B2B Marketing: How to Generate Leads and Grow Sales

The B2B buying process differs from B2C in several ways. The average B2B buyer consumes 13 pieces of content before contacting a vendor, and 6-10 people are involved in the decision. Your marketing must speak to different roles, from technical specialists to financial managers. The buyer journey includes three phases: awareness (identifying the problem), research (comparing solutions), and decision (choosing a vendor). Each phase requires different content: educational articles at the start, detailed case studies and ROI calculators at the end. In the Latvian B2B market, 67% of buyers start their research on Google, and 43% use LinkedIn. Companies that provide content at every stage of the buyer journey convert 4x more leads than those that focus solely on product presentations.

LinkedIn is the largest B2B platform in Latvia with 430,000+ users. Organic LinkedIn content reaches 8-12% of the follower base. That is significantly more than on other social networks. The best LinkedIn strategy combines a company page with employees' personal profiles (employee advocacy). Employee-published content receives 8x more engagement than company page posts. Recommended content mix: 40% educational industry content, 30% case studies and results, 20% company culture, 10% product news. LinkedIn Ads allow targeting by job title, industry, company size, and even specific companies. CPC is higher than on other platforms (averaging 5-8 EUR in Latvia), but lead quality is higher, and the overall customer acquisition cost often ends up lower.

B2B lead generation in Latvia works best when channels complement each other. Organic search (SEO) delivers the highest volume: 40-50% of all B2B leads. Google Ads adds immediate visibility for high-value searches, and LinkedIn provides precise audience targeting. Gated content (content in exchange for contact information) still works well. The most popular formats in Latvia: industry reports and studies (conversion 15-25%), webinars (conversion 20-40%), ROI calculators and tools (conversion 10-15%), free consultations (conversion 30-50%). Lead qualification is just as important as lead generation. By implementing a lead scoring system (based on behavioral and demographic data), the sales team can focus on the most promising contacts and increase conversion by 30%.

Account-Based Marketing is a strategy where marketing and sales jointly focus on pre-selected target companies rather than a broad audience. In Latvia, where the B2B market is small and key clients are known, this approach works well. The ABM process starts with creating a target company list (typically 20-100 companies), followed by developing personalized campaigns for each segment. LinkedIn Ads, personalized emails, targeted content, and direct communication work together to reach decision-makers. Latvian companies using ABM strategy report 40-60% higher deal values and a 25% shorter sales cycle. ABM works best for companies whose average deal value exceeds 5,000 EUR.

In B2B companies, the biggest growth barrier is often misalignment between marketing and sales teams. When both teams work with a unified goal and shared metrics, companies achieve 32% higher revenue growth. Practical steps: a shared lead qualification definition (MQL and SQL criteria), SLAs between teams (for example, sales processes new leads within 24 hours), regular joint meetings, and a shared CRM where both teams see the full client history. HubSpot or Pipedrive allows automating lead handoff from marketing to sales, provides visibility for both teams, and enables measuring total ROI from marketing through to closed deals.