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If you run a B2B company then you know how tough it is to get consistent leads.
Especially if you’ve been to a few courses and taken their advice about “revolutionary” lead gen strategies that sound great in theory – but deliver jack squat in practice…
Maybe you’re even wondering if any B2B lead generation is impossible without a million-dollar budget or twerking to the algorithm gods.
Well, fret not!
Today we’re pulling back the curtain on exactly what’s working for us at Radical Marketing.
For context, we’re getting an average of one qualified B2B lead per day – and today we’re even having to say “no” a lot more often because there’s only so many clients we can help.
We didn’t do anything new or revolutionary.
We just stuck to the fundamentals of B2B marketing: talking to people, building relationships, and providing value before asking for anything in return.
You can do all of this at scale, systematically, and without burning yourself out. You just need the right approach.
OR Listen Here:
Strategy #1: Cold Emails
Now, we know what you’re thinking.
“Cold email? Seriously?! In THIS day and age?”
Yes, we’re dead serious!
It might sound odd in this Enlightened Age of ‘AI’ to resort to decades-old techniques… but there’s a good reason why emails are STILL a classic marketing tool even today.
Now, we’re not talking about writing a few templated messages and spamming them out to a list of emails you found on some dodgy website.
You’ll need to do some heavy legwork for this.
Here’s what we do:
Step 1: Use tools like Apollo.io to build your list. Don’t spray and pray. Email the businesses you KNOW are in need of your solution – and are capable of affording it. We filter by:
- Industry
- Company size
- Revenue
- Decision maker titles
Step 2: Use separate domains for outreach. Never use your main domain. Buy similar domains specifically for cold outreach. This protects your main domain’s reputation.
Step 3: Test like your business depends on it… because it does. Test different:
- Subject lines
- Opening hooks
- Value propositions
- CTAs
Most people give up after 2-3 attempts. We typically test about 20 variations before hitting gold.
The “Warm” Email Variation That’s Even Better
Here’s where it gets interesting.
Instead of blasting generic messages, we have our VA compile lists of people already advertising webinars on Facebook. Then I personally review their:
- Ad creative
- Landing pages
- Funnels
And send personalized feedback like:
“Hey [Name], saw your webinar ads on Facebook. Quick tip – have you considered adding a Facebook pixel to your landing page? You’re leaving money on the table without proper tracking.”
Or:
“Your ads look great, but Meta’s new algorithm penalizes slight variations. Try completely different angles instead of tweaking the same copy.”
Results? Out of 70 personalized emails, we’ve had several conversations and one potential major client.
Is it more work? Absolutely. Is it worth it for high-value prospects? You bet.
Strategy #2: LinkedIn Outreach
Hate it or love it, LinkedIn is where B2B connections happen.
The problem is that most people who do their outreach on LinkedIn immediately try to pitch their offer instead of making the effort to work on the relationship first.
That’s like meeting someone for the first time and immediately asking them to marry you.
At least go on a couple of dates first!
Or do what we do:
The “Gift First” LinkedIn Strategy
Lead with value.
When someone accepts our connection request, we don’t pitch. We give them something valuable.
Whether it’s a free report on something they’d find useful (like how AI-powered webinar funnels are currently turbocharging businesses in 2025), or an interview featuring someone recognized as a credible authority on the subject, whatever it is, the idea is to provide value upfront.
And if they’d like to inquire more about working together afterwards, then great!
Just by incorporating this strategy for one week, we got:
- 15 new connections
- 2 positive responses
- 13% response rate
Not bad for zero ad spend.
Strategy #3: Direct Mail
Everyone’s got a crowded inbox these days.
But chances are, their mailboxes are empty…
That’s why we’ve been sending potential clients direct mail.
And by that I mean PHYSICAL mail. Not the digital variety.
Right now, we’re getting 5% response rates from our direct mail campaigns.
For context, good email campaigns get about 1-2%.
Cost per package?
About $15-20.
Value of one new client?
Potentially thousands.
Why Direct Mail Works in 2026
Everyone’s so “digital-first” that physical mail stands out like a beacon.
Think about it:
If an email shows up in your inbox, you’d probably take your time opening it.
Some people even leave most of their emails unopened.
When was the last time you didn’t open a package that showed up at your home or office?
Strategy #4: Trade Shows
Trade shows are another B2B lead goldmine.
