Most of the fastest growing B2B companies do not rely solely on a single lead generation method. They have a full arsenal of lead generation tools at their fingertips, which they can use anytime.

Here are my eight proven B2B sales lead generation techniques gained from helping over 170 B2B companies reach their sales prospects:

1. Generation of sales opportunities through relationship marketing

Relationship marketing is the approach that underlies all “sales lead generation success” methods. Relationship marketing simply refers to cultivating a personal, sales-winning relationship with your prospects. It’s about developing long-term relationships with customers rather than individual transactions.

During my 20+ years of experience generating B2B sales leads, I’ve discovered that the key to winning back the sales others leave on the table is staying in touch with your prospects through a series of ongoing communications and offers throughout your lead consideration processes.

2. Generation of sales leads through complementary partner referrals

By joining forces with complementary partners, you can instantly multiply your lead generation pool and make it easier for companies to do business with you. Of all the sales lead generation programs available to you, complementary partner referral programs can generate the most qualified B2B sales leads.

3. Lead Generation Using Search Engine Optimization and Internet Marketing Strategies

Business buyers are more sophisticated and harder to reach than ever before. Studies show that approximately 90% of business buyers start with Internet research, so it is critical to have a well-tuned lead generation program that includes Search Engine Optimization (SEO)/Internet Marketing strategies to attract prospects early in their buying cycle.

4. Generation of sales leads through telemarketing

Although many people despise the idea of ​​telemarketing, when executed correctly it is a very effective lead generation tool. Telemarketing is a personal sales and marketing lead generation technique that offers a cost-effective and efficient alternative to field sales. However, it can be significantly more expensive than direct mail or email.

By including telemarketing in your B2B sales lead generation marketing plan, you can reach up to thirty decision makers per day at a cost of $15 to $20 per contact. By contrast, with field sales you can only reach four or five decision makers per day at an average cost of $392 or more per contact. Direct mail can cost as little as a dollar, and email often costs much less. However, if you consistently prospect and nurture leads over the phone, you will consistently generate qualified sales leads.

5. Lead generation with email posts

By creating your own email newsletter, you can send industry news and tips to the suspects in your market. Since you will be on the mind of your prospects more often than your competition, eventually, your sales leads will convert into actual sales.

If you sign up for my email newsletter, Lead Report, you’ll see an example of an email post that gets my name and business in front of over 8,000 people each month.

6. Generating Sales Leads With Direct Mail

There’s a whole industry of people like Dan Kennedy, Bob Bly, and Bill Glazer who are into business-to-business selling through direct marketing. Sales letters can be a great lead generation method. But, most sales and business professionals don’t know how to use this lead generation technique effectively and efficiently.

The complaint is common among B2B companies that rely on direct mail and direct response marketing as their only lead generation program: “I’m sick of spending a fortune sending out thousands of full-color catalogs and direct mail pieces just to get a measly 1% response rate. How can I cut costs and find a more practical way to get my target market to respond to my direct mail or catalogs?”

My clients have found that the best place to start revamping their direct response marketing is by determining who their best customers are, and then trying to target their database marketing efforts at businesses and individuals of a similar nature.

7. Generation of sales opportunities through print advertising

When done correctly, print advertising can be a very effective lead generation activity. When using print advertising as your B2B sales lead generation method, you must remember to focus your advertising message on the benefits and applications of your products or services. Then let your ad design enhance your business image. And don’t forget to only use posts that deliver messages directly to your target audience.

8. Generation of sales opportunities through event marketing

Whether you do it live, over the phone (teleseminars), or over the Web (webinars), seminars and workshops are a great lead generation tool. The people who attend your seminar are interested in the information you are presenting and need your product or service.

The goal: Connect with customers in a meaningful way

By using these eight proven B2B sales lead generation methods gained from helping over 170 B2B companies reach their prospects, you’ll capture more sales-ready opportunities for your salespeople to convert into new business, which means more sales revenue and profit for your company.