Highest ROI B2B Lead Generation Channels in 2024

B2B marketing

Lead generation is crucial for any B2B marketing strategy and sales process. It employs approaches that differentiate it from B2C marketing, which is centered around emotional connections and catering to the diverse preferences of individual buyers, while B2B marketing involves intricate decision-making processes, longer sales cycles, and a focus on building professional relationships.

Ninjapromo, a leading full-cycle marketing agency, prioritizes staying ahead of B2B marketing trends to excel in lead generation and maintain competitiveness. Their strategies yield remarkable results, boasting an average 600% ROI, with exceptional cases reaching 5477%.

Search Engine Optimization
In the digital era, visibility is crucial for success, and search engine optimization (SEO) is paramount in amplifying your brand's online presence. Studies show that 90% of clicks leading to websites come from the first page of search results, making SEO a top priority for standing out among competitors.

  • SEO is one of the best in terms of ROI because it continues to work and provide leads for months, even years, after a SEO-optimized website or content has been published and indexed.
  • It's a relatively low-cost process.
  • Requires little constant attention.
  • Measurable metrics that can be improved upon (time spent on page, visits, reputation, authority).
  • SEO isn't the quickest way to generate leads – it can take weeks for content to be processed by search engines.

Google Ads
Programmatic ads, when strategically targeted, function akin to email nurturing. They engage prospects until they progress further down the funnel, even if immediate conversion isn't achieved.

  • Ads start working immediately, being the quickest way to generate leads or at least get some traction and feedback.
  • Their performance is highly measurable – low-performing ads are to identify, and you can quickly make changes to keep costs under control.
  • Flexibility – you can always control your budget spent towards paid advertising.
  • Google Ads require a lot of manual work, constant tweaking, monitoring and improvements.
  • To ensure peak efficiency, precision targeting is essential. Failing to do so can result in diminishing ROI and missed opportunities, as ads may reach irrelevant viewers.

Email Marketing
Email marketing remains a cornerstone of B2B communication, offering a direct line to potential clients. It's a powerful tool that leverages automation and segmentation, which coupled with targeted content, exclusive offers and solutions leads to building relationships, establishing trust and driving conversions.

  • Easy to run ongoing programs with minimal manual effort.
  • Once you've created an automation sequence for these particular B2B marketing channels, the process of replicating and tweaking it for different segments is relatively simple.
  • Unbeatable ROI due to low costs of tools used in email marketing.
  • Email marketing relies on a constant content creation pipeline.
  • Getting decision-makers to subscribe to your mailing list is a challenge on its own, and requires a multi-channel approach.

LinkedIn, the professional networking platform, has emerged as a powerhouse for B2B lead generation. It's no surprise that the social media network built solely for professionals is viewed by many as the most effective. Two-thirds of B2B marketers consider it to be the most effective social platform among B2B marketing channels.

  • It's the go-to platform for B2B marketing as users are typically looking for and actively engaging with thought leadership content.
  • Linkedin is the easiest way to reach C-level executives, founders and other decision-makers.
  • Advertising on Linkedin is known to be expensive as far as Linkedin Ads are concerned.

Conversion Rate Optimization
Conversion Rate Optimization (CRO) is the secret weapon in turning website visitors into leads and customers. It requires a meticulous approach to CRO, conducting thorough website audits, analyzing user behavior, and implementing strategic changes to enhance the user experience by optimizing landing pages, CTAs, forms.

  • B2B websites are the #1 marketing asset of a company and it plays a vital role in securing leads, as they inevitably visit it to perform the target action (booking a call, setting up a meeting or making a purchase).
  • It's not a one-time effort, but an ongoing process of refinement through trial and failure.
  • According to CRO experts, B2B conversion rates are fairly small and sit only at 2%, while B2C sites are on the average are almost twice as efficient.

Content marketing and Lead magnets
Content marketing is indispensable for B2B lead generation, serving as a foundation for other channels like email marketing and SEO. While the form of content can vary—from case studies to expert articles—quality remains paramount. Additionally, lead magnets, such as how-to guides or templates, are effective for capturing attention and providing value. Offering a free tool for leads to "try before they buy," like Similarweb's analytics tool, is another potent strategy in B2B lead generation.

  • Content marketing is relatively low-cost.
  • It's absolutely necessary as other lead generation channels depend on it.
  • Content marketing comes in many forms and shapes, and in many cases keeps working for months or even years after being created and published.
  • Content requires promotion, otherwise it will be a wasted effort as many pieces of content can get very little traction.
  • It's tedious work that requires a good balance of quality vs quantity, the content has to be SEO-optimized and concise, but truly engaging, timely and useful to your audience.
  • It's not always easy to objectively measure the quality and efficiency of your content.

The B2B lead generation landscape is highly competitive and a multi-faceted approach is essential for success, as the tools used in it are highly interconnected and don't function without one another: content and email marketing require quality articles, case studies and expertise, but before you can deliver them to potential customers, you ensure they're aware of your brand through SEO, Google and Linkedin Ads.


In B2B, decision-making is a long-term endeavor demanding consistency, persistence, and ongoing refinement. Continuous conversion rate optimizations, A/B testing, and audience segmentation are key to boosting ROMI/ROI and minimizing customer acquisition costs. Yet, the true pinnacle of B2B marketing lies in fostering enduring relationships with both target audiences and existing clients, leading to invaluable word-of-mouth recommendations.