Tips for Improving B2B Lead Generation

Chatted with a CMO last week. Asked about his biggest challenge. His exact words: "Like most companies right now, lead gen is our biggest challenge. We're trying to be cost-efficient (and cutting budgets) while trying to grow lead volume. Fun times!" I hear this same story 3x a week. (You probably do too.) Here's the thing about trying to get more with less: Most marketers jump straight to diagnosing their funnel. "We need more leads!" "Our conversion rates are too low!" "Our CPL is too high!" But here's what nobody wants to hear: Sometimes, it's not your funnel that needs fixing—it's your foundations. Here are 6 questions that will help you identify where to focus to strengthen your foundations: 1. Do you truly know who to sell to? Here's a hard truth: If you're under $1M ARR, you only have resources to effectively target ONE customer segment. Under $10M? Three segments max. Trying to sell to more than that? That's why your marketing isn't working. 2. Do you know which products to focus on? Stop selling what you want to sell. Start selling what your target customers are actually buying. There's usually a gap between the two. 3. Is your pricing & packaging aligned with your chosen segments? The best marketing can't fix misaligned pricing. Your packaging and pricing need to feel like a no-brainer for your target customers, and they need to be visible on your website—not "contact sales." 4. Can you clearly communicate your unique value? Not your generic pitch that could apply to any competitor—but a specific message that makes your target customers think, "They get me." 5. Do you know which acquisition channels to prioritize? Stop spreading your budget thin and trying to be everywhere. Figure out where your best customers actually spend their time, and double down there. 6. Do you have the resources to execute your plan successfully? Be honest about your budget, people, and processes. Better to nail execution in fewer areas than to do everything poorly. Here's what I've learned working with dozens of B2B companies: Strong foundations multiply everything else you do. The companies that get this right see 2-3x better results with the same budget. Everyone else? They keep "optimizing" their way to mediocre results. Your funnel isn't broken. Your foundations are. Time to fix them. --- 👋 Hi, I'm Garrett Jestice, a former CMO turned GTM strategist for sales-led B2B startups. Reach out if you need help fixing your foundations. #b2bmarketing #strategy

A client once said, “We’ve been showing up consistently, but no one’s really biting.” They weren’t doing anything wrong. They just weren’t building demand. When your presence doesn’t warm people up before the pitch, you’re stuck chasing. Fewer replies. Slower sales. Missed opportunities. We made a few smart shifts. Repositioned their headline to speak to a specific pain point, turned their About section into a story that connects, and added a testimonial that showed clear transformation. In just weeks, conversations picked up, leads flowed in, and they closed their biggest client to date. This is what I now call the Demand Magnet Method. Because demand isn’t created in the pitch, it’s sparked long before you make the ask. Here’s how you can do it: Drop Value-First Posts That Speak to Problems • Educate your audience on problems they’re facing before they even realize you offer the solution. • This creates demand organically—no pitching required. What Changes: When you teach, you become the go-to expert in their minds. Engage Daily with Your Ideal Client’s Content • Thoughtful comments open more doors than cold pitches ever will. • It starts a natural conversation, not a sales transaction. What Changes: Familiarity builds trust, which makes future outreach easier and more welcome. Highlight Client Wins Strategically • Share behind-the-scenes outcomes from your work without sounding boastful. • Focus on the journey and transformation, not just the result. What Changes: People want to see proof that you can do for them what you’ve done for others. Repurpose Testimonials as Posts • Pull out one strong sentence and turn it into a post headline. • Add a short backstory and a visual, if possible. What Changes: You let your clients do the selling for you, and it hits harder. Create Curiosity With Open Loops • End posts with cliffhangers or “next week I’ll reveal…” • This keeps people coming back and watching for your content. What Changes: Attention is currency. Keeping it means you stay top of mind. Your B2B profile shouldn’t just inform, it should attract. When you focus on building interest before the pitch, you create trust and spark conversations that turn into clients. That’s what the Demand Magnet Method is designed to do. ⸻ ♻️ REPOST if this resonated with you! ➡️ FOLLOW Rheanne Razo for more B2B growth strategies, client success, and real-world business insights.

Yes, every startup is a beautiful, unique snowflake, but here is how I'd approach the stages of marketing for most orgs. Marketing is about building a layered, connected ecosystem where each channel supports and amplifies the others. Here’s how I think about the foundational sequence of channels to create a scalable, efficient, and impactful marketing strategy: 1️⃣ Start with Paid Search & Organic Content Why: Paid search (Google Ads) captures high-intent, in-market traffic—people actively searching for solutions you offer. -Shorter sales cycle and amazing fuel for all your other efforts. Organic content (e.g., thought leadership videos) builds trust and authority over time, setting the foundation for long-term success. This style of content (TL Videos) also makes great ads and improves the impact of other channels like LinkedIn, Meta, and Programmatic. 2️⃣ Activate LinkedIn Ads (start with retargeting) Why: LinkedIn is unparalleled for B2B targeting. You can layer on company size, job titles, and industries to reach decision-makers directly. Impact: Use LinkedIn to qualify and convert paid search traffic (or traffic from any source), leveraging retargeting frameworks to make your entire ecosystem more efficient. Doing LinkedIn ads before you have paid search, organic content, and SEO is going to result in a very expensive experiment. 3️⃣ Enhance with Website Visitor Identification Why: You don’t need to wait for prospects to fill out forms. Identify companies and individuals visiting your site, enrich the data, and turn anonymous traffic into leads. (I recommend DemandSense - ask me for free trial form.) Impact: Get more value from existing marketing efforts and create "nearbound" flows. 4️⃣ Launch Nurture + Outreach Campaigns Why: Most B2B sales cycles require consistent, personalized touchpoints. Combine LinkedIn and email to warm up leads and build trust over time. Impact: A well-orchestrated nurture sequence ensures no lead slips through the cracks, while outreach activates high-potential accounts. 5️⃣ Expand with Meta + Programmatic Ads Why: Meta (Facebook/Instagram) and programmatic platforms extend your reach, ensuring your message follows your audience wherever they go. Impact: Create omnipresence and retarget warm audiences from LinkedIn and search, converting them faster and more efficiently. Why the Sequence Matters? Each channel is more than a standalone tactic—it’s a building block in a larger framework. The foundation of paid search and organic content ensures you have an engine for consistent visibility. Then, LinkedIn ads and website visitor IDs provide a direct path to your ideal buyers. Finally, nurturing and omnichannel expansion amplify and accelerate conversions. This approach creates a flywheel effect where channels complement each other, increasing overall efficiency and ROI. What do you think?