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The Common Marketing Struggles of B2B Companies
Featuring Examples from Construction & Manufacturing, But Built for Any Complex Industry
Generating leads in B2B industries isn't about flashy ads or gimmicks — it's about building trust with the right people, over time, using the right tools.
Whether you sell custom equipment, professional services, or specialized solutions, you’re probably dealing with long sales cycles, multiple decision-makers, and technical buyers. That’s why lead generation in this space takes a smart, strategic approach.
Here are five proven strategies that deliver, with real-world relevance to construction and manufacturing, but built for any complex B2B environment.
1. Publish Content That Solves Real Problems
Turn your expertise into leads.
Great content isn’t fluff... it’s fuel. Educational resources like whitepapers, how-to guides, pricing explainers, or spec comparison charts can shorten the sales cycle and earn you trust before a buyer ever picks up the phone.
Pro tip: In manufacturing and construction, downloadable guides that address RFP processes or compliance standards convert exceptionally well. We’ve seen content like this generate inbound leads with high purchase intent, because it speaks directly to the buyer’s reality.
2. Make SEO a Core Part of Your Sales Strategy
If you’re not showing up, you’re not getting shortlisted.
Think of SEO as modern prospecting. When your ideal customer searches for “custom metal fabrication Ontario” or “industrial water treatment system,” are you there?
Start with:
- Pages that target long-tail keywords your customers actually use
- Local SEO, especially if you operate regionally
- Industry-relevant backlinks from directories, associations, or trade partners
SEO isn’t a one-time checklist... it’s an ongoing advantage that compounds over time.
3. Use LinkedIn to Connect, Not Just Promote
Where your buyers scroll, engage, and evaluate.
LinkedIn isn’t just for hiring. For B2B companies, it’s a direct line to engineers, facility managers, procurement leads, and owners.
Use it to:
- Share insights and case studies that show how you solve problems
- Run Lead Gen ads with pre-filled forms (especially effective in technical sectors)
- Nurture connections with thoughtful comments and content, not cold sales pitches
If your sales team isn’t leveraging LinkedIn, you’re leaving relationships (and revenue) on the table.
4. Don’t Skip Trade Shows, But Treat Them Like Lead Gen Campaigns
Face-to-face still matters, but follow-up is where the magic happens.
Yes, we live in a digital world. But in-person events like trade shows and conferences still drive serious pipeline, especially in industries like construction, heavy equipment, and engineered systems.
What matters most:
- Have a system to capture leads at the event
- Use a pre-written email sequence to follow up within 48 hours
- Connect on LinkedIn with booth visitors or attendees immediately
Offline doesn't mean untrackable, but it does require a plan.
5. Nurture Leads With Email That Educates, Not Just Sells
Keep the conversation going, even if they’re not ready to buy yet.
B2B decisions can take months. Email keeps you in the mix.
Build an automated sequence that:
- Delivers helpful, relevant content (not just promos)
- Shares success stories from industries similar to theirs
- Highlights expertise without hard-selling
When they’re ready, they’ll remember who showed up with value... not just volume.
These Strategies Work. But Only If You Use Them Strategically.
Lead generation in B2B isn’t about doing everything. It’s about doing the right things in a way that matches how your buyers actually buy.
At acorn30, we help B2B companies, from specialized manufacturers to non-profits to professional service firms, build marketing strategies that attract and convert.
Let’s talk about what lead generation looks like for your world.
