of ABM

Have you noticed that some companies develop deeper relationships with ideal customers in less time? Account-Based Marketing (ABM) zeroes in on a select group of potential clients, offering highly relevant interactions at each sales funnel stage.

SAP found that pairing personalized content with complex sales cycles improved reputation scores and drew in more engaged prospects.

Frequent content creation is integral here. Bloggers who publish one to six posts each week saw notable demand gen gains. This rhythm blends effortlessly with ABM’s focus on personalization, ensuring you regularly deliver content that speaks directly to each target account.

Albert Einstein hinted at the nuance of metrics: “Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted.”

ABM’s success isn’t always evident in public metrics—it also appears in deepened trust and stronger brand perception.

Simply put, a focused ABM plan allows you to target fewer leads but with higher impact—often extracting more value from your marketing budget and time.

5. Combining ABM with Direct Mail

Have you ever received a personalized gift or message that made you feel more connected to a brand? Combining ABM with direct mail can evoke that sense of being truly valued.

Integrate direct mail with ABM campaigns to create memorable touchpoints for high-level decision-makers. This strategy takes advantage of the personal aspect that digital often lacks—especially for remote workers. By delivering meaningful packages tailored to specific concerns, you establish a stronger customer relationship and boost engagement rates.

Pairing offline methods like direct mail with cost-effective digital channels can be remarkably efficient. On Facebook, for example, the CPC for content ads is much than for non-content ads—meaning you can balance higher-touch tactics with more economical digital approaches.

Elements Financial, a credit union based in Indianapolis, used direct mail to enhance their marketing efforts, particularly for compliance communications and lead generation. By automating direct mail as part of their campaigns, they saved 40 hours per month in manual work and generated over 200 additional leads—exceeding their annual goal. This approach also improved the timeliness and traceability of sensitive communications, showing how direct mail can drive both operational efficiency and measurable marketing results.

If you’re ready to leave a lasting impression on paramount accounts, consider personalized direct mail pieces—like curated packages or printed case studies—that align seamlessly with your ABM messaging.

Paid Advertising and Social Media

Think paid ads on social media platforms are only for B2C brands? Think again. Paid advertising can be a powerful ally in B2B campaigns when you need rapid visibility or want to reach ultra-specific audiences. Curious how it works? Let’s take a look.

6. PPC Advertising

Have you noticed how certain companies often occupy the top spot in Google’s results? That’s PPC advertising in action. By bidding on industry-relevant keywords, you can position your website in front of prospects actively searching for solutions.

PPC campaigns for B2B companies are optimized to attract quality traffic. The key was consistent data analysis—tweaking keywords and ad copy, tracking clicks, and refining budgets for maximum ROI.

Given that Google maintains a dominating the search market, not utilizing PPC means missing out on a massive opportunity to connect with high-intent prospects.

Leveraging real-time analytics ensures you don’t waste ad spend and targets your ideal audience precisely.  It also helps to explore smart lead generation tools that cut down the manual work and help you connect with the right people faster.

7. Social Media Advertising

Is your organization fully exploiting social media to spark meaningful B2B growth?

Working with marketers from companies like SAP, we found that channels like Facebook and LinkedIn often remain underused in B2B marketing. By fine-tuning Facebook B2B Marketing and leveraging LinkedIn’s advanced targeting, SAP engaged bigger audiences and drove leads into finely tuned sales funnels.

The average CPC for Facebook content ads is often lower than for non-content ads, emphasizing the cost-efficiency of a content-first approach.

Analyzing performance metrics on social channels helps you refine audience targeting, allocate budgets effectively, and capitalize on creative formats that resonate with your viewers.

8. Facebook B2B Marketing

Have you considered Facebook for serious B2B marketing? While LinkedIn tends to dominate the conversation, Facebook B2B marketing can be a cost-effective, wide-reaching option if you leverage it correctly.

Diversify beyond LinkedIn using Facebook Lead ads, because the average CPC on Facebook content ads is significantly lower.

Adobe also uses Facebook’s targeting abilities to connect with professionals in creative industries—an ideal match for their product suite.

On Facebook, weaving data into compelling stories resonates with business audiences and fosters genuine connections.

Lead Nurturing and Email Marketing

Ever been ghosted by a lead you assumed was ready to buy? It hurts—and it’s exactly what happens if you neglect lead nurturing. Guiding prospects through their buying journey with personalized email marketing often transforms lukewarm leads into loyal partners.

9. Email Marketing Strategies

Most of us don’t open every marketing email we receive. How can you ensure yours stand out?

Effective email marketing hinges on three elements: segmentation, personalization, and automation. I always advise segmenting email lists based on preferences, behaviors, and interests. Personalized emailing—using dynamic fields to address unique challenges—saw open rates surge. Automated workflows guaranteed timely follow-ups and consistent nurturing.

Personalized emails are more likely to be opened. HubSpot for example exemplifies segmentation by tailoring emails to recipient interests, funnel stage, and engagement history.

Alfred North Whitehead once said, “Seek simplicity and distrust it.” A reminder to keep messages straightforward while testing and iterating subject lines, timing, and content frequently. Consistent data-driven testing ensures you’re maximizing results.

Utilizing Marketing Automation

Is your team struggling to manage inbox overload while still delivering personalized experiences? Marketing automation might be your silver bullet. Companies embracing automation often see a rise in sales productivity.

Integrating automated solutions effectively tracks each lead’s engagement and can use even AI-driven rules to deliver relevant content. Pairing a live chat tool with automated email nurturing, for instance, fast-tracks conversions and boosts satisfaction.

10. Event Email Marketing

Are you harnessing event email marketing to keep prospects engaged?

Email is a cornerstone of B2B marketing—still most of marketers use it to generate leads. During my collaboration with companies like SAP SE—a pioneer in cloud ERP systems—event email campaigns proved vital for boosting attendance at worldwide webinars. They used personalized invitations, customized landing pages, and interactive content like live polls to keep prospects involved.

Salesforce’s Dreamforce is another compelling case—attendees feel part of the Salesforce community long before the event, thanks to timely, targeted emails that resonate with their professional challenges.

Analyzing which emails get opened or lead to registrations allows you to optimize messaging and timing, driving higher ROI from every event.

Transform Your B2B Demand Generation

Ready to transform your B2B marketing strategy from just another campaign into a lead-generating powerhouse? Effective demand generation isn’t about chasing one-time wins—it’s about building meaningful customer relationships that thrive long-term. By integrating these 10 strategies—ranging from data-driven content creation and ABM to marketing automation and social media ads—and by consistently learning from your metrics, you’ll not only increase lead generation but also set a strong foundation for ongoing success.

Eduard Klein is an International Digital Growth Marketer, Blogger, and Online Business Coach with a global mindset. He guides through the process of starting and growing a digital business, and riding the wave of digital technology and marketing without getting swept away.