No matter what industry you’re in, every B2B company is always looking to generate more leads and bring in more sales. According to BrightTALK, 80% of marketers report their lead generation efforts are only slightly or somewhat effective! So what can be done to improve this?

Here are 3 easy steps you can use to start generating more leads:

1. Place downloadable offers behind forms

Content is currency when it comes to generating leads, especially in B2B industries. If your content is educational and valuable, prospective leads will be willing to provide information in exchange for your offers. Ebooks. Videos. White papers. You’ve put a lot of time and resources into creating this content. These all can be gated with a landing page and a form so you can begin capturing prospect information and start generating more leads.

96% of B2B buyers want content with more input from industry thought leaders.
— Demand Gen Report

The higher the quality of the offer, the more information you can ask for. Think about how much information a piece of content is worth to your visitor. For example, prospects would probably be willing to provide more information for a 30-page ebook than they would for a short infographic. At a minimum, be sure to ask your prospects for their name, email and company.

2. Update older call to actions (CTAs) to be more relevant

Just because a CTA or blog post is older doesn’t mean it can’t help with generating leads. According to HubSpot, 76% of monthly blog post views and 92% of monthly blog leads come from their older posts. So, as long as the offers are still relevant to your audience, why not revise your existing CTAs that are already getting the most views?

Start by identifying which posts on your site are receiving the most traffic and review the performance of the CTAs on these pages. You want to pick out blog posts that have high traffic, but low conversion rates. Once you have selected your posts, you can start optimizing them to increase lead conversion rates.

Make sure your CTA links to the most relevant offer for that particular blog post. Because you’re optimizing older blogs, you may have created a more relevant offer since the post was published.

3. Make minor changes and A/B test

While making edits, keep in mind the importance of tracking changes and A/B testing. It’s not always best to change everything at one time. For example, first, try changing the wording of your CTA. Once you determine the best option, then move on to testing different button colors.

By making minor edits one at a time, you will be able to improve your A/B testing and make more accurate decisions on what works best. Identifying the elements your buyer personas respond to best will help you increase conversion rates and generate more leads.

These are just three B2B lead generation tactics you can use to start increasing conversions and building your prospect list. For more lead generation tips, check out Generate More Leads from Your Landing Pages, Maximize Your Marketing Automation with Conversion Centered Design or download the ebook below.


In B2B tech marketing, tactics should be thought of as part of a larger whole, rather than separate pieces. By strategically integrating new and traditional marketing tactics, your marketing program become more effective and cost efficient. To learn more about how you can increase your lead generation and overall marketing, download our free eBook: Modern Integrated Digital Marketing—A Better Path for B2B Technology Marketers.

Lead Generation Tips eBook

995_kateKate Smith is a graphic designer at Schubert b2b. She holds a Bachelor of Arts degree in Communication Design from Kutztown University. When not in the office, she enjoys snowboarding, eating cauliflower, and staying up to the wee hours of the morning playing Destiny.