B2B sales leads are a quality over quantity game and are classified as qualified prospects that salespeople can reach out to and convert into customers. Of course, most salespeople want a lot of leads coming in, but it’s not enough to simply have a number of B2B sales leads, they need to be qualified and interested in the product. So how does one maximize their chances of getting B2B sales leads? Well, the best lead generators in the game know the importance of mixing up your lead generation routine, to never just rely on one lead source.  Keep reading for some tips and tricks on how to diversify your lead generating strategy, and prepare to let those B2B sales leads flow in.


1. Qualify your leads FIRST

As we said, the best leads are qualified. Qualifying a lead can happen through marketing efforts, cold-calling, or after some emailing, but should take place long before that, before a lead even hits your CRM, with a tool called Lusha for Owler. Owler is a B2B website that holds key business information about every company you’d ever want to know about. Lusha for Owler works first by simply searching any company on Owler Then, Lusha will immediately find key lead-qualifying information at said company. Lusha for Owler finds you valuable data points such as company size, revenue, industry, and more. You’ll also have access to lists of employees at each company, making it easy to source multiple leads at once. With Lusha for Owler, you’ll be able to analyze the prospect and their company to decide whether or not they are the right fit for your product. Then, once you’ve made up your mind,  you can then export the lead straight to your CRM of choice in just one click, including their personal contact information and company data points. And the best part is, your first 5 leads you find are completely free!


2. You have value, share it!

Once upon a time, it was widely assumed that buyers had all the value, they held the cash, and it was the salesperson’s job to just take it. Nowadays this is no longer the case, and it’s important to recognize that we salespeople have a lot of value and knowledge to contribute to our potential customers, which helps us to generate more B2B sales leads.

We’re talking about information that might help them convert from interested readers into paying customers. Anything from writing a blog post on a relevant topic, to posting valuable information on your LinkedIn page is going to help get your company’s name out there. Sharing valuable knowledge to potential customers will build brand awareness and familiarity, and is a great way to source high-quality leads. We recommend always including links to your website throughout your information and to create a call to action somewhere on the content source. That way, interested readers can click to learn more about your product and eventually convert. 

B2B sales leads

3. One word: SEO

You hear the word thrown around a lot these days, but what actually is SEO? Short for search engine optimization, SEO is your one-way ticket to growth: more traffic, views, and eventually leads. If you have a website, SEO helps your site become more visible, driving more customers and opportunities to convert more sales. We recommend reading marketing genius Neil Patels’ step-by-step guide to SEO

Now, don’t get us wrong, we’re not recommending you to become an SEO wiz overnight or hire someone who is. What you should do is apply some of the basic rules of SEO to your website and blogs, such as keyword research, in order to open your website up to receive more traffic and B2B sales leads.


4. Don’t give up on cold-emailing

Many people shy away from cold-emailing, thinking it might be an old school outreach method that no longer converts. And while cold-emailing is one of the more old school lead generation methods, it still works! According to Custora, “In 2020, the conversion rate of a cold email is 15.11%.” This figure is not too shabby when you realize that if your goal is to send out 200 cold emails, 30 of those recipients will convert. This means that by sending out one well-crafted and personalized cold-email, you’ll be able to fill up your pipeline with tonnes of quality leads! Which brings us to the next point…


5. Automate your emails

Email automation can transform your lead generation process. Sending out large volumes of cold-emails is extremely time-consuming. So, preplanned sequences are the best way to save you and your sales reps both time and money, plus they’re pretty easy to set up. You can integrate many email sequences with your CRM, this will help to simplify and streamline your entire prospecting process. Here are some tips to remember when sending out automated cold-emails. 

  • Talk about benefits, not features- nobody wants to hear you blab on about tech specifications, focus on how your product is going to improve their life and add value.


  • Name drop – don’t be shy to name drop satisfied customers if they’re well-known in the industry. This might give your potential customer a bit of FOMO (fear of missing out), and make them want to join the party and learn more. 


  • Don’t be boring- over 300 billion emails get sent out per day, make yours memorable/fun/interesting!


  • Have a CTA (call to action)- make the email actionable so that interested leads can continue their journey with you after they’ve read your awesome email. 


  • Perfect the subject line- again, 300 billion emails get sent out every day, make sure your subject line is catchy and clickable


  • Test, test, test- email automation software will collect all the response data such as reading time, click-through rates, and open rates. Study the data to improve your sequences. 


