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The 25 Commandments of B2B Lead Generation (Break These at Your Peril)
The non-negotiable rules for generating real pipeline, not just 'leads'. Field-tested, strategist-grade commandments for B2B marketers who want results.
By James Green•13 May 2025
The 25 Commandments of B2B Lead Generation (Break These at Your Peril)
Lead generation isn't about filling your CRM with names—it's about building real pipeline. This is your strategist-grade, field-tested guide to the commandments that actually drive results.
Why Most B2B Lead Gen Fails
- Most lead gen is a graveyard of wasted budget, dead MQLs, and so-called best practices that never worked.
- Pipeline comes from sniper-targeted campaigns, proof-driven offers, and relentless iteration.
- The best lead gen machines automate the grunt work and measure what matters.
Framework: Building a Lead Gen Machine
- Start with a sniper-targeted ICP—job title, function, seniority, and account list.
- Use a single, irresistible offer per campaign.
- Build landing pages with one goal and zero distractions.
- Automate follow-up and retargeting.
- Measure pipeline and closed deals, not just clicks.
🚨 The 25 Commandments (and How to Obey)
- Thou shalt not measure success by MQLs alone.
How to Obey: Track pipeline and closed-won deals. - Thou shalt never send a cold email without a real offer.
How to Obey: Lead with value, not "just checking in." - Thou shalt build a sniper-targeted ICP before launching any campaign.
How to Obey: Use LinkedIn, CRM, and customer interviews. - Thou shalt use a single, irresistible offer per campaign.
How to Obey: No mixed CTAs—clarity wins. - Thou shalt never use 'Contact Us' as your only CTA.
How to Obey: Use "Get the checklist," "Book a demo," or "See the case study." - Thou shalt always test multiple hooks and angles.
How to Obey: Run 2–3 variants per campaign. - Thou shalt build landing pages with one goal and zero distractions.
How to Obey: No nav, no popups, just proof and CTA. - Thou shalt exclude students, job seekers, and competitors from targeting.
How to Obey: Use LinkedIn filters and negative lists. - Thou shalt use real proof—logos, testimonials, case studies.
How to Obey: Add proof above the fold. - Thou shalt refresh creative every 2–3 weeks.
How to Obey: Rotate hooks, images, and offers. - Thou shalt automate follow-up, but never spam.
How to Obey: Use sequences with value, not desperation. - Thou shalt track pipeline and closed deals, not just clicks.
How to Obey: Use CRM and attribution tools. - Thou shalt use checklists and frameworks, not guesswork.
How to Obey: Build and use your own playbooks. - Thou shalt never let the CEO's spouse approve creative.
How to Obey: Test with your ICP, not your boss. - Thou shalt personalize with context, not just
{FirstName}
.
How to Obey: Segment by pain, not just name. - Thou shalt retarget non-converters with value, not desperation.
How to Obey: Use case studies and proof in retargeting. - Thou shalt use calculators, checklists, or demos as lead magnets—not 47-page whitepapers.
How to Obey: Make the offer easy to claim. - Thou shalt always A/B test offers, not just button colors.
How to Obey: Test what matters. - Thou shalt build campaigns, not one-off ads.
How to Obey: Map the full funnel. - Thou shalt never call a trade show lead a 'win' until it closes.
How to Obey: Track to closed-won. - Thou shalt use vertical-specific language and examples.
How to Obey: Speak your ICP's language. - Thou shalt never stop learning from real customer feedback.
How to Obey: Interview customers quarterly. - Thou shalt keep forms short—every extra field kills conversions.
How to Obey: Use only essential fields. - Thou shalt link every campaign to a real business outcome.
How to Obey: Tie every campaign to pipeline or revenue. - Thou shalt use B2B Ads Assistant to shortcut the pain and build pipeline faster.
How to Obey: Automate targeting, creative, and follow-up.
FAQ: B2B Lead Generation
Q: How do I know if my lead gen is working?
A: Track pipeline, not just leads. If it's not driving revenue, iterate.
Q: What's the best lead magnet for B2B?
A: The one your ICP actually wants—checklists, calculators, or demos.
Q: How often should I refresh my campaigns?
A: Every 2–3 weeks, or whenever you have a new win or insight.
See More
- How to Write B2B Ad Copy That Actually Converts
- The Ultimate B2B Offer Engineering Playbook
- LinkedIn Ads Benchmarks 2025
- B2B Ad Creative Testing Matrix & Templates
- How to Set Up LinkedIn Ads: The Ultimate B2B Launch Playbook
- LinkedIn Ads Metrics Glossary
- Pricing
- Chat
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