How to Do B2B Lead Generation: Step-by-Step Guide

No matter who you are, what you sell and what your business model is, we can all agree that a steady lead generation strategy is something any business could use.

There’s plenty of ways to reach new leads, some more effective than others, but the one thing that makes lead generation pipeline unique is the consistency and outstanding results.

A steady flow of interested leads every month takes the worry out of having to find and connect with prospects, wasting valuable time and resources on unreliable and outdated channels such as cold calling.

But what is a lead generation pipeline?

Two words: automatization and consistency.

Essentially, you do the busywork of finding leads through open-source channels in the beginning. Then you automate the process to bring you consistent warm leads every month.

By identifying the exact target audience that would benefit from your product or service makes the approach a lot more focused and effective. In the end, you aim to get more value while doing less.

Why do you need a lead generation pipeline?

Another 2 words: saving time.

The trick is in the name – it’s a pipeline, meaning it’s a steady flow of leads that require much less effort to approach and nurture.

Who wouldn’t love putting their feet up and enjoy a nice influx of prospects?

Intelligent prospecting also allows to easily reach and build a personal relationship with high quality decision-makers. 

Combining your marketing and sales efforts into a single leads funnel could promise you as many as 60 leads a month.

How do you build a lead generation pipeline?

Figuring out the details of the pipeline, both from a creative and technical point of view, is no easy feat.

Here at UMG Digital Agency we have been testing and trying different approaches for years to come up with the most effective and budget-conscious solution. 

So here’s what the experts at UMG Digital Agency have come up with:

  1. Decide your approach.
  2. Identify your target audience.
  3. Write a compelling copy message.
  4. Settle on the automation tools.
  5. Start your outreach and enjoy the leads pouring in.

Step 1. Decide your approach

Before you start, you need to decide what B2B lead generation strategy would work for your product.

Consider a few things: what would best suit your industry? Is the platform in open source? Would you be able to automate this approach?

Emails remain one of the most reliable sales channels. Over 73% of young professionals report that they prefer to take business communication and explore possibilities for cooperation via email.

A close second is LinkedIn. With over 600 mil users around the world, it provides an opportunity to personally connect to relevant decision makers in your area and build a relationship with them directly.

Consider these channels or be creative – you can always do a combination of calling, emailing and LinkedIn messaging.

HubSpot did a great article on different B2B strategies and approaches that could help you decide. 

Step 2. Identify your target audience

Once you’ve settled on the approach, it’s time to figure out who will be your audience.

The beauty of open-source platforms for finding leads like LinkedIn is that you can approach prospects on the decision-making level – CXOs, Partners and Owners.

The higher the position, the bigger are your chances of closing a deal faster.

Consider also the characteristics of your specific industry and what kind of positions would be most receptive to your proposal.

Step 3. Write a compelling copy message

Writing an exciting “personal” impersonal copy is a modern artform that requires knowledge of marketing tactics, psychology and grammar.

But there’s something to be said about a personal passionate message written from one’s deep appreciation for their product.

Write a message proposing actual value and hoping to help your prospect instead of making a sale. Soon you will see your response rates and conversion rates going up.

Here’s a great guide to writing effective cold emails that get opened and read. 

Step 4. Settle on the automation tools

As intelligent prospecting becomes the new hot thing in lead generation, more and more automation services pop up.

There are good and bad ones, but you should decide based on your outreach approach, desired consistency and scalability.

Here’s a good guide to major lead automation tools from Neil Patel.

Step 5. Start your outreach and enjoy the leads pouring in

When you are all set, don’t forget to keep on top of warm prospects – after all, even intelligent automation cannot replace the input of a skilled salesperson (yet).


Once you get over the initial hurdles, you can start enjoying the perks of an automated lead marketing funnel.

If the task still seems too daunting, our team of experts at UMG Digital Agency are always happy to help you with the setup.

From figuring out your approach, to designing a copy and setting up the technical side, we help so that you can reap the benefits of lead generation pipeline without headaches.

If you would like some guidance on how to start building relationships and getting leads, we would be happy to help. Click below to book a call with our team.