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How to Develop an Effective B2B Lead Generation Approach

If one of your company’s primary goals is to create an effective B2B lead generation strategy, there are different ways to make that happen to help expand your business. You could build your online presence on social media, update your blog and post content daily, reach out to your prospects through email, or consider video marketing. The possibilities are endless.

But if you’re running a start-up company, you may have a challenging time figuring out what tactic you think will work best for you. Moreover, as a B2B lead generation marketer, you can expect to go through changes often.

The best way to go about it is to be open to trying out new tactics, experimenting approaches, and looking out for the latest digital marketing trends. To help direct you on the right path, keep reading below to learn tips on creating a B2B lead generation strategy that will help you succeed.

Determine Your North-Star-Metric

The first thing you need to do is assess your lead generation marketing goals from a higher vantage point to figure out what value proposition you want your product or service to provide. Through a North-Star-Metric (NSM), it helps measure the potential success of your offers.

When you learn your NSM, you will know what to do, how to work on your products or services, and how to improve them in the best way possible to attract more consumers. Recognizing what you want to accomplish from the start and identifying the value proposition you’re aiming for provides long-term results and aids in jumpstarting your B2B lead generation strategy. 

Form a Clear Lead Generation Strategy

Another thing you must never forget doing is setting a clear goal for your B2B lead generation channels. When you’re ready to plan your approach, you avoid wasting your time and efforts because you’re sure the method you choose works for your small business.

You could consider pay-per-click ads, social media marketing, search engine optimization (SEO) marketing, or content marketing. Ultimately, what you choose to do must be something that guarantees your company will receive leads for B2B and offers your customers value.

Focus on a Small Number of Channels at a Time

After learning what channels are available at your disposal, it’s time to narrow down your options and select what’s right for your business. Based on the size of your company, if you’re handling a start-up, it will be better to stick to a small number of B2B lead generation channels. 

Managing one or two channels at the start is a good idea because that way, you can focus your efforts on mastering them before moving on to expanding to more channels. If what you picked out does not provide you the results you need, the impact is only minimal, and you can move on to the next relevant channels without worrying about the time and effort you spent.

Develop a Valuable Product or Service

After finalizing your goals, evaluating your channels, and telling yourself to commit to mastering the right ones, it’s time for you to come up with the best offers. Whether it’s a unique product or service you have up your sleeve, what’s important is providing your customers long-term value.

You must convince your customers that they just have to get it or they’ll miss out, and that’s the last thing shoppers want to experience. Make sure that what you’re promoting is something your audience will find helpful, touching into their emotions like no other offer they’ve encountered before. 


When it comes to managing lead gen for startups, it’s integral to spend time developing every aspect of your B2B strategy. For best results, you should determine your NSM, form a clear lead generation strategy, and focus on a small number of channels at a time. If you think doing all of that is too much for you to handle, you can always hire a professional marketing company to work with you every step of the way and guarantee your business succeeds.

Are you looking for a lead generation platform in the US for your small company? WhoKnows is dedicated to building innovative tools and solutions to help businesses function better and succeed over time. Get in touch with us today to request a demo of our products!

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