A Guide to Lead Generation for B2B Sales

Written by Adam Grossman

An ordained rabbi, who has founded multiple ventures focused on workforce development, he is a cofounder and the Chief Development Officer at The Selling Factory.

59.5% of the global population are internet users. This means there is a huge pool of potential customers online that brands have to take advantage of to build new leads.

One way to do this is through lead generation for B2B sales. 

Learning about the different ways of generating leads in the B2B community is important if you want to grow as a brand and increase sales.

But, you must follow lead strategies that work, so you don’t waste time investing in plans that go nowhere. 

Here is your guide to lead generation for B2B sales that will take your business to the next level. 

What Is Lead Generation for B2B Sales?

Lead generation for B2B sales is a process that refers to businesses attracting other businesses interested in a product or your services.

This is vital to making long-term business connections and building a loyal community of customers. 

Another way to think about business leads is to view them as the first stepping stone in the buyer’s journey. Lead generation campaigns aim to grab the attention of potential customers through marketing.

Then, the lead will guide them to a final sales funnel.

Without a strong marketing strategy, it will make B2B sales more difficult, and you’ll fall behind your business competition. 

So, how does B2B lead generation work?

The B2B Lead Generation Process

Unlike B2C, where products and services are sold directly to customers, B2B lead generation targets potential clients and turns them into customers.

This means you need to start with the basics, which are the contact details of potential buyers. 

Identify Leads

The best place to find contact information is in-house or through a third-party lead generation company.

When you work with a team of lead generation professionals, they can assist you with this part of the process and help you find the necessary information. 

If this is your first time doing this, having an experienced team that can support you at every step is an excellent way to start.

Research Possible Customers

Research is the best way to learn more about customers and what they want in a brand. This is how you can determine if your content is relatable or what areas you need to improve on in the future.

You need to think about what potential customers are looking for and ensure that your online presence showcases why you’re better than other businesses. 

For instance, do you offer specific services that they are looking for? Does your brand appear trustworthy with great reviews? And, is it easy for customers to contact your business and make a purchase? 

These factors will influence how quickly a browser becomes a buyer.

Your goal is to make sure a potential customer stays to learn more about you. To do this, every part of your online campaign needs to work efficiently and smoothly.

Contact Potential Customers

Next, you’ll need to reach out to possible customers using the contact information you’ve sourced online. This phase is often called “cold contacting” when you send an email or post on social media.

The overall purpose of cold contacting is to get your brand in front of the right people. This way, they decide to click on your website and browse your contact pages. 

If you want to be successful with lead generation for B2B sales, this is where you need to shine and have the right content. Otherwise, your brand will appear irrelevant and not provide value to customers.

Thankfully, finding out more about your potential customers and how to rope them into a sale will help you with cold-contacting businesses. You have to keep going with your outreach if you want to be successful.

Most of the time, you should rotate between emailing and phoning every few days to get their attention. If 25 days have passed, you can also send a text message to their contact number.

The minimum timeframe is 12-15 days of cold contacting strategies.

Securing your leads is the main goal of business outreach, so make it a priority. But if you’re new to this form of marketing, you must start implementing easy strategies to build brand awareness

Try These B2B Lead Generation Strategies

To help get your brand noticed, it’s vital that you offer value to your customers.

Offering insightful and high-quality content is one way. Any information you post on social media or upload onto a blog directly reflects your business, so it needs to be accurate and informative. 

In-depth blog posts are a great way to highlight your expertise without coming across as a sales pitch.

If potential customers can see that you know your field extensively and offer insightful articles, they are more likely to trust you and invest in your brand.

This low-cost solution can pay off if you produce regular, educational content. 

Give Your Landing Page Some Love

It’s easy to overlook a landing page as an influential part of lead generation sales.

But if your landing page is not giving customers the information they need, they will leave. A user takes only a few seconds to either click into or exit your website. You need to make the design clear and easy to navigate.

Instead of fine-tuning every detail of your content strategy, try giving your landing page a makeover and looking over the design.

You need to double-check that your CTA (call-to-action) is strong so customers will feel compelled to reach out to your brand. 

If you don’t already have live chat features, it’s time to add one. This is a simple way to make your landing page more friendly and welcoming to potential customers. 

B2B Sales Made Easy With Lead Generation

When lead generation for B2B sales is done correctly, it can transform your business and double your sales.

But, before you can reap the benefits of lead generation strategies, you must find the method that works for your brand. 

That’s why you need a professional, experienced team to help you boost sales. We can do this through personalized content plans and up-to-date market knowledge.

Our team is ready to turn your business leads into long-term customers.

Schedule a consultation here, and let’s discuss your lead generation strategy plans for this year. 

