Are Your B2B Lead-Gen Campaigns Falling Flat?

You're not alone. But the good news is there's a simple formula for writing B2B lead-generation content that actually gets responses. No matter if it's an email, a landing page, a banner ad, or even a video script, the approach is the same. It boils down to 5 key steps:

1. Start with the prospect’s problem or goal

Hook your audience by zeroing in on their challenge or objective right from the first line. Instead of talking about your product, talk about what they need or struggle with. Use “you” language and bring a real pain point to the forefront. For example, if you offer an accounting tool, you might open an email or landing page with “Still spending your mornings drowning in spreadsheets?” This immediately grabs attention because it’s about their problem (or an ambitious goal they have) and signals that you understand it. (On a landing page, this could be your headline. In a short banner ad or video, it might be the first scene or question that hooks the viewer.) The key is to make the prospect think “Yes, that’s me!” which primes them to care about what comes next.

2. Present the offer clearly, with key benefits

Once you’ve agitated the problem or goal, introduce your offer as the solution. Be clear and straightforward: give the offer a familiar name so they instantly know what it is. If it’s a webinar, call it a “webinar” (not some vague “online learning experience”). If it’s a white paper or a free e-book, say so. Prospects are more likely to respond when they understand exactly what you’re offering and how it will help them. Next, describe the top benefits they’ll get from it. Don’t overload them with every feature or detail, focus on the 2-4 most compelling outcomes. For instance, in a lead-gen landing page for a free guide, you might use a few bullet points like “Learn how to double your email open rates” or “Discover 3 tactics to cut procurement costs this week.” Make each benefit count.

Tip: Don’t just list features; always connect each feature to a benefit that matters to the prospect. For example, if your webinar covers “advanced email marketing techniques,” translate that into a benefit: “advanced email marketing techniques so you can boost your response rates and sales appointments.” By spelling out the payoff, you make the offer more persuasive. Also, whenever possible, appeal to both business and personal benefits. A business buyer might want to improve their team’s results (business benefit), and look good to their bosses or make their own work life easier (personal benefit). Touching on both can be incredibly motivating. (Think of phrases like “increase your pipeline and free up your schedule”; you’re showing value for their company and for them personally.)

3. Add proof to build credibility

Even after you pitch an attractive offer, savvy prospects can be skeptical. Time to back up your claims with a bit of proof. Include at least one piece of evidence that what you’re saying is true. This could be a short testimonial from a happy customer, an impressive statistic or award, or a unique differentiator that sets your solution apart. For example, you might add a line in your email or landing page like: “Over 1,000 businesses are using this method,” or quote a real user: “This 15-minute demo saved us countless hours. We booked 30% more sales meetings.” Even a single proof point can boost credibility (you don’t need to bombard them with 10 of them). Pick the strongest proof you have and weave it in naturally. On a webpage you might show a customer quote or a logo of an award; in a video, you might briefly flash a customer success story or mention “#1 in Gartner Magic Quadrant,” etc. The idea is to remove doubt by showing that others trust or validate your offer. Just one solid proof element is usually enough for lead-gen content, since you’re only trying to generate interest, not close a full sale on the spot.

4. Use a clear call to action and make it painless

Never assume the reader will figure out what to do next. Tell them. After presenting your offer and proof, include a specific, easy-to-follow call to action. Make it crystal clear what action they should take and how to do it. For example: “Download the free report now,” “Sign up for the webinar,” or “Book my free demo.” Use direct language (click, sign up, call, etc.) and avoid any ambiguity. If this is an email, that might be a prominent button or link. On a landing page, it’s your big CTA button near the top and again at the bottom. In a video, the narrator or on-screen text should explicitly prompt the next step (and you might even overlay a clickable link). And in a tiny banner ad, often the whole ad is clickable, but still, include a cue like “Learn more” or “Get the guide” so they know what clicking will do. Tip: People always like to know what’s on the other side of the click.

Equally important: meet the prospect’s expectations for the process. In other words, remove surprises. If you’re asking them to sign up for a webinar, provide the essential details upfront (date, time, duration) and let them know they’ll get a confirmation email with the login info. If you’re offering a white paper download, make it instant (and say it’s instant) so they aren’t left wondering when they’ll receive it. Whatever the offer, make sure the next steps are simple and expected. No extra hurdles, no hidden requirements. The easier and more transparent the action, the more likely your prospect will take it. Bottom line: ask confidently and make it easy for them to say yes.

5. Keep follow-ups helpful and relevant (nurture the lead!)

Your job isn’t done after the prospect clicks or signs up. In B2B, a lead often isn’t ready to buy immediately…so you need to nurture them over time. This means sending follow-up emails (or messages) that continue to provide value and keep the conversation going. The golden rule for follow-ups: be useful, not annoying. Each touchpoint should offer something relevant, not just ask “Are you ready to buy yet?”

For example, you might send a helpful tip or insight a few days after they download your content: “Hi {{Name}}, hope you’re enjoying the guide. Here’s one extra tip not covered in it: [useful advice].” Offering a free useful “quick tip” is a great way to stay in touch without being pushy. Another follow-up could invite them to ask questions about the content or their challenges (“Do you have any questions after watching the demo? I’m happy to help.”), this shows you care and it opens a dialogue. Over the coming weeks, you can also share new resources related to their interests. Maybe it’s an invite to another free webinar, a link to a case study or blog post, or a short success story from one of your customers. The idea is to keep providing relevant info that helps them solve their problem (and subtly reminds them of your solution).

Here are a few smart follow-up moves that work well in lead nurturing:

• Invite questions or feedback: For instance, “Got any questions after reading our report? Just hit reply. I’d love to help.” This creates engagement and trust.

• Share additional content: Offer something new like a case study or a how-to article that aligns with their interests. e.g. “Thought you might enjoy this case study on how Company X cut costs by 20%.” New “did you know?” insights or an infographic can also spark interest.

• Provide a useful tip or best practice: A short, actionable tip email (even just a few lines of plain text) can deliver value and keep you on their radar. e.g. “Quick tip: The email subject line trick we mentioned on the webinar? Here’s another example of it in action…”.

• Offer a gentle nudge or special offer (when appropriate): If some time has passed, you might send a friendly reminder or a limited-time offer to encourage action. For example, “Ready to take the next step? Here’s a 20% discount on our software for webinar attendees, valid this week.” Or invite them to an event/trade show your company is hosting. This kind of offer can re-spark interest without a hard sell.

By spacing these touches out and keeping them relevant, you’ll stay front-of-mind. Remember, the goal of follow-ups is to build the relationship and trust over time. You’re demonstrating that you’re helpful and knowledgeable; not just blasting them dwith “buy now” messages. That way, when they are ready to solve that problem for good (the one you highlighted in Step 1!), your solution will be the natural choice.