When you need inspiration for new lead generation strategies and tactics to test, it isn’t hard to find a list of tactics. But here’s the thing: B2B lead generation isn’t a one-size-fits-all kind of thing. The techniques that produce stellar results for one type of company may not work at all for another.
So, when you’re searching for new ways to get more leads, you need to email data have an idea of what your business needs and the channels where you’re most likely to find success.
To help, we pulled together 20 of the best B2B marketing tactics for lead generation and sales in 2025 to give you a head start.
B2B lead nurturing tactics
Once you bring those leads in and it’s time to start nurturing, it can be hard to find content that actually addresses lead nurturing. A lot of the articles out there that purport to be about lead nurturing actually end up talking about lead how to label and tag phone number records generation instead. But you’ve already done that.
Plus, B2B lead nurturing is fundamentally different than B2C, where “nurturing” often means dumping an individual into an email sequence.
In our post on the Three Top B2B Lead Nurturing Tactics to Turn More Leads into Customers, we share our framework of best practices for lead nurturing. Then we explain the three most effective tactics for nurturing more leads into customers.
How to improve traffic to your B2B website
If you’re like many marketers, you probably measure website traffic as one of your KPIs. That can be useful for some aspects of marketing, but what happens when traffic keeps climbing but lead conversions stagnate? In cases like that, the problem most often comes down to the quality of that traffic. In other words, your marketing efforts may not be driving the right people to your B2B website.
If that sounds familiar, you may have searched around for tips on improving your traffic quality. The problem is, most of the content out there offers tips that are generic at best. The reality is that traffic quality has to be addressed on a channel-by-channel basis.
Since we see a lot of our B2B customers struggle with driving high-quality traffic that converts, we put together this guide for How to Get Better Leads from Three Key Marketing Channels (Plus How to Gauge Your Success). In it, we describe how B2B marketers can get better traffic from SEO and paid search campaigns, Facebook Ads, and referrals.
How to generate better leads and measure them
A similar problem we recognized many of our customers struggling with is lead quality. They’re doing all the right things from a lead generation and nurturing standpoint—and getting lead conversions, too. But those china leads potential customers don’t turn into actual customers.
When you’re turning over low quality leads to sales, no one’s happy. And the solution to poor lead quality varies. Typically, we see companies dealing with a particular problem channel or campaign (or several) that are sending poor leads through. So to fix lead quality issues, you need to first identify that problem.
Our blog post on Lead Quality: How to Generate and Measure Quality Leads explains how visitor identification software can help B2B marketers diagnose lead quality issues.
