5 Best Lead Sources for B2B Companies

Generating leads is a must for any business that wants to grow and succeed. Thank goodness, there are several surefire ways out there that can assist you in finding and contacting high-quality prospects, such as business-to-business (B2B) marketing. Asking what the best lead source is may lead you to think that it depends on what industry you are in. Yes, this is true, but we can narrow that one down to the question, how does a lead know about your brand? In this way, you can focus your efforts wherever “how they got to know about your brand” to gain more leads.

As per Chief Marketing Officer Council (CMO), they did a survey and found out that the most valued source of B2B leads is customer referrals. This puts customer relationships at the forefront so that they would be quite satisfied and continue to refer to your company. 

Top 5 sources of leads as per a survey of Chief Marketing Officer Council (CMO Council).

  • Customer referrals (54%)
  • Email or direct marketing (14%)
  • Internet searches (8%)
  • Events (7%)
  • Other (8%)

As is shown above you can see that customer referrals take away the biggest slice of the pie at 54% of leads come from customer referrals. Let us take a quick look at these top 5 sources of leads. 



Referrals are one of the most effective ways to generate leads. According to a study by brightlocal.com, 88% of consumers trust online reviews as much as personal recommendations. Encourage your satisfied customers to refer your business to their friends, family, and colleagues.

Email Marketing: 

Email marketing has proven to be highly successful for B2B marketers. In a study by HubSpot, 64% of B2B marketers reported that their email marketing strategy was effective in achieving their business goals. Build a list of prospective clients’ email addresses and regularly send them newsletters, exclusive deals, and relevant information.

Internet Searches:

Optimizing your website and content for search engines can help you rank higher in search engine results pages (SERPs). Implement search engine optimization (SEO) tactics such as using effective keywords, running Google ads, and maintaining a blog. This will improve your visibility and attract organic traffic to your website.


Events provide an excellent opportunity to engage with potential clients face-to-face. You can organize seminars, attend relevant industry conferences, or participate in trade shows. By networking and showcasing your expertise at events, you can generate leads and establish valuable connections.


While the above-mentioned strategies hold significant importance, there are other methods that can also generate leads. These additional approaches may include social media marketing, call marketing, content marketing, partnerships, and advertising. Although they are less common and slightly more challenging, they can still contribute to lead generation efforts.

The ideal lead generation solution ultimately depends on the specific needs and objectives of your company. It is essential to identify your target market and determine the most effective methods and channels to reach them. While the list above provides valuable sources for leads, it is equally important to know how to convert those leads into customers.

At XYNC, we specialize in lead generation services and can help you optimize your lead conversion process. Our expertise and experience in the field can assist you in generating a higher number of highly qualified leads. By leveraging our services, you can increase your chances of converting those leads into valuable customers.

Contact us today and let us assist you in enhancing your lead generation efforts. Our team at XYNC is dedicated to helping businesses like yours succeed by providing effective lead generation strategies. Take advantage of our expertise and experience to maximize your number of highly qualified leads and drive business growth