6. Chat em’ up

According to HubSpot, “When it comes to marketing, 83% of consumers prefer engaging with brands through their website.”  Like we said earlier, leads can come from a range of different sources, and adding as many oars in the water is your best bet at getting the most B2B sales leads. You may be thinking that live chat is only used for customers who have already converted, but why not allow potential leads to ask questions and gain valuable information through live chat too? Live chat also allows you to track interested prospects for outreach. This gives your sales reps the upper hand because interested prospects who accessed your websites’ live chat will already have some familiarity with your company by the time a sales rep reaches out to them.

B2B sales leads with live chat


7. Get hundreds of targeted leads on LinkedIn

LinkedIn is potentially the most underrated and overlooked social media marketing platform. And while there are many amazing tools out there that will help you expand your reach and generate more B2B sales leads, LinkedIn is one of the easiest and most effective. With over 760 million members in 200 countries worldwide, LinkedIn is the place to find qualified B2B sales leads. Depending on how specific your target customer is, LinkedIn allows you to search for prospects with filters- including current company, past company, geographic location, industry, school, and more. This way, you’ll be able to instantly sift through millions of professionals and find the most qualified leads. Just set your filters and voila! LinkedIn’s genius little robots will find you hundreds of sales qualified leads instantly. 

We highly recommend downloading LinkedIn’s best friend, Lusha Extension. Lusha Extension is a  Chrome extension that works on LinkedIn to find your prospects’ most accurate contact information. Simply click on any of your prospects’ LinkedIn profiles, and Lusha will immediately find their personal phone number, email address, and company information. Plus, when you find your ideal prospect, you can export them straight o your CRM of choice. Talk about efficiency! Lusha Extension is a game-changer for salespeople who want fast and accurate contact information of their leads so that they can spend more time selling and less time searching up phone numbers. 


8. Reach out to those LinkedIn contacts

LinkedIn is a great communication platform for salespeople to reach out to their ideal target prospects and turn them into qualified leads. No, you don’t need to know someone or have mutual connections in order to connect with someone on the platform. On LinkedIn, it’s as simple as sending a connection request. And, if you send a connection request message, your message will appear instantly in that professional’s mailbox. As you actively engage with leads on LinkedIn, it’s important to create effective messages that convert prospects into sales qualified leads, take a look here for some template examples that will help to get you more sales. 

Templates for personalized connection request:


  • If you are in the same LinkedIn group:


 “Hello ___, since we’re both members of ‘group name’, I’d love to connect with you. As a ‘job role’ it’s always nice to meet like-minded individuals in the same industry.”


  • If you have mutual connections: 


“Hey ___, I noticed we are both connected with “mutual connection’s name”. You’re doing some great work at “business name” and I thought it would be awesome to connect.” 


Template to send welcome messages to your new connections:

Hi ____, thanks so much for connecting :) As a “job role” it’s always nice finding others doing great work in “industry name”. I’m actually helping “prospects job role” to address “pain point” and am wondering if you’d be interested in a quick chat this week?”


Template to follow-up a week later, and the week after that

Tip: If the lead does not reply, follow up with a casual message to touch base, but remember, you don’t want to sound desperate. Follow up once more after that, then let it go.  Your follow-up messages should be something along the lines of:

“Hey ____, I’m sure you’re super busy, I was wondering if you’d like to carve out a time this week or next to speak about “product” and how it can address “pain point”?

I would be glad to take down your email and find a time to speak that works on your end. 

Best wishes and health,



9. Make use of FREE marketing

Let’s be real for a second, you are doing a disservice to yourself and your potential customers if your B2B company is not listed on all relevant online software directories. Listing yourself on a directory will not only give your leads valuable information and reviews on your company and it’s products, but will also drive more potential prospects to your site. It’s so easy to fill out a profile! Online directories include:

  • Owler
  • Capterra
  • G2
  • SourceForge
  • GetApp
  • SaaS Genius
  • CabinetM
  • Software Advice

Remember that Lusha for Owler works on Owler’s website, providing you with the most accurate information about the company you are looking up, and its employees. This includes annual revenue, industry verticals, employee lists and more. 


What’s next?

We hope this article has filled your tool belt with some awesome strategies to kick your B2B sales lead generation into high gear. Remember to diversity your strategy, it’s important to have a few horses in the race because you just never know where your leads are hiding, or where they prefer to browse. For some sales tips tricks and tools, take a look below at some of our helpful blogposts, written by expert sales gurus. 

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    This information should not be mistaken for legal advice. Please ensure that you are prospecting and selling in compliance with all applicable laws.

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