Common B2B Lead Generation Mistakes to Avoid

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B2B lead generation involves attracting and converting your target audience into buying customers. With a robust lead generation strategy, you can build business credibility, visibility, interest, and trust from potential leads.

Lead generation enables you to expand your market, grow your following, gather social proof, and boost revenue. It also helps improve lead quality, generate business opportunities, create awareness and reduce or eliminate cold emailing.

Generating quality leads for your business may be challenging. While some lead generation techniques work better, others can be ineffective, leading to a waste of your marketing effort and resources. 

Below are common B2B lead generation mistakes to avoid.

1. Failure to build a mailing list

List building involves adding subscribers to your email list. Usually, subscribers give their email contacts in exchange for a gift, an offer, or specific information. The mailing lists created are essential for B2B email marketing. 

Common B2B Lead Generation Mistakes to Avoid

It helps you communicate, develop relationships with prospects and gather relevant data to improve your marketing campaigns

Consider using a contact list-builder tool to search, order, and download an email database so you can reach your targeted leads.

A solid email lead generation technique can effectively expand your customer base while generating more sales.

For a successful email lead generation campaign, you should first identify your target audience and offer them an irresistible lead magnet to ensure your opt-in form gets traction.

When generating lead generation emails, ensure they're catchy and precise to avoid distracting your audience from the message's key point.

The subject lines should be attention-grabbing, and your call-to-action should be click-worthy.

Adding email automation will help you capitalize on your email marketing strategy and provide valuable content to keep them engaged. Time your emails and constantly do split tests to boost your metrics.

2. Not using a dedicated landing page

Landing pages are an essential tool in the lead generation process. They provide specific information to site visitors about a product or service to encourage them to take particular actions.

For example, you can use a landing page to encourage visitors to download an eBook or grab an offer. The ideal landing page should have an exact copy, enticing visuals, a simple and direct copy, a great call-to-action, and a lead capture form.

To make the most out of your landing page, ensure the design is impactful and that the CTA can trigger the intended action.

Create time or quantity-limited offers to get your audience to make quick decisions and ensure your landing page has relevant resources, such as content tailored to your target audience.

You may also include customer testimonials and show or tell your audience how they'll benefit from your offer.

3. Failure to segment your leads

Lead segmentation involves dividing your leads into smaller lists (depending on their actions) to help you identify which are effective so that you can focus on converting them into high-engaging customers.


The leads you generate aren't the same, and they're at different phases of the buyer's journey, necessitating segmentation. Lead segmentation can depend on demographics, geographic location, attitude, psychographic, and more.

It helps you deliver messages to your potential customers while addressing their distinctive needs at every stage of the sales journey. 

For instance, you may have a list of users who have visited your home page and others who've looked at particular services or product pages on your site. With this information, you can send varying messages to the two user groups.

Your aim for those who've visited your page before should be to get them back to your site and re-engage with your business to discover more about what they want.

Your messaging should focus on the products or services to attract those who have visited specific services or product pages. This helps increase the possibility of conversions.

4. Not knowing the buyer

Not knowing your buyer’s likes, interests, what they react to, where they hang out, and more means you'll be pitching to the wrong audience.

Creating a B2B marketing copy without the ideal persona in mind sabotages the lead generation process.

Creating a buyer persona enables you to classify your leads depending on who they're and where they're in the lead generation funnel to help generate your lead nurturing message accordingly.

Begin by identifying your buyer persona's demographics, purchasing power, language, spending patterns, and more.

You'll also have to determine the social media channels they're likely to use and the competition competing for the same audience.

Using social listening, you quickly understand your prospects' pain points and goals to tailor your messaging effectively. 

Different user demographics have varying preferences concerning communication and shopping. Knowing their preferences can enable you to target them better.

5. Wrong use of social media

Social media is a powerful tool for running a successful business. While there are various social media options you can use for your business; you don't have to be present in all of them.

Consider establishing your online presence on the platforms where most of your potential buyers are, making it easy for you to engage with them

To generate more leads on social media, optimize your profile by providing contact details, adding a link to your bio, and creating CTA buttons for users to determine why they should click and what to expect on the other side.

Since there's high competition for attention on social media, ensure your content is compelling enough to generate leads and use sharp images.

Leverage social lead ads, including Facebook and Instagram lead ads, LinkedIn lead generation forms, and YouTube TrueView for action leads.

Consider offering the right incentive, including sweepstakes or contests, discount codes, and gated content. Personalize your offer to increase your chances of generating more leads.

6. Failure to nurture your leads

Lead generation and lead nurturing go hand in hand. Lead nurturing involves establishing relationships with prospective clients at each sales funnel stage

If you forget to nurture your leads, they may never convert, and you can even lose them.

With a successful lead nurturing strategy, you can focus your communication and marketing efforts on listening to your prospect's needs.

Furthermore, offering them the information and responses they require to increase brand awareness, build trust, and keep a connection until potential customers are ready to convert. 

This can lead to more sales, improved performance, and larger purchases.

7. Ineffective CTAs

You aren't the only one trying to attract a potential lead. Other marketers are fighting for the same. It's essential for your content, including blog posts, newsletters, paid advertising, and landing pages, to include an appealing CTA.


A good call-to-action shows your prospects the action to take. Consider including CTAs on all the pieces of content you create.

To make them difficult to resist, ensure they have an enticing copy convincing enough for visitors to click, personalize them, and position them rightly for higher click-through rates.

Avoid using the same color for your CTA buttons as the background they sit on or the form because this will make them hard to find.

For your CTA to successfully capture leads, use vibrant contrasting colors to grab your visitors' attention upon arriving on your page.

8. Tedious lead capture forms

Lead capture forms help you get the data you require site visitors to submit, including;

contact name, geographic location, email address, industry, and more, to qualify them as leads, direct them to the correct sales department or representative, and nurture them into becoming customers. 

Most users will abandon your site if the lead capture process is too long.

Complicated or time-consuming lead generation forms are suicidal for your conversions.

An ideal lead capture form should consist of the fields you desperately want your prospects to fill. Keep them short, and consider asking for more details later in your business relationship.

9. Insufficient brand credibility

When building a B2B marketing strategy, focus on creating brand credibility because your business won't appear when potential customers search for it without a good web presence

To build brand credibility, consider publishing press releases for your achievements or new happenings;

posting blogs on your website or third-party sites, publishing product or service explainer videos, distributing various types of content online, and frequently posting to maintain an excellent social media presence.

10. Focusing more on product or service features instead of benefits

Talking more about your product or service features than their benefits is a significant lead generation mistake you and your marketing team should avoid.


Potential customers want to know the unique value your brand will add to them.

Curate your marketing efforts to focus on their challenges or pain points and intelligently advocate for your service or product as the best possible solution to win them over

Your prospects should always feel that whatever you're offering is valuable.

11. Ignoring AB testing

Assessing your lead generation campaign's performance is crucial to gaining meaningful insights regarding what's working out and what isn't.

Timely evaluation of your lead generation forms, sign-up pages, landing pages, and other KPIs using AB testing can help spot the missing gaps to improve your lead generation techniques for better results


If done right, B2B lead generation can drive web traffic, increase conversion rates and boost sales. Consider avoiding the above lead generation mistakes for more qualified leads

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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