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B2B marketing has changed a lot.
If you’re still sending out cold emails or promoting generic content, you’ve probably realized that those old tactics just don’t work anymore.
Today’s buyers are smarter.
- They do their homework.
- They compare options.
- They expect a lot more than just a sales pitch.
What they really want is value and genuine connections, and the old tricks just don’t cut it anymore.
They want genuine value and real connections, and the old tricks just don’t cut it anymore.
According to HubSpot, 61% of marketers say their biggest struggle is generating leads and traffic.
Why?
Because many B2B companies are still relying on outdated methods.
Cold outreach, overly promotional LinkedIn posts, and webinars that don’t follow up properly.
The result?
A lot of time is spent, but with little result.
Instead of just chasing leads, we need to focus on building relationships, offering real solutions, and making sure marketing and sales work together seamlessly.
In this guide, I’ll walk you through five practices that will help you not only get leads but actually connect with the right people.
We’ll talk about how to stop spamming cold messages, how to create content that decision-makers actually care about, and how to use platforms like LinkedIn in a smarter, more meaningful way.
Let’s move away from the old-school approach and dive into strategies that actually work.
Ready?
1. Stop Cold Messaging – Start Building Conversations
Cold messaging used to be a common approach in B2B marketing, but it’s no longer effective. Sending out mass emails or LinkedIn messages to people who don’t know you rarely leads to results.
In fact, it often does more harm than good, as buyers today are overwhelmed with generic outreach that doesn’t speak to their needs.
How to Start Building Conversations (Even If You’re New)
- Focus on where your audience spends time.
If you’re just starting out, find where your ideal clients are active.
They might not be engaging with your content yet, but they’re likely following influencers or participating in industry groups.
Engage with them in these spaces.
Comment on posts, participate in discussions, and share insights. Start by adding value to conversations that are already happening.
- Warm up your outreach with research.
Before sending any messages, do your homework.
If you’re targeting a specific company or person, look into what’s happening in their industry, and check their LinkedIn activity.
Reference a recent article they shared or a common challenge their industry is facing.
Make the message about them, not you.
- Offer value before asking for anything.
Don’t push for a demo or meeting right away.
Share something useful that addresses the challenges they’re dealing with.
This could be an industry report, a helpful tip, or insight about a trend.
Show them you understand their problems before positioning your solution.
- Use storytelling to create connections.
Even if you don’t have a big brand yet, stories are powerful.
Share examples of how you’ve helped others, even if they’re small wins. Or talk about challenges you’ve faced and what you learned from them.
This helps build credibility and shows you’re more than just another vendor.
- Be patient and consistent.
Building relationships takes time.
Don’t get discouraged if you don’t see immediate responses.
Keep engaging, keep offering value, and be consistent.
Over time, this approach will build trust and open up more meaningful conversations.
Immediate Action Steps:
- Join industry groups or discussions.
Identify 3-5 LinkedIn groups or communities where your target audience is active. Start commenting on posts or sharing insights to make yourself known.
- Personalize your outreach.
Choose 5 prospects, research their company and industry, and send personalized messages focusing on how you can help them.
Avoid going straight into a sales pitch.
- Play the long game.
Don’t expect immediate results.
Building genuine relationships takes time, but this method leads to deeper, more meaningful connections in the long run.
2. Create Multi-Layered Content that Speaks to All Stakeholders
In B2B marketing, you’re rarely dealing with just one person.
Decisions are made by groups—CTOs, CFOs, procurement teams, and department heads—all looking for different answers.
So, if your content only speaks to one person, you’re missing out on a huge part of the conversation.
To succeed, you need to create content that connects with everyone involved in the buying process, not just the person who clicked your ad or downloaded your whitepaper.
Think Beyond One-Size-Fits-All Content
Imagine this: you’ve just published a brilliant whitepaper about the technical benefits of your product. The CTO loves it.
But the CFO skims over it because it’s packed with jargon and doesn’t clearly show the financial impact.
Meanwhile, the operations manager hasn’t even seen it because there’s nothing in there about how your solution will make their life easier.
This is what happens when content is single-layered.
It might win over one person but leave the others in the dark, slowing down or derailing the buying process.
How do you fix this?
Step 1: Know Who’s in the Room
Start by mapping out the key players. In a typical B2B sale, there are usually 4-6 decision-makers, each with their own focus.
