Lead generation is the number one marketing challenge faced by business owners in the UK right now. How do I know? Over the past 20 years, we have interviewed literally thousands of business owners - and lead generation is consistently the number one answer to the question 'What is your biggest marketing challenge?'
If you're interested, here are the full results - you'll notice having a strategy, and not having enough time are close behind!
What Is Lead Generation (And What Are 'Leads')?
The term "lead generation" encompasses a variety of marketing activities that aim to attract and convert prospects into leads.
Business owners and directors often differ in their definition of what counts as a 'lead.' In my book, what counts as a 'lead' is very simple - it is anyone you can contact who has shown interest in your business. This can include someone who has subscribed to your newsletter, engaged in live chat on your website, or filled in a form, but it does not mean someone who is ready to buy your product or service.
Our definition of lead generation is that it is the process of identifying people who have a certain level of interest in your business, and whom you can contact. The fundamental objective is to create a pipeline of sales opportunities that can be nurtured over time. This involves a mix of marketing efforts that appeal to different stages of the buying process, from awareness to decision-making.
Why SMEs Need A Multi-Channel Lead Generation Strategy
For SMEs, relying on a single lead generation tactic is risky. Sustainable lead generation requires a multi-channel approach that combines many different tactics including content marketing, email campaigns, SEO, paid ads, and an optimised website. Just as a business wouldn’t rely on a single salesperson to generate all sales, your marketing should also use multiple methods to attract and nurture leads effectively.
At JDR, we take a strategic, data-driven approach to lead generation, ensuring businesses are not only generating leads but also successfully converting them into paying customers.
Inbound vs Outbound Lead Generation
Lead generation tactics can be divided into inbound and outbound.
Inbound lead generation focuses on attracting potential customers to your business organically. The aim is to be found by people who are actively searching for your product/service, or for help solving the problems that your company helps with. This is usually done through content marketing, SEO, social media, and other strategies that provide value to the audience, encouraging them to reach out on their own. Examples include blog posts, webinars, and free resources that capture leads over time.
Outbound lead generation, on the other hand, involves proactively reaching out to potential customers. This includes cold calling, email outreach, direct mail, and paid advertising. Instead of waiting for prospects to come to you, outbound methods push your message to targeted audiences.
Inbound is typically more cost-effective in the long run and builds trust, while outbound can deliver faster results but may require a larger upfront investment. A balanced strategy often works best - and when designing a marketing programme, we'll often include elements of both.
The Dynamics Of B2B Lead Generation
The dynamics of B2B lead generation are shaped by the complex decision-making processes within organisations.
Unlike B2C, where purchases can sometimes be more impulsive, B2B transactions are often the result of thorough research and multiple stakeholder approvals. As a result, lead generation strategies need to account for longer sales cycles and the necessity to influence various decision-makers. Understanding the business ecosystem and the specific challenges faced by target companies is vital for crafting effective lead-generation tactics.
With B2B lead generation, targeting is also more complex as employment factors such as job role, company size, and company industry are a factor as well as standard demographics.
The Role of Lead Generation Companies
Many businesses turn to lead generation companies like JDR to achieve their lead acquisition goals. Lead generation agencies specialise in creating and managing lead generation campaigns, leveraging their expertise to deliver high-quality leads. By partnering with a lead generation agency, you can focus on closing sales while ensuring a consistent influx of potential clients. Good lead generation companies will employ advanced technologies and data analytics to optimise lead quality and maximise conversion rates.
The Benefits Of Outsourcing Lead Generation
Outsourcing lead generation to specialised agencies offers several advantages. It allows businesses to tap into the expertise and resources of professionals who are dedicated to staying ahead of industry trends and technologies.
It can reduce the demands on in-house resources and infrastructure, freeing you and your team up for other activities.
It can also provide scalability, enabling you to adjust your lead generation efforts based on market demands and business goals. Ultimately, outsourcing can mean your lead generation actually works.
The JDR Approach To Lead Generation
At JDR Group, we specialise in helping SMEs generate consistent, high-quality leads that translate into revenue growth. We don’t just focus on vanity metrics like clicks or social media likes - instead, we implement a proven six-step system that integrates multiple marketing channels, builds a strong sales pipeline, and ensures sustainable business growth.
Learn more about our 6-step marketing system here: JDR Proven Marketing System
8 Key B2B Lead Generation Strategies
1. Content Marketing: Educating And Nurturing Prospects
Content marketing is a cornerstone of B2B lead generation. By creating and distributing valuable, relevant content, businesses can attract and engage their target audience. This content can take various forms, including blog posts, whitepapers, eBooks, webinars, and case studies. Each content type serves a distinct purpose, from educating potential clients to demonstrating thought leadership. The key is to provide information that addresses the pain points and needs of potential clients.
