Generating leads is, in short, the golden ticket to success in today’s B2B marketing world. But hey, let’s not forget-2024 doesn’t quite feel like any other year altogether. With new technologies, such as AI, taking center stage and buyer behaviors changing at every turn of the road, the lead generation game has significantly altered.
Imagine you are Emma. You are a marketing chief at CloudBurst, a purely fictional B2B SaaS company dealing with all forms of cloud-based storage solutions. Well, great products notwithstanding, CloudBurst’s lead pipeline must be like the Sahara desert-in other words, very dry. Emma knows that her team needs a more effective way of generating leads, but where does she even begin?
In this handbook, we will walk you and Emma through the ultimate playbook for B2B lead generation in 2024, offering you strategies, tools, and insider tips. You may be a company like CloudBurst, into SaaS or any other type of B2B business, but that is all you need to supercharge your lead-generation effort.
What Exactly is B2B Lead Generation?
Let’s start with the basics—what is lead generation, and why should you care?
In Emma’s case, she’s looking to create new leads for the CloudBurst SaaS solution. Lead generation essentially means finding out and engaging a set of potential customers, also “leads which are interested in your product. For this, you usually execute a range of marketing tactics that would get prospects into your sales funnel.
In 2024, though, it’s about qualified leads and not any lead. They are people likely to make the jump and become paying customers as they have a real interest in your product and a pain point that your solution can solve for them.
Why It Matters in 2024:
The playing field of the digital world is tougher than ever, and attention spans are shorter than a TikTok video. If you don’t have a good lead generation strategy, your competitors will be snapping up all the leads that you’re missing.
Understanding the B2B Buyer’s Journey in 2024
Do you recall Emma? She managed to identify a huge chunk of her problem: knowing where her target audience is in their buyer’s journey. That blog post or that ad that in the old days would convert in a flash of seconds is a thing of 2023 and even earlier. In 2024, it’s not that simple anymore-in fact, research sometimes becomes an exhausting endeavor for a prospect before ever reaching your sales team.
The 3 Key Stages of the B2B Buyer Journey:
- Awareness
Prospects realize they have a problem (e.g., CloudBurst’s potential customers are outgrowing their current storage solutions). - Consideration
They start exploring options (e.g., checking out CloudBurst and its competitors). - Decision
Finally, they choose the solution that best fits their needs (e.g., selecting CloudBurst’s SaaS offering because it scales with business growth).
Pro Tip: Craft content and offers tailored to each stage of this journey. For example, educational blogs and webinars during the Awareness stage, and product demos or free trials during the Decision stage.
Lead Generation Strategies for 2024
Now let’s get to the juicy part: how to actually generate leads. Below are key strategies Emma can use at CloudBurst, which you can implement as well.
1. Content Marketing That Speaks to Your Audience
In 2024, content is still king, but it needs to be hyper-targeted. Generic, one-size-fits-all content no longer cuts it.
- Blogs: Emma could create content like “How Cloud Storage Can Save SMBs $10,000 Annually.” A blog like this positions CloudBurst as a thought leader.
- Videos: Major buyers prefer to engage with video over text in 2024. CloudBurst’s explainer videos or product demos can showcase their unique features in an engaging way.
- Interactive Content: Think quizzes or ROI calculators. Emma might create a calculator that lets businesses see how much they can save by switching to CloudBurst’s scalable storage.
2. Leveraging SEO and Paid Ads
You can’t just create great content—you need people to actually see it.
- SEO: Optimizing for search engines ensures that your content ranks for relevant queries. Emma might target keywords like “cloud storage for SMBs” to make sure CloudBurst shows up in searches.
- Paid Ads: Running Google Ads or LinkedIn Sponsored Content targeting decision-makers in relevant industries can help boost visibility.
Key Insight for 2024: The right mix of organic and paid strategies is essential. Paid ads will get you immediate traction, while SEO ensures you build a long-term lead flow.
3. Email Marketing Is Still Alive
Yes, you read that right—email marketing is far from dead. It’s just evolved.
Emma can create personalized email campaigns that target prospects at different stages of the buyer journey. Automation tools (more on that later) make this even easier by sending the right message at the right time.
- Example: “Hey [First Name], struggling with data storage? Here’s how CloudBurst can help.”
