Overall, cold calling is the most well-known process for generating leads. However, this method, used for a long time, is no longer as effective as it once was. In fact, a prospect completes nearly 85% of the buying journey before contacting your salesperson. It is therefore crucial to act upstream to attract your potential buyers. So how can you generate leads to optimize the sale of your products and services? To achieve this, you will need to use new digital tools that can facilitate the acquisition of qualified leads.

The implementation of a content marketing method

To generate leads, we recommend implementing a content marketing strategy that provides valuable information to your target audience. Conduct thorough research, focusing on asking the right questions. Determine the needs your products and services address, the information your target audience is seeking, and identify their specific requirements. The content you offer should be compelling enough to establish you as a leading authority in your field. Alternatively, you can outsource these tasks to an agency.

Offer some of your expertise for free

Lead generation can also involve offering your expertise for free. By regularly providing relevant content, you increase both your visibility and your credibility. You can even consider sharing free advice or recommendations through various channels. For example, you can create content such as blog articles. White papers and even videos are also valuable resources. Utilizing multiple communication channels to reach your target audience is essential.

The proposal of documents that can be downloaded in exchange for data

If you want to generate qualified leads, you need to create content in exchange for data. This is a very attractive deal because it facilitates the collection of useful information about prospects or potential clients, while providing them with relevant information in return. This can be illustrated by a template, a guide, a white paper, and other methods that an agency can also use for better results. All methods are valid for sharing these documents. You can use anchor links on your blog, advertise on social media, or send emails to your database. In any case, you'll get a better return if you reach a wider audience.

The spread of content on social media

When creating relevant content, sharing on social media is essential. Indeed, in 2025, these communication tools cannot be taken lightly or ignored. However, your efforts shouldn't stop there. You must encourage your contacts and network, from friends and colleagues to colleagues, to share your content on the social networks they use. Therefore, you shouldn't overlook any platform. Nevertheless, LinkedIn should be given priority. If you work with an agency, you increase your chances due to their extensive address book and network.

Teach social selling to your sales team

Another key to generating leads is training your sales team in social selling. Wondering what that is? Social selling is an effective way to find new clients through social media. These platforms represent a considerable goldmine for marketing agencies and sales teams. Through social selling, your team can gather relevant information about prospects or potential clients, enabling you to send personalized emails.

Consider improving your organic search engine optimization (SEO)

Optimizing your search engine ranking is crucial if you want to generate leads. This means you'll need to position your website for high-value keywords. Tools like SEMrush and Google Keyword Planner can help with this.

Generating leads through paid acquisition campaigns

An excellent way to generate leads is through paid acquisition campaigns. In this regard, you can:

• Get a promotion on Google by paying on a cost-per-click basis with Adwords;
• Opt for advertising on LinkedIn with LinkedInAds;
• Sending advertising messages to internet users who have visited your site with the aim of maintaining their interest (retargeting in other words);
• The creation and use of a digital advertisement using an image or a video.

Optimize conversions on your website

It's important to consider the effectiveness of your calls to action (CTAs). This will encourage visitors to become leads. To increase your conversion rates, your CTAs must be strategically placed on your website.

Organizing events to increase your visibility

To make a lasting impression and motivate your prospects to take action, it's essential to delve deeper. In this regard, the ideal strategy is to organize events to maximize your visibility and engage your target audience. So, don't hesitate to choose between traditional in-person events or webinars. Webinars are essentially online seminars. With at least one event each month, you can be sure your brand awareness will grow rapidly.

The implementation of a lead nurturing method

To convince your target audience or contacts, a lead nurturing strategy can be employed. The goal of this strategy is to guide potential customers to the final purchase by increasing their readiness. The concept is easy to grasp, even if the implementation can be somewhat tedious. Indeed, it requires creating customized content for each target audience. This can be achieved by segmenting your database and developing marketing personas. Automated workflows will then prove invaluable in making your team's work less burdensome.

Opt for telephone prospecting using leads that have already been worked on

It's possible to generate leads through cold calling. How is this possible? Instead of contacting cold leads, call leads whose level of engagement has already been increased by your marketing team. For example, you can call a prospect who has downloaded a guide you've made available or someone who has visited your website repeatedly. A prospect with a high score in your marketing automation tool can also be contacted directly by your marketing team.

Leaning towards inbound marketing

Inbound marketing is a strategy that attracts customers to you instead of having to seek them out yourself. The success of inbound marketing is primarily based on creating content with high added value for your prospects or implementing effective SEO, along with the continuous promotion of your content. If you would like support in using these new tools, the ideal solution would be to turn to an inbound marketing agency. This agency can be your greatest asset for optimizing your leads and sales in the shortest possible time. It will be able to implement all the necessary steps to generate B2B leads.