- The CTO cares about scalability and integrations.
- The CFO wants to see the ROI.
- The department head is thinking about efficiency and ease of use.
List out their roles and what matters to them.
Step 2: Create Content That Talks to Each Person
You don’t need to create entirely new content for each stakeholder, but you do need to speak their language.
A whitepaper could include a section on the financial benefits for the CFO, while the bulk of it might dive into the technical details for the CTO.
Alternatively, you could split the content into different pieces: a detailed report for the technical team and a one-pager on cost savings for the finance team.
Here’s a simple breakdown:
- CTO: Focus on tech features, scalability, and integration.
- CFO: Highlight cost benefits, ROI, and long-term savings.
- Department heads/operations: Emphasize efficiency, ease of use, and time saved.
Step 3: Repurpose to Reach Everyone
You don’t always have to create new content from scratch.
Take your best-performing pieces and adapt them. For example, turn a webinar into blog posts that speak to different stakeholders.
The same webinar could be summarized into a quick infographic for department heads who want fast insights.
Repurposing isn’t just about recycling content; it’s about making sure it reaches the right people in a format they prefer.
Some decision-makers might prefer a podcast over a long article, while others will want to dive into case studies and data.
Step 4: Show, Don’t Just Tell
Remember, stakeholders aren’t just looking for descriptions.
They want proof.
Case studies, testimonials, and real-world examples help everyone involved understand how your product will actually solve their specific problems.
For example, share how your solution helped another company reduce operational costs by 15% while improving team efficiency.
This kind of real-world data resonates with decision-makers, giving them confidence that your solution will work for them too.
Next Steps:
- Identify your key stakeholders for each deal. List their top priorities.
- Audit your existing content to see if it addresses those priorities. If not, adjust or repurpose it.
- Develop a content calendar that plans for different formats and angles, ensuring all stakeholders get the information they need.
3. Leverage LinkedIn Effectively for B2B Growth
LinkedIn isn’t just a social network for professionals—it’s where decision-makers go to find solutions, build connections, and gather insights. But to leverage LinkedIn effectively, especially for B2B growth, you need to move beyond just “being active.” It’s about precision and strategy.
Here’s how to do it right:
1. Optimize Your Profile for Targeted Discovery
You need to think of your LinkedIn profile as a lead magnet, not just a resume.
It’s where decision-makers will land after they see your content or search for someone in your industry.
To maximize its impact:
- Headline: Make it specific, addressing the exact problem you solve for businesses.
Instead of “CEO at XYZ Company,” use something like “Helping B2B Companies Improve Sales Efficiency by 30% with AI-Powered Solutions.”
- About Section: This isn’t about you; it’s about how you can help them.
Start with the challenges your prospects face and how your expertise solves those issues. Include a call-to-action (CTA)—invite them to download a free resource or schedule a call.
- Content & Featured Section: Showcase specific work that proves your expertise.
Highlight posts, case studies, or resources that speak directly to your target market’s problems.
2. Laser-Focus on Content That Solves Problems
It’s not about posting often; it’s about posting the right kind of content.
Your content should address real issues that your prospects face right now and offer practical solutions.
If your content doesn’t help them solve a problem, it’s noise.
- Case Studies: Share quick, digestible case studies with specific numbers.
Decision-makers love to see tangible results, such as “How We Helped a Logistics Company Cut Costs by 25% in 3 Months.”
- How-Tos & Tactical Advice: Create content that walks them through solving a challenge they’re likely facing today.
For example, “3 Steps to Streamline Procurement Processes for Better Supplier Management.”
- Industry Insights: Position yourself as an expert by commenting on industry shifts and how businesses can adapt.
Focus on data-backed insights that help guide their decisions.
3. Engage with High-Intent Prospects
Most of your LinkedIn time shouldn’t be spent creating content; it should be spent engaging with the right people.
Instead of waiting for leads to come to you, find and engage with prospects who are already showing intent.
- Identify Key Decision-Makers: Use LinkedIn Sales Navigator to filter by job titles, industries, and regions that align with your ICP (Ideal Customer Profile).
- Look for Signals: Target those interacting with competitors, liking relevant industry posts, or engaging with industry groups.
These are the people already searching for solutions.
