• Explore. Learn. Thrive. Fastlane Media Network

  • ecommerceFastlane
  • PODFastlane
  • SEOfastlane
  • AdvisorFastlane
  • LifeFastlane

B2B Demand Generation: How To Generate Qualified Leads

A man is working on B2B demand generation with a calculator.

In the past, companies have been able to rely on a few key methods to generate demand for their products. However, this is no longer sufficient for today's competitive market. To stay ahead of the competition, companies need to implement demand-generation strategies.

By creating targeted content and engaging with potential customers, companies can generate leads that turn into sales. Demand generation can also help companies better understand their customers and what they are looking for.

What Is B2B Demand Generation?

In business-to-business (B2B) markets, demand generation is creating and nurturing a qualified pool of potential customers (leads) who are interested in your company's products or services. 

Demand generation aims to drive more sales-ready leads into your marketing and sales funnel, so your sales team can close more deals. To do this, B2B marketers use a variety of lead generation tactics, such as content marketing, search engine optimization (SEO), event marketing, and email marketing.

The demand generation process starts with creating awareness about your company and its solutions among your target audience. Once you've captured their attention, you need to engage them with helpful resources that educate them about their pain points and how your products or services can help solve them.

The demand generation process typically involves four key steps: attracting attention, generating interest, fostering desire, and taking action like appointment setting. Many companies outsource their appointment setting to save time and resources. Appointment setting is the process of making contact with potential customers to generate interest and schedule meetings or sales calls. 

Outsourcing appointment setting can be beneficial because it allows companies to focus on their core competencies while generating new leads. It can also be more cost-effective than attempting to do everything in-house. However, choosing a reputable outsourcing partner who understands your company's goals and can provide quality leads is essential.

Lead Generation vs. Demand Generation

The terms “lead generation” and “demand generation” are usually used interchangeably in the business world. However, there is hardly any difference between the two concepts. Lead generation is attracting and converting strangers into leads, while demand generation is creating demand for a product or service. 

Lead generation typically focuses on top-of-the-funnel activity, while demand generation covers the entire funnel. Lead gen is about getting strangers to raise their hands and indicate interest, while demand gen creates a desire for your product or service. 

Demand generation is a holistic approach that includes lead gen but also extends to other marketing activities that create awareness and desire for your product or service. A strong demand gen program will consist of content marketing, PR, social media, email marketing, and more.

The Way You Can Get Qualified Leads

When it comes to generating leads, the most important thing is to make sure they're qualified. That means they're interested in your product or service and will likely become paying customers. There are a few ways to ensure you're getting qualified leads:

1. Create Quality Content That Makes an Impression

To get qualified leads, you need to create quality content that makes a statement. By creating informative and exciting content, you will be able to attract the attention of potential customers.

To ensure that your content is of high quality, you should ensure that it is well-written and provides value to the reader. Additionally, your content should be visually appealing and easy to read.

By following these tips, you can create quality content that will help you attract qualified leads. Remember, your goal is to create content that makes a strong impression and provides value to the reader. If you can do this, you'll be well on your way to getting the leads you need.

2. Provide a Free Tool or Resource

If you're looking for a way to get qualified leads, one method is to provide a free tool or resource. This could be an online tool that helps potential customers with a specific task or a downloadable PDF guide that provides valuable information on your industry.

By providing a helpful resource, you're demonstrating your expertise and showing potential customers that you're invested in helping them succeed. This can help build trust and credibility and ultimately lead to more sales.

To ensure that your free resource is valuable to potential customers, do your research and create something that meets their needs. Once your free tool or resource is ready to go, promote it through your website and social media channels to reach the widest audience possible.

3. Develop Co-marketing Content With Other Brands

If you're looking for a way to get qualified leads, developing co-marketing content with other brands is a great option. Here are some tips on how you can do co-marketing with different brands:

  • Figure out what each brand's strengths are and how they can complement each other
  • Brainstorm ideas for co-marketing content that will be of value to your target audience
  • Create a plan for how the co-marketing content will be distributed and promoted by both brands

By following these tips, you can develop co-marketing content that is sure to generate leads that are qualified and interested in your products or services.

4. Set Up Targeted Ad Campaigns

Are you looking to tap into more qualified leads? If so, setting up targeted ad campaigns can be a great way to do this.

You can do a few different things to ensure your ad campaigns are targeted and effective. First of all, you need to be able to define your target audience. Who do you want to reach with your ads? What are their needs and interests?

Once you know who you want to target, you must create ads that speak to them directly. Your ads should be relevant and exciting so that they will click on them.

Finally, you need to track your results and adjust your campaigns. By constantly tweaking and improving your ad campaigns, you can eventually get them to the point where they generate many high-quality leads for your business.

5. Influencer Marketing

If you're looking for a way to get qualified leads, you should consider influencer marketing. Influencer marketing is a form of marketing that utilizes influential people to promote a product, service, or organization.

There are several benefits to using influencer marketing to get qualified leads. First, It can enable you to reach many people with your message. Second, it helps build trust and credibility with potential customers. And third, it can be used to target specific demographics or niches.

If you're interested in using influencer marketing to get qualified leads, there are a few things you need to keep in mind. First, you should choose an influencer who makes a good impression on your target audience. Second, ensure that the influencer has a large and engaged following.

6. Use Chatbot

There are a few ways to get qualified leads, and one of the most effective is using a chatbot. A chatbot can help you filter out unqualified leads, and it can also automate the process of qualifying them. Here's how you can use a chatbot to get qualified leads:

  • Set up your Chatbot with some qualifying questions
  • Use your Chatbot to engage with potential leaders on your website or social media platforms
  • Collect lead information and contact details through the chatbot conversation
  • Score the charges based on their answers to your qualifying questions
  • Follow up with the top scoring leads to further qualify them as customers or clients

7. Social Media Marketing

If you are in the business of selling products or services, then you know that generating leads is essential to your success. There are many ways to generate leads, but one of the most effective is through social media marketing.

When you use social media for marketing your business, you can reach many people with your message. And, because social media is interactive, you can also get feedback from your potential customers, which can help you fine-tune your marketing message.

Here are some tips for using social media to generate qualified leads:

  • Use keyword-rich content: Make sure your content includes relevant keywords that will help people find you when searching for information on the web.
  • Use images and videos: People are more likely to engage with content that contains pictures and videos.

8. Referral Marketing

Referral marketing may be the answer if you're looking for new leads. Referral marketing is when businesses encourage customers or clients to refer new businesses. There are many benefits to this type of marketing, including getting qualified leads.

When customers or clients refer others to your business, they are vouching for you. This can let potential customers know your integrity before they do business with you. And because they've been referred by someone they know and trust, they're more likely to be qualified leads than if they found you on their own.

You can do a few things to encourage people to refer potential customers, such as offering a discount or incentive. You can also make it easy for them by providing referral cards or sharing your contact information.


Demand generation is creating and qualifying leads to increase sales pipeline activity and close more deals. By aligning your marketing and sales efforts, you can generate more qualified leads that move through your sales funnel more quickly.

By tracking data and using lead scoring, you can better identify which leads are most likely to convert into customers. Following these best practices can improve your B2B demand generation efforts and close more deals.

What Is High-Velocity Sales? Benefits & Best Practices

What Is High-Velocity Sales? Benefits & Best Practices

Power Up Your Email: How Email Marketing Strategy Impacts Deliverability

Power Up Your Email: How Email Marketing Strategy Impacts Deliverability

You May Also Like