The effectiveness of content marketing depends not only on the quality of the content but also on its distribution and promotion. Leveraging various channels such as social media, email newsletters, and industry publications can increase content visibility and reach. Additionally, optimising content for search engines ensures that it reaches a broader audience. A well-executed distribution strategy can significantly enhance lead-generation efforts by driving traffic and engagement.
JDR Group’s Content Strategy for SMEs:
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We create educational content that speaks directly to SME owners and directors.
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We use SEO-focused blog strategies to attract inbound leads.
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We integrate content with lead magnets, such as downloadable guides, to capture contact details.
Want to improve your content marketing strategy? Book a free consultation with JDR
2. Search Engine Optimisation (SEO): Ranking for High-Intent Searches
Optimising your website and content for search engines is essential for attracting organic traffic and generating leads.
By targeting relevant keywords and creating high-quality content, you can improve your search engine rankings and visibility. This, in turn, increases the likelihood of attracting qualified leads who are actively seeking solutions. SEO is a long-term strategy that requires continuous optimisation and monitoring. It includes:
- Onsite SEO: Optimising your website and content for search engines is essential for attracting organic traffic and generating leads. By targeting relevant keywords and creating high-quality content, businesses can improve their search engine rankings and visibility. This, in turn, increases the likelihood of attracting qualified leads who are actively seeking solutions. SEO is a long-term strategy that requires continuous optimisation and monitoring.
- Keyword research & keyword strategy: Effective SEO begins with thorough keyword research to identify terms and phrases that potential clients are searching for. This involves analysing search volume, competition, and relevance to the business's offerings. By strategically incorporating these keywords into website content, businesses can improve their search rankings and attract targeted traffic. A well-defined keyword strategy is essential for successful SEO-driven lead generation.
- Technical SEO: Beyond keywords, technical SEO plays a crucial role in lead generation. This involves optimising website elements such as page speed, mobile responsiveness, and site structure to enhance user experience. A well-optimised website not only improves search engine rankings but also ensures that visitors have a seamless experience. This can lead to higher engagement and conversion rates, ultimately boosting lead-generation efforts.
JDR’s SEO Strategy Includes:
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Conducting detailed keyword research to target high-converting terms.
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Implementing on-page and technical SEO improvements.
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Creating SEO-friendly, conversion-optimised content.
Find out how SEO fits into a full marketing strategy: JDR’s Digital Marketing System
3. Paid Advertising (PPC & LinkedIn Ads): Fast-Tracking Lead Generation
While organic strategies like SEO take time to build, paid advertising provides immediate visibility for your business. Google Ads and LinkedIn campaigns allow you to target specific industries, job titles, and even company sizes, ensuring you reach decision-makers.
How JDR Uses PPC & LinkedIn Ads Effectively:
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Designing high-converting ad campaigns tailored to SMEs.
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Using retargeting strategies to nurture prospects.
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Running data-driven A/B tests to optimise ad performance.
Want to run a high-ROI LinkedIn or Google Ads campaign? Contact JDR
4. Email Marketing & Marketing Automation
Email marketing remains a highly effective tool, especially for B2B lead generation. By crafting personalised and targeted email campaigns, you can reach prospects directly and nurture them through the sales funnel. Segmentation and automation are key components of successful email marketing, ensuring that the right message reaches the right audience at the right time.
- Segmentation ensures that emails are targeted to specific groups of prospects, increasing relevance and engagement. By leveraging these techniques, businesses can streamline their email marketing and improve lead generation outcomes.
- Automation tools allow businesses to send timely and relevant messages based on triggers such as user behaviour or milestones in the buyer's journey. At JDR, we are a HubSpot Partner and use HubSpot to build automated email campaigns for clients - to find out more visit our HubSpot agency services page.
JDR’s Email Marketing Best Practices:
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Segment email lists based on lead behaviour and industry.
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Implement automation workflows that nurture leads over time.
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Use personalised email sequences to increase engagement.
Email marketing allows for direct communication and relationship-building with potential clients. To learn more, download The Ultimate Guide To Marketing Automation - With HubSpot.
5. Social Media Marketing For Engagement
Social media platforms offer a powerful channel for B2B lead generation. By actively engaging with prospects on platforms such as LinkedIn, Instagram, and Facebook, you can build relationships and nurture leads over time.
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Leveraging LinkedIn for B2B Leads - LinkedIn is a particularly valuable platform for B2B lead generation due to its professional focus and business-oriented community. You can use LinkedIn to connect with potential clients, join industry groups, and share valuable content. By actively participating in discussions and showcasing expertise, you can build credibility and attract leads.