- Engage Before Messaging: Before sending a connection request, comment thoughtfully on their posts or the content they engage with. Build a connection before making a request.
This helps you stand out from the dozens of generic connection requests they receive daily.
4. Turn Connections into Conversations, Not Pitches
Most LinkedIn messages fail because they dive straight into the pitch. Your goal isn’t to sell right away—it’s to start a genuine conversation. Here’s a better approach:
- Personalize Every Message: Reference a recent post, company news, or mutual connection to break the ice.
Make it clear why you’re reaching out and how you’re aware of their specific situation.
- Ask Open-Ended Questions: Instead of pitching, ask questions related to their pain points.
For example: “I noticed you’ve been posting about supply chain disruptions. How are you navigating those challenges right now?”
- Provide Value Before the Ask: Offer something helpful before pushing for a call or demo.
This could be an industry report, a custom analysis, or even sharing insights you’ve learned from your work with other clients in their space.
5. Leverage LinkedIn Ads for Targeted Awareness
Organic reach can be slow, especially if you’re new or don’t have a huge following.
LinkedIn Ads, when used smartly, can accelerate your visibility with laser-focused targeting.
- Sponsored Content: Promote your most valuable content, such as case studies, reports, or whitepapers, directly to decision-makers.
The key is targeting based on job roles, industries, and even specific companies if you’re running Account-Based Marketing (ABM) campaigns.
- Retargeting: Use LinkedIn’s retargeting capabilities to re-engage people who’ve visited your website or engaged with your content previously.
These are warm leads and more likely to convert.
Immediate Steps to Implement:
- Audit your LinkedIn profile with a focus on clarity, value, and conversion.
- Spend 30 minutes engaging with high-intent prospects using Sales Navigator.
- Post a mini case study that provides value and asks an engaging question.
- Set up a LinkedIn retargeting ad to capitalize on recent visitors to your site.
4. Align Sales and Marketing for Seamless Execution
One of the biggest challenges in B2B marketing is the disconnect between sales and marketing.
When these two teams are siloed, leads fall through the cracks, communication breaks down, and conversion rates suffer.
To drive real growth, sales and marketing must work as one cohesive unit.
But how do you make that happen?
Here’s how to align both teams to ensure smooth execution and better results.
1. Define Common Goals and Metrics
Sales and marketing often have different goals, which creates misalignment.
For example, marketing might focus on generating as many leads as possible, while sales cares about closing high-quality deals.
To fix this, you need to set shared goals that both teams can rally behind.
- Agreed KPIs: Instead of separate metrics, create joint KPIs.
For example, instead of marketing only focusing on lead volume, have both teams focus on the number of sales-qualified leads (SQLs), pipeline growth, and conversion rates.
- Revenue-Based Goals: Shift the conversation from lead generation to revenue generation.
Marketing should be accountable for helping drive revenue, not just bringing in leads, and sales should help guide marketing on what makes a lead ready to convert.
2. Create a Lead Scoring System Both Teams Trust
Leads need to be qualified before they reach sales, but if sales doesn’t trust the quality of those leads, they’ll end up ignored.
A strong lead scoring system ensures that only high-potential leads are passed on, reducing wasted time and effort.
- Score Leads Based on Engagement and Fit: Work together to create a lead scoring model that combines both behavioral triggers (like visiting pricing pages or downloading a whitepaper) and demographic/firmographic factors (like company size, job role, or industry).
- Regular Feedback from Sales: Sales should continually give feedback to marketing about the quality of the leads they receive.
If a lead isn’t ready, marketing should know so they can adjust the scoring system or move the lead back into nurturing.
3. Implement an SLA (Service-Level Agreement)
An SLA between sales and marketing sets clear expectations and defines responsibilities.
It outlines the number of leads marketing will provide and the timeline for sales to follow up on those leads.
This agreement ensures both teams are held accountable for their part of the process.
- Marketing Commitments: Marketing should commit to delivering a certain number of high-quality leads every month, with clear criteria on what qualifies as a good lead.
- Sales Commitments: Sales should agree to follow up with qualified leads within a specified timeframe—often within 24 to 48 hours of receiving them.
- Regular Performance Reviews: Hold regular reviews to measure how both teams are performing against the SLA. If marketing isn’t delivering enough quality leads or if sales isn’t following up quickly enough, adjustments need to be made.
