Use Digital Lead Generation in a Targeted Way
Especially in B2B marketing, mid-sized companies face the challenge of generating new leads efficiently without tying up unnecessary resources. While many already offer strong products with attractive margins, a systematic strategy for digital lead generation is often missing. Companies that don’t want to constantly research manually or maintain complex company lists benefit from a clear go-to-market strategy.
Digital measures such as online advertising or automated email sequences help turn prospects into qualified contacts – fast, scalable, and measurable.
B2B Online Marketing: Be Visible Where Prospects Are Searching
For digital lead generation to work in B2B marketing, your content must be visible where potential customers actively search for solutions. An SEO-optimized microsite is the ideal foundation: it presents relevant content and guides prospects toward making contact. In addition, targeted online advertising and search engine advertising (SEA) ensure your offers appear at the right time – for example via search engines or social media platforms.
Tracking and lead scoring allow you to qualify and prioritize contacts. Remarketing measures further increase visibility by re-engaging users who have already visited your website through additional digital channels. This creates an efficient loop that turns prospects step by step into real leads.
From First Touch to Conversion: How B2B Lead Generation Succeeds
As soon as a qualified lead shows interest in your content, the next phase of digital lead generation begins: on a purpose-built microsite, prospects can download gated content – such as whitepapers, guides, or webinars. Access is granted after entering contact details, enabling targeted lead qualification.
The key: only content that delivers real value increases reach and attention for your product. With the collected information, you can engage potential customers individually and continuously – for example through email marketing or professional telemarketing.
Because every purchase needs a final trigger. Once digital interest is established, a well-prepared call can make the decisive difference. Especially in B2B sales of complex, high-margin products, it pays off to follow up promising contacts by phone – targeted, empathetic, and needs-based. This not only builds trust, but also generates more qualified leads and significantly increases your close rate.
More Deals: Marketing Automation & Inside Sales
Marketing automation helps B2B sales teams accelerate processes and use resources more efficiently. With an AI-based lead management solution like EVERLEAD, companies can combine key functions such as lead scoring, lead tracking, and CRM integration in one system. The platform automatically recognizes which content and signals are relevant for a prospect, prioritizes them, and enables targeted follow-up – ideal for inside sales and sales teams.
EVERLEAD maps the entire lead process digitally – from the first touchpoint and personalized communication all the way to successful conversion. This creates a seamless digital sales strategy that reduces workload for both marketing and sales. The key requirement for success is an end-to-end strategy where all touchpoints along the customer journey are connected and work together smoothly.
Want to Learn More About the Topic?