- Engaging with Instagram and Facebook - While LinkedIn is a primary platform for B2B, Instagram and Facebook also offer opportunities for B2B engagement, and are essential for most B2C brands. Facebook, with its vast user base, can be used to reach decision-makers and promote content through targeted ads. Both platforms enable businesses to expand their reach and engage with a diverse audience.
- The role of X (Twitter) - X (formerly known as Twitter) allows you to join industry conversations, share updates, and connect with influencers. Once a social media powerhouse, its influence is now waning although it still has many active users.
- Should you also use TikTok? TikTok is a powerful platform for capturing leads through engaging, short-form videos. Brands can attract potential customers by creating entertaining and informative content that showcases products, services, or industry insights. Features like TikTok Live, duets, and challenges help boost engagement, while the strategic use of trending sounds and hashtags increases visibility. Businesses can also use TikTok Ads, such as Lead Generation Forms, which allow users to express interest without leaving the app. Authenticity and creativity are key to converting viewers into leads.
- Don't Forget Pinterest - Pinterest is a visual discovery platform that excels at driving long-term, organic leads. Businesses can create eye-catching pins linking to landing pages, blog posts, or product pages, making it easy for users to explore and take action. Rich Pins provide additional details like pricing or product availability, while Pinterest Ads help boost targeted reach. Since users often visit Pinterest with the intent to research and purchase, an optimised strategy with keyword-rich descriptions and well-organised boards can drive consistent lead generation over time.
As well as posting regularly to these platforms, sharing industry insights, participating in discussions, and leveraging targeted ads can enhance lead acquisition efforts. Social media also provides valuable opportunities for real-time interaction and feedback.
You can learn more in our guide How To Use Social Media For Business.
6. Telemarketing: Direct Outreach
Telemarketing remains a highly effective lead-generation tactic, particularly in B2B. It allows you to have direct, one-on-one conversations with potential clients, providing an opportunity to address objections, answer questions, and build relationships in real-time. Unlike digital strategies, telemarketing adds a human touch, making it easier to gauge interest and move prospects further down the sales funnel.
However, good telemarketing is not easy to achieve:
- It is not always easy to identify good telemarketing staff to recruit - and once recruited, there can be high turnover in this particular role.
- Few companies are able to provide effective training to support and develop in-house telemarketers.
- Few companies have really effective sales management to get the best performance from in-house telemarketing staff.
- Outsourced telemarketing is expensive - and it is hard to find a good agency.
To make telemarketing work in-house, you'll need great systems and great sales management plus ongoing training. Without those things in place, you will be wholly reliant on finding someone really good, and keeping them - which is not easy!
7. Exhibitions and Trade Shows: High-Impact Networking
Exhibitions and trade shows provide a unique opportunity to generate leads through face-to-face interactions. Unlike digital marketing, attending events allows businesses to demonstrate products, answer questions in real time, and establish trust through direct engagement. These events attract industry professionals, making them a prime location for networking with decision-makers and potential customers.
To maximise lead generation at trade shows, businesses should invest in an eye-catching stand, offer engaging presentations, and use lead capture technology to collect visitor details. Pre-event marketing, such as social media promotions and email outreach, can also help drive booth traffic. Following up promptly after the event is crucial—personalised emails, calls, or meetings help convert event contacts into valuable business leads.
The benefit of these types of events is the opportunity to meet potential customers in person. What you have to weigh up against that is the cost. This includes:
- The cost of the exhibition space itself
- The cost of the team/employees manning the stand
- Associated costs - travel, hotels, etc
- The opportunity cost of having key people out of the business
8. Buying Leads & Using Lead Generation Sites
For businesses looking for immediate lead generation, buying leads using lead generation sites can be a viable option. Platforms such as Bark, Clutch, and Unbiased generate leads from potential customers looking for specific services. You can then buy these leads. Many industries have their own lead generation sites, like Checkatrade in construction, or Capterra in software/SAAS.
You will be in a competitive bidding situation with each and every lead you buy, as these platforms will sell the leads to multiple buyers.
Success with purchased leads depends on the quality of the platform, and your ability to win sales in a competitive environment - which involves the speed of the response, effective follow-up, and an effective sales system.
Converting Leads into Sales: The Importance of a Strong Sales Process
Generating leads is only half the battle—converting them into paying customers is where many SMEs struggle. Without a structured sales process, valuable leads can slip through the cracks.
JDR’s approach to lead conversion:
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Aligning marketing & sales efforts to improve close rates.