Tools for Lead Generation Success in 2024
Emma, like any modern marketer, needs tools to streamline her efforts. In this chapter, we’ll discuss must-have tools for every stage of the lead generation process, from attracting visitors to converting them into leads.
| Lead Generation Tool | What It Does | Best For |
| HubSpot | CRM and inbound marketing automation | Mid-to-large SaaS businesses |
| Outreach | Automates cold emails and follow-ups | Outbound lead generation |
| SEMrush | SEO and keyword research | Content marketing strategy |
| Unbounce | Landing page optimization | Conversion rate improvement |
By integrating these tools, Emma can track leads through the entire funnel, from the first touchpoint to closing the deal.
But hey, we have another tool that can be even more effective and powerful than the tools we mentioned above. We are reserving the best for the last.
Separating the Wheat from the Chaff
Once you’ve attracted leads, the next challenge is to qualify them. After all, not all leads are created equal.
CloudBurst’s sales team needs to focus on prospects who are likely to convert. But how does Emma figure out which leads are worth pursuing?
Enter lead scoring, a system that assigns points to leads based on their behavior. For instance, if someone visits CloudBurst’s pricing page or signs up for a demo, they might receive a higher score than someone who just downloads a free eBook.
Hot Tip for 2024: Use AI-powered lead scoring tools help to predict which leads are most likely to convert. AI takes into account a myriad of factors, from demographics to behavioral data, giving Emma an edge.
Chapter 6: Best Practices for B2B Lead Generation in 2024
As Emma has discovered, lead generation isn’t about using just one tactic—it’s about layering multiple strategies for maximum effect. To wrap things up, here are the key best practices to keep in mind:
- Data-Driven Decisions
Use analytics to understand which lead generation strategies are working and which ones need tweaking. - Personalization is Key
Prospects in 2024 expect a personalized experience. From email campaigns to website interactions, personalization boosts engagement rates. - Leverage Social Proof
Showcasing testimonials or case studies can build trust quickly. Emma could include case studies on how CloudBurst helped other SMBs save on storage costs. - Automate, Automate, Automate
Automate everything you can—email follow-ups, lead scoring, and even content distribution.
Sprouts.ai – Your Go-To Lead Gen Tool for 2024
Stay on top of the fast-paced B2B landscape with AI tools that tell you who to contact, when. You will filter through those prospects, getting predictive insights and 99% accurate data to convert more leads into conversions faster than ever. Here’s why:
| Feature | Benefit | Example of Application | Impact on Lead Generation |
| AI-Powered ICP Analysis | Refines ideal customer profile with 85%+ accuracy | Analyzes customer data to refine target audience | More precise targeting; higher-quality leads |
| Advanced Buyer Persona Filters | Uncover nuanced buyer details (pain points, goals) | Segment buyers by industry, company size, and challenges | Hyper-focused marketing strategies leading to 10x conversions |
| 30+ Advanced TAL Filters | Geographical, industry, and technographic targeting | Identify potential clients by specific regions/industries | Target the most promising markets efficiently |
| ICP Behavioral Insights | Predicts customer needs and buying behavior | Track website behavior, keyword search, and purchase history | Align content with buyer intent, ensuring timely outreach |
| 99% Accurate Contact Data | Reliable decision-maker information | Updated data from sources like LinkedIn, G2, and TrustRadius | Reach the right people, reducing outreach friction |
| Competitor Analysis | Tracks competitor engagement | Monitor competitor’s customer interactions on G2, Capterra | Refine value propositions based on competitors’ weaknesses |
| AI-Fueled Intent Mapping | Maps customer intent for better lead engagement | Analyze customer’s search terms and social interactions | Capture high-intent leads, maximizing conversion potential |
| Predictive Model | Forecasts upsell opportunities and churn risks | Analyzes historical data to predict account value changes | Proactively target leads most likely to convert |
| Seamless CRM Integration | Easily integrates with your CRM | Real-time data flow into existing systems (HubSpot, Salesforce) | Streamlined lead nurturing with enriched data |
| Automated Lead Scoring | Prioritizes leads based on conversion potential | AI ranks leads by engagement and interaction patterns | Focus sales efforts on high-value leads, increasing efficiency |
Sprouts.ai doesn’t just automate—it revolutionizes your lead generation with precise, actionable insights. Start closing deals 3x faster today!