4. Use CRM and Automation for a Unified View
One of the reasons sales and marketing fail to align is because they operate from different tools and platforms.
This leads to miscommunication and fragmented data.
To fix this, integrate both teams onto a single CRM platform where lead data, sales activity, and marketing efforts are visible to everyone.
- Unified CRM: Use a CRM like HubSpot, Salesforce, or another platform that allows both teams to track lead engagement, sales progress, and nurture activity in one place.
- Automation to Support Handoffs: Use marketing automation tools to notify sales when a lead meets the qualification criteria.
Automated workflows can ensure no lead is missed or mishandled during the handoff from marketing to sales.
5. Collaborate on Content for Sales Enablement
Sales enablement is all about providing the sales team with the content and tools they need to close deals.
But too often, marketing creates content without consulting sales on what they actually need.
Sales should be involved in content creation from the start to ensure the materials help move leads through the funnel.
- Create Deal-Specific Content: Ask sales what types of objections they frequently face and what information prospects need to make a decision.
Then, marketing can create case studies, one-pagers, or demo videos tailored to address those concerns.
- Real-Time Feedback Loop: Sales should give real-time feedback on which marketing materials are most effective in their conversations with prospects.
This way, marketing can adjust content strategies to better support sales.
Immediate Steps to Align Sales and Marketing:
- Schedule a meeting between sales and marketing to define shared goals and KPIs focused on revenue generation.
- Build a lead scoring model that incorporates sales feedback, and review it regularly.
- Implement a CRM system where both teams can track lead engagement and performance in real-time.
- Develop an SLA that sets expectations for lead delivery and follow-up timelines.
- Collaborate with sales to create tailored content that addresses common objections and pain points.
When sales and marketing are aligned, the entire funnel runs more smoothly.
By sharing goals, using the same tools, and constantly communicating, you’ll eliminate friction and see much stronger results.
5. Turn Data into Action: Use Intent Data to Drive Better Results
Intent data shows when your prospects are actively researching solutions like yours.
If you’re not using this data, you’re missing out on a huge opportunity to connect with leads who are already in the market.
Here’s how to leverage intent data for better results:
1. Understand What Intent Data Is
Intent data comes from signals like website visits, content downloads, or even activity on third-party sites. It tells you who’s actively looking for a solution in your space, so you can prioritize those leads.
Start using tools like Bombora or 6sense to track prospects showing buying intent.
2. Use Intent Data to Prioritize Leads
Not all leads are ready to buy, but intent data tells you who’s closer to a purchase decision.
Focus your efforts on these high-intent leads, so your sales team spends time where it matters.
Integrate intent data into your CRM, and set up alerts when leads show strong buying signals, like repeated visits to key pages (pricing, demos).
3. Personalize Outreach Based on Behavior
Intent data allows you to send targeted, relevant messages based on what your leads are interested in.
If a prospect keeps visiting your pricing page, for example, you can reach out with a tailored offer or demo invite.
4. Nurture Leads Not Ready to Buy Yet
Intent data isn’t just for sales-ready leads.
For those showing early interest, use this data to nurture them over time with relevant content that keeps them engaged until they’re ready.
5. Measure What’s Working
Track how intent data impacts your sales pipeline.
- Are these high-intent leads converting faster?
- Are personalized outreach efforts resulting in more meetings?
Keep an eye on the data and adjust your strategy accordingly.
Immediate Steps:
- Start using an intent data platform like Bombora or 6sense.
- Set up alerts in your CRM for high-intent behaviors, like visiting key pages.
- Personalize outreach by referencing specific behaviors.
- Use intent data to nurture early-stage leads with targeted content.
- Measure how intent-driven leads move through your pipeline and adjust your approach based on results.
Start Implementing These Strategies Today
It’s clear that B2B marketing isn’t just about leads and numbers.
It’s about building genuine connections, solving real problems, and using smart strategies that move the needle.
Whether it’s refining how you approach LinkedIn, aligning sales and marketing, or leveraging intent data, each of these practices can drive real, measurable results.
The good news?
You don’t have to do everything at once.
Start small.
Pick one strategy that resonates with you and take action today.
Maybe it’s optimizing your LinkedIn outreach or working more closely with sales.
Whatever you choose, the key is to start.
Real change happens when you take consistent steps forward.
So, what’s your first move?