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Training sales teams on best practices for lead follow-ups.
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Implementing CRM systems to track and nurture leads effectively.
JDR provide sales strategy consulting, sales enablement services and marketing automation to help you convert more of your leads into sales.
How Much Does B2B Lead Generation Cost?
One of the biggest concerns for SMEs is the cost of lead generation. Many business owners wonder whether to hire an in-house marketing team or outsource to an agency.
Here’s the reality:
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Hiring an in-house marketer costs at least £24,000+ per year (excluding taxes, pension contributions, software costs, travel expenses, holidays, and training).
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JDR Group provides a complete outsourced marketing team, including SEO experts, content writers, PPC specialists, and CRM strategists—for a similar cost to hiring one full-time employee.
Want to see a breakdown of digital marketing costs? Read our pricing guide and try our free campaign builder.
14 Tips for Effective Lead Generation
1. Establish Clear Goals And Metrics
To achieve alignment, sales and marketing teams need to establish shared goals and metrics. This involves defining common objectives, such as lead quality, conversion rates, and revenue targets. By working towards the same goals, both teams can collaborate effectively and drive lead generation success. Shared metrics provide a framework for measuring performance and identifying areas for improvement.
2. Combine Both Online And Offline And Inbound & Outbound
Effective multi-channel campaigns integrate both online and offline channels to reach a broader audience. This involves combining digital tactics such as social media and email with traditional methods like trade shows and direct mail. By creating a seamless experience across all channels, businesses can enhance engagement and drive lead generation success. Integration ensures that prospects receive consistent messaging regardless of the channel.
3. Implement Multi-Channel Campaigns
A multi-channel approach to lead generation is essential for reaching a diverse audience. By leveraging various channels such as email, social media, webinars, and events, you can engage prospects in multiple ways. This comprehensive strategy increases visibility and provides multiple touchpoints for nurturing leads. Multi-channel campaigns enhance lead-generation efforts by reaching prospects through their preferred channels.
4. Track Your Results
Data-driven decision-making is crucial for optimising lead generation efforts. By analysing metrics such as conversion rates, click-through rates, and engagement levels, businesses can identify what works and what doesn't. This information allows for continuous refinement of lead generation strategies to maximise results. Data analytics provides valuable insights into the effectiveness of different tactics and channels.
5. Combine Marketing Analytics & CRM Data
To effectively leverage data, businesses need to use analytics tools that provide comprehensive insights into their lead generation efforts. Tools such as HubSpot offer detailed reports on website traffic, user behaviour, and campaign performance side-by-side with CRM data. By tracking key metrics, businesses can identify trends, measure ROI, and make data-driven decisions.
Successful lead generation requires seamless collaboration between sales and marketing teams. By aligning their efforts, these teams can ensure a consistent message and approach to potential clients. Regular communication and shared goals facilitate a unified strategy that maximises lead conversion. Alignment between sales and marketing is crucial for effective lead generation.
6. Communication And Collaboration
Open communication and collaboration between sales and marketing teams are essential for alignment. Regular meetings, joint planning sessions, and shared tools can facilitate collaboration and ensure that both teams are on the same page. By fostering a culture of teamwork and cooperation, businesses can enhance lead-generation efforts and achieve better results.
7. Lead Scoring
Lead scoring is a technique used to prioritise leads based on their likelihood of conversion. By assigning scores to leads based on factors such as engagement level, demographics, and behaviour, you can focus your efforts on high-potential prospects. This targeted approach increases efficiency and effectiveness in lead generation. Lead scoring enables businesses to allocate resources strategically and maximise conversion rates.
8. Continuous Testing And Optimisation
Effective lead generation requires continuous testing and optimisation based on data insights. This involves experimenting with different tactics, messaging, and channels to identify what resonates with the target audience. A/B testing, multivariate testing, and conversion rate optimisation are valuable techniques for refining lead generation efforts. By adopting an iterative approach, businesses can enhance their strategies and achieve better results.
9. Build A Strong Online Presence
A strong online presence is essential for attracting and converting leads. This involves maintaining an up-to-date website, active social media profiles, and consistent branding across all platforms. A professional online image instils confidence in potential clients and enhances credibility. An effective online presence serves as the foundation for successful lead-generation efforts.
10. Invest In Website Design And User Experience
A well-designed website is crucial for engaging potential clients and driving conversions. The website should be visually appealing, easy to navigate, and optimised for mobile devices. User experience plays a significant role in lead generation success, as a positive experience can encourage visitors to explore further and take action. By focusing on website design and user experience, businesses can improve lead generation outcomes.
