Before the advent of online marketing, lead generation was a practice exclusive to the B2B field. This is no longer the case, but attracting potential business customers has remained much challenging than “hooking” consumers. The good news is that you can use a variety of powerful techniques to make decision-makers become your leads online. Check them out.

1. Offer specialized content for free.

Successful managers want to stay up to date and learn new things. That is why one effective way to generated B2B leads of high quality is to offer content which is of great value to these people. It is best if it is in the form of a series or a newsletter as this will help you keep their interest for longer and solidify your position as a trusted vendor. Get your timing right as you wouldn’t want professionals to wait long to get the information which they need. If you decide to use a newsletter, you must ensure that it will provide genuine news without delay.

2. Create a more attractive and informative “About Us” website page.

Even in the digital age, personal contact remains one of the fundamentals of doing business. When two businesses establish contact online, the managers naturally want to get to know each other as best as possible. This is where the “About Us” page comes in. It represents your entire company and everything that you stand by.

Explain who you are, what you do and how you do it in a clear and straightforward way. There is no room for hype here. Make sure that you’ve got a brief presentation of the key people in your team that your B2B leads will communicate with in the future. This will give managers the confidence which they need to choose you.

3. Be active on LinkedIn and use it for research.

Create one profile for your business and another one for you following the best LinkedIn practices. Check out the profiles of competitors and make yours stand out to attract more B2B leads. Write posts which are useful to your prospects and which showcase your expertise. Join only communities that your potential customers are interested in and participate actively in them. Additionally, remember that this social network can give you valuable information about your prospects. Use it for finding leads and for gathering valuable demographics and other details.

4. Consider having a sing-up form on every page.

This will make it simple, easy and quick for your prospects to sign up. Besides, it doesn’t cause annoyance like pop-up forms. Remember to follow the best practices when creating the form. Make it stand out and make it short. Consider offering something special. Make the CTA button straightforward and colorful.

5. Use a well-designed email signature.

Email marketing is a powerful tool for B2B lead generation and the simplest way to enhance your efforts is to ensure that your contact details appear below the content. It is best to include your name, company name, phone number, website and IM details. Choose the instant messenger which is most popular with your prospects. Test the signature with different email platforms to ensure that it is properly displayed.