The New Rules of Lead Generation for B2B Businesses

Written by Emily Gagnon

An artist and entrepreneur with a passion for people. Emily loves her family, Taylor Swift, and all things that make life better. She is the Marketing Coordinator at The Selling Factory.

The business-to-business market for eCommerce alone is already worth more than 7 trillion dollars – and it’s just getting bigger.

If you have a B2B business, you might be wondering how to grow your own business. Lead generation is an important part of that. Do you know what to do?

We can help.

Let’s get started with our guide to lead generation for B2B businesses.

What is Lead Generation for B2B Businesses?

Lead generation for B2B businesses involves identifying and building relationships with customers for a company’s products or services.

This can be done through many methods. Some options include email marketing, content marketing, search engine optimization, and social media marketing.

The goal of lead generation is to activate a contact. You want them to fill out a form, ask for more information, or schedule a demo. This creates a pipeline of sales qualified leads. These can be nurtured and eventually converted into paying customers.

Experiment Often

Different lead generation strategies work for different businesses. So, don’t be afraid to experiment with different things. You might just hit the jackpot! Don’t be afraid to listen to your employees, either. They might have good ideas that you just haven’t considered yet.

For example, your employees might think of using your existing base to bring in more customers. Encourage existing customers to refer friends and colleagues. 

Cold Calling Matters

It might seem outdated, but cold calling is actually still a good strategy for lead generation.

To improve the chances of success, salespeople often use lead generation techniques. These could involve researching potential customers and preparing a script or list of questions beforehand. It’s important to be prepared, efficient, and know how to handle rejection.

Of course, there are ways you can ensure your cold calling goes as well as it possibly can.

Try Networking

Networking is important for all aspects of business, including lead generation.

Attend industry events and trade shows to network with potential clients and gather leads. Partner with other businesses or organizations to reach new audiences and generate leads.

You could even hold events of your own. Try things like trade shows, networking events, and leveraging partnerships with other businesses.

If you’d rather not spend the money on in-person events, try things out online. Create and run webinars to educate your target audience on your products or services and generate leads.

Referral Marketing

Referral marketing for B2B (business-to-business) is a strategy where a company encourages its current customers to refer new business to the company. This can be done through various incentives such as discounts, rewards, or bonuses.

Referral marketing is particularly effective in B2B. This is because businesses tend to trust recommendations from other businesses they know and trust.

B2B sales also often involve complex solutions and long sales cycles. This makes personal referrals more valuable than in B2C (business-to-consumer) sales.

Use Social Media

Use social media to connect with other businesses. Rather than immediately promoting your product or service, focus on building relationships with key stakeholders. Quality content creation identifies your target market’s search desires and needs. 

Develop and publish valuable content, such as blog posts and infographics, on your website to attract and engage potential clients. This enhances your presence and lead generation.

Marketing Automation

Leverage marketing automation software to help you identify and nurture leads through the sales funnel.

Marketing automation is the use of technology to automate and streamline marketing tasks and processes. In the context of B2B lead generation, marketing automation can be used to nurture leads through the sales funnel, from initial contact to conversion.

Automating follow-up tasks such as sending thank-you emails, scheduling demos, and sending pricing information.

Marketing automation can help B2B businesses to save time, increase efficiency and improve their lead generation. You can do so by automating repetitive tasks, and by personalizing communication.

Use Email Marketing

Email marketing is a killer when it comes to lead generation for a reason. Email marketing for B2B refers to the use of email to promote products or services to other businesses or organizations.

This can include options like newsletters, automated email campaigns, and promotional emails, and s.

B2B email marketing can be effective in building relationships with potential and existing customers, as well as driving sales and website traffic. Some best practices for B2B email marketing include segmenting your email list, personalizing your emails, and consistently providing valuable content.

There are also strategies you can use to ensure your marketing is really hitting the mark. Sending targeted email campaigns to specific segments of your email list based on their behavior and engagement with your content.

Creating personalized landing pages and forms to capture lead information and segment leads based on their interests. Try using lead scoring to prioritize and qualify leads based on their engagement and likelihood to convert. 

Account-Based Marketing

Use account-based marketing (ABM) to focus on specific high-value accounts and tailor your messaging and outreach accordingly.

The goal of ABM is to build relationships with key decision-makers at targeted accounts. And, to provide them with personalized, relevant content and experiences.

This can be accomplished through a variety of tactics, such as targeted advertising, email campaigns, and events.

ABM requires a higher level of investment and resources than other lead generation strategies. But it can be highly effective in generating high-quality leads and closing deals with large, strategic accounts.

The stronger relationships you build, the more leads you’ll generate. Of course, you need to start your ABM strategy out right.


Another tool for lead generation is gifting. You can send a gift to a list of prospects. Make sure you choose gifts that are thoughtful and representative of their interests.

You can also give gifts based on participation. Gift cards are often used for this purpose.

Lead Generation for B2B Businesses: Dive In Today

There’s a lot to know when it comes to lead generation for B2B businesses. That’s why bringing in the professionals can help you take some of the pressure off yourself.

What are you waiting for? Sign up for a free consultation with The Selling Factory today.

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 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.