11. Great Branding And Messaging
Consistent branding and messaging across all online platforms are vital for building trust and recognition. This includes using a unified tone of voice, visual elements, and messaging that aligns with the business's values and objectives. Consistency reinforces the brand's identity and ensures that potential clients have a clear understanding of what the business offers. A cohesive online presence strengthens lead-generation efforts.
12. Provide Exceptional Customer Experience
The quality of customer experience can significantly impact lead generation success. By offering exceptional service and support, businesses can foster trust and loyalty among prospects. Positive experiences encourage referrals and repeat business, further expanding the lead generation pipeline. Customer experience is a key differentiator in a competitive market.
13. Personalisation And Responsiveness
Personalisation and responsiveness are essential components of exceptional customer experience. Businesses should tailor their interactions and communications to meet the unique needs of each prospect. This includes providing timely responses to inquiries, addressing concerns, and offering personalised solutions. By demonstrating a commitment to customer satisfaction, businesses can build strong relationships and enhance lead generation efforts.
14. Gather And Act On Feedback
Gathering feedback from prospects and clients provides valuable insights into their needs and expectations. Businesses can use surveys, reviews, and direct interactions to collect feedback and identify areas for improvement. Acting on this feedback demonstrates a commitment to continuous improvement and customer satisfaction. By addressing concerns and implementing changes, businesses can enhance the overall customer experience and drive lead generation success.
How To Choose the Right Lead Generation Company
When selecting a lead generation company, businesses should consider factors such as industry expertise, track record, and the range of services offered. A reputable lead generation agency will have a proven methodology and the ability to tailor campaigns to meet specific business goals.
Industry Expertise
How important is industry expertise in lead generation? Experience is often a factor when business owners look for a lead generation company but you may find it is less important than other factors. Below is an FAQ video we produced answering the question we often get asked, 'Have you worked in my industry before?'
Track Record, Reviews & Case Studies
A lead generation company's track record and client testimonials provide valuable insights into its capabilities and reliability. Businesses should review case studies, client success stories, and testimonials to assess the agency's past performance. This information can help determine whether the agency has a history of delivering high-quality leads and achieving measurable results. A strong track record and positive client feedback are indicators of a reputable and trustworthy agency.
Service Offerings and Customisation
The range of services offered by a lead generation company is an important consideration. Businesses should evaluate whether the agency provides a comprehensive suite of services that align with their lead generation goals. Customisation is also key, as each business has unique needs and objectives. An agency that offers tailored solutions and flexibility in its approach can better address the specific requirements of the business. Understanding service offerings and customisation options ensures that the agency can deliver a personalised and effective lead-generation strategy.
Final Thoughts: The Future of B2B Lead Generation
B2B lead generation is a dynamic process that requires a strategic approach to be successful. By understanding the fundamentals of lead generation, implementing effective strategies, and adhering to best practices, businesses can build a robust pipeline of qualified leads. Whether partnering with a lead generation company or managing efforts in-house, the key is to remain adaptable and responsive to the ever-changing landscape of B2B marketing. With the right focus and commitment, you can achieve sustained growth and success in your lead-generation endeavours.
Embrace Adaptability In Lead Generation
In the rapidly evolving world of B2B marketing, adaptability is crucial for lead generation success. You'll need to stay informed about industry trends, technological advancements, and changes in buyer behaviour. This requires a commitment to continuous learning and innovation. By embracing adaptability, you can respond effectively to new challenges and opportunities, ensuring that your lead-generation strategies remain relevant and effective.
Fostering A Culture Of Innovation
A culture of innovation within an organisation can drive lead-generation success. Encouraging creativity, experimentation, and collaboration empowers teams to explore new ideas and approaches. By fostering an environment where innovation thrives, businesses can develop unique and impactful lead-generation strategies that set them apart from competitors. A culture of innovation is a key driver of sustained growth and success in lead generation.
Commitment To Continuous Improvement
Continuous improvement is essential for maintaining effective lead-generation strategies. Businesses should regularly evaluate their processes, tactics, and outcomes to identify areas for enhancement. This involves seeking feedback, analysing performance metrics, and implementing changes based on insights gained. A commitment to continuous improvement ensures that lead generation efforts remain optimised and aligned with business goals. By striving for excellence, businesses can achieve long-term success in their lead-generation endeavours.
Working With JDR Group For Your Lead Generation
At JDR Group, we have helped 3,000+ businesses over the past 20 years implement successful lead-generation strategies. If you want a tailored marketing plan designed to help your business grow, then book an initial discovery call with us today.
To learn more about our system, download our FREE PDF guide: How To Attract, Win, Keep & Grow Customers.
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