Victoria Zamitalo

Campaign Manager

Victoria received a BA in History and Economics from the University of Florida in May 2023. She is a driven sales professional with over 5 years combined experience in customer service, consumer relations and outbound sales, and is deeply passionate about fostering close relationships between consumers and sellers. She aims to train the next generation of sales professionals in not only the tricks of the trade, but also interpersonal skills that make sales the exciting and ever-changing industry that it is.


Mia Semel

Campaign Manager

Before graduating with a B.A. in Sustainability Studies, Mia took on multiple roles while interning at The Selling Factory, including sales development, recruiting, and leading campaigns. She is an active listener and effective communicator, specializing in fostering genuine connections and finding common ground among differing perspectives. She aims to find practical, creative solutions regarding sustainable development, biodiversity and the climate crisis.


Kira Grieve

Senior Campaign Manager

Kira graduated from the University of Florida and received her Master of Science in Entrepreneurship. She is passionate about helping businesses grow and connecting with new people. Some of her hobbies include traveling and hiking. She hopes to visit all of the National Parks one day!


Jared Glosser

Vice President

After graduating from UF in 2014 with a B.A. in history, Jared started his professional career Fundraising for a non-partisan political lobby in South Florida. In 2016, Jared moved back to Gainesville to work for a non-profit, recruit students for international travel opportunities, and pursue his MBA at UF. Jared has been with The Selling Factory since 2019 focusing on operations, client onboarding, and client success.


Ian Massenburg

Chief Operating Officer

A graduate of University of Florida (B.A. 2001), Ian Massenburg brings over 18 years of sales executive and sales management experience to The Selling Factory. Before coming on-board, Ian worked alongside Brad at Infinite Energy, and then spent his next 3 years as VP of Partnerships selling SaaS products B2B. Ian brings his vast knowledge and experience to the team and to our partner companies served.


Damien Paulk

Campaign Manager

Damien is a University of Florida graduate that recently joined the team full time after working as a Sales Development Intern for one year. As a Campaign Manager, Damien looks forward to contributing to the growth and success of The Selling Factory. When Damien is not at work he enjoys exploring Gainesville with his girlfriend and dog or watching the Gators dominate college football.


Brendan Viehman

Campaign Manager

Brendan graduated from Liberty University with a Bachelor of Science in Business Administration and Project Management. For the past 5 years, he has enjoyed working with blockchain technology and cryptocurrency development. In his free time, he surfs and makes personal finance videos for his YouTube channel.


Savannah Howard

Campaign Manager

A graduate from the University of Florida’s College of Journalism and Communications, Savannah obtained her Bachelor of Science in public relations with a concentration in French. After almost two years as a sales development intern for The Selling Factory, she joined the leadership team in 2021 taking on the role of Campaign Manager. In her free time, Savannah enjoys going to concerts and festivals and cooking for her friends and family.


Zack Kampf

Campaign Manager

Zack is a creative technologist with experience in advertising, event planning, and game design. He started as an SDR in 2018 and has been with TSF ever since. Upon graduating UF in 2019 he became a campaign manager and is currently seeking a master's degree from NYU. In his spare time, you can find him at the intersection of Art & Technology!


Josiah Blakemore

Growth Manager

Josiah has over 10 years of sales experience, worked with Brad and Ian at Infinite Energy, and also spent time selling SaaS as Director of Partnerships at SharpSpring. He’s always been very competitive and has a love for sports and games. He enjoys solving problems and coaching team members to do the same!


Sue-Ming Frauenhofer

Marketing Manager

Sue-Ming received both her B.S. in Psychology and M.S. in Management from The University of Florida. As a student, she took on multiple roles while interning at The Selling Factory, including sales development, marketing, and recruiting, eventually leading to her current role as Marketing Manager. She enjoys refining her taste in music and visual art, engaging in mindfulness and meditative practices, and frolicking outside with her sidekick pup.


Adam Grossman

Chief Development Officer

Adam is an ordained rabbi, who has founded multiple ventures focused on workforce development. Hired as CEO by a failing non-profit, in over 5 years, his ingenuity saved the organization, which led Slingshotfund.org to recognize it as one of North America’s most innovative Jewish non-profits. His expertise to identify, cultivate, and on-board talent ensures our student teams meet our partners’ needs.


Brad Gamble

Chief Executive Officer

After graduating from UF in 1999 with a B.S.B.A, Brad Gamble has dedicated himself to sales management, branding, coaching, and building companies. He served as the VP of Sales & Marketing for Infinite Energy until 2014, when he founded The Selling Factory. He has dedicated himself to teaching critical skills to tomorrow’s leaders, and helping companies achieve sales success and revenue growth.