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Building out a B2B sales funnel is hard enough—filling it with leads, though? Even harder. For far too many B2B companies, not only is this tough work, but it’s painstaking work, too.

You know what I’m getting at; you’ve been there before …

Nothing is as unenjoyable as sending out a a series of cold email blasts and promoted social posts, only to hear those annoying crickets off in the distance.

No, I’m not here to suggest that you kick email and social media marketing to the curb—they’re wildly effective, and when done correctly, are bound to produce leads.

It’s just that when tried-and-true methods fail to work for you and your B2B brand, it’s dreadfully easy to falter in the ways of workplace efficiency and enthusiasm—don’t allow things to get to this point.

Instead, revert back to your more creative, right-brained self, taking advantage of lesser-known, yet incredibly effective B2B lead generation ideas.

There are plenty of them out there, but if interested in cutting through much of the Internet’s digital marketing “fluff” to get straight to what works best, look no further than the following:

1) Create an Enticing Quiz

People love quizzes—thanks to Buzzfeed’s booming growth in recent years, there’s no denying it. The mystery of what honest answers might produce is enough to engage even the most stubborn of site visitors.

But there’s yet another, more simple reason quizzes are excellent for B2B lead generation …

Remember those “cold email blasts” we’d talked about earlier? Yes, they work, but they’re somewhat intrusive.

Quizzes, on the other hand, take the form of one of marketing’s most docile strategies—they’re removed, giving potential customers the “decompression zone” they need to make educated decisions.

With quizzes, the power to choose is completely in the hands (and mouse) of a site visitor.

But what kind of quiz should you make, exactly?

Easy—create quizzes that build intrigue, the responses of which satisfy it. However, in exchange for the results, you’ll ask for a new lead.

Though not necessarily a B2B entity, Eastern International College (EIC) in Belleville, New Jersey knocked this tactic out of the park—your business would be wise to follow their lead.

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To drive leads, the college created a quiz for potential students to help them discover what they should study while in school. For incoming students, this is a pressing concern.

The quiz helped them discover the answer, while also generating over 1,000 new leads for EIC in the process. Attracting businesses will require a different kind of quiz, but the results can very much be the same.

2) Build Out a Helpful Spreadsheet

There’s something about spreadsheets that absolutely terrifies people.

Not only do they take forever to create, but they’re usually number-driven—once again, a mortifying prospect for those of us who weren’t exactly A+ math students back in high school and college.

So, if you’re in need of B2B leads, why not do something for a potential customer that they would rather not have to do for themselves?

That’s right—do the heavy lifting on a useful spreadsheet. You know your industry—position yourself properly with this tactic, and you’re bound to see traction.

Even better, this isn’t one of those random B2B lead generation ideas that’s yet to have proven itself. Based in Redmond, Washington, Heinz Marketing shows us how things are to be done.

To generate B2B leads, the marketing agency decided to create a spreadsheet that outlines the landscape of digital marketing technology.

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For newer, less experienced businesses looking to make a splash in the digital realm, the value provided by such a spreadsheet is easily identifiable. As such, the spreadsheet continues to provide the agency with anywhere between 20 and 30 leads per day.

3) Develop Templates to Simply Everyday Problems

Of the three B2B lead generation ideas presented in this post, this one is by far my favorite.

From juggling employee schedules and making market research happen to creating a content calendar and sending emails to customers, for up-and-coming businesses, everyday tasks can quickly become little more than a time suck of sorts.

As a B2B marketer, however, where others see routine discomfort and frustration, you see an opportunity to provide a clear-cut answer. To do just that, create a template for new leads to improve their everyday working lives.

Take what PandaDoc is doing, for example—on one Web page, the sales and HR solutions company has a list of 83 business proposal templates from just about every B2B industry imaginable.

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No, you and your company aren’t required to do something quite as extensive as this, but with a bit of editing, these templates will greatly help future customers save time, money and energy.

They’re happy, and you’ve managed to land another lead for your team.


Yes, additional lead generation ideas for B2B companies can be found, but the above are by far some of the best if you’re looking to create leads, while also doing something businesses aren’t used to seeing all that frequently.

Be memorable, and create leads while doing it. Truth be told, B2B lead generation doesn’t get much better than this.