They’re a great place for building potential partnerships because:
- A) Decision makers would sometimes be at the booths
- B) You already know they’re there to speak with people, so you know they’ll be open to speaking to you
- C) They’re there to do business. They expect to be pitched. You’re not interrupting their day
- D) Everyone who WOULD be interested in your B2B services are gathered in one place, so it’s like shooting fish in a barrel – wherever you look, there’s bound to be a prospect
Finding the Right Trade Shows
Google “[your industry] trade show [your city]” and you’ll find dozens.
Filter by:
- Attendee quality (decision makers vs. tire kickers)
- Company size of exhibitors
- Past sponsor lists
One good trade show can generate enough leads for the quarter.
Strategy #5: AI SEO
Here’s a mind-blowing stat: 30% of our leads now come through ChatGPT.
Not Google. ChatGPT.
When someone asks ChatGPT for a “webinar marketing agency,” we show up. And unlike SEO, which can take months, you can rank on ChatGPT within weeks.
How to Rank on ChatGPT and Other LLMs
The secret? Create tons of valuable content in your expertise area.
That’s it. No tricks. No hacks.
It’s also why I keep putting out these free blog posts and posting content for my podcast and social media.
For example, I’m writing this article on a Sunday night when I could be binging Netflix.
But I choose to write it because I know that consistent, quality content pays dividends through:
- Traditional SEO
- YouTube search
- Social shares
- LLM rankings
Bonus Strategy #1: Cold Calling
Before “cold emails”… there was “cold calling”.
But here’s the truth: Agencies crushing it with cold calling are eating everyone else’s lunch.
Why? Because 99% of companies won’t do it.
Less competition = more opportunity.
If you’ve got the stomach for it, cold calling still delivers. Just be prepared to test 20+ scripts before finding your winner.
Don’t knock it until you try it!
Speaking of knocking…
Bonus Strategy #2: Door Knocking
This is for the truly brave. Or the truly ‘oldschool’.
If you serve local businesses (dentists, gyms, clinics), nothing beats showing up in person.
The manager can’t pretend they’re not there when you can literally see them in the back office.
Just like with cold emails and cold calling, this requires a bit of practice and real world testing before you can find a script and technique that works. It also requires exceptionally thick skin because rejections happen face to face, in real time, making them 10X more awkward.
The Bottom Line: What's Really Working in B2B Lead Gen
Here’s what all these strategies have in common:
- They require testing – These require a LOT of work. Not one-and-done attempts.
- They provide value first – You need to demonstrate value first by giving out free content that is useful to the prospect in some way.
- They go where others won’t – Instead of producing AI slop like everyone else, be willing to experiment with techniques that people shy away from – like physical mail and literally going door to door.
- They go back to basics – It all boils down to the fundamentals of B2B marketing – building relationships with other businesses.
The B2B landscape in 2026 isn’t harder than before. It’s just different.
The companies winning are those willing to test, iterate, and do the unsexy work that actually drives results.
Your Next Steps
Pick ONE strategy from this list. Just one.
Commit to testing it properly:
- 20 variations for cold email
- 30 days for LinkedIn outreach
- 100 packages for direct mail
- One trade show quarter
Don’t dabble. Dominate.
Because while your competitors are chasing the latest AI tool or growth hack, you’ll be systematically building a lead generation machine that actually works.
And if you need help implementing any of these strategies (especially the webinar part), well… you know where to find us.
Frequently Asked Questions
Q: What’s the fastest strategy to see results?
Cold email and LinkedIn outreach can generate responses within days. Trade shows give you immediate conversations (but require planning to attend). Direct mail takes 2-3 weeks for the full cycle. SEO and content marketing are long-term plays (3-6 months minimum). Pick based on your timeline and resources.
Q: How do I know which strategy is right for my business?
Look at where your ideal customers are and how they prefer to buy. Selling to Fortune 500? Trade shows and personalized outreach win. Targeting SMBs? Cold email and LinkedIn work great. Local businesses? Direct mail and door knocking crush it. When in doubt, test multiple strategies with small budgets and double down on winners.
Q: Should I do these myself or hire an agency?
Start by doing it yourself to understand what works. Once you’ve proven a strategy generates ROI, consider outsourcing. Agencies are great for scaling what already works, not for figuring out what works in the first place. Plus, when you know the game, you can better manage whoever you hire.
This podcast is hosted by Terence Tam, author of Lead Surge: 8 Radically Effective Marketing Funnels for Coaches and Experts. He is also the Founder of Radical Marketing, a digital marketing agency that partners with high-ticket coaches to scale their businesses with Webinars – by using a proprietary blend of story ads and battled-tested sales funnels to achieve better returns on ad dollars.
