How to Generate B2B Leads in 2018: Do’s and Don’ts

As 2018 gets underway, we need to re-evaluate the most efficient B2B strategies that rule the marketplace today. As for the outdated methods, it would make sense to ditch them fast so you can focus on activities that bring a better ROI. And because most of the B2B marketing strategies target the generation of leads, you can easily tell (through the use of analytics) whether you’re investing your time, money, and energy on the right things.

As the marketplace is shifting and changing continuously, every marketer, webmaster, and business owner must keep himself updated with the latest industry changes, digital tools, and marketing strategies.

In today’s post, we’re going to discuss the most significant do’s and don’ts for B2B lead generation in 2018. Pay attention and keep our tips in consideration whenever planning or executing your next B2B marketing campaigns.

Do: Pay Close Attention to Mobile Marketing

Mobile marketing is not a new trend at all. In fact, as of 2015, more people access Google through a mobile device. Because of this fact, Google plans to rank pages according to their mobile optimization rather than the desktop one.

And it’s not just Google. Most social media websites like Facebook, Instagram, and Twitter are accessed through mobile phones. Therefore, your company’s website needs to be impeccably optimized for mobile use.

  • All your content pieces must be easy-to-read on a mobile phone.
  • Limit the use of ads on your landing pages as they easily distract your prospect from taking your call-to-action.
  • Make your emails mobile friendly. People read emails from smartphones, so the content within the email should be accessible on any device or operating system.
Warren Fowler - How to generate B2B business leads

Do: Focus on Effective Social Media Marketing

There are many B2B marketers who preach against social media channels. These individuals are either missing lots of opportunities because of this attitude or they’re purposely pushing you in the wrong direction. Social media networks have evolved a lot, and they can be as useful for B2B marketing as they are for B2C marketing.

If your strategy is properly built and executed, especially on LinkedIn, you’ll be able to grab a lot of attention, gain a lot of leads, and improve your brand’s reputation in the same time.

  • Post content that provides value to your selected audience. Social media traffic is cold traffic, so you’d better “warm” it up by building trust.
  • Always have a complete company page that speaks about everything a prospect needs to know.
  • Be active in LinkedIn groups. Curate amazing content and share it around. Answer different queries and contribute to discussions on a daily basis. Every now and then, promote your content and links too.

Do: Turn Your Site Secure by Converting to “HTTPS”

Adding an “HTTPS” prefix to your domain name should pay off well, as today’s average internet user is definitely preoccupied with his security. As of 2017, Google Chrome has implemented labels on forms. If the website you’re accessing does not have an HTTPS connection, a warning sign will be prompted which displays the following message: “Site Not Secure”.

Even though you would never hack or harm your users, Google doesn’t know that. Your users don’t know that. So, your best way of staying out of trouble is to encrypt your website by adding an SSL certificate which will prompt the “HTTPS” prefix.

Do: Do Content Marketing

Content marketing was, is, and will be an efficient way of growing your organic traffic and reach. About 89% of B2B marketers rely on content marketing, and so should you. Why? Because the majority of B2B decision makers crave for content before making a purchasing decision. They want to be informed with all the details, and that’s exactly what you should provide them with.

  • Use video content. Videos get higher engagement rates, more shares, and more impact overall.
  • Content should always be optimized for mobile. It should also load very fast.
  • A/B test every content marketing effort. Let people show you what they want instead of guessing yourself.
  • Always be relevant, otherwise don’t post at all.

Don’t: Invest in Social Networks that Don’t Pay Off

Your social media strategy should not revolve around a single channel. I’d suggest you test every major social media network and see observe the results yourself. Justin Osborne, Social Media manager at BestEssays, continues: “Measure the ROI you’re getting after several campaigns, see which traffic is better suited for your offers, and continue testing until you find the best-converting network. Once you find one or two networks that you thrive on, focus only on them.”

Warren Fowler - B2B lead generation in 2018

Don’t: Provide Poor Content

What do I mean by “poor content”? Well, even though nothing’s new under the sun, you can still find ways to bring something new to the table. Nobody likes digesting the same thing over and over again. It the same with content. If a subject has been discussed for an entire week, don’t post the same thing the next week – there’s no point.

However, you can add twists to already written content. Add something original, turn the perspective around, and try to spark curiosity.

Don’t: Separate Your Marketing Strategies When They Should Live Together

Content marketing, SEO, social media marketing, traditional marketing…they should be organized together. If you own a bigger company that has more departments – bring them together and create a united team.

If you choose to combine PPC, SEO, SMM, email, and web marketing into one big marketing strategy, you can better plan your end marketing goals. As I’ve already mentioned, the online environment, the technology, and the marketplace are changing rapidly. To ensure that you’re getting the best growth opportunities, find the most effective ways to combine the major marketing strategies and bring them into one common place.


Keep your eyes on the newest updates, don’t be afraid to test new things, and optimize your funnel consistently. Start off by reviewing the marketing strategies and lead generation ways that you’ve used in 2017. Be very objective and select the ones that are worth pursuing and get rid of the rest. The more organized you are the smarter your work will get. And when there’s smart and hard work, success will be very close.

About the Author:

Warren Fowler - Guest blogger - How to Generate B2B leads in 2018Warren’s lifestyle is full of hiking adventures. When he’s not busy with his guitar or enjoying the sunny day outside, he excels at blogging skills and leaps through social media. You can find him on Facebook and Twitter.

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Kelly Jane
Kelly Jane
Kelly is PeoplePerHour marketing expert. She has a wealth of experience in digital and social media marketing. As a freelancer, she has been committed in helping small businesses grow by offering them agile and result-driven marketing services.
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Essays Chief
Essays Chief

The blog article is interesting. The article portrays how to generate B2B leads in 2018: do’s and don’ts. It denotes that there is a need to check the most competent B2B strategies that rule the marketplace these days. As for the out-of-date techniques, it would make sense to ditch them quick so you can concentrate on actions that bring a better ROI.

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