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Generating high quality leads is a priority for most businesses, but building a lead generation campaign and strategy that is effective is easier said than done. To be successful in B2B lead generation, you must have a well thought out plan and strategy.  In this post, we’ll discuss some of the best campaigns for each channel and give insights into each.  

What is B2B Lead Generation? 

B2B Lead Generation is a marketing tactic used to attract potential new customers. These leads should be people who are interested in or will benefit from your products or services. There are many things that go into creating a lead generation campaign, and marketers understand the different dynamics like budgets and expectations of each channel. Let’s dive in.  

Social Media 

Social media is a critical component of B2B marketing. It offers unique opportunities to connect with your target audience, establish thought leadership and drive engagement. Two features to take advantage of in social media are LinkedIn Ads and Facebook Lead Ads. LinkedIn is the go-to spot for B2B connections and Facebook is not far behind. Here are two tips for running great social media campaigns: 

Use Scarcity

We’re more willing to pay a premium for things when we know it is limited or running out. An example would be if you used “limited time offer” in your headline.  

Find the Right CTA

Your CTA should be enticing and tell readers exactly what will happen when they click. Examples of these would be “Book Now” or “Reserve Your Spot”.  

Email Marketing 

Email marketing is the core of lead nurturing. It’s also a science – you can measure it, analyze it, track it and improve it. The starting point for lead gen is the email opt-in option. Email campaigns are generated by creating a sequence of emails to move prospective leads down a funnel. It’s about sending specific emails to the right people at the right time.  

Email has one of the highest conversion rates compared to other channels, but what factors influence the conversion rate? Things like value offers, catchy subject lines, landing pages and analytics all play a part in whether a lead converts and what changes you can make to your email to change their mind if they do not convert yet. Email is all about your messagetell your story, use humor and if you need to, do some fall housekeeping on qualifying leads for higher conversions down the funnel.   


Blogging helps establish businesses as thought leaders in their industry. This strategy is targeted toward s writing about interests and questions asked of your audience, and the goal is to sustain leads and engagement. But it’s not just blogging that will put you on the map. Using a robust strategy including videos and images, along with blogging, will expand brand awareness and increase audience engagement. When you’re building your content strategy, include pieces about trends, original research and authoritative posts. It’s all about developing lead magnets to your audience and reaching your specific business goals. For additional help, check out our blog post on how to enhance your blog posts to boost engagement. 

Final Thoughts 

A well-rounded and most effective B2B lead gen campaign is built upon using a multi-channel approach. Each channel has its own unique strengths, and when used together, they can create a powerful lead generation engine for your business. Not sure where to start? Don’t worry, JSK Marketing has the experience you’re looking for. We can work together to implement these winning campaigns and drive growth for your business. Ready to take the next step? Contact us today! 

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