How To Generate More Leads For Your Online Business (B2B Funnel)

B2B sales or business-to-business industry is evolving fast. With so many B2B businesses sprouting out, you need to level up your marketing strategy. 

Right now, it is so hard for a business to thrive if it does not have an online presence. And online marketing is the way to go now and in the future. 

Digital marketing uses the power of the internet to drive leads and sales. Backed with account insights, data, and analytics. 

In B2B, as well as in any type of business, competition is high. Both for the attention and retention of customers. 

As far as business is concerned, to attract a lead is one of the measures of success. Because once you get a lead, there is a probability to turn them into customers.   

Whether you use ads or organic searches to drive traffic to your website, your first goal is to generate leads. 

The common question for any marketer is this: How do I generate leads, then?

Maybe you have tried a lot of ways to get a good sale. And you’re frustrated with how your online business is doing. It’s about time to use a new strategy. 

You need to level up your game on how to create a good offer, a good landing page, and automate your sale process. 

Sales Funnel 

A sales funnel is a process of turning a lead into buying what you offer. It is an approach that is built on establishing a good relationship with your leads to turn them into a customer. 

The first step to drive sales is to get qualified leads. You need to engage leads at the onset of your sales process. 

First, let’s take a look at how you should use your sales funnel. 

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We need to know the two types of people that we are targeting as our potential leads. Then we can proceed through the funnel. 

These are the people at the very top who you don’t have their contact information yet

  • An audience member is someone who’s been engaging with your content. And already knows who you or your company is.
  • A prospect is a potential lead, but they just haven’t heard of you before.  If you’re running traffic, you will look for prospects. 

Wherever your traffic comes from, your lead generation starts with a squeeze page where you make your offer. 

This offer is the center or the heart of your lead generation strategy. This is what powers everything. And directs them to the rest of your sales process. 

The ultimate goal is a sale. Not just a sale, but repeat customers. 

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First, we will focus on how to make your offer or your lead magnet attractive to your audience or prospect. 

An offer or a lead magnet is a freebie that you give in exchange for the name and email of your audience or prospect. It gets them into a position so that you start to build a relationship with them. 

It’s a solid way to attract leads and grow your email list. 

This will pave the way so they can start to trust, like, and even love your brand. 

Once they like you, they will become a customer. And a loyal follower. 

So what’s the quality of a good offer?

  • All an offer needs to do is create an “aha” moment for your ideal customer. 
  • Gives them an immediate win. 
  • It has to demonstrate that you can actually be helpful and valuable in what they want to accomplish.

There are three simple types of offers that you can put together within a week. These are simple PDFs but proven to be useful tools for lead generation. 

Note: Offers can be a two-hour webinar or a three-part launch series. But these kinds of offers can take months to do them. You don’t need to worry about the big kinds of offers. 

The quality of leads that you get is critical to your sales process. Because people have become smarter in how they choose a product or a service that they want to use. 

If you are still a hesitant marketer, you would think that people are smarter now. They know that once you give them your email, you might spam their inbox. 

That’s the reason why you should give a lot of thought on what type of offer or lead magnet that they would not resist. It should be something of high value for them. 

If it is irresistible, you will have more people on your list. 

Types of Offers

Let’s go through the three different types of offers. Then we’ll go through how to figure out what your offer should be.

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  1. Audits  

This is where you give someone a checklist. Then show them how they can look at their business, and diagnose how bad it is.

This offer is an advantage especially if you’re an ad consultant or a business consultant. 

It sets you up to success once they see how bad their ads account or file organization system is. Now, you can offer your solution along the sales funnel. 

  1. Case study

This works really well when you have provided success to past clients.

You can put that together in a report that shows how you were able to provide success to someone of a similar situation to your ideal customer. 

You have solved a similar problem so you can also solve their problem for them. And so you will earn their trust. 

  1. Calculations, analysis, and research

Here, you save them a bunch of time and energy that they would have had to spend doing the research on their own.

This can be a simple excel sheet. Don’t spend too much on free software or any high-level offers. An excel sheet that provides value to them matters a lot. 

How do you come up with an offer 

Now that you have known the best lead magnets that you could offer. 

“Then, how can I come up with an offer?” would be your next question. 

Or. “How do I know what kind of offer I should provide?”

You can answer this question by knowing who your customers are. It is important to know the perspective of your customers. 

Begin by answering these two questions: 

  • What results are they after?; and 
  • What is the perceived roadblock? 

Instead of prescribing what you think is in their way. Or what you think the solutions should be. You place yourself on your customer’s shoes. 

Always look at things on how they think the problem is. 

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Even though you know the problem, and you think you can fix them in an instant. 

You need to meet them where they are. 

For a quick example. For someone who wants to grow a YouTube channel. 

What results are they after? 

  • They want to be full time on YouTube. 
  • Wake up and make their own schedule; and 
  • Just enjoy having an income making videos.
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What do they think is getting in the way of being full time on YouTube?

  • Probably think they need to drive more views to their videos. 
  • They want to grow faster; and 
  • Improve their video quality and get their videos ranked. 

You have to give time to come up with all the different results and roadblocks. Anywhere from 20 to 40 minutes would be enough. 

Then just choose one that you can solve for your ideal customer very quickly. 

Lead magnet examples 

So here are some examples of some lead magnets that follow our formula. 


This example is something that we used to sell our analytics foundation service. We provide our new leads with an Analytics Checklist, an audit of Google analytics. 

They would go through this themselves. And check out all of the things that we typically saw wrong inside of their analytics account.

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This worked really well for us. Because our leads could see that their analytics accounts weren’t set up correctly. At the end of it, we have a call to action. 

Case Study 

This next one is from a great marketer named Eric Su. He does a podcast with Neil Patel called marketing school

Here he was offering a case study of how he was successful in getting big clients. 

Of course, this is going to be very attractive to fellow agency owners who are trying to achieve the same result.

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Here, he’s doing it in a video format. But you can just as easily do it in a PDF format. 

Calculations, Research, and Analysis

This one is from the Motley Fool. A stock subscription service, where they essentially tell their subscribers what stocks they should or should not be buying.

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So as a lead magnet, they provide a list of stocks that people should be checking out or looking at. 

Here, they’ve done hours of research. And essentially compacted it into a report. Then hand-deliver it to their leads.

A bonus example: Excel calculator sheet

You can create an Excel calculator that will help your lead do math or calculations to help them make a decision. It is fancy but very effective. 

This was from my investment advisory practice from ages ago.

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We actually provided an Excel sheet where someone could type in the ticker symbol of the stock they were trying to consider investing in. And it would give them a “yes or no” answer based upon our analysis. 

Note: What’s really important with all of these is they should provide quick “aha” moments.

Tip: You’re not going to ask someone to use a calculator. And then try and figure out what the answer is. You want to get too close to giving them the answer. And here’s how to fix it. As quickly as possible. 

Don’t ask your new lead to make a bunch of decisions or analyze the situation themselves. 

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Qualifying your lead

Once you have your offer, you need to qualify your lead. 

This is to avoid wasting your time in getting on the phone or sending an email to someone who is not interested in your product or service. 

The best way to qualify a person is to bring them to your squeeze page. A squeeze page is a simple page where you put your offer for them to enter their contact information. Then they get the offer.

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Squeeze page 

So the basic components of a squeeze page are the following: 

  • Headline. Something that gets the attention of your lead. What your headline should speak about is the answer to their problem. 
  • A graphic of your PDF lead magnet. So they have a tangible image of what the offer is. 
  • Call to action. This is where you collect their contact details. It could be their name and phone number or name and email. 

Tip: Less is more. Just ask for less information from them on your squeeze page. You can ask for more information you need as you move down with your sales funnel.

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If you need to qualify prospects more, I recommend only asking for the name and email. 

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What about the headline? What do I write? 

You can go back to your two questions: 

  • What results are they after? 
  • What is their perceived roadblock?

Now, you have your results and you have your roadblocks. Then you can experiment on combining the phrases of your answers to the two questions. 

Hopefully, you can choose one or a combination of them to be your headline. 

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All you need to do is use one of these two simple copywriting formulas.

First, “How To [(Result] Without [Hard Part]

Second, “How To [(Result] Even If [Roadblock]

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Obviously you have a lot more ideas than these. And there are a lot of choices when it comes to headline formulas for your squeeze page or landing page. 

But for our example, we will stick with the “How To’s.” 

So our squeeze page would look something like this. This is for a YouTube channel with a small audience or small views. 

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One of my favorite headlines is “Make 2020 Your Breakout Year”. Or Make 2020 or 2050 your breakout year”. I like this headline because it almost inevitably works in almost every niche and market. 

One easy way to make your squeeze page is by using a free piece of software called MailerLite. You can do this in under 30 minutes. 

Doing a squeeze page does not have to be complex at all. If you’re not tech-savvy, you can use MailerLite. And start to put together your squeeze pages very quickly. 

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How to close an offer 

It depends on your business structure, you may:

  • Immediately get on the phone with them, or
  • Or send them a few emails before bringing them to a checkout page. 

But I recommend that if this is your first lead generation funnel, you should get them on the phone. So get them to schedule a discovery call or introductory call with you. 

You’ve probably seen other tutorials in the past where it talks about sending an email sequence. And eventually, they brought their leads to a checkout page. Then they instantly made a sale or closed a deal. But really that’s the simplest and also laziest way to close a deal with a client. 

If you want to start seeing results immediately, pick up the phone. Because nobody else is, none of your competitors are picking up the phone. 

Of course, you can do email marketing. You can send a series of emails to your prospect and lead them to a sales page. 

But, I wanted to give focus on the importance of planning your discovery call. Here are my recommendations:

  1. The best way to schedule a discovery call is to put a call to action inside your lead magnet. 

So here’s an example of what ours looked like at the very end of our analytics audit.

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This is after they had gone through their analytics account. 

  • If they found out that their analytics is bad. Hopefully, they would book a free strategy call. Then we can actually go through on how we can be more helpful in fixing their analytics and their tracking. 
  • Of course, the opposite could happen. They could go through your entire lead magnet, and find that it’s not helpful at all. 

It’s fine if they don’t have any of those problems. Because it means you can disqualify them immediately. And they’re not going to click that button. 

You’re not going to waste your time on the phone with someone who has no interest in doing business with you. Because they don’t have the problem that you solve.

It works as a great double-edged sword where it disqualifies and qualifies prospects at the same time. So you’re going to spend less time on the phone with people who aren’t really interested in doing business with you. 

2. If someone clicks that button decides to book a strategy call. You can use Calendly or  Book Like a Boss. 

I used Book Like a Boss. Because it was a little cheaper at the time. You can check out the pricing and the free plans that they have.

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In this booking page, you set times and dates that work for you and your schedule. 

Don’t leave it open 24/7. I recommend limiting it. At least give yourself 24 hours before someone books. 

Because I experienced it when I woke up one morning. And I found out that I have three sales calls in the afternoon. That was definitely not how I was planning to spend my day.

3. Once your lead has booked. Then you can do one last step to really make sure that they are someone who can potentially be closed. 

And this is where you use a free tool by Google called Google forms. Here, you simply ask them a couple of questions before they get on the phone with you.

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Whatever you ask here, you need to ask them money questions. 

Because you need some way to know whether or not this person can actually afford your services. 

In our example, this was for an advertising management service. So we simply asked what their budget was. Because we want to know if they can afford our services or not. 

Tip: Make sure that you have questions regarding budgets here. 

.And with that, your B2B lead generation funnel is complete.

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Customers are the lifeblood of every business. 

That is why you should give high attention and effort to your lead generation strategy. 

Our approach in doing business should be centered on the needs of your customers along your sales funnel journey. 

The first thing that you should account for is what your offer or lead magnet will be. This is the first thing that your customer will see. And that would create an impression of who you are and what your company is all about. 

If you fail in this first step, chances are you lost that opportunity of generating a lead. 

Your offer should always consider the results and roadblocks that your customers have to what they want to do. 

You should give the best that you’ve got in your offer. Once they get your offer, lead them through your sales funnel. 

One best thing that you can do to close a deal is to have discovery calls. But before doing this, you should have a method on how to qualify or disqualify a lead. This will save you a lot of time and effort. 

I hope you learned a lot from this blog. 

Keep building the business you love.

Jason Whaling

Jason Whaling is an online marketing expert, consultant, author, and a lifelong entrepreneur. Combining a mix of dynamic business strategy, consumer psychology, and social media marketing, Jason works with people like you to build their